Min online webinar-montizecontent-markohurst-2011


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I was 1 of 4 panelists for a minOnline webinar - http://www.minonline.com/training/webinar-march24-2011.html

This is my updated portion of that talk.

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  • Presentation: I was on a panel (webinar) for minOnline and the presentation itself was directed towards the publishers & media industries. Updated deck version.
  • This section was to set a baseline for a few common ecommerce solutions with give examples. The story behind this section is that as a publisher you need to be aware that the type of products you “sell” and how you sell them needs to be consistent with your brand.
  • Goals not the individual metrics are what will make you successful with measurement.
  • This is the process I have successfully used for years for myself and my clients when selecting a vendor. The process is NOT limited to types and companies displayed.
  • Min online webinar-montizecontent-markohurst-2011

    1. 1. March 24th, 2011<br />minOnline Webinar – Monetizing Your Online Content<br />45 Main Street #220, Brooklyn, NY 11222<br />Phone. +1 718 625 4843<br />info@hugeinc.com<br />
    2. 2. Agenda.<br />Selling On-brand<br />Measure What Matters<br />Vendor Selection <br />Q&A<br />
    3. 3. Marko Hurst.<br />Author, Speaker, & Consultant<br /><ul><li>Content Strategy
    4. 4. Web Analytics
    5. 5. Search Analytics
    6. 6. User Experience</li></ul>Background<br /><ul><li>Content Strategy Director @ HUGE
    7. 7. 15 years experience
    8. 8. Statistics & Brain Cognitive Science
    9. 9. Practice lead: National & regional levels
    10. 10. Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPG</li></ul>Contact<br /><ul><li>Marko Hurst: mhurst@hugeinc.com
    11. 11. Read my blog: MarkoHurst.com “Insightful Analytics”
    12. 12. Follow me on Twitter: MarkoHurst</li></li></ul><li>Selling on-brand<br />
    13. 13. eCommerce models. <br />
    14. 14. Direct.<br />
    15. 15. Referral.<br />Product website URL with referral code<br />http://www.albeebaby.com/quinny-zapp-strollers.html?refid=12063&id=40471<br />
    16. 16. Affiliate.<br />
    17. 17. Selling on-brand.<br />Align your sales program with your brand, reputation, and audience expectations.<br />
    18. 18. Off-brand example.<br />Imagine if the New York Times ‘sold’ condoms from an article on birth control.<br />+<br />
    19. 19. On-brand referral example from print.<br />+<br />www.crest.com/parentingmag<br />
    20. 20. Measure what matters<br />
    21. 21. Metrics are everywhere, so how do you choose the right metrics? <br />*Far from a complete list of metrics to choose from<br />
    22. 22. Metric Selection Is A Counterintuitive Process:Many begin their measurement programs fretting over what metrics to track.<br />Instead, if clearly define your goals first the right metrics will often fall into place. <br />
    23. 23. How to define goals.<br />Keep it simple – choose what you want to achieve and by when.<br />
    24. 24. Goals are specific, quantifiable, & time-boxed.<br />No<br /><ul><li>Increase Average Order Rate
    25. 25. Increase traffic by 5%
    26. 26. Decrease Bounce Rate in next six months</li></ul>Yes<br /><ul><li>Increase Average Order Rate by $3 in six months
    27. 27. Increase Traffic on Top 20 keywords by 5% by end of next quarter
    28. 28. Decrease site-wide Bounce Rate by 10% within 30 days of next design update</li></li></ul><li>The right metrics are those that directly affect your goal.<br />Goal: increase “Average Order Value” by $3 in six months<br />Key Performance Indicator (KPI): Current AOV* = $17<br />* AOV (Average Order Value) = Sum of Revenue Generated / Number of Orders Taken<br />
    29. 29. Balanced Scorecards help you easily manage your goals.<br />Example: Ecommerce Balanced Scorecard<br />
    30. 30. Vendor selection<br />
    31. 31. Vendors are everywhere, so how do you choose the right vendor? <br />Commerce Engine<br />Onsite Search<br />Web Analytics<br />*Vendors listed does not imply endorsement by Marko Hurst<br />
    32. 32. Vendor Selection Is A Counterintuitive Process:Most organization typically begin vendor selection by engaging with vendors from the beginning. <br />Instead, if you define your goals, identify the time and resources necessary to achieve those goals the right vendor often becomes evident very quickly.<br />
    33. 33. 3-step vendor selection process. <br />People<br />Process<br />Vendor <br />
    34. 34. Step 1: Define goals & best case usage of the “product”. <br />People<br />Process<br />Vendor <br />Create desired outcome(s)<br />Define KPIs<br />Capture current process (if any)<br />Perform gap analysis<br />Create desired process<br />
    35. 35. Step 2: Capture available resources, skills, and time needed to use the “product”. <br />People<br />Process<br />Vendor <br />Create desired outcome(s)<br />Define KPIs<br />Capture current process (if any)<br />Perform gap analysis<br />Create desired process<br />Capture current resources<br />Capture current resource:<br /><ul><li>skill-sets
    36. 36. skill level
    37. 37. time allocated</li></ul>External resources<br />Perform gap analysis<br />Perform ROI analysis<br />
    38. 38. Step 3: Select a vendor that best fits your Process & People. <br />People<br />Process<br />Vendor <br />Create desired outcome(s)<br />Define KPIs<br />Capture current process (if any)<br />Perform gap analysis<br />Create desired process<br />Capture current resources<br />Capture current resource:<br /><ul><li>skill-sets
    39. 39. skill level
    40. 40. time allocated</li></ul>External resources<br />Perform gap analysis<br />ROI analysis<br />Pricing model / cost<br />Technology<br /><ul><li>platform
    41. 41. features
    42. 42. out of the box
    43. 43. customization </li></ul>Training<br />Resources<br />Relationship / program type<br />
    44. 44. Q&A<br />
    45. 45. Thank you!<br />www.hugeinc.com<br />45 Main Street, 2nd floor<br />Brooklyn, NY 11201<br />Call us.<br />Phone: +1 718 625 4843<br />Fax: +1 718 625 5157<br />info@hugeinc.com<br />