Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Zonky: Jak jsme otočili trh díky analytice (Pavel Novák)

212 views

Published on

Zakázali jsme si utápět veškeré peníze do TV, OOH a podobných formátů. Neuvěřili jsme naučeným teoriím o online atribucích. Šli jsme na to vlastní cestou. Do roka jsme snížili investice do TV na polovinu a prodeje zpětinásobili. A to vše díky chytré analytice.

Published in: Data & Analytics
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Zonky: Jak jsme otočili trh díky analytice (Pavel Novák)

  1. 1. ZONKY: JAK JSME OTOČILITRH DÍKYANALYTICE
  2. 2. JAK SE ZONKY ZAHÝBAL MARKETING?
  3. 3. 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 úvěry(CZK) Objemy úvěrů (měsíčně)
  4. 4. Online vs. offline spend 0MCZK 1MCZK 2MCZK 3MCZK 4MCZK 5MCZK 6MCZK 7MCZK 8MCZK 9MCZK 10M CZK Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Dec-17 Offline Online ZONKY ZAČALORŮST AŽ V MOMENTĚ, KDY VYROVNALO POMĚR MEZI OFFLINEA ONLINE MARKETINGEM.
  5. 5. v.1 v.2 v.3 WEB ANALYTIKA VÝVOJ -GENERACE
  6. 6. WEB ANALYTIKA GENERACE 1 “WEBAŘ” Google analytics Channels (organic, search, …) Atribučnímodely Devices, browsers CPL,CPA
  7. 7. WEB ANALYTIKA GENERACE 2 “DATAŘ” Google analytics Channels (organic, search, …) Atribučnímodely Devices, browsers Approvalrate Riskcost CPL,CPA LTPperchannel NPSperchannel Ticketsperchannels
  8. 8. WEB ANALYTIKA GENERACE 3 “BUSINESS DRIVER” Google analytics Channels (organic, search, …) Atribučnímodely Devices, browsers Approvalrate Riskcost CPL,CPA LTPperchannel NPSperchannel Ticketsperchannels + p&l vlastník svých kanálů
  9. 9. 3 ZÁSADY, KTERÉ DODRŽUJÍ ANALYTICI G3 (A KTERÉ G1 A G2 IGNORUJÍ)
  10. 10. #1 ,,NEJPRVE SENAUČTE ŘÍDIT KLÍČOVÁ SLOVA DLE BUSINESS DIMENZÍ, AŽ POTOM ŘEŠTE ATRIBUCE.”
  11. 11. ONLINEefficiency: Leads generated vs.CPL Brand search Facebook nonBrand search GDN + Seznam display Cíl:Měřit dopadkaždéhoklíčového slovaazefektivňovat
  12. 12. #2 ,,NEŽ ZAČNETE ŽOKEJOVAT ONLINE KANÁLY, BUĎTE SI JISTÍ, ŽEMÁTE VPOŘÁDKU PROCES.”
  13. 13. Funnel Development Pull throughrate (Underwriting/appcompleted) Conversionrate (Leadgen./signedloans) Applicationsstarted Leadgenerated Applicationscompleted KO checks Documentsloaded Back-office/Preverification Underwriting Signedloans UniqueHPvisitors Funnel optimization (Lead generated/Signedloans) +1,4% Month2 1 505 1866 3 404 5 209 9584 14329 16597 56102 214536 86% 30% 67% 53% 65% 55% 81% 26% (9,1%) (13,0%) Month1 407 499 1259 2180 3622 4308 5099 10644 76079 84% 48% 84% 60% 58% 40% 82% 14% (8%) (11,6%) Digital Marketing UX Operations & Risk Operations & Risk +12% -18% -17% -7% +7% -1% +2% +15%
  14. 14. #3 ,,MĚJTEJASNO, JESTLI CHCETE MOBIL NEBO DESKTOP A ŘIĎTESE PODLE TOHO.”
  15. 15. DESKTOP VS. MOBIL 2017 D61% / M34% 2018 D50% / M42% 2020 D30% / M63%
  16. 16. ,,SPECIALIZOVANÝ WEB ANALYTIK NENÍ EFEKTIVNÍ. EFEKTIVNÍ JE ANALYTIK, KTERÝ UMÍ PRACOVAT SE VŠEMI DATY, MIMO JINÉ S DATY Z WEBU.”
  17. 17. DĚKUJI! Pavel Novák, CEO Zonky

×