Initial functional description of the solution for the e-Business Accelerator project for MBA Consulting project

1. e-Business Accelerator
Theoretical Solution Proposal

2. Agenda
1. Ten Reasons
2. Customer Life Cycle
3. e-Business Accelerator
4. Three Target Solutions
5. Airline Booking Flow
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3. Ten Reasons
1. Maximise online 6. Increase conversion
marketing campaigns rates
2. Optimize pay-per-click 7. Minimize abandonment
advertising rates
3. Optimize site for organic 8. Learn customer
search behavior patterns
4. Assess A/B & A/B/A 9. Increase cross & up
marketing campaigns selling
5. Improve site navigation 10. Encourage repeat
business
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4. Customer Life Cycle
source emetrics report 2000
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5. e-Business Accelerator
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6. Three Target Solutions
1. Online Marketing Optimization
2. Growth & Conversion
3. Yield & Behavior
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7. 1. Online Marketing Optimization
Reports KPI’s Measured Tags or Params
1) Visitor Trends 1) New Vs Returning 1) Standard tags
2) Recency
3) Depth
2) Referring Source 1) Visit count/source | medium 1) Standard tags
2) % New visits 2) utmSetTrans text area from CONF page
3) Pages/visit 3) Any relevant cookies
4) Ave. time on site
3) Campaign Conversion 1) Bounce Rate 1) Standard tags
2) % New visits 2) utm params in links both internal & external
3) % Increase in visits 3) utmSetTrans text area from CONF page
4) Any relevant cookies
4) Keywords 1) Page Visits/Keyword 1) Standard tags
[Paid | Non-Paid]
5) Adword Campaigns 1) Cost [total] 1) Standard tags
[clicks] 2) Cost per click [ave.] 2) utmSetTrans text area from CONF page
3) Revenue per click [ave] 3) Any relevant cookies
4) Return on investment
5) Margin
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8. 2. Conversion & Growth
Reports KPI’s Measured Tags or Params
1) All Traffic Sources 1) Revenue 1) Standard tags
2) Conversion Rate 2) utmSetTrans text area from CONF page
3) Per Value Visit 3) Any relevant cookies
2) Transactions 1) Revenue 1) Standard tags
2) utmSetTrans text area from CONF page
3) Any relevant cookies
3) Content by Title 1) Page Views | Unique Pages 1) Standard tags
2) Bounce Rate 2) utmSetTrans text area from CONF page
3) % Exits 3) Any relevant cookies
4) $ Index
4) Goal Details 1) Goal Verification 1) Standard tags
2) Conversion Rate 2) utmSetTrans text area from CONF page
3) Goal Funnel Visualization 3) Any relevant cookies
4) Abandonment Rate
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9. 3. Yield & Behavior
Reports KPI’s Measured Tags or Params
1) Product Performance 1) Product Revenue 1) Standard tags
2) Product SKU’s 2) utmSetTrans text area from CONF page
3) Product Categories 3) Any relevant cookies
2) Average Order Value 1) Revenue 1) Standard tags
2) utmSetTrans text area from CONF page
3) Any relevant cookies
3) Navigation Summary 1) % Clicks 1) Standard tags
2) % Entrances 2) Any relevant cookies
3) % Exits
4) Goal Funnel
4) Site Overview 1) Clicks 1) Standard tags
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10. Airline Booking Flow
1. Homepage 2. FlexPricer 3. AirAvaila- 4. Fare 5. Passenger
AirSearch Calender bility Pricing details
The same bottom.html file is used to
bottom.html
maintain consistency and easier rollout.
6. Purchase
Standard
Depending on the relevant page, specific
Google Tags
functions are called and different data is
X | UP-Selling
sent via the Urchin scripts to Google
Google Tags
Analytics
Pay-Page
7. Confirm
8. Cancel
Google Tags
Reservation
Conf.Resv.
Google Tags
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