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Eficienta Campaniilor de Online Marketing

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Eficienta Campaniilor de Online Marketing - ECOM - o perspectiva despre masurarea KPI-urilor de business folosind Google Analytics. Prezentare sustinta live, in webinarul gazduit in data de 22.02.2017 de colegii de la platforma de e-commerce GoMAG.ro

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Eficienta Campaniilor de Online Marketing

  1. 1. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Eficienta Campaniilor de Online Marketing ECOM
  2. 2. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi
  3. 3. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Analytics
  4. 4. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi
  5. 5. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Ecuatia Comertului Online CA = TR x RC x CM 33% buget – achizitie trafic 33% buget – CRO 33% buget – marketing de produs
  6. 6. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Agenda Prezentarii 1. KPI-urile si legatura cu GA 2. ECOM – eficienta campaniilor de online marketing 3. Perspective de business (insights) 6
  7. 7. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi 1. KPI-urile unui business online 7
  8. 8. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi8 The Great Outdoors • Business objective: Promote customers' appreciation of outdoor activity through the acquisition of camping and sporting goods • Strategy: Sell high-quality camping and sporting equipment that helps customers be comfortable in the outdoors.
  9. 9. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi
  10. 10. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi10 Care sunt obiectivele acestui business?
  11. 11. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi 2. ECOM – eficienta campaniilor de online marketing 11
  12. 12. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi CIFRADEAFACERI Luna 1 Luna 12 contrar așteptărilor, râul nostru nu își mărește albia, rămâne în matcă…
  13. 13. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Luna 1 Luna 12 CIFRADEAFACERI
  14. 14. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Luna 1 Luna 12 adwords organic & direct social media Centre de cost Centre de cost Centre de cost Centre de profit Centre de profit Centre de profit CIFRADEAFACERI
  15. 15. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi • CPM = costul per mia de afisari • CPC = costul per click • Conversia = Rata de Conversie (ecommerce conversion rate) • CPS / CPV = cost per sale / cost per vanzare • AOV = average order value, comanda medie • ROI = Return On Investment = (Margine – Costuri) / Costuri * 100 Canal Media unde dau bani, de unde primesc facturi Costuri ce scrie acolo pe facturi, in lei de preferinta Venituri ce scrie in raportul specific din Google Analytics, in lei  FACEBOOK Ma uit pe factura, transform in lei Ma uit in tabelul pe care il verific zilnic pentru clientii mei, unde vad rezultatele financiare ale fiecarui canal media ADWORDS Ma uit pe factura, e deja in lei Apoi ponderez cu o margine venitul (scad costul marfii, scad alte costuri ale companiei) SEO - ORGANIC Pe care factura ma uit? Consultantul de seo, instrumentul de seo, omul de La final vad diferenta, in absolut sau procentual, adica ajung la ROI. Eficienta Campaniilor de Online Marketing = ECOM % ROI = (Venituri – Costuri) / Costuri * 100
  16. 16. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloiConfidential and Proprietary Cautam tabelul in rapoartele din GA Achizitie > Tot volumul de trafic > Sursa/Modalitate > Rezumat • Unde il gasim? Care este cel mai apropiat raport de cel prezentat in imagine?
  17. 17. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloiConfidential and Proprietary Ce reprezinta 50%? Care ar fi un KPI important? Cum a evoluat fata de luna trecuta? Dar fata de anul trecut? Ne-am atins TARGETUL? Se refera la media pe site? Este ROI-ul pe AdWords, pe Google sau Facebook?
  18. 18. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi 3. Perspective de business (insights) 18
  19. 19. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloiConfidential and Proprietary Conversii > Comert Electronic > Performanta Produsului Conversions > E-Commerce > Product Performance
  20. 20. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloiConfidential and Proprietary Conversii > Comert Electronic > Performanta Produsului > Comportament la cumparaturi Conversions > E-Commerce > Product Performance
  21. 21. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Multumesc! ECOMpedia.ro Liviu.Taloi@ECOMpedia.ro
  22. 22. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi Liviu TALOI Senior Consultant in e-commerce, usability, analytics, conversion rate optimization and online marketing @ECOMpedia Liviu is Co-Founder of the ECOMpedia.ro project and Community Manager for GPeC (Gala Premiilor e-Commerce - Romanian e-Commerce Award Gala). He has over 15 years of experience in online marketing and 10 years in e- commerce. He was, among other past jobs, PR Manager at eMAG. In 2005, he founded a web consulting company specialized in e-commerce and sites evaluation, Web Audit. He is also speaker at conferences and seminars, especially dedicated to electronic commerce, he write articles and market analysis. Skills: e- commerce, site audit, UX, CRO, Analytics, Online Marketing. Taloi has been selected by Cardinal Path to be a regional trainer of Google Partner Academy Programme in Google Analytics. Taloi has also GAIQ - Google Analytics Individual Qualification certification. Liviu TALOI has worked with online shops as eMAG, MarketOnline, SigmaNET, F64, FashionUP, TAMOS, Kurtmann, ZorileStore, Vexio.ro, MetaphoraBijoux, Gutuie.ro, eMenAtWork, e-commerce platforms & full digital agencies as Content Speed, Shopmania BIZ, Retargeting.biz, online tourism sites as EXIMTUR, Veltravel, he did usability & conversion rate optmization projects as for BCR - sIT Solutions AT Spardat Gmbh, Bitdefender (USA site), SKIN media, he delivered Google Analytics closed&open trainings as for BrainArt, Siniat, ING NN Asigurari de Viata, Google Partner Academy. In recent years, Liviu Taloi provided expert advice to more than 100 Romanian online stores in e-commerce, usability, analytics, conversion rate optimization and online marketing. Many of these online companies are now market leaders in their niche.

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