Presentation given in Madrid in 2010 discussing how Digital Analytics must be a clear, active part of a business profitability. Too often, analysts contend themselves with pointing out what's wrong instead of ruthlessly pursuing profitability and customer satisfaction.

1. Jacques
WARREN
From Reporting to Profitability
Are You Serious About ROI?

2. Bring Your Boss Day

3. BOSS
ES

4. How
much? What for?
WHY?
Really?
Again
?
Why
pay?

5. NO!

6. YES
!
!

7. Many companies now use
Web Analytics

8. Web Analytics is
BORING

9. There are
days…

10. You
promised
!

12. Beware of
the
Web Analytics Trap!

15. Chasing conversions

16. “The most important thing, the
main focus of Web
Analytics, is business, its
value to business.”
Jacques Warren
My clients
Your Boss

17. Are We Profitable?

18. Most companies don’t
examine their Web
profitability

19. Dig Out Value!

20. 80% !!
WASTE!

21. 73% !!
WASTE!

22. Who Are YOU?

23. LET’S BE HONEST

24. We DON’T care about visitors

25. We ONLY CARE about
Prospects/Customers

26. Dig Out Value!

27. Who is on your site?
People who got there by mistake, and
leave
Prospects who immediately discard you
Identified prospects through specific
actions
Current clients who have not identified
themselves
Clients who authenticated themselves

28. Who is on your site?
People who got there by mistake, and
leave
Prospects who immediately discard you
Identified prospects through specific
actions
Current clients who have not identified
themselves
Clients who authenticated themselves
NOISE
SIGNAL

29. First
find your prospects

30. What are you doing
to spot them?

31. Information Sites
=
Citizens, Investors
, Prospective
employees

32. Media Sites
= Loyal Audience

33. Lead Generation Sites
= Prospects

34. E-Commerce Sites
=
Prospects, Clients

35. Client Support Sites
= Current Clients

37. What are your baselines?

38. You should have a good idea of
what you are ready to pay
for.

39. Web SiteTraffic Results
SE
Banners

40. Gross ROI?

41. Estimate the long-term value of customers…
…you acquired via the Web

43. Expand
Your
Horizon

44. What about
Web Analytics themselves?

45. Web Analytics can and must
prove their contribution to top
and bottom lines.

46. When was the last
time…

47. You found 500,000 Euros

48. Or even 50,000 Euros

49. Information Sites
= Transaction Costs
Realized Savings

50. = Increased CPM through
better understanding of
socio-demographics
(segmentation)
Media Sites

51. = Time to sale
Monetary Value
(LTV)
Lead Generation Sites

52. = Value of Customers (LTV)
Profitability of Customer Base
New Customer Acquisition Rate
Health and Growth of CB
E-Commerce Sites

53. = % Client Base on Self
Help
Usage Frequency and
Rates
Correlation Usage -
Loyalty
Client Support Sites

54. TALK MONEY
TOP
BOTTOM

55. TALK MONEY
SALES
PROFITS

56. HOW?

57. Ask Finance. They
know.

58. PROFITS

59. Muchas Gracias
Thank You