Ecommerce ga addconsulta_june2012

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Ecommerce ga addconsulta_june2012

  1. 1. The Royal family
  2. 2. Tivoli
  3. 3. Bicycling
  4. 4. Europe - Denmark
  5. 5. 3 million people doing 76.000.000 ecommerce transactions (in 2011)
  6. 6. Ecommerce &Google Analytics for advertisers Niels Klintø Co-founder Addconsulta
  7. 7. Employee1997 1999 2000
  8. 8. Entrepreneur (Search & Online Marketing) X Argentina Peru Colombia Ecuador2003 2005 2006 2007 2008 2011 2012
  9. 9. Danish Online shopping 2011• USD 8 Billion – USD 1,5 Billion was outside Denmark• 50y+ was the biggest spenders – 41% of the value
  10. 10. Most popular1. Clothes 12%2. Computer hardware & electronics 9%3. Films, music and games 6%4. Travel 6%5. Entertainment 6%6. Recharging of mobile phone 6%
  11. 11. Purchase span• Travel (packages) USD 560• Airplane tickets USD 470.....• Train tickets USD 50• Take away food USd 30• Films, music & games (download) USD 14
  12. 12. More than 30% of Danish ad spend goes online IAB Denmark 2012
  13. 13. WHY? ?
  14. 14. Reason 1• Foundation / local legistration – Denmark has an ecommerce law – Right of withdrawal – 14 days – Cant charge the creditcard before sending – Bank / card provider can stop a payment if the goods hasnt been delivered (also while checking it) – Money returned from the Bank – on credit card fraud• Thats bad for the webshops?!
  15. 15. Reason 2
  16. 16. Alice:Would you tellme, please,which way Iought to gofrom here?The Cat:That depends agood deal onwhere you wantto get toAlice:I dont muchcare where.The Cat:Then it doesntmuch matterwhich way yougo.
  17. 17. Got a goal?
  18. 18. Define your goals Active clients Affiliate EventsSale Competition Campaign Subscription BrandingLeads
  19. 19. Funnel Visualization - online shop
  20. 20. Manage your traffic sources!
  21. 21. This is why you wanna track your traffic sources
  22. 22. TDC presentation 2006
  23. 23. TDC presentation 2006
  24. 24. Easy private loans up to usd 9.500 • SEO • Google AdWords • Banner campaigns
  25. 25. Measure it all Banner Campaign• Measuring conversion rates and price for all campaign Media Clicks Leads Price per lead elemenents Media 1 9.000 184 USD 34 Media 2 11.765 355 USD 46 Media 3 5.873 105 USD 42• Comparing price per lead Media 4 9.000 51 USD 106• Easy to see that AdWords should have the full budget.. Google AdWords Months Clicks Leads Price per lead• Bonus: by raising the August 6.065 708 USD 26 AdWords click price the July 4.548 465 USD 31 price per lead was June 6.063 607 USD 31,5 decreased!? May 5.109 502 USD 32
  26. 26. Examples• www.addconsulta.pe – Facebook campaign, free USD 100 voucher campaign – www.addconsulta.pe/?utm_source=facebook&utm_medium =banner&utm_campaign=fb-100-voucher-spring12• www.addconsulta.pe – Newsletter, 2 links advertising for Facebook and Google AdWords – www.addconsulta.pe/?utm_source=newsletter&utm_mediu m=email&utm_content=adwords&utm_campaign=newslet ter-april12 – www.addconsulta.pe/?utm_source=newsletter&utm_mediu m=email&utm_content=facebook&utm_campaign=newsle tter-april12
  27. 27. Create a tagging plan
  28. 28. What if we make a small mistake?
  29. 29. Google’s URL Builder
  30. 30. Use Excel="http://"&A15&"/?utm_source="&B15&"&utm_medium="&C15&"&utm_term="&D15&"&utm_content="&E15&"&utm_campaign="&F15
  31. 31. The only report needed?
  32. 32. Workflow with HeadlightFrom campaign execution to reporting & optimization
  33. 33. Campaign Management
  34. 34. Performance dashboard
  35. 35. Attribution modelling
  36. 36. Which model?Last interaction First interaction Linear
  37. 37. Thank youNiels KlintøMobile: +45 26100078Email: nk@addconsulta.peSkype: klintoeTwitter: @klintoeLinkedIn: www.linkedin.com/in/klintoe

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