Stima Meten Is Weten 091409


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Stima Meten Is Weten 091409

  1. 1. Measuring means knowing Kristof Van Holder Digital Marketing Manager BNP Paribas Fortis #dmbh09
  2. 2. <ul><li>Agenda </li></ul><ul><li>What is measurement? </li></ul><ul><li>Strategy and Key Performance Indicators </li></ul><ul><li>Tools </li></ul><ul><li>Testing, analysing, optimising, testing,… </li></ul><ul><li>The final checklist </li></ul>
  3. 3. I know that half of my advertising dollars are wasted ... I just don't know which half John Wannamaker 1. What is measurement?
  4. 4. <ul><li>Analysing this data … </li></ul><ul><ul><li>… provides insights in the success of your online campaigns </li></ul></ul>“ Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.“ <ul><li>Web analytics … </li></ul><ul><ul><li>… collect usefull info about your web site traffic </li></ul></ul><ul><li>Using this knowledge </li></ul><ul><ul><li>… improves your efficiency </li></ul></ul>
  5. 5. <ul><li>5 tips for getting started </li></ul>Data is just data Define what you want to reach Define what you want to know Use your knowledge to evaluate & optimise Optimising never stops Stichting Marketing Digitale Marketing binnen handbereik!
  6. 6. Strategy without metrics are only wishes. Charles Philips, VP Oracle 2. Strategy and Key Performance Indicators
  7. 7. <ul><li>Click through, click through ratio, eCPM, CPC,... </li></ul><ul><ul><li>Old performance indicators </li></ul></ul><ul><ul><li>Efficiency is more than just click! </li></ul></ul><ul><ul><li>No contact qualification </li></ul></ul><ul><ul><li>No branding measurement </li></ul></ul><ul><li>Qualitative performance indicators </li></ul><ul><ul><li>Click -> landing -> start apply -> lead </li></ul></ul><ul><ul><li>Reference cost-per-lead for each product </li></ul></ul><ul><ul><li>Online branding impact research </li></ul></ul>
  8. 8. So many indicators …
  9. 9. <ul><li>So many indicators… </li></ul><ul><li>Traffic </li></ul><ul><ul><li>Volume, timing, duration, page views, … </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Popular pages, document downloads, … </li></ul></ul><ul><li>Navigation </li></ul><ul><ul><li>Paths, bounce rates, referrers, exit/entry pages, … </li></ul></ul><ul><li>Campaign conversion </li></ul><ul><ul><li>Cost-per-click, cost-per-lead, cost-per-sale, ROMI, … </li></ul></ul><ul><li>Search engine reports </li></ul><ul><ul><li>Keywords, robot visits, … </li></ul></ul><ul><li>Technical reports </li></ul><ul><ul><li>Errors, browsers, operating systems, screen resolution, … </li></ul></ul>
  10. 10. <ul><li>Some fundamental dashboards </li></ul><ul><li>Visits </li></ul><ul><ul><li>Track unique visitors </li></ul></ul><ul><li>Page views </li></ul><ul><ul><li>Views/visit trend </li></ul></ul><ul><li>Site navigation preferences </li></ul><ul><ul><li>Understand your funnels </li></ul></ul><ul><li>Most popular content </li></ul><ul><ul><li>Where is your visitor </li></ul></ul><ul><li>Key page impressions </li></ul><ul><ul><li>Visit trends to pages you want read </li></ul></ul>
  11. 11. <ul><li>Some fundamental dashboards </li></ul><ul><li>Keywords </li></ul><ul><ul><li>Search terms that referred visits </li></ul></ul><ul><li>Keyword to view </li></ul><ul><ul><li>Terms that generated multiple page views (brand value) </li></ul></ul><ul><li>Referrers </li></ul><ul><ul><li>Understand key traffic sources </li></ul></ul><ul><li>Conversions </li></ul><ul><ul><li>Track key transaction types </li></ul></ul><ul><li>ROMI </li></ul><ul><ul><li>Tangibilize contribution (sales, cost avoidance, …) </li></ul></ul>
  12. 13. <ul><li>Tips </li></ul><ul><ul><ul><ul><ul><li>Define your objectives </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Choose the KPI that help you manage </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Go for qualitative & quantitative </li></ul></ul></ul></ul></ul>3
  13. 14. 4. Tools Stichting Marketing Digitale Marketing binnen handbereik!
  14. 15. <ul><li>Measurement tools </li></ul><ul><li>The webanalytics tool </li></ul><ul><li>Basis of your measurement </li></ul><ul><li>Unlimited from high-end to free online solutions. </li></ul><ul><li>No IT decision! </li></ul><ul><li>Some names: Google Analytics, Nedstat, Omniture, Webtrends, … </li></ul>
  15. 17. <ul><li>Campaign management tools </li></ul><ul><li>The adserver </li></ul><ul><li>The essential link between advertising and behaviour. </li></ul><ul><li>Manages the traffic to your website. </li></ul><ul><li>Some names: Atlas, DoubleClick, … </li></ul>
  16. 19. <ul><li>Testing and targeting tools </li></ul><ul><li>Onsite tools to test and optimse marketing messages, interfaces and funnels. </li></ul><ul><li>Most common “tactiques”: </li></ul><ul><ul><li>Content targeting </li></ul></ul><ul><ul><li>A/B testing </li></ul></ul><ul><ul><li>Multivariate testing </li></ul></ul><ul><li>Some names: Google Web Optimizer, Netmining, Omniture Test&Target, … </li></ul>
  17. 21. <ul><li>Behavioral analysis tools </li></ul><ul><li>Tracks what the visitor does on your website </li></ul><ul><li>Why is the shopping process breaking off? </li></ul><ul><li>What is the user looking for? </li></ul><ul><li>Some names: Clicktale, CrazyEgg, … </li></ul>
  18. 23. 4. Testing, analysing, optimising, testing,… There is a great difference between knowing something and understanding: you can know a lot about something and not really understand it Charles F. Kettering
  19. 24. <ul><li>Reasons why to optimize </li></ul><ul><li>Break down preconceptions about what works </li></ul><ul><ul><li>Segment your audience and communicate relevant </li></ul></ul><ul><ul><ul><li>Optimize your online processes to increase conversion </li></ul></ul></ul><ul><ul><ul><ul><li>Create a long term learning process </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Increasing ROI on your advertising </li></ul></ul></ul></ul></ul>
  20. 25. <ul><li>Optimise your marketing campaigns! </li></ul><ul><li>Right message to right person at the right time and place! </li></ul>P <ul><li>Product : Product offer optimisation </li></ul><ul><li>Price : Promo offer optimisation </li></ul><ul><li>Place : Media “mix” optimisation </li></ul><ul><li>Promotion : Creation optimisation </li></ul>4
  21. 26. <ul><li>Optimise your sales funnels! </li></ul><ul><li>Forms critical element within funnel </li></ul><ul><li>Use internal & external benchmarks </li></ul><ul><li>Evaluate each step, each element to reduce drop-out </li></ul><ul><li>Scoring 1% better in your flow </li></ul><ul><li>might mean 1000s extra contracts! </li></ul>
  22. 28. <ul><li>Path of online persuasion! </li></ul>
  23. 29. <ul><li>Form dilemma’s … </li></ul><ul><li>Reduce length vs gather complete info </li></ul><ul><li>1 page forms vs multiple page forms? </li></ul><ul><li>Pre-qualify or not? </li></ul><ul><li>KISS vs full animation? </li></ul><ul><li>Testing, testing, testing, … </li></ul>
  24. 30. <ul><li>Some best practices … </li></ul><ul><li>Simplicity is key </li></ul><ul><li>Avoid confusion </li></ul><ul><li>Attention to error handling </li></ul><ul><li>Ask relevant info </li></ul><ul><li>Clear labelling </li></ul><ul><li>… </li></ul>
  25. 31. We simply start over again and again and again and …
  26. 32. <ul><li>5. The final checklist </li></ul>Define objectives and goals Define data (clickstream, CRM information, customers’ voice, ...) Define tools (on all levels), the reports and analysis requirements Reporting, analysis, optimisation, reporting, analysis, optimisation, ...
  27. 33. <ul><li>Thank you! </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>