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Web Analytics and Media/Data Analysis
in the Automotive Industry.
A case study: FIAT UK
Marco De Cesaris
September 2009
Di...
Marco De Cesaris 2 01/09/2009
Abstract
Web analytics and data analysis are becoming far more important to business. These ...
Marco De Cesaris 3 01/09/2009
Declaration
I hereby declare that this dissertation is all my own original work and that all...
Marco De Cesaris 4 01/09/2009
Acknowledgements
I would like to thank all the people who were involved and helped me to com...
Marco De Cesaris 5 01/09/2009
Table of Contents
Abstract.....................................................................
Marco De Cesaris 6 01/09/2009
4.1 Correlation between web-traffic and sales (O.C.F.).........................................
Marco De Cesaris 7 01/09/2009
Introduction
Between 2008 and 2009 marketing budget and business models have changed especia...
Marco De Cesaris 8 01/09/2009
• Offline ads and influence on the web (e.g. TV, national press, events, etc…)
• Overview of...
Marco De Cesaris 9 01/09/2009
In Chapter 3 I explain the source of information – i.e. analysis and reports that I made for...
Marco De Cesaris 10 01/09/2009
1. General overview and how this work is structured
The focus of this work will be mainly i...
Marco De Cesaris 11 01/09/2009
understand the impact of an event like the “Scrappage” on the general traffic and
enquiries...
Marco De Cesaris 12 01/09/2009
Internet, e-mail, and wireless media; however, Internet marketing also includes
management ...
Marco De Cesaris 13 01/09/2009
individual will at best be interested, then decide to obtain more information at a later
ti...
Marco De Cesaris 14 01/09/2009
By the way the limit of “the inability of shoppers to touch, smell, taste or "try on"
tangi...
Marco De Cesaris 15 01/09/2009
prompt to act. Content could be out of date or there could be a link distracting users and
...
Marco De Cesaris 16 01/09/2009
2. What FIAT wants to measure
The goals described in Chapter 1, will be achieved by analyzi...
Marco De Cesaris 17 01/09/2009
Image1
Request a brochure works almost in the same way of arrange a test drive. The only
di...
Marco De Cesaris 18 01/09/2009
this potential lead (according to the optin/optout boxes ticked by the visitor who
requests...
Marco De Cesaris 19 01/09/2009
When bringing all this data together in analysis it is hoped to bring insights to FIAT in
o...
Marco De Cesaris 20 01/09/2009
Ø configured cars (saved, printed, emailed).
Of course these KPIs are not exhaustive. But ...
Marco De Cesaris 21 01/09/2009
After he has clicked on the button “search” (red circled in the image above), a list of
res...
Marco De Cesaris 22 01/09/2009
At this stage he is offered four main actions (red circled in the image below):
1) print th...
Marco De Cesaris 23 01/09/2009
these are intermediate steps (and of all these steps very likely FIAT wouldn’t be able
to d...
Marco De Cesaris 24 01/09/2009
The Car configurator is an application written in flash software and also embedded
within t...
Marco De Cesaris 25 01/09/2009
In relation to the configurator, the most important action that FIAT UK considers as
KPI is...
Marco De Cesaris 26 01/09/2009
The third option it allows you to print an image of the car (that you configured). This
opt...
Marco De Cesaris 27 01/09/2009
combination ever in term of traffic – this is quite obvious if you think that first of all
...
Marco De Cesaris 28 01/09/2009
- Paid Search (also called Pay per Click - definition from IAB):
“Pay per Click (PPC) - All...
Marco De Cesaris 29 01/09/2009
All of the three above generally belong to online paid advertising.
In addition to this, th...
Marco De Cesaris 30 01/09/2009
“Organic search results - The ‘natural’ search results that appear in a
separate section (u...
Marco De Cesaris 31 01/09/2009
- Referrals (also called referring urls - definition by Avinash Kaushik):
“Referring URL’s ...
Marco De Cesaris 32 01/09/2009
For FIAT UK referrals are other website sending traffic to FIAT UK but not including
online...
Marco De Cesaris 33 01/09/2009
in the advertising (for example in the banner) and when a visitor click on that banner
and ...
Marco De Cesaris 34 01/09/2009
For example a banner on a website will contain channel = internet or channel =
display; a m...
Marco De Cesaris 35 01/09/2009
- period will contain the period during which the campaign will be running (e.g.
20090401_2...
Marco De Cesaris 36 01/09/2009
Demographic Targeting – It allow serving ads to users based on their exact age
and/or their...
Marco De Cesaris 37 01/09/2009
“Banner - A long, horizontal, online advert usually found running across the top
of a page ...
Marco De Cesaris 38 01/09/2009
(assumed that the visitor leaves some personal/contact details, like when it happens
when t...
Marco De Cesaris 39 01/09/2009
drive “offline”, but of course this is not visible in internet. By the way, thanks to the
w...
Marco De Cesaris 40 01/09/2009
This tool would also allow to recognize people coming from specific domain and (for
example...
Marco De Cesaris 41 01/09/2009
Another example could be this one: people configure a car and then leave the website
withou...
Marco De Cesaris 42 01/09/2009
This analysis helped FIAT in understanding which one of these two website better
performed ...
Marco De Cesaris 43 01/09/2009
The purpose of tracking these pages is to see how efficiently your pages direct visitors
to...
Marco De Cesaris 44 01/09/2009
and then saw the confirmation page (some of them also revised their order, this was 1%).
Se...
Marco De Cesaris 45 01/09/2009
This scheme really affected the sales and also the traffic on the website. Because of the
i...
Marco De Cesaris 46 01/09/2009
1. Dealer Locator Entry Page;
2. Dealer Locator Results;
3. Dealer Locator Dealer Page.
See...
Marco De Cesaris 47 01/09/2009
The campaign, developed with media agency Mediaedge:cia, will be targeted at a
trend-settin...
Marco De Cesaris 48 01/09/2009
Fiat is hoping to target ‘young, cool, music lovers’ via the partnership, which will
includ...
Marco De Cesaris 49 01/09/2009
• Contagious Magazine
“SpotiFIAT
14/07/2009
Surprisingly this hook up between FIAT and Spot...
Marco De Cesaris 50 01/09/2009
favorites Facebook, MySpace and Twitter, with additional seeding across targeted
blogs. Twi...
Marco De Cesaris 51 01/09/2009
deals to be bundled in with the windscreen price on the cars we buy, this is
something we'r...
Marco De Cesaris 52 01/09/2009
This is a benchmarking tool within the automotive industry (even though it is limited only
...
Marco De Cesaris 53 01/09/2009
3. Sources of information, data and tools
• Web Analytics Data and eDataExchange (eDX):
Sop...
Marco De Cesaris 54 01/09/2009
• Calls:
Data about phone calls made to the dealers are provided by 10act (a FIAT supplier)...
Marco De Cesaris 55 01/09/2009
4. Findings
This chapter includes the findings of the work above. The structure is as follo...
Marco De Cesaris 56 01/09/2009
4.2 Key Performance Indicators (KPIs) in the automotive industry
(arranged test drives, bro...
Marco De Cesaris 57 01/09/2009
campaign (in this case it is obviously Panda, that receive the highest number of arranged
t...
Marco De Cesaris 58 01/09/2009
clearly shows that the best publisher (on that day) was adpepper because produced the
highe...
Marco De Cesaris 59 01/09/2009
The graph below clearly show how online advertising (yellow line) is definitely
correlated ...
Marco De Cesaris 60 01/09/2009
FIAT received 122,093 visits from this campaign (campaignid=017_Fiat_Punto_Email) –
see ima...
Marco De Cesaris 61 01/09/2009
In April, of the 567 completed records, only 25 were the test drives taken, which means
4.4...
Marco De Cesaris 62 01/09/2009
4.5 Offline ads and influence on the web
As specified in Chapter 2, let’s go straight to th...
Marco De Cesaris 63 01/09/2009
On the 12th
of July, traffic coming from the different sources hugely increased (see image
...
Marco De Cesaris 64 01/09/2009
Then looking at the data grouped by traffic source and hours, we can see how natural
search...
Marco De Cesaris 65 01/09/2009
From the graph above we can see how direct traffic (blue line), paid search (azure line)
an...
Marco De Cesaris 66 01/09/2009
The graph above shows another clear explanation of the conversion rate and the success
of T...
Marco De Cesaris 67 01/09/2009
The results showed above, suggest an increase of interest in the 1.4 Lounge model and a
dec...
Marco De Cesaris 68 01/09/2009
As you can see, on the 23rd
of July we had the best traffic ever: 27,536 visits.
Exception ...
Marco De Cesaris 69 01/09/2009
Punto and Panda – not 500C), while on the 23rd the arranged test drives were 96 (80% of
the...
Marco De Cesaris 70 01/09/2009
Above is the comparison between the 12th July and the 23rd July. This analysis aims to
comp...
Marco De Cesaris 71 01/09/2009
Of these people who spent less than a min on the website, 50% saw only a single page
and th...
Marco De Cesaris 72 01/09/2009
Analyzing the 500C report (see image above), is so clear that 79% of the total booked test
...
Marco De Cesaris 73 01/09/2009
Analyzing the traffic coming from YAHOO (image below), we can notice that 68% of the
visits...
Marco De Cesaris 74 01/09/2009
These are the visits the spent between 1 and 10 minutes on the website. They totally
booked...
Marco De Cesaris 75 01/09/2009
Yahoo.co.uk affinity score (source: google ad planner)
Same happens if we look at the affin...
Marco De Cesaris 76 01/09/2009
4.8 Overview of funnels. An example: FIAT 500byDiesel
As specified in Chapter 2, 500byDiese...
Marco De Cesaris 77 01/09/2009
/500byDiesel/order_summary.htm
/500byDiesel/login_or_register.htm
/500byDiesel/contact_deta...
Marco De Cesaris 78 01/09/2009
From the graph above it is clear that analyzing funnel in two different ways is really
usef...
Marco De Cesaris 79 01/09/2009
4.9 Scrappage: a case study
Full report attached: “20090728_Scrappage_Report.pdf”.
Scrappag...
Marco De Cesaris 80 01/09/2009
Additional note:
From the figures above, it emerges how “Ad pepper” email campaign was perf...
Marco De Cesaris 81 01/09/2009
There is an exception around October 2008 (where calls increase and traffic on the
dealer l...
Marco De Cesaris 82 01/09/2009
PS. DEALER PAGE is the page that you get after: 1) having searched for a dealer, 2)
obtaine...
Marco De Cesaris 83 01/09/2009
4.11 Spotify and FIAT
Fiat targeted the right audience.
According to Google Ad Planner13
, ...
Marco De Cesaris 84 01/09/2009
“florence machine”. All of the above summarizes the typical targeted audience for FIAT
500C...
Marco De Cesaris 85 01/09/2009
The data above refer to the period July-August. During this campaign, people could enter
th...
Marco De Cesaris 86 01/09/2009
4.12 Twitter and Google Trend (additional external analysis)
Case study attached: “20090603...
Marco De Cesaris 87 01/09/2009
There was a spike for fiat 500 in November (and this was when tog gear TV spoke about
fiat ...
Marco De Cesaris 88 01/09/2009
Below you can see the trend on twitter for fiat and some of the competitors:
More details h...
Marco De Cesaris 89 01/09/2009
5. Conclusions
Fiat Ranking (website) from Nov 08 to Jul 09
0
200,000
400,000
600,000
800,0...
Marco De Cesaris 90 01/09/2009
automotive industry and then the optimization of the channel. This optimization can be
achi...
Marco De Cesaris 91 01/09/2009
6. Bibliography
Arikan, A. (2008) Multichannel Marketing: Metrics and Methods for On and Of...
FIAT Case Study - Web Analytics And Media Data Analysis In The Automotive Industry - 2009
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FIAT Case Study - Web Analytics And Media Data Analysis In The Automotive Industry - 2009

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Web analytics and data analysis are becoming far more important to business. These tools
and analysis allow you to judge on the performance of the business and at the same time
can help in forecasting. If well integrated web analytics and data analysis can provide
good recommendations and insights for the decision makers, and can also allow
immediate changes on the website (adding, removing, editing pages and/or content), and
again can help in improving media planning (and ad spend), and these kind of analysis
definitely help in the process of business optimization.
This is a practical empirical research rather than a theory based research. All the work is
based on real data from a blue chip company in the automotive Industry: FIAT UK.
Dissertation submitted in partial fulfilment for the degree of
MA in Electronic Communication and Publishing,
School of Library, Archive and Information Studies,
University College London.

Published in: Data & Analytics
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FIAT Case Study - Web Analytics And Media Data Analysis In The Automotive Industry - 2009

  1. 1. Web Analytics and Media/Data Analysis in the Automotive Industry. A case study: FIAT UK Marco De Cesaris September 2009 Dissertation submitted in partial fulfilment for the degree of MA in Electronic Communication and Publishing, School of Library, Archive and Information Studies, University College London.
  2. 2. Marco De Cesaris 2 01/09/2009 Abstract Web analytics and data analysis are becoming far more important to business. These tools and analysis allow you to judge on the performance of the business and at the same time can help in forecasting. If well integrated web analytics and data analysis can provide good recommendations and insights for the decision makers, and can also allow immediate changes on the website (adding, removing, editing pages and/or content), and again can help in improving media planning (and ad spend), and these kind of analysis definitely help in the process of business optimization. This is a practical empirical research rather than a theory based research. All the work is based on real data from a blue chip company in the automotive Industry: FIAT UK.
  3. 3. Marco De Cesaris 3 01/09/2009 Declaration I hereby declare that this dissertation is all my own original work and that all sources have been acknowledged. It is 14,759 words in length. Please keep this work very confidential. In order to make it public, you need to contact the author and get his approval. Marco De Cesaris September 1st 2009
  4. 4. Marco De Cesaris 4 01/09/2009 Acknowledgements I would like to thank all the people who were involved and helped me to complete this path: lectures and staff of the MA in Electronic Communication and Publishing course at UCL, my tutor Robin Hunt, all the Marketing team at FIAT UK (special thanks to Chiara, Michelle and Claudio), Miles, and a very special thank to Simone (one of the best people, colleagues, and friends I have ever met) and Elena Bernardelli (FIAT UK Marketing Director) who agreed and allowed me to work on a FIAT UK real case study.
  5. 5. Marco De Cesaris 5 01/09/2009 Table of Contents Abstract................................................................................................................................2 Declaration...........................................................................................................................3 Acknowledgements..............................................................................................................4 Table of Contents.................................................................................................................5 Introduction..........................................................................................................................7 1. General overview and how this work is structured....................................................10 2. What FIAT wants to measure ....................................................................................16 2.1 Correlation between web-traffic and sales (O.C.F.)............................................16 2.2 Key Performance Indicators in the automotive industry (arranged test drives, brochure requested, brochure downloaded, dealer locator and configured cars) ..........19 2.3 Correlation between online advertising, sales, and web-traffic ..........................26 2.4 Online advertising analysis (analysis of twelve parameters linked to each single online ad) .......................................................................................................................32 2.5 Offline ads and influence on the web (e.g. TV, national press, events, etc…)...37 2.6 Overview of visitors -> leads (online behavioural analysis in real time in order to optimise the opportunities and increase the probability of sales)..................................39 2.7 Conversion rate – comparison between YAHOO and AOL. How different publishers/channels/traffic sources perform ..................................................................41 2.8 Overview of funnels. An example: FIAT 500byDiesel ......................................42 2.9 Scrappage: a case study.......................................................................................44 2.10 Dealer Locator Analysis..................................................................................45 2.11 Spotify and FIAT.............................................................................................46 2.12 Twitter and Google Trend (additional external analysis)................................51 2.13 Comparison with competitors through eDX....................................................51 3. Sources of information, data and tools ......................................................................53 4. Findings .....................................................................................................................55
  6. 6. Marco De Cesaris 6 01/09/2009 4.1 Correlation between web-traffic and sales (O.C.F.)............................................55 4.2 Key Performance Indicators (KPIs) in the automotive industry (arranged test drives, brochure requested, brochure downloaded, dealer locator and configured cars) 56 4.3 Correlation between online advertising, sales, and web-traffic ..........................58 4.4 Online advertising analysis (analysis of 12 parameters linked to each single online ad) – case study (email campaign evaluation – FIAT PUNTO Mar/Apr 2009).59 4.5 Offline ads and influence on the web..................................................................62 4.6 Car Configurator as one of the most important section on the website ..............66 4.7 Conversion rate – comparison between YAHOO and AOL. How different publishers/channels/traffic sources perform ..................................................................67 4.8 Overview of funnels. An example: FIAT 500byDiesel ......................................76 4.9 Scrappage: a case study.......................................................................................79 4.10 Dealer Locator Analysis ..................................................................................80 4.11 Spotify and FIAT.............................................................................................83 4.12 Twitter and Google Trend (additional external analysis)................................86 5. Conclusions................................................................................................................89 6. Bibliography ..............................................................................................................91 7. Attachments - Full reports .........................................................................................92
  7. 7. Marco De Cesaris 7 01/09/2009 Introduction Between 2008 and 2009 marketing budget and business models have changed especially after the financial crisis started at the end of 2008. From a marketing point of view, money has been moved from traditional marketing to digital marketing. There has been a huge increase of budget in digital marketing because it is cheaper and it allows detailed and specific targeting and traceability (so it is possible to directly evaluate the investment). The main question I would like to answer is: How can digital marketing (through analytics, tracking and media/data analysis) help in monitoring, improving and optimising the business? Points that I would like to discuss and analyze in my dissertation: • Correlation between web-traffic and sales (O.C.F.) • Key Performance Indicators (KPIs) in the automotive industry (arranged test drives, brochure requested, brochure downloaded, dealer locator and configured cars) • Correlation between online advertising, sales, and web-traffic. • Online advertising analysis (analysis of twelve parameters linked to each single online ad). These parameters include brand offence and defence, payment (CPC, CPM, CPA, CPL), paid search, newsletter, display advertising, advertorial, banner size, publishers, targeting (behavioural, re-targeting, geo-targeting, demographic, and so on) – case study (email campaign evaluation – FIAT PUNTO Mar/Apr 2009)
  8. 8. Marco De Cesaris 8 01/09/2009 • Offline ads and influence on the web (e.g. TV, national press, events, etc…) • Overview of visitors -> leads (online behavioural analysis in real time in order to optimise the opportunities and increase the probability of sales) • Internet marketing and analytics. • Conversion rate – comparison between YAHOO and AOL. How different publishers/channels/traffic sources perform. • Overview of funnels. An example: FIAT 500byDiesel. • Scrappage: a case study • Dealer Locator Analysis • Spotify and FIAT • Twitter and Google Trend (additional external analysis) • Comparison with competitors through eDX Here is how this dissertation is structured: In Chapter 1 I analyze FIAT UK from a web analytics and media/data analyses point of view in order to show how these kinds of analyses can be helpful for monitoring, optimizing and improving the business. At the end of the Chapter definitions of Internet Marketing and Web Analytics are given. In Chapter 2 I describe what each point highlighted in Chapter 1 brings to FIAT UK (in terms of leads generation), and highlight the key points - e.g. sales, leads quality, and so on.
  9. 9. Marco De Cesaris 9 01/09/2009 In Chapter 3 I explain the source of information – i.e. analysis and reports that I made for FIAT UK based on the tools/information/data of (owned by) FIAT UK. Chapter 4 includes the findings – i.e. reports and analysis with comments. Finally you will find the conclusions.
  10. 10. Marco De Cesaris 10 01/09/2009 1. General overview and how this work is structured The focus of this work will be mainly in online media advertising (which is directly measurable), off line media, performance of the website (mainly visits) and an in depth analysis of the most important Key Performance Indicators (KPIs) in the automotive industry (e.g. booked test drives, brochure requests, brochure downloads, dealer locator, saved configurations of cars) and how the web analytics and media/data analysis can help in optimising the effectiveness of marketing, and ultimately generating more sales leads, and very possibly sales with a higher ROI. Another important aspect of this work will be to discover what is the most productive traffic source in order to improve the traffic on the website and also in order to improve the number and quality of enquiries (conversion rate: leads/visits). Then the focus will shift to offline advertising and the impact on the website. I will explore how offline campaigns can affect online traffic and what is the best mix between online/offline campaigns in order to maximize the revenue for the website. Each single page on the website is tagged1 . The main analytical tool used is Sophus (a specialized web analytics and management solutions tool in the automotive industry). Additional analysis and investigations will be for the configured cars2 and Scrappage3 (introduced in the UK in April 2009). There will be a segmented analysis in order to 1 A “tag” (or “page tag”) or “web bug” is an object that is embedded in a web page or e-mail and is usually invisible to the user but allows checking that a user has viewed the page or e-mail. One common use is in e- mail tracking. Alternative names are Web beacon, tracking bug, tracking pixel, pixel tag, 1×1 gif, and clear gif. http://en.wikipedia.org/wiki/Web_bugs and http://en.wikipedia.org/wiki/Web_analytics#Page_tagging
  11. 11. Marco De Cesaris 11 01/09/2009 understand the impact of an event like the “Scrappage” on the general traffic and enquiries of the website and finally on the sales. An additional overview of future directions of analytics tools and web development will be given at the end of this work. My intention is to show how analysis, web analytics and integration of external/additional data (such as sales, offline advertising, events, calls to/from dealers, etc…) can provide useful insights in order to help the decision makers to monitor, take actions, optimize and improve the business of selling cars. 1.1 Internet Marketing and Analytics. 1.1.1 Internet Marketing (as defined by Wikipedia): “Internet marketing, also referred to as i-marketing, web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing, one of which being lower costs and greater capabilities for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it not only refers to digital media such as the 2 You configure a car online when you use the car configurator. “The Car configurator is an application written in flash software and also embedded within the website that allows you to build your own car online” – see Chapter 2, par. X, page YY for more details. 3 Scrappage is a discount on a new vehicle. See Chapter 2, par. X, page YY for more details.
  12. 12. Marco De Cesaris 12 01/09/2009 Internet, e-mail, and wireless media; however, Internet marketing also includes management of digital customer data and electronic customer relationship management (ECRM) systems. Internet marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sale. Internet marketing also refers to the placement of media along different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies […] • Advantages Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis. Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, visit a website, and perform a targeted action. Such measurement cannot be achieved through billboard advertising, where an
  13. 13. Marco De Cesaris 13 01/09/2009 individual will at best be interested, then decide to obtain more information at a later time.[…] Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—Internet marketing can offer a greater sense of accountability for advertisers. Marketers and their clients are becoming aware of the need to measure the collaborative effects of marketing (i.e., how the Internet affects in-store sales) rather than siloing each advertising medium. The effects of multichannel marketing can be difficult to determine, but are an important part of ascertaining the value of media campaigns. • Limitations Internet marketing requires customers to use newer technologies rather than traditional media. Low-speed Internet connections are another barrier: If companies build large or overly-complicated websites, individuals connected to the Internet via dial-up connections or mobile devices experience significant delays in content delivery. From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try on" tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services. A survey of 410 marketing executives listed the following barriers to entry for large companies looking to market online: insufficient ability to measure impact, lack of internal capability, and difficulty convincing senior management.”
  14. 14. Marco De Cesaris 14 01/09/2009 By the way the limit of “the inability of shoppers to touch, smell, taste or "try on" tangible goods” is not a limit for FIAT as the main purpose of the website is leads generations who will be then driven to the dealer in order to take a real test drive. 1.1.2 What is Web Analytics Definition by Wikipedia: “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.[…]” http://en.wikipedia.org/wiki/Web_analytics Another definition from Eric Peterson: “In general terms, web analytics is the process of collecting data about the activities of people accessing your website (visitors)--how they found you, when they visited, what pages they looked at, what they bought or downloaded, and so on--and mining that data for information that can be used to improve said website.” http://www.xml.com/pub/a/2005/10/12/what-is-web-analytics.html IAB UK says: “Online offers you an unparalleled ability to analyse how users are interacting with your site. Third party web analytics can reveal much more about user behaviour beyond the basic statistics about page views and unique users. Understanding which pages users are responding to (or not) can help identify fundamental flaws in your website which could be reducing your ROI. If a high percentage of users are exiting on a certain page this is your
  15. 15. Marco De Cesaris 15 01/09/2009 prompt to act. Content could be out of date or there could be a link distracting users and leading them away from completing a key task.” http://www.iabuk.net/en/1/website.html • Advantages offered by analytics: Analytics allow measurements (of what happen on the website, of how visitors interact with the website, of how different campaigns are performing, and so on) and then allow understanding behaviour, with the consequence of doing ad hoc tests in order to optimize the business. The results and analysis coming from the data collected with analytics tools, allow marketing departments to evaluate the investment done on advertising (for example), and these analysis also allow website optimization (usability issues) and again overview of the products (e-commerce and not) and again also how the brand/products are perceived. Actually the potential of these analyses is very huge and include many different purposes, especially if these data are overlaid with other external sources such as sales, offline media and so on. E.g. measuring correlation between models (i.e. visits on the website to pages related to different models), would also allow to optimize ad spend and web site navigation – if people watching pages related to FIAT 500 also watch pages related to FIAT Panda, it could make sense to reduce the ad spending on both of the models and concentrate it on a different mix (on the edge put all the money on just one of these two models).
  16. 16. Marco De Cesaris 16 01/09/2009 2. What FIAT wants to measure The goals described in Chapter 1, will be achieved by analyzing the following: 2.1 Correlation between web-traffic and sales (O.C.F.) This analysis will include different sources of information: web-traffic on www.fiat.co.uk crossed with data about sales (in Italian called O.C.F. = Ordine cliente finale) which are the orders received by FIAT for new cars. Be careful: O.C.F.s are not registrations yet. In addition to this information the analysis will also include information about enquiries such as arranged test drives and brochure requests. The two main KPIs for FIAT UK (web related) are arranged test drives and brochure requests. Arranged test drive is really important because (in term of potential sales) is the closest action to bring the online visitors from the web to a real dealer. Once the visitor arranges a test drive online (filling in a form and submitting his personal and contact details), he will be called back from the dealer in order to book the test drive, and the next step will be walking physically into the dealer and trying the car. This online step (arranging a test drive) is considered to be a high commitment from a visitor (who becomes a “lead” or “prospect”) because he provides his personal and contact details (see image 1).
  17. 17. Marco De Cesaris 17 01/09/2009 Image1 Request a brochure works almost in the same way of arrange a test drive. The only difference is that the visitor (who fills in the form and submits it and thus becomes a lead), doesn’t commit to test a car, but does commit to receive a brochure via post. Anyway he is showing interest in a FIAT car. Again FIAT collects information from
  18. 18. Marco De Cesaris 18 01/09/2009 this potential lead (according to the optin/optout boxes ticked by the visitor who requests the brochure) – see image 2. Image2 More information about brochure requests and arrange a test drive is in the paragraph about KPIs.
  19. 19. Marco De Cesaris 19 01/09/2009 When bringing all this data together in analysis it is hoped to bring insights to FIAT in order to understand if there is any correlation between the three dimensions cited above. Actually, analysis on weekly basis shows that (generally) the sales trend (O.C.F.) follows the website trend with a week of discrepancy (e.g. if in week 1 website trend increases, then in week 2 also O.C.F. will increase). The only exceptions are the months of March and September (which are the two crucial months where generally all the car registrations are concentrated). These analyses allow monitoring of general health (sales and business trends) of the company. Deeper analysis (based on the approach I have demonstrated above) would also allow a better understanding of conversion rates related to visits on the website, enquiries made, and O.C.F. (car orders) received. On the top of it (additional and precise deeper analyses) would also allow prediction for sales, and then good planning to optimise marketing strategies. 2.2 Key Performance Indicators (KPIs) in the automotive industry (arranged test drives, brochure requested, brochure downloaded, dealer locator and configured cars) The most important online Key Performance Indicators (KPIs) used by FIAT UK are: Ø arranged test drive, Ø brochure requested, Ø brochure downloaded, Ø dealer locator,
  20. 20. Marco De Cesaris 20 01/09/2009 Ø configured cars (saved, printed, emailed). Of course these KPIs are not exhaustive. But in some way they are the closest Calls To Action (CTAs) that a user can make on the website. E.g. when arranging a test drive, the visitor leaves his contact details and in some way he commits. The same process takes place with a “brochure request”. Slightly different is Brochure Download (that doesn’t require any registrations at moment (August 2009), so everyone can download a brochure without any commitment). Changes are coming for the dealer locator section4 . At moment you can search for a dealer by name or by location and get a list of dealers that match your enquiry. One of FIAT’s suppliers provides a system for tracking calls. This system allows analyzing if a dealer gets a call, from where/who, and this system can also track if a dealer calls back the “lead” who requested a test drive or a brochure. This system can (and will) be improved as at the moment we are not able to track a closer call to action for people searching for a dealer (within fiat.co.uk). To make things clear, at the moment the system for tracking calls and the system for tracking the website, are not linked. What happens at the moment (when a visitor searches for a dealer on the website) is: He visits the section “dealer locator” (http://www.fiat.co.uk/dealer/Locator.aspx) and he does a search by location or dealer name. 4 Dealer locator section, is a section of the website where visitor can gather information about dealers and contact them in order to arrange a test drive, or request a brochure or make any other kind of enquiries.
  21. 21. Marco De Cesaris 21 01/09/2009 After he has clicked on the button “search” (red circled in the image above), a list of results is retrieved and displayed to the visitor (see image below).
  22. 22. Marco De Cesaris 22 01/09/2009 At this stage he is offered four main actions (red circled in the image below): 1) print the information, 2) see more details about the dealer, 3) save the dealer as preferred dealer, 4) new search. Of course all of these actions (with the exception of save the dealer as preferred dealer, which asks you to log in your fiat account) at the moment don’t identify the visitor because he is not leaving any information or contact details (unless he is already registered with fiat.co.uk and also already logged in). Of course when people look for a dealer, they are interested in contacting the dealer, and in order to do that the next action must be as simple as possible. At moment we are still in need of an additional step: print the details or write down the dealer telephone number or dial the dealer telephone number on your telephone… all of
  23. 23. Marco De Cesaris 23 01/09/2009 these are intermediate steps (and of all these steps very likely FIAT wouldn’t be able to do a proper tracking because there is a gap from different devices: internet/pc and telephone/mobile) – unless the visitor is logged in, in which case it is possible to check if FIAT’s dealers receive a call from the registered telephone number of that visitor. But this is going to be really hard. Let’s imagine that the visitor uses another telephone number (very likely) or he calls from a hidden number… in this case FIAT wouldn’t be able to match this person’s online data with the person calling the dealer. The next logical step would be including a button for “send dealer’s number on my mobile” or a link to “call dealer VOIP”. These two buttons would allow FIAT UK to understand at least if the visitor calls the dealer (VOIP) simply clicking on a link or at least sends the dealer’s number on his mobile (and in case he calls the dealer from that mobile then, FIAT UK will also be able to track it). If he doesn’t, this latter action, would allow FIAT to data capture (if some form of opt-in is provided) and gather prospects avoiding missing business opportunities. All of these additional proposed website developments would be also extremely useful when FIAT runs campaigns based on CPA (cost per acquisition) or CPL (cost per lead). It would allow agreeing different prices with publishers based on different CTAs (calls to action). Let’s now move on “configured cars”. In relation to “configured cars” as KPI, FIAT UK considers three main actions: save the car, print the configured car and email the configured car. What is the car configurator and how does it work?
  24. 24. Marco De Cesaris 24 01/09/2009 The Car configurator is an application written in flash software and also embedded within the website that allows you to build your own car online (e.g. the screenshot above and the link below are just for FIAT 500C but each model has a proper specific car configurator http://www.fiat.co.uk/Showroom/#showroom/500c/configurator). You can chose/change many different parameters: versions, colours, roof (for 500C), interior, wheels, styling, stickers, and options. The FIAT car configurator is a non linear configurator (which means it allows you to change everything you want at anytime you want in any given order), while most other car configurators are linear (or semi linear), which means you have to configure your car step by step in a pre- defined order (e.g. http://www.volkswagen.co.uk/#/new/polo/configure/models/). Once you have configured your car and you are happy with that, you can take three different actions: print, save or email the configured car.
  25. 25. Marco De Cesaris 25 01/09/2009 In relation to the configurator, the most important action that FIAT UK considers as KPI is save the configured car, followed by email the configured car and then print the car. In order to save the car you need to register or login the FIAT website (which means doing data capture for FIAT, which means leads generation). The same happen with “send to a friend”. Once you clicked on “send to a friend” the screen will look like as the image below. Also in this case FIAT collects email addresses and asks for opting in about FIAT news (this is data capture and leads generation).
  26. 26. Marco De Cesaris 26 01/09/2009 The third option it allows you to print an image of the car (that you configured). This option (print my configuration) only shows interest from a visitor, but if the visitor is not logged in, FIAT wouldn’t be able to be in touch with him (well… not directly through contact details). But there is an option: in this latter case a contact strategy could be in place, allowing FIAT to serve content on the fly to a specific visitor who previously did specific actions. This content could be served in different ways: once that visitor is back on the website or when he is leaving the website or at the same time that he is surfing the website. See paragraph below for more details: Overview of visitors -> leads (online behavioural analysis in real time in order to optimise the opportunities and increase the probability of sales). Analyzing the type of cars configured, could be useful for predictions. E.g. let’s say in the month of July most of the configured cars (for FIAT 500 model) were white colour, 1.4 16V lounge, 16’’ wheels. Assumed that there is a correlation between online configurations and the orders in the real world, this info could be used for logistic planning. The real order (O.C.F.) can also come from other different channels, without the need for the internet. 2.3 Correlation between online advertising, sales, and web-traffic Online advertising (but also off line) affects the web traffic. Generally speaking, when FIAT runs an advertising campaign, it always affects the web traffic bringing always a general increase. Of course this increase can be massive or slight. It depends on many different factors related to the campaigns. For example having the different channels running in a given order, would deliver more traffic on the website than any other order (see analysis – e.g. press, TV, and then online brought the best
  27. 27. Marco De Cesaris 27 01/09/2009 combination ever in term of traffic – this is quite obvious if you think that first of all people see advertising in the press (during the day), then they go back home and watch TV and see advertising on TV, and then the next step is looking for more information over internet…). Just a data: 70% of people watching TV also surf the website in the meantime. Let’s say that this order is kind of introducing the product (advertising) to people in a soft way… from a passive way (press) to a more active way (TV) to an interactive way (online). Other factor influencing web traffic (from advertising) is also the media used – e.g. different publishers would deliver different results (mainly depending on their audience – see example below about YAHOO vs. AOL). Generally speaking, online advertising is related to different sources: - Online media (which include paid advertising excluding paid search): e.g. banners, home page take over, videos, rich media, and so on. In just a word everything that is display advertising (for an example see image below).
  28. 28. Marco De Cesaris 28 01/09/2009 - Paid Search (also called Pay per Click - definition from IAB): “Pay per Click (PPC) - Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called sponsored search/ paid search.” http://www.iabuk.net/en/1/glossary.html#mTOp In the image below an example of Paid Search - Email Campaign (see image in the next page for an example) - this can happen in two different ways: using an internal database of collected prospects that opted in for receiving emails5 , or using external supplier (e.g. platform-A, unanimis, adpepper) that will email people included in their database. 5 Opt-in - An individual has given a company permission to use his/her data for marketing purposes - http://www.iabuk.net/en/1/glossary.html#mTOp
  29. 29. Marco De Cesaris 29 01/09/2009 All of the three above generally belong to online paid advertising. In addition to this, there are three more traffic sources: - Natural Search (also called organic search - definition from IAB):
  30. 30. Marco De Cesaris 30 01/09/2009 “Organic search results - The ‘natural’ search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms) according to relevancy to the term searched upon. See also spider, algorithm, SEO” http://www.iabuk.net/en/1/glossary.html#mTOp Below an example of organic search Natural search is not directly paid, but in some way it needs to be monitored and evaluated as it belong to a Search Engine Optimization process (FIAT hired an external company for SEO, and of course this supplier is paid). So this is quite important to FIAT in order to understand how effective the search is. - Direct Traffic (definition by Avinash Kaushik): “Direct traffic are all those people showing up to your website by typing in the URL of your website or from a bookmark. Some people also call this “default traffic” or “ambient traffic””. http://www.kaushik.net/avinash/2007/12/web- analytics-demystified.html (see image below)
  31. 31. Marco De Cesaris 31 01/09/2009 - Referrals (also called referring urls - definition by Avinash Kaushik): “Referring URL’s are other websites sending traffic to you. These could be as a result of your banner ad’s or campaigns. These could be all those blogs or affiliates who link to you” http://www.kaushik.net/avinash/2007/12/web- analytics-demystified.html (see image below) www.fiat.co.uk Links to www.fiat.co.uk
  32. 32. Marco De Cesaris 32 01/09/2009 For FIAT UK referrals are other website sending traffic to FIAT UK but not including online paid advertising. All of the traffic sources above are extremely important for evaluating how the media and advertising are performing. On the top of it, the traffic sources also become extremely important in order to optimize the media plan and advertising spend. Actually there is an increase in paid search, natural search and direct traffic, whenever there is TV advertising (and this web traffic exactly matches with the time of the TV campaign). Instead online media are obviously related with online advertising (as banners, home page take over, rss, and any kind of online display tracked campaign). Email campaign (together with paid search) is the best source for conversion. One of the conversion rates that FIAT UK considers is visitors booking test drive. Email campaign showed that the conversion rate for this source is quite high compared to online display. But this is also likely due to the fact that (generally speaking) email campaigns are more targeted than online display advertising. Paid search still maintain high conversion rate as well. So it is really important to FIAT UK that online advertising (and offline) brings traffic on the website, and it is extremely important that this traffic then converts into enquiries (leads generation), with the final goal of increasing sales (orders – O.C.F.). 2.4 Online advertising analysis (analysis of twelve parameters linked to each single online ad) In order to evaluating the online media investment, FIAT UK set up additional parameters (in the tracking tool). How do they work? This parameters will be encoded
  33. 33. Marco De Cesaris 33 01/09/2009 in the advertising (for example in the banner) and when a visitor click on that banner and is redirected on fiat.co.uk, these parameters will be passed and collected from the FIAT online tracking system. In this way FIAT will be able to analyze where visitors come from, on which banner they clicked, what type of payment is made for that kind of advertising and so on. There are twelve parameters that have been set up for this purpose. These are: campaignid, publisherid, bannerid, brand, channel, competitor, event, model, payment, period, targeting, and type. Each of these parameters can assume different values, e.g.: - campaignid will contain the name of the campaign (e.g. 001_scrappage), - publisherid will contain the name of the publisher (e.g. yahoo), - bannerid will contain the size of the banner (e.g. 300x250), - brand will contain the values defence or offence (according to the type of campaign FIAT runs: brand offence, brand defence). Generally this kind of strategy is related to paid search: it is brand offence when FIAT competes against competitors’ word e.g. typing in the search engine another brand model (e.g. Ford), then FIAT will appears. Brand defence instead is for making sure that when people type in a word related to FIAT, then FIAT will still appearing in the search results. - channel will assume the value email or display or paid_search or internet and so on. This parameter identifies the channel that is used for that kind of campaign.
  34. 34. Marco De Cesaris 34 01/09/2009 For example a banner on a website will contain channel = internet or channel = display; a marketing message sent by email campaign, will have channel = email. - competitor will contain the name of the competitor in case of brand offence (e.g. citroen_c2), - event will contain the name of the event (e.g. 500c_launch or scrappage and so on), - model will contain the name of the model (e.g. 500, panda, grande_punto), - payment will contain the kind of payment set up for that campaign (e.g. cpa, cpm, cpc, cpl), where cpa is cost per acquisition or cost per action, cpm is cost per thousand, cpc is cost per click, and cpl is cost per lead. As per IAB UK definition: “Cost per Action (CPA) - A pricing model that only charges advertising on an action being conducted e.g. a sale or a form being filled in. Cost per Acquisition (CPA) - Cost to acquire a new customer. Cost per Click (CPC) - The amount paid by an advertiser for a click on their sponsored search listing. See also PPC. Cost per Mille (CPM) / Cost per Thousand (CPT) - Online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). It is used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad. (Wikipedia definition)” http://www.iabuk.net/en/1/glossary.html#aTOd
  35. 35. Marco De Cesaris 35 01/09/2009 - period will contain the period during which the campaign will be running (e.g. 20090401_20090630 which means campaign starting on the 01st of April 2009 until the 30th of June 2009), - targeting will describe the type of targeting (e.g. contextual, behavioural, re- targeting, demographic, geo-targeting, families, customers, opted_in), “Contextual advertising - Advertising that is targeted to the content on the Web page being viewed by a user at that specific time.” http://www.iabuk.net/en/1/glossary.html#aTOd “Behavioural Targeting - A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (e.g.: filling out preferences or visiting certain areas of a site frequently) and looking for patterns.” http://www.iabuk.net/en/1/glossary.html#aTOd “Behavioral retargeting (also known as behavioral search retargeting, or simply, retargeting) is a form of online targeted advertising by which online advertising is delivered to consumers based on previous Internet actions that did not in the past result in a conversion” 6 http://en.wikipedia.org/wiki/Behavioral_retargeting 6 Various Internet Marketing companies have added retargeting to their list of methods of purchasing advertising.[2] Some companies, such as FetchBack, specialize in Retargeting. Retargeting helps companies advertise to the 98% of people who visit a website but leave without converting. This is done by displaying ads to the prospect as they surf the internet via various ad networks that the agency buys media from on behalf of their Business Customers. Most likely a company has spent marketing dollars to get a customer to their site in the first place, so the term Retargeting is derived from the concept of marketing to them again, however in a different manner. Studies suggest that a company needs to have seven different 'contacts' with a customer (on average) before they make a purchase. Retargeting is allowing companies to continue the
  36. 36. Marco De Cesaris 36 01/09/2009 Demographic Targeting – It allow serving ads to users based on their exact age and/or their gender. “Geotargeting - the process of only showing adverts to people on a website and in search engines, based on their physical location. This could be done using advanced technology that knows where a computer is located or by using the content of website to determine what a person is looking for, e.g. someone searching for a restaurant in Aylesbury, Buckinghamshire.” http://www.iabuk.net/en/1/glossary.html#eTOh Families, customers, optedin – all of these kinds of targeting relate to messages sent or adverts shown to families, customers or people who opted in. - type will contain e.g. text_link, banner, button, video, and so on according to the type of advert. For example in case of an online advertorial we could have text_link (driving people on FIAT UK website), banners (showing people some engaging visual advertising and leading people on FIAT UK website), buttons for CTAs (e.g. arrange a test drive now), videos. “Text Link - Hypertext that can read as a pertinent keyword yet when clicked sends you to a specific section of a website.” http://www.digitalsurgeons.com/terms.php?term=text+links marketing conversation with a customer after they leave a website. This form of behavioral targeting is a growing trend in the online marketing arena. http://en.wikipedia.org/wiki/Behavioral_retargeting
  37. 37. Marco De Cesaris 37 01/09/2009 “Banner - A long, horizontal, online advert usually found running across the top of a page in a fixed placement. See also Universal Advertising Package, embedded formats.” http://www.iabuk.net/en/1/glossary.html#aTOd Actually the banners used by FIAT are not just horizontal but include many different formats such as vertical, squared, and so on. “Button - A square online advert usually found embedded within a website page. See also Universal Advertising Package, embedded formats.” http://www.iabuk.net/en/1/glossary.html#aTOd 2.5 Offline ads and influence on the web (e.g. TV, national press, events, etc…) Along online advertising, FIAT UK also runs offline campaigns (outdoor, press, TV, radio and so on). Of course also this kind of advertising has the final goal of increasing sales and market share. This final goal by the way is achieved through intermediate targets, amongst which leads generation. Leads can be generated in many different ways: people can walk in the dealer and arrange a test drive, then buy a car (without any needs to visit the website), or people just go on the website, get information about the car they are interested in, then make contact with FIAT (through brochure requests, arrange test drive, call me back, email, registering their own account, and so on). In the first case (walk in the dealer and buy a car – to make the process simple) FIAT won’t see any information related to the website. In the other case (when people go through the website and make an enquiry) FIAT will be able to monitor everything
  38. 38. Marco De Cesaris 38 01/09/2009 (assumed that the visitor leaves some personal/contact details, like when it happens when they make an online enquiry). When talking about “offline” advertising, generally unless you have a proper specific landing page or a specific tel. no. to be called or (generally speaking) a proper specific unique call to action, it is not easy to measure the performances of the off line advertising. What FIAT UK found out is that off line advertising as press, TV, outdoor, in someway is traceable and is correlated to the traffic on the web. When there is TV advertising, this is generally reflected in web traffic (during advertising or just 1 or 2 hours later – see chapter 4), coming from natural search, paid search or direct traffic. When instead there is press advertising, again this comes from search or direct traffic even though most of the time there is also an online media component (such as banners or generally speaking online campaigns). This would indicate that after press comes out, people pay more attention to online media (mainly banners). Very interesting (in this case) is the result of a research by Blinkx: “Nearly 70 percent of online British adults who watch television (69 percent) go online while doing so […]” http://www.blinkx.com/article/blinkx-research- uncovers-modern-british-viewing-habits-reveals~649 Also events can affect the traffic on the website, but not all of those. Actually it depends on the kind of events (e.g. very often FIAT UK promotes events in Legoland where families go with children. Data capture is made here and people book a test
  39. 39. Marco De Cesaris 39 01/09/2009 drive “offline”, but of course this is not visible in internet. By the way, thanks to the wide media analysis performed by FIAT UK, very often is possible to see the effect of the events on the enquiries). What FIAT did is highlighting the relation between offline campaign and online traffic, showing that offline campaigns affect traffic on the web. This was done on a specific campaign for FIAT 500C (TV and press) overlaying this data with web traffic and drilling it down to hours of the day when the ad was on TV. Of course this also had positive effects on enquiries (leads generation). See chapter 4. 2.6 Overview of visitors -> leads (online behavioural analysis in real time in order to optimise the opportunities and increase the probability of sales) “Omniture Test and Target” is a tool that FIAT is implementing in order to offer content on the fly and also to do A/B and MVT testing. So far FIAT UK is using a similar kind of optimization tool (Hit into Leads – Netmining) and even though it is not as flexible as T&T, it increased leads generation. T&T will be more flexible and wider than HIL. And it is the next step to move from simple analytics/analysis onto customized content (delivering to visitors what they are looking for). E.g. It will also allow to optimize the SEO from an internal point of view. At present (August 2009) if you google “fiat punto” as a first result you get “fiat.co.uk” which brings you on the home page, but with T&T (once people click on the search results from the search engine) it is possible to read the search keywords in real time and redirect people directly to the “fiat punto” page or display content related to their search on a small window (m-box) within the home page as an internal banner.
  40. 40. Marco De Cesaris 40 01/09/2009 This tool would also allow to recognize people coming from specific domain and (for example) people coming from website1.com could be targeted with a specific landing page (different from the landing page that could be used for people coming from website2.com), and this would also allow A/B testing or MVT with the consequence of optimizing the whole campaign à being more efficient à increasing the conversion rate à optimizing media spend à improve business for the company. On the top of it, this tools could also be used for planning user journey and creating events on it: For example if people visit the home page, then configure a car, and then spend more than 1 minutes on the dealer locator result page, an event can be triggered (e.g. pop up with a form for arranging a test drive), or a specific page can be served when this person comes back on the website (or an exit page – see image below) – all based on cookies, and or login details.
  41. 41. Marco De Cesaris 41 01/09/2009 Another example could be this one: people configure a car and then leave the website without any enquiries neither further action. FIAT could email this person (let’s say few minutes later, or days later, or weeks later, or when this person comes back on the website) with a call to action (within the email) in order to make an enquiries or book a test drive for that specific model that was configured by that specific person their previous visit. If this strategy is well managed, this would definitely increase the conversion rate and increase the prospects generated, just by further targeting the visitors in real time creating a more interactive communication. 2.7 Conversion rate – comparison between YAHOO and AOL. How different publishers/channels/traffic sources perform This is a case study about a comparison between advertising on AOL (12th July) and advertising on YAHOO (23rd July). This analysis aims to compare the effectiveness of the two publishers. We will see in Chapter 4 how the two online publishers delivered totally different results for FIAT 500C (which is the model advertised on the two mentioned websites). FIAT placed ads on the home pages on both of the websites, in the two different dates. The analysis performed in this case is again in terms of lead generated (online arranged test drives), coming from the two different websites (AOL and YAHOO).
  42. 42. Marco De Cesaris 42 01/09/2009 This analysis helped FIAT in understanding which one of these two website better performed (in terms of lead generations) and it also helps in planning future and more effective media campaign. Many different dimensions were analyzed: First of all we looked at the Dwell time per session7 then we looked at the Session Length8 and then we crossed these results with Arranged Test drives in order to understand the relationship between these three dimensions. More details and the complete analysis are included in Chapter 4. 2.8 Overview of funnels. An example: FIAT 500byDiesel What is a funnel? As per Google definition: “A 'funnel' is a series of pages through which a visitor must pass before reaching the goal conversion. The name comes from a graph of visitors who reach each page - the first page counts the most visitors, and each successive page shows less visitors as they drop off before reaching the final goal. 7 Dwell time is also called Session Duration. it is the average amount of time that visitors spend on the site each time they visit. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. http://en.wikipedia.org/wiki/Web_analytics 8 In the reality this dimension should be called Page Depth http://en.wikipedia.org/wiki/Web_analytics but FIAT’s analytic supplier defined it as Session Length: how many pages a visitor has seen during their session.
  43. 43. Marco De Cesaris 43 01/09/2009 The purpose of tracking these pages is to see how efficiently your pages direct visitors to your goal. If any of the funnel pages are overly complicated, or not designed to be user-friendly, then you will see significant drop off and lower conversion rates.[…]” http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=5559 4 500byDiesel is a special model of FIAT 500 and it was sold exclusively in internet since December 2008 until February/March 2009. Visitors can purchase the car online. Web analytics allowed analysing the funnel of this purchasing process. After you configured your FIAT 500byDiesel, this process involves seven additional steps in order to complete the purchase: 1. Order summary; 2. Login or Register; 3. Contact details; 4. Billing details; 5. View your configuration; 6. Confirmation; 7. Order review. By analysing this funnel (during the Month of December 2008), the outcome was a high drop off point already on the first step: only 48% of visitors moved from order summary to login or register page. Only 10% successfully registered (or logged in) and then 8% also left contact details. 2% of the visitors also left billing details (credit card numbers)
  44. 44. Marco De Cesaris 44 01/09/2009 and then saw the confirmation page (some of them also revised their order, this was 1%). See chapter 4 for more details. Studying and analysing this funnel in the short and log term it allowed to understand what was and what was not working and how it could be improved. Actually we got insights for future projects like “reducing the information asked to people in the registration phase”, “make the login as simple as possible” (without the need to remember passwords all the times), “make the whole funnel as short as possible (ideally 3 steps)”, and so on. On the top of it, studying funnels and path analysis it allows also to improve the whole business. Again using tools as Path Finder (from Omniture) would allow FIAT to understand which one is the best path in order to get leads. In this way all the process could be optimized in order to “drive” visitors on a given “ideal” path in order to positively affect the conversion rate (leads/visits) and make it as high as possible. 2.9 Scrappage: a case study Scrappage scheme was introduced in the UK during May 2009. “The vehicle discount or ‘scrappage’ scheme is a voluntary scheme for motor dealers. If a dealer joins they’ll give you £2,000 off a new vehicle if you let them scrap your old one. The scheme will run from mid May 2009 to March 2010, depending on whether its fixed budget runs out sooner.” http://www.direct.gov.uk/en/Motoring/BuyingAndSellingAVehicle/AdviceOnBuyingAn dSellingAVehicle/DG_177693
  45. 45. Marco De Cesaris 45 01/09/2009 This scheme really affected the sales and also the traffic on the website. Because of the importance of it, ad hoc reports and analysis were set up. These reports gave good insights to FIAT and also allowed monitoring the situation related to the scrappage. During May and June 2009 many positive results came in relation to the scrappage scheme: best traffic ever for FIAT UK, high percentage of online arranged test drive came directly from the scrappage scheme. See chapter 4 for more details. 2.10 Dealer Locator Analysis The main analysis is about the ratio between calls and visits on the Dealer Locator section of the website. FIAT UK tracks its website and also calls received / made by the FIAT dealers. In this way it is possible to monitor and optimize the process both from an online point of view and also from a contact made (calls by phone) point of view. Each missed call, would mean a missed business opportunity for FIAT. With this analysis (see Chapter 4) we overlaid the visits on the dealer locator pages (on the website) with the phone calls received by the dealers. Even though this analysis is not scientifically perfect, it gives a rough idea of people calling the dealer once they have been on the website and looked for a dealer’s contact details. To be noticed that dealer locator pages is a funnel (people must follow a series of pages before reaching the goal conversion). In this case the series of page is:
  46. 46. Marco De Cesaris 46 01/09/2009 1. Dealer Locator Entry Page; 2. Dealer Locator Results; 3. Dealer Locator Dealer Page. See Chapter 4 for more details. 2.11 Spotify and FIAT FIAT and Spotify launched branded playlist as part of 500C car promotion in order to target the right audience for FIAT 500C. The main objective was data capture (gathering contact details of people submitting song), with the final goal of contacting people through email campaign and get a conversion rate, persuading them in arranging test drives or making enquiries on the website. To be noticed that FIAT also sponsored FIAT 500C with “Florence and the machine” (bear this information in mind as it is a very useful information once we show the report on Spotify and 500C). This was a successful project. Press also spoke a lot about this new original partnership (to cite some): • Marketing Magazine “Fiat ties with Spotify for digital campaign LONDON - Fiat is launching a youth-orientated digital campaign for its 500C model, aimed at users of fashion and music websites.
  47. 47. Marco De Cesaris 47 01/09/2009 The campaign, developed with media agency Mediaedge:cia, will be targeted at a trend-setting, stylish audience, with the aim of getting more young female drivers to sign up to test drives. The Italian car manufacturer will be running ads across the welcome screens and homepages of search portals such as Yahoo and AOL, as well as running a week- long takeover of Handbag.com. Fiat is also rolling out music-focused activity, including a tie-up with music website Spotify to develop a biggest Fiat 500C ‘feel good playlist'. This marks the first occasion that Spotify has created an official collaborative social playlist.” http://www.marketingmagazine.co.uk/news/922257/Fiat-ties-Spotify-digital- campaign/ • New Media Age (NMA) “Fiat and Spotify launch branded playlist as part of 500C car promotion 9 July 2009 | By Charlotte McEleny Automotive brand Fiat has partnered with ad-funded music service Spotify to promote its new Fiat 500C model. The tie-up includes a collaborative playlist, enabling users to contribute their music suggestions to the branded list. It’s the first time the music service has officially partnered with a brand to enable users to interact with a playlist.
  48. 48. Marco De Cesaris 48 01/09/2009 Fiat is hoping to target ‘young, cool, music lovers’ via the partnership, which will include audio and display ads across Spotify to encourage users to enter their favorite feelgood song at the Fiat 500C site to win a Spotify Premium subscription. Chiara Camandona, Fiat digital marketing, Fiat Group Automobiles UK, said Spotify was a good fit with the brand’s image. “The partnership demonstrates our commitment to drive innovation and technology and aligns with the tone of the 500C campaign,” she said. “The application aims to reach a new audience of trend-setting, young, free-thinking, stylish men and women, and the growing social music service allows us to engage with an existing and digital-savvy audience.” The campaign, created by digital agency AKQA and media agency MEC, will also be promoted through social media including on Facebook, MySpace, Twitter and targeted blogs. The campaign launches tomorrow (Thursday). A Twitter feed will be used to give real-time updates on the songs added to the playlist and enable the brand to monitor and join conversations about summer, feelgood music. The online campaign is part of wider activity to promote the car launch, including TV, press and outdoor. Fiat is looking at ways to use the playlist after the campaign, such as giving music from the playlist away with the car.” http://www.nma.co.uk/news/fiat-and-spotify-launch-branded- playlist-as-part-of-500c-car-promotion/3002133.article
  49. 49. Marco De Cesaris 49 01/09/2009 • Contagious Magazine “SpotiFIAT 14/07/2009 Surprisingly this hook up between FIAT and Spotify to promote the oh so cute 500cc is the first time the music-streaming service has officially partnered with a brand to tempt users to collaborate on a playlist. However! It seems so neat an idea that we're sure there will be more like this to come. FIAT briefed its media and digital agencies MEC and AKQA (the agency behind cyber grand prix winning eco:drive), to support the launch of the new model with a social media campaign, and this is how the agencies answered. Music lovers are invited to submit their favorite happy songs of all-time via the FIAT 500C playlist page, www.FIAT.co.uk/500cplaylist . Each time a track is contributed users enter a prize draw with the chance to win a Spotify Premium subscription. The more tracks users suggest, the greater their chance of winning - and the more engaged they become with the campaign. With a canny eye on CRM, the AKQA- created site requires users to sign-up with mandatory name, email and mobile details, so that their newly acquired FIAT-friendly audience can be nurtured long after the current campaign runs its course. Audio and display ads across the site encourage the target audience of 'young, cool music lovers' to add their feelgood track to the playlist at the FIAT 500 site, offering the chance to win a premium ad- free subscription to the music service as an incentive to get involved. Media agency MEC is handling the campaign's promotion across social media
  50. 50. Marco De Cesaris 50 01/09/2009 favorites Facebook, MySpace and Twitter, with additional seeding across targeted blogs. Twitter will also be used to give real-time updates on songs added to the playlist, giving users - and, of course, FIAT- the chance to dip in and out of comments and conversations about the feelgood tracks of the summer. This is all part of wider launch activity for the 500C incorporating traditional media as well as these more unusual avenues. We also found this nifty little Google maps mash up called Happy Drive (via Adverblog), which lets you take the little car for a test drive using street view. Definitely worth a look. http://www.adverblog.com/archives/003945.htm Elena Bernardelli, marketing director, FIAT UK told Contagious 'Fiat’s commitment to drive innovation and technology and music aligns with the tone of voice of the 500C campaign: happiness, fun, cheekiness and irreverence. For us, though, the most interesting part of the Spotify collaboration is news that brand is apparently looking into ways it might use the playlist once the campaign has run its course - possibly giving the most popular tracks away with the car, a lovely idea. 'Thanks to our Blue&Me technology incorporated into most of our models, we are looking into new media opportunities to provide our customers with their driving sound tracks' Bernardelli said. As MP3 playback becomes an in-car standard and the inevitability of internet/streaming while you drive gets closer, a new opportunity for distributing music has emerged, and with it comes much needed revenue for a struggling music industry. With companies like Gracenote and Omnifone already cooking up free-all you-can-eat subscription
  51. 51. Marco De Cesaris 51 01/09/2009 deals to be bundled in with the windscreen price on the cars we buy, this is something we're going to see a lot more of on the forecourts.” http://www.contagiousmagazine.com/News%20Article.aspx?REF=1146 For more details on analysis and results of this campaign see Chapter 4. 2.12 Twitter and Google Trend (additional external analysis) In order to hear also the external digital voice speaking about FIAT, we also run reports to monitor how FIAT is doing externally to its website (voice of customers). This allows FIAT to integrate internal and external information/data and have a bigger overview about FIAT in the digital world. A case study is in Chapter 4. On the top of it, recently FIAT is also monitoring its performances through “addict-o- matic” (http://addictomatic.com/) which allows you to create a custom page with the latest buzz on any topic. 2.13 Comparison with competitors through eDX “The eDataXchange (eDX) is a strategic and collaborative project for the automotive industry. It offers participating auto manufacturers the capability of continually benchmarking their own web traffic performance against other automotive OEMs9 , nationally and across different countries.” http://www.sophus3.co.uk/ 9 OEM Original Equipment Manufacturer: in the automotive industry, this refers to a manufacturer of vehicles that provides the original product design and materials for its assembly and manufacture. http://www.corusautomotive.com/en/reference/publications/pocket_book_of_steel/glossary/
  52. 52. Marco De Cesaris 52 01/09/2009 This is a benchmarking tool within the automotive industry (even though it is limited only to the participants to the project). Analyzing these data, give an idea of how FIAT is performing (online) compared to other automotive companies. FIAT UK moved from position 17th (Nov 08) up to position 8th (Jul 09). See Chapter 4 for more details.
  53. 53. Marco De Cesaris 53 01/09/2009 3. Sources of information, data and tools • Web Analytics Data and eDataExchange (eDX): Sophus collects analytics data on behalf of FIAT UK. At moment Sophus is the analytics supplier for FIAT UK and it collects data about web metrics (page views, visits, unique visitors, and so on). So all the data related to the website are collected by Sophus and analyzed by FIAT. • O.C.F.: O.C.F. means Ordine Cliente Finale (Italian language), and generally speaking they are the orders placed for cars (but these are not registration yet). Generally O.C.F. are placed directly from the dealers. This information is provided directly by FIAT UK. • Enquiries: This info is collected from two different sources: Sophus (as per the above) and also Careline. Careline10 is a FIAT supplier. The main difference is that data from Sophus are rough data (not verified), while data from Careline include data also from non online source (e.g. events) and also verified data (e.g. amongst all the data captured, Careline filters the valid and invalid data). Additional useful information provided by Careline is the Post Test Drive Follow-up. This info (crossed with other data) is extremely useful in some of the campaigns and leads quality evaluation (see chapter 4 for more details). 10 Careline specialises in providing customer service, acquisition and retention solutions via multiple channels including inbound and outbound call handling, email, SMS, fax, voice recognition, IVR and post. http://www.careline-services.co.uk/company.html
  54. 54. Marco De Cesaris 54 01/09/2009 • Calls: Data about phone calls made to the dealers are provided by 10act (a FIAT supplier). “10ACT (pronounced tenacity), combine telephony and internet expertise to deliver in-bound and out-bound contact tracking systems and enhanced caller experiences.” http://10act.com/ • Twitter and Google: Specific data for some specific reports (see Chapter 4) are provided by using “Trendistic” (http://trendistic.com/), “Google Trends” (http://www.google.com/trends), and “Google Ad Planner” (https://www.google.com/adplanner/). • Other data: Other data such as media plans, press advertising, TV advertising, outdoor advertising, and any other kind of information are mainly provided directly by FIAT UK marketing department. Generally speaking all the data included in this dissertation are part of the reports and analyses that I made for FIAT UK during the period November 2008 - August 2009.
  55. 55. Marco De Cesaris 55 01/09/2009 4. Findings This chapter includes the findings of the work above. The structure is as follow: each paragraph in this chapter will contain a brief introduction of the related findings that will be shown in the attached referred reports. 4.1 Correlation between web-traffic and sales (O.C.F.) Analysing the data as specified in Chapter 2, we found that there is correlation between traffic on the website and OCFs. Exception made for the month of March. It seems that an increase/decrease of web-traffic, it reflects in an increase/decrease of OCF one week later. Here is a graph included in the attached report. See the blue and red arrows. The blue arrow shows how the web traffic increased (decreased) during a week and the red arrow shows how (a week later) the OCF (red rhomb) increased (decreased) as well. See complete report attached: “Correlation between web-traffic and OCF.pdf”.
  56. 56. Marco De Cesaris 56 01/09/2009 4.2 Key Performance Indicators (KPIs) in the automotive industry (arranged test drives, brochure requested, brochure downloaded, dealer locator and configured cars) Most of the analysis and reports are based on arranged test drives, requested brochures, and brochure downloaded. This is a benchmark in order to understand the effectiveness of the campaigns, advertising, new launches, how the different models are performing, and so on. In the image above is a typical example for FIAT Panda. The pink and yellow bars indicate the arranged test drives and brochure requests. This kind of report is run on a weekly basis and is done for every single model. It is a very good indicator of how a model is performing and (related to advertising) it also shows how each single channel is doing. For example in the image below we show the enquiries made from people who also visited the scrappage pages. These enquiries are grouped by model and type of enquiries. It allow to show which one is the most successful model related to the scrappage
  57. 57. Marco De Cesaris 57 01/09/2009 campaign (in this case it is obviously Panda, that receive the highest number of arranged test drives). Another important one is given by the data below: This is an analysis on a specific day (the 18th of June) related to the scrappage campaign. It clearly shows for each single model how many test drive were arranged and through which channel (email, paid search, natural search, online media, direct traffic), through which campaign (e.g. 038 scrappage email 2 adpepper) and from which publisher. This
  58. 58. Marco De Cesaris 58 01/09/2009 clearly shows that the best publisher (on that day) was adpepper because produced the highest number of test drives for all the three main models: FIAT Panda, FIAT Punto and FIAT 500. For more details see attached reports. All of them show interesting findings related to enquiries and KPIs. 4.3 Correlation between online advertising, sales, and web-traffic The image above is a clear example of traffic source analysis. The graph above shows the traffic source for the period May-Jun 2009. We can see how important is the email campaign (green area) and how important is also the online media during the 18th and 24th of May. (more details in the attached file “20090629_scrappage_report.pdf”. This information, crossed with the general weekly report (OCF + web traffic) is extremely useful in order to evaluate how the different campaign are performing and which one is the best channel driving traffic to fiat.co.uk.
  59. 59. Marco De Cesaris 59 01/09/2009 The graph below clearly show how online advertising (yellow line) is definitely correlated with web traffic (blue line) and OCF (red rhombus). See attached file for more details: “press-tv-online---20090601_Fiat weekly report.pdf” 4.4 Online advertising analysis (analysis of 12 parameters linked to each single online ad) – case study (email campaign evaluation – FIAT PUNTO Mar/Apr 2009) Here is a case study of FIAT PUNTO in Mar/Apr 2009. In Mar 2009, FIAT ran an email campaign using different platforms (that own customer databases). This email was aimed to FIAT PUNTO (one of the model sold by FIAT). Here the findings: This is an update for the booked Test Drive (between the 20th of March and the 17th of April) and then eventually taken for the Fiat Punto Email campaign (that brought visits on the website in the period specified above).
  60. 60. Marco De Cesaris 60 01/09/2009 FIAT received 122,093 visits from this campaign (campaignid=017_Fiat_Punto_Email) – see image below. Of all these visits, 1330 converted in booked test drives (see image below). Of all these 1330, about 1100 were booked for Fiat Punto (783 for Punto 3 doors + 330 for Punto 5 doors). Of these 1100, about 600 (March + April) have already been completed from Careline (Test Drive Follow-up) – see image below. Please read this data with high attention because the data below (Follow Up test drives) also includes test drive booked from different channels (not only from Punto email). This probably justifies the relatively high percentage of test drive taken in March.
  61. 61. Marco De Cesaris 61 01/09/2009 In April, of the 567 completed records, only 25 were the test drives taken, which means 4.4%. The point is: if FIAT paid on CPA or CPL based on “online booked test drive”, FIAT would have paid 1100xCPA pounds (only for Grande Punto). But if FIAT paid for booked and REAL TAKEN test drive, FIAT would pay 25xCPA pounds, which means 2.2% of the money spent above. The conclusion is: based on the data above, these visits and then the booked test drives coming from Email Punto Campaign were not of good quality.
  62. 62. Marco De Cesaris 62 01/09/2009 4.5 Offline ads and influence on the web As specified in Chapter 2, let’s go straight to the case study: Traffic on the pages related to FIAT 500C. The special day is the 12th of July. (For more details and a better view, please see attachment “20090716_Fiat-500c_report.pdf”). Traffic on the 500c pages moved from an average of 500 visits per day up to 3500 visits per day (best ever on the 1st of July). There are some spikes due mainly to TV advertising and electronic direct marketing (edm)11 . Most of the visits coming on the 04th, 05th and 18th of May (when we had TV advertising), came from search engines (using natural search links). Campaign for 500c officially started on the 26th of June. Best traffic ever on the 12th of July: 12,653 visits. 11 It is also called e-mail marketing. E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. http://en.wikipedia.org/wiki/E-mail_marketing
  63. 63. Marco De Cesaris 63 01/09/2009 On the 12th of July, traffic coming from the different sources hugely increased (see image above). In the image below we can see more details about the 12th of July. The publisher who drove most of the visits (4,151) was AOL. But as we will see in the next paragraph, AOL didn’t bring any enquiries.
  64. 64. Marco De Cesaris 64 01/09/2009 Then looking at the data grouped by traffic source and hours, we can see how natural search brought a lot of visits between 7 pm and 10 pm (see image below).
  65. 65. Marco De Cesaris 65 01/09/2009 From the graph above we can see how direct traffic (blue line), paid search (azure line) and natural search (red line) increased between 7 pm and 10 pm. Se below the press plan that justifies the rest of the direct traffic (12th of July) during the day:
  66. 66. Marco De Cesaris 66 01/09/2009 The graph above shows another clear explanation of the conversion rate and the success of TV advertising. Most of the brochures for 500C were requested between 8 pm and 11 pm (on the 12th of July), and almost all of them were coming from direct traffic, paid search and natural search. For more details, please see attachment “20090716_Fiat-500c_report.pdf”. 4.6 Car Configurator as one of the most important section on the website The car configurator section is one of the most important parts of the website because it is the interactive part that allows visitors to build their car. At the same time it lets FIAT understand which one is the most popular configuration (for each model) that people look for. This could also help the planning activity of the logistic department. Here is an example of the most configured car for FIAT 500C.
  67. 67. Marco De Cesaris 67 01/09/2009 The results showed above, suggest an increase of interest in the 1.4 Lounge model and a decrease in the 1.2. This could be a result of different campaigns or just a switch of the default model. By the way the general trends show that interest for FIAT 500C increase month by month. For more detail see attached report “20090709_Fiat- configurations_report.pdf”. 4.7 Conversion rate – comparison between YAHOO and AOL. How different publishers/channels/traffic sources perform As mentioned in Chapter 2, here is the whole analysis and in attachment is the full report “20090804_Fiat-500c-YAHOO-AOL_report.pdf”. In the image below is the daily web traffic on pages related for FIAT 500C.
  68. 68. Marco De Cesaris 68 01/09/2009 As you can see, on the 23rd of July we had the best traffic ever: 27,536 visits. Exception made for the three peaks (05.07 – Top Gear TV, 12.07 – AOL, Big Brother and Michael Jackson TV, 23.07 – Yahoo HP Takeover), considering that PRESS and TV campaigns at that time were ended, visits still on reasonable figures: around 4000 visits per day on pages related to FIAT 500C. In the graph above is the comparison between the 12th and the 23rd of July (total visits on fiat.co.uk). On the 12th we received 23 arranged test drives (80% of them booked for 500,
  69. 69. Marco De Cesaris 69 01/09/2009 Punto and Panda – not 500C), while on the 23rd the arranged test drives were 96 (80% of them booked for 500C). Below is the same graph but in terms of percentage. The graph below shows the percentage of visits that booked a test drive by model. The vertical red line splits the 12th of July from the 23rd of July. The traffic source for the visits below include all the traffic sources (not yet only YAHOO and AOL). Figures are in the table below.
  70. 70. Marco De Cesaris 70 01/09/2009 Above is the comparison between the 12th July and the 23rd July. This analysis aims to compare the effectiveness of YAHOO and AOL in terms of conversion rate (leads generated). First of all we will look at the Dwell time per session. Then we will look at the Session Length (how many pages have been seen during a session) and then we will cross these results with Arranged Test drives. Session Dwell time: both of the days, a huge part of the visits spent less than 1 min on FIAT UK website (46% of the visits on the 12th and 59% of the visits on the 23rd).
  71. 71. Marco De Cesaris 71 01/09/2009 Of these people who spent less than a min on the website, 50% saw only a single page and then left (green rectangle on the image above) and the other 50% saw between 2 and 10 pages (likely closer to 2 rather than 10) – 12th July. Session Length: On the 23rd of July instead, of people leaving the website within 1 min, 33% saw only a page (red circle in the image below), while 67% saw between 2 and 10 pages (again likely closer to 2 rather than 10 pages) - green rectangle on the image below. A test drive is more likely to be arranged if people visits between 4 – 10 pages or more than 20 pages. This is true especially for the 23rd of July (image below). Another important fact is that people are more likely to arrange a test drive if they spend between 1 and 8 minutes on the website or more than 20 minutes (see image below).
  72. 72. Marco De Cesaris 72 01/09/2009 Analyzing the 500C report (see image above), is so clear that 79% of the total booked test drives (76/96) were for 500C (23rd of July – red circle in the image above) and must be noticed that only 2% of the visits visited a single page (green circle image above)! While on the 12th of July 13% of visits visited only a single page and then left the website (blue circle image above). This means that on the 23rd of July, 98% of people visited at least 2 pages (with 53% of people visiting between 2 and 3 pages). 55% of test drives booked for 500C (42/76) came from people who visited between 4 and 10 pages and spent between 1 and 8 minutes on the website (red rectangle image above). If we consider people who visited between 4 and 15 pages, the booked test drives go up to 74% of the test drives booked for 500C. Special note also about “20+”: people visiting more than 20 pages and spending on the website more than 20 minutes are likely to book a test drive (black circle image above). A small note: 61% of visits coming on 500C pages on the 23rd of July left the website within a minute. Of course the booked test drives within 1 min on the website were only 2.
  73. 73. Marco De Cesaris 73 01/09/2009 Analyzing the traffic coming from YAHOO (image below), we can notice that 68% of the visits left the website within a minute (14,725/21,758) and actually only 1 test drive was requested from people who left the website within a minute (red circle image next page). Most of the request for test drives (from YAHOO) came from people who spent between 1 and 8 minutes on the website. People, who visited between 4-10 pages, are the ones who booked most of the test drives. Actually (considering yahoo’s campaign quite positive), if we analyze in term of “quality”, people who visited between 2 and 3 pages, didn’t book any test drives: these visits are 60% of the total visits coming from yahoo (on the 500C pages). Analysis by dwell time per session shows that 5750 visits were of “good quality”.
  74. 74. Marco De Cesaris 74 01/09/2009 These are the visits the spent between 1 and 10 minutes on the website. They totally booked 90% of the total test drives booked for 500C from visits coming from YAHOO. In term of quantity, these visits are just 26% of the total visits on the 500C pages coming from YAHOO. Summarizing: On the 23rd of July 26% of the visits coming from Yahoo brought 90% of the total booked test drives for 500C (from visits coming from YAHOO). Total test drives booked from YAHOO = 59. On the 12th of July, AOL brought a total of 7443 visits (24% of the total visits for that day). Of these 7443 visits coming from AOL, 78% left within 1 min. ZERO test drives were booked from AOL. On the 12th of July, 50% of the test drives were booked from (direct traffic + natural search + paid search). This was due to TV effect (we were advertising on TV during Big Brother and during the special on Michael Jackson). 25% were booked through email (adpepper) and only 13% from online media (2 from Google Scrappage, 1 from 500C Unanimis platform). On the top of this analysis, further confirmation comes from Google Ad Planner. Analyzing the audience of the two publishers it emerges how YAHOO is definitely more related than AOL to the target audience of FIAT 500C. Having a look at the affinity score, you can see how people surfing yahoo.co.uk are also likely to surf car related websites (see image in the next page).
  75. 75. Marco De Cesaris 75 01/09/2009 Yahoo.co.uk affinity score (source: google ad planner) Same happens if we look at the affinity score related to keywords: Source: Google https://www.google.com/adplanner/#siteDetails?identifier=yahoo.co.uk&geo=GB&trait_ type=1 Instead, when we look at the data related to AOL, we have nothing related to cars: https://www.google.com/adplanner/#siteDetails?identifier=aol.co.uk&geo=GB&trait_typ e=1
  76. 76. Marco De Cesaris 76 01/09/2009 4.8 Overview of funnels. An example: FIAT 500byDiesel As specified in Chapter 2, 500byDiesel is a special model of FIAT 500 and it was sold exclusively in internet since December 2008 until February/March 2009. Visitors can purchase the car online. After you configured your FIAT 500byDiesel, this process involves seven additional steps in order to complete the purchase: 1. Order summary; 2. Login or Register; 3. Contact details; 4. Billing details; 5. View your configuration; 6. Confirmation; 7. Order review.
  77. 77. Marco De Cesaris 77 01/09/2009 /500byDiesel/order_summary.htm /500byDiesel/login_or_register.htm /500byDiesel/contact_details.htm /500byDiesel/billing_details.htm /500byDiesel/view_your_configuratio n.htm /500byDiesel/confirmation.htm /500byDiesel/order_review.htm 0 100 200 300 400 500 600 700 800 900 UniqueVisitors Funnel pages Funnel 500 by Diesel (Dec 2008) Total  Unique  Visitors By analysing this funnel (during the Month of December 2008), the outcome was high drops off point already on the first step (see image below): only 48% of visitors moved from order summary to login or register page. Only 10% successfully registered (or logged in) and then 8% also left contact details. 2% of the visitors also left billing details (credit card numbers) and then saw the confirmation page (some of them also revised their order, this was 1%). Conversion Rate 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% /500byD iesel/order_sum m ary.htm /500byD iesel/login_or_register.htm /500byD iesel/contact_details.htm /500byD iesel/billing_details.htm /500byD iesel/view_your_configuration.htm /500byD iesel/confirm ation.htm /500byD iesel/order_review.htm Funnel Pages %ofvisitorsmovingonthenextpages Next/Prev page Next/First Page
  78. 78. Marco De Cesaris 78 01/09/2009 From the graph above it is clear that analyzing funnel in two different ways is really useful. The red line shows the funnel reported to the first page “Order summary”. So it tells you how many people went through the funnel starting from the “order summary” page. The blue line instead, shows how many people moved on the next page, in relation to the previous page. And this is really important. For example it shows that the highest drop off points were “Order summary” and “Login or Register” pages. Only 48% of people moved from the “order summary” to the “log in” page. And of these, only 22% moved on the “contact details” page. But once people are on the “contact details page” (where they need to leave their contact details), 76% of them also move on the next page (billing details) where they have to leave credit card number. At this point there is another huge drop off point. People leaving credit card number (and moving on the next page) is only 29% of people that arrived on the billing details page. This means that 71% of people don’t proceed with the purchasing. But of course of these 29% of people who leave credit card number, almost all of them (80%) move n the confirmation page (that confirms the purchase of the car). Studying and analysing this funnel in the short and long term it allowed to understand what was and what was not working and how it could be improved. Actually we got insights for future projects like “reducing the information asked to people in the registration phase”, “make the login as simple as possible” (without the need to remember passwords all the times), “make the whole funnel as short as possible (ideally 3 steps)”, and so on. Full report available in attachment “Funnel-500-by-Diesel”.
  79. 79. Marco De Cesaris 79 01/09/2009 4.9 Scrappage: a case study Full report attached: “20090728_Scrappage_Report.pdf”. Scrappage report is a report ran weekly by FIAT UK. Since the Scrappage scheme was introduced in the UK, FIAT started to report on Scrappage. The main analysis Scrappage related are: • Web Traffic : Scrappage Page vs. Overall Website • Scrappage Enquiries / Total Enquiries • Web Traffic : Scrappage Page by Traffic Source • Web Traffic : Scrappage Page by Referral • Segmentation: Enquiries / Scrappage Page • Segmentation: Enquiries / Scrappage Page (by Model) • Correlation between Enquiries and Scrappage Enquiries • General Trend for Total Enquiries The main purpose of this analysis is mainly in order to monitor how the Scrappage campaign was performing in relation to the rest of the website, seeing if the scrappage affected the rest of the web traffic. Actually it did. For more details see attached reports “20090728_Scrappage_Report.pdf”, “20090706_Scrappage_Report.pdf”.
  80. 80. Marco De Cesaris 80 01/09/2009 Additional note: From the figures above, it emerges how “Ad pepper” email campaign was performing very well compared to the two other platforms: “Platform-A” and “Unanimis”. 4.10 Dealer Locator Analysis Trend for calls to dealer seems to follow the trend for dealer locator pages (especially results page and dealers’ pages). See image in the next page.
  81. 81. Marco De Cesaris 81 01/09/2009 There is an exception around October 2008 (where calls increase and traffic on the dealer locator decreases). This affected also the conversion rate. This is probably due to two main causes: external campaign (“no internet”), or/and tracking issues. To be noticed that in July 2008 we got “odd” data about web traffic. From the graph below you can see that 54% of visits on the “DEALER PAGE12 ”, they also call the dealer. 12 See Chapter 2 for definition of Dealer Page, Result Page, and Entry Page.
  82. 82. Marco De Cesaris 82 01/09/2009 PS. DEALER PAGE is the page that you get after: 1) having searched for a dealer, 2) obtained results and 3) clicked on a single dealer details (see Chapter 2 for more details). 90% of people arriving on the dealer locator entry page do a search for dealer locators and visits the result page. Then of these people, 50% continue and check more details moving on the dealer locator dealer page (contact details). Very important: you can see how the conversion rate between call made to the dealer vs. visits on the website (locator section) is higher when the visitor reach the final goal of the funnel (dealer locator dealer page): the ration between calls made and visit on this page is 54% (which for assumption means that 54% of people visiting that final page, also call a dealer). Totally different is the conversion rate related to dealer locator results page: 26% of people doing a search then also make a call to the dealer (these people don’t go into more details about dealer). See full report in attachment: “20090731_Fiat dealer locator report.pdf”.
  83. 83. Marco De Cesaris 83 01/09/2009 4.11 Spotify and FIAT Fiat targeted the right audience. According to Google Ad Planner13 , 57% of Spotify audience has got Household income greater than 30,000 GBP; 52% is aged between 25 and 44; and 73% had education that includes “some college”, “bachelor degree” and “graduate degree”. On the top of it, if we also look at the affinity score14 for both “site also visited” and “keywords searched for” we find (amongst the results): fashiontalemagazine.com, 13 https://www.google.com/adplanner/#siteDetails?identifier=spotify.com&geo=GB&trait_type=1
  84. 84. Marco De Cesaris 84 01/09/2009 “florence machine”. All of the above summarizes the typical targeted audience for FIAT 500C which is a fashionable and young car! In addition to this, FIAT analyzed the campaign for Spotify. Below the results: 14 A numeric score assigned to sites and keywords in Google Ad Planner. The affinity score, which appears on a site's profile page, shows the relationship between audiences of two sites or between a site and a keyword. That is, the affinity score estimates how many times more likely you are to reach an audience who visits a specific site or searches for specific keywords versus an audience on the internet overall. For example, say you're reviewing the site profile page for TropicalFishInfoCentral.com: • In the 'Sites also visited' box, you see PetFishBlog.com, with an affinity score of 200.0x. • In the 'Keywords searched for' box, you see 'algae eater,' with an affinity score of 350.0x. These affinity scores suggest that: • A TropicalFishInfoCentral.com visitor is 200 times more likely than the average internet user to be found on PetFishBlog.com. • A PetFishBlog.com visitor is 200 times more likely than the average internet user to visit TropicalFishInfoCentral.com. • A person searching for the keywords 'algae eater' is 350 times more likely than the average internet user to visit TropicalFishInfoCentral.com. With the affinity score, you can find sites and keywords that are the most related to the site you're reviewing and enhance your media plan accordingly. http://www.google.com/support/adplanner/bin/answer.py?answer=140502
  85. 85. Marco De Cesaris 85 01/09/2009 The data above refer to the period July-August. During this campaign, people could enter the Fiat-Spotify page (entry.htm – blue column), then they could send a song (/send_song/entry.htm – yellow column) and in order to do that they had to register with FIAT, getting the confirmation page (thankyou.htm – orange column). Target for FIAT was get as many people as possible registering with FIAT, which means leads generation. From the funnel above, we see that Unique Visitors on the entry page (in the given period) were 16,267, and of those, 2,384 registered and sent songs (conversion rate of 15%). Why FIAT did also reported on page views? Because a single Unique Visitor could send more than a song (and this is what happened), but all the time that you send a song (even if you are always the same visitor), you have to receive a confirmation page (thankyou.htm). This figure (page views) gives the number of songs that have been sent. (Of course then there was an approval process that eliminated some of the song – e.g. duplicates, offensive, and so on), so the final number of song within the “feelgood” playlist is smaller that 4,883. See attached file for clearer details: “spotify-july-august-PV-UV.png”.
  86. 86. Marco De Cesaris 86 01/09/2009 4.12 Twitter and Google Trend (additional external analysis) Case study attached: “20090603_Fiat_googletrends_twitter.pdf” In order to perform these analyses, we used Google Trend (http://www.google.com/trends) and Trendistic (http://trendistic.com). The scale above is based on the average traffic of fiat panda from UK in the last 12 months. Given panda as search volume index = 1, we see that search volume of panda recently increased up to almost 3 times more. (May 2009). This is due to the massive campaign we run for the scrappage scheme. Fiat 500 used to have a search volume between 2 and 3 times more compared to panda. Recently this index moved up to 4 times more (based on the panda index = 1). Punto has always been slightly above fiat 500 (search volume), but recently fiat 500 reached punto and is still on the same search volumes.
  87. 87. Marco De Cesaris 87 01/09/2009 There was a spike for fiat 500 in November (and this was when tog gear TV spoke about fiat 500). The graph below is for Scrappage (compared to other brands). It looks like that Ford and Fiat are the most searched companies in google (from a Scrappage point of view). The graph below is a competitor analysis based on google trends. Again this analysis is based on search volumes. Ford has got 3.4 times more search volume than Fiat. Vauxhall has 1.5 times more search volume than Fiat. Peugeot and Toyota are on the same line as Fiat. Amongst UK, London is the city with most searches for Fiat. For more details see attached report: “20090603_Fiat_googletrends_twitter.pdf”.
  88. 88. Marco De Cesaris 88 01/09/2009 Below you can see the trend on twitter for fiat and some of the competitors: More details here: http://trendistic.com/_help
  89. 89. Marco De Cesaris 89 01/09/2009 5. Conclusions Fiat Ranking (website) from Nov 08 to Jul 09 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Month Visits Alfa Romeo UK Audi UK BMW UK Chrysler UK Citroen UK Dodge UK Fiat UK Ford UK Honda UK Jaguar UK Jeep UK Land Rover UK Lexus UK Maybach UK Mazda UK Mercedes-Benz UK Mini UK Mitsubishi UK Nissan UK Peugeot UK Renault UK Saab UK Smart UK Toyota UK Vauxhall UK Volkswagen UKFiatranked17th Fiatranks8th The graph above clearly shows how FIAT improved its ranking during the last months (starting from Nov 08 when FIAT started to do proper web/media/data analysis). FIAT moved from position 17th (Nov 08) up to position 8th (Jul 09) and on the top of it, it also had the best improvement compared to all the other companies’ websites: FIAT increased visits on its website up to almost 300%. This whole paper leads to an unequivocal conclusion: monitoring, analysing, giving recommendations based on onsite, offsite, internal and external data/media analysis, it helped FIAT in improving part of its business. On the top of it, according to Capgemini report (Cars Online 08/09), “88% of car buyers indicated that they used the Internet as a primary source of information during the purchasing process”. This clearly highlights the importance of the internet in the
  90. 90. Marco De Cesaris 90 01/09/2009 automotive industry and then the optimization of the channel. This optimization can be achieved as shown above. Complete report in attachment: “Fiat Rank Website.xls”.
  91. 91. Marco De Cesaris 91 01/09/2009 6. Bibliography Arikan, A. (2008) Multichannel Marketing: Metrics and Methods for On and Offline Success. Sybex Berson, A. and Dubov, L. (2007) Master Data Management and Customer Data Integration for a Global Enterprise. McGraw-Hill Osborne Media Brogan, C. and Smith, J. (2009) Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust. Wiley Burby, J. et al. (2007) Actionable Web Analytics: Using Data to Make Smart Business Decisions. Sybex Buttle, F. (2008) Customer Relationship Management. Butterworth-Heinemann Clifton, B. (2008) Advanced Web Metrics with Google Analytics. Sybex Croll, A. and Power, S. (2009) Complete Web Monitoring: Watching your visitors, performance, communities, and competitors. O'Reilly Media, Inc. Fill, C. (2009) Marketing Communications: Interactivity, Communities & Content. FT Press Kaushik, A. and Sterne, J. (2007) Web Analytics: An Hour a Day. Sybex Kudyba, S. and Hoptroff, R. (2001) Data Mining and Business Intelligence: A Guide to Productivity. IGI Global Oz, E. (2008) Management Information Systems. Course Technology Parmenter, D. (2007) Key Performance Indicators: Developing, Implementing, and Using Winning KPIs. Wiley Rana, N. (2009) e-Marketing Intelligence - Transforming Brand and Increasing Sales - Tips and Tricks with Best Practices. Self-Help Publishers Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page Scott, D. (2008) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. Wiley Tuten, T. (2008) Advertising 2.0: Social Media Marketing in a Web 2.0 World. Praeger Zingale, A. and Arndt, M. (2001) New Economy Excellence Series, New Economy Emotion: Engaging Customer Passion with e-CRM. Wiley

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