This document provides information about BossData, an Antwerp-based digital marketing agency. It discusses their data-driven approach to online marketing, including measuring total economic value, focusing on profit over metrics, and using analytics to continuously improve campaigns. Case studies demonstrate success in SEO, SEA, and conversion rate optimization through testing and measurement.

1. Online marketing & data analytics your rocket to success
© 2014 | bossdata.be

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Today we will tell you more
about
Our way of work
Why I do what I do
Total economic value
Services
»»»»»
Who we are

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Who we
are

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WHO WE ARE
»Antwerp-based agency @ Telenet
Idealabs
»Strategic partner
»Data driven decision makers
»Landscaping, Execution and Monitoring
It’s not about channels, it's about profit

5. Our way
of work
5

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OUR WAY OF WORK
» Profit-driven marketing
» Measure beyond the conversion
» Bid for profit, not efficiency
» Capture demand in the moment
» The bigger picture counts
» Bottom line profit is leading

7. Custome
r cases
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WHY DO I DO WHAT I
DO? Data driven
»Does Footlocker know this?

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WHY DO I DO WHAT I
DO? Everything is measurable and quantifiable in EURO’s
» Sign along the highway? Advertising on TV? Article in a magazine?
» What does it do?

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WHY DO I DO WHAT I
DO?
I hope Donald
knows

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PEPPER CASE
»Painful to see for a media powerhouse
»Cost for “extra” visitors
»Top of mind, brand recognition, reach blablabla

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Familienieuws.eu
»8 nationwide newspapers & digital (NL & FR)
»19 o’clock news on VTM & 4 radio broadcasts
»Was it worth it? What did we learn?

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Familienieuws.eu
» Or the product sucks
» Or media sucks
» Some things you cannot measure => look at total picture

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TOTAL ECONOMIC
VALUE
»Think you are Media Markt
Offline
sales
Online
sales

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TOTAL ECONOMIC
VALUE
»Online KPI’s => Online sales
»In retail max conversion rate is 2%
» 2 on every 100 people convert in your webshop!!
» What do the other 98 people?

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TOTAL ECONOMIC
VALUE
»What does it matter?
»One click on “Samsung 55 inch tv” costs
EUR2.48,-
» “Autoverzekering” EUR5.27,- ; “Hotels New York” EUR2.63,-
»That is fu**ing expensive!!

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TOTAL ECONOMIC
VALUE
»If you do not take into account offline attribution
you are automatically underperforming.

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TOTAL ECONOMIC
VALUE
»What are the consequences?
» Marketers think the campaign is underperforming
» Marketers get depressed because they do not know what is going
on.
» Marketers will never make true data driven decisions
» Marketers get fired
» Companies go bankrupt
» Lesson learned: take all KPI’s into account
» E-commerce, newsletter subscriptions, shop location look ups,
contact forms, telephone calls, etc..

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CUSTOMER CASES
»The effect of SEO – The “Pillars”
» Quality scan
» Keyword research
» Website structure
» Technical advise
» Link authority
» Content strategy
Do this right and then…….

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CUSTOMER CASES
»The effect of SEO
Evolution of keyword rankings in Google of the last 12 months
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Keyword rankings 2012 - 2014:
Evolution Organic Traffic
Rank 1-3 Rank 4-10 Not on 1st Page Organic Visits
Create relevance
for Google: meet
search intention
better.
Website structure

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CUSTOMER CASES
»SEA – Search Engine Advertising – The “Pillars”
» Structured build up
» Constant CPC monitoring
» Newest targeting techniques
» Quality score optimization
» Negative optimization
» Google Beta enrolments
» A/B ad testing

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CUSTOMER CASES
»SEA – Search Engine Advertising
A/B ad testing

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CUSTOMER CASES
»SEA – Search Engine Advertising
Failing faster makes us learn a lot quicker

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CUSTOMER CASES
»SEA – Search Engine Advertising
Year Visits Revenue
Transaction
s
Costs Assisted ROI
2012 100% 100% 100% 100% 100% 60%
2013 183% 590% 915% -1% 229% 415%
2014 6% 25% -19% 55% 81% 334%

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CUSTOMER CASES
»Conversion optimization (A/B testing)
»Testing variants and
optimize campaigns
V
S

26. »Testing variants and
optimize campaigns
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CUSTOMER CASES
»Conversion optimization (A/B testing)
Conversion
Rate
Transactions
Original 15,01% 115
Variation #1 20,00% 181
Increase 33,24% 57,39%

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VOLKSWAGEN CASE
»SEO on images: “The ultimate business car”

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VOLKSWAGEN CASE
»SEO on images: “The ultimate business car”

29. your
business
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WHO ALWAYS WINS?

33. Data
Driven
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Analytics
Define
Measur
e
Control
Analyz
e
Improv
e
» Implementation on any level:
If you can not measure it, you can not improve
it
- Starters
- Advanced
- Experienced
» Goal defenition and quantification
» Cross device tracking & input of the offline data
» Determination of the on- and offline cost and
revenue structure
» Technical guidance (Google Analytics &
Tagmanagement)

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The BossData
approach
» Make sure you measure everything
» Decide on data
» Proactive steps
» High level of involvement
Failing faster makes us learn a lot quicker

36. Advanced analytics & Strategic insights
Matthias Laqueur
matthias@bossdata.be
+32(0)479/44.94.08
© 2014 | bossdata.be