IRCE 2017 Technology Workshop How to Build a Business Case
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Tues June 6th Technology pre-conference workshop, this session focused on how you can build a business case for new technologies, including planning a budget and making a solid case to executives
![IRCE 2017- Tech Workshop [session title] 1
Average Order
Value
Unique Visitors
Conversion RateCost to Serve
THE REVENUE RECIPE](https://image.slidesharecdn.com/irce17session2businesscase-170612015256/85/irce-2017-technology-workshop-how-to-build-a-business-case-1-320.jpg?cb=1497232510)
![IRCE 2017- Tech Workshop [session title] 2
BUILD YOUR CASE
Your own
data
Industry Data](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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IRCE 2017 Technology Workshop How to Build a Business Case
- 1. IRCE 2017- Tech Workshop [session title] 1 Average Order Value Unique Visitors Conversion RateCost to Serve THE REVENUE RECIPE
- 2. IRCE 2017- Tech Workshop [session title] 2 BUILD YOUR CASE Your own data Industry Data
- 3. IRCE 2017- Tech Workshop [session title] 3 EXAMPLE #1 Enhancement Dynamic cross-sell & up-sell Primary Metric Average Order Value Data Source Industry OR A/B Industry Data • Cross-sell lift 0.2% to 1.5% • Up-sell lift 2% to 4% A/B • No cross-sell/up-sell • Manual cross-sell/upsell
- 4. IRCE 2017- Tech Workshop [session title] 4 EXAMPLE #2 Enhancement Creating a mobile app Primary Metric Conversion Rate Data Source Proof of Concept & Voice of the Customer Proof of Concept • Responsive website • Include same features as full site • Track most used features in GA Voice of the Customer • Surveys via email • Use of mobile at location • Most needed features
- 5. IRCE 2017- Tech Workshop [session title] 5 EXAMPLE #3 Enhancement Additional website languages Primary Metric Unique Visitors Data Source Web Analytics Web Analytics • Create country users as advanced segment • Track negative metrics such as exit %, abandoned searches, non- converting products, zero results internal search, etc • Provide feedback boxes on site or post checkout
- 6. IRCE 2017- Tech Workshop [session title] 6 PRIORITIZING MUST COULD NOPESHOULD
- 7. IRCE 2017- Tech Workshop [session title] 7 1. Business critical 2. Next in line 3. Pretty important 4. Strong contender 5. Proposed by the Boss’s son TWO DATA SOURCES A) STRATEGIC PRIORITIES B) REVENUE & EFFICIENCY
- 8. IRCE 2017- Tech Workshop [session title] 8 BUILDING YOUR BUDGET
- 9. IRCE 2017- Tech Workshop [session title] 9 BEST ROI TECHNOLOGIES
- 10. Marta Dalton Director of eCommerce madalton@coca-cola.com For additional questions: marketing@fitforcommerce.com 10IRCE 2017- Tech Workshop [session title]
Editor's Notes
- Your data could be web analytics, VoC studies, A/B testing, Proof of Concept Industry data - stats
- 80% of the time you’ll need 20% more than you think you will