2. The Royal family

3. Tivoli

4. Bicycling

5. Europe - Denmark

6. 3 million people doing 76.000.000
ecommerce transactions
(in 2011)

7. Ecommerce
&
Google Analytics for
advertisers
Niels Klintø
Co-founder Addconsulta

8. Employee
1997 1999 2000

9. Entrepreneur
(Search & Online Marketing)
X
Argentina
Peru Colombia Ecuador
2003 2005 2006 2007 2008 2011 2012

10. Danish Online shopping 2011
• USD 8 Billion
– USD 1,5 Billion was outside Denmark
• 50y+ was the biggest spenders
– 41% of the value

11. Most popular
1. Clothes 12%
2. Computer hardware & electronics 9%
3. Films, music and games 6%
4. Travel 6%
5. Entertainment 6%
6. Recharging of mobile phone 6%

12. Purchase span
• Travel (packages) USD 560
• Airplane tickets USD 470
.....
• Train tickets USD 50
• Take away food USd 30
• Films, music & games (download) USD 14

13. More than 30% of Danish ad
spend goes online
IAB Denmark 2012

14. WHY?
?

15. Reason 1
• Foundation / local legistration
– Denmark has an ecommerce law
– Right of withdrawal – 14 days
– Cant charge the creditcard before sending
– Bank / card provider can stop a payment if the goods hasnt
been delivered (also while checking it)
– Money returned from the Bank – on credit card fraud
• Thats bad for the webshops?!

16. Reason 2

17. Alice:
Would you tell
me, please,
which way I
ought to go
from here?
The Cat:
That depends a
good deal on
where you want
to get to
Alice:
I don't much
care where.
The Cat:
Then it doesn't
much matter
which way you
go.

18. Got a goal?

19. Define your goals
Active clients Affiliate
Events
Sale
Competition
Campaign
Subscription Branding
Leads

25. Funnel Visualization - online shop

26. Manage your traffic sources!

27. This is why you wanna track
your traffic sources

28. TDC presentation 2006

29. TDC presentation 2006

30. Easy private loans up to usd 9.500
• SEO
• Google AdWords
• Banner campaigns

31. Measure it all
Banner Campaign
• Measuring conversion rates
and price for all campaign Media Clicks Leads Price per lead
elemenents Media 1 9.000 184 USD 34
Media 2 11.765 355 USD 46
Media 3 5.873 105 USD 42
• Comparing price per lead Media 4 9.000 51 USD 106
• Easy to see that AdWords
should have the full
budget.. Google AdWords
Months Clicks Leads Price per lead
• Bonus: by raising the August 6.065 708 USD 26
AdWords click price the July 4.548 465 USD 31
price per lead was June 6.063 607 USD 31,5
decreased!? May 5.109 502 USD 32

36. Examples
• www.addconsulta.pe
– Facebook campaign, free USD 100 voucher campaign
– www.addconsulta.pe/?utm_source=facebook&utm_medium
=banner&utm_campaign=fb-100-voucher-spring12
• www.addconsulta.pe
– Newsletter, 2 links advertising for Facebook and Google
AdWords
– www.addconsulta.pe/?utm_source=newsletter&utm_mediu
m=email&utm_content=adwords&utm_campaign=newslet
ter-april12
– www.addconsulta.pe/?utm_source=newsletter&utm_mediu
m=email&utm_content=facebook&utm_campaign=newsle
tter-april12

37. Create a tagging plan

38. What if we make a small
mistake?

39. Google’s URL Builder

40. Use Excel
="http://"&A15&"/?utm_source="&B15&"&utm_medium="&C15&
"&utm_term="&D15&"&utm_content="&E15&"&utm_campaign="
&F15

41. The only report needed?

42. Workflow with Headlight
From campaign execution to reporting & optimization

43. Campaign Management

44. Performance dashboard

45. Attribution modelling

46. Which model?
Last interaction First interaction Linear

48. Thank you
Niels Klintø
Mobile: +45 26100078
Email: nk@addconsulta.pe
Skype: klintoe
Twitter: @klintoe
LinkedIn: www.linkedin.com/in/klintoe