Consumers today expect a relevant experience. Insights from analytics can surely help, but to deliver really relevant on-time user experience, you also need to understand context of data. Slide through this presentation to learn how to move form data-driven marketing into data-informed marketing.
Načrtovanje uporabniške izkušnje je nujno že pred objavo spletne strani, saj na takšen način lahko zagotovimo boljši učinek spletnega marketinga. Pomembno je, da vsako spremembo na spletni strani testiramo.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
Kazalnike lahko grupiramo med sabo. Pomembni so tudi kazalniki, ki nam predstavljajo razmerja med posameznimi kazalniki. Potrebno si je izračunati stroške med posameznimi koraki v lijaku. Ena dobljena stranka ne pomeni nujno le enega prodanega artikla, ampak jo ohranimo na dolgi rok.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
Consumers today expect a relevant experience. Insights from analytics can surely help, but to deliver really relevant on-time user experience, you also need to understand context of data. Slide through this presentation to learn how to move form data-driven marketing into data-informed marketing.
Načrtovanje uporabniške izkušnje je nujno že pred objavo spletne strani, saj na takšen način lahko zagotovimo boljši učinek spletnega marketinga. Pomembno je, da vsako spremembo na spletni strani testiramo.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
Kazalnike lahko grupiramo med sabo. Pomembni so tudi kazalniki, ki nam predstavljajo razmerja med posameznimi kazalniki. Potrebno si je izračunati stroške med posameznimi koraki v lijaku. Ena dobljena stranka ne pomeni nujno le enega prodanega artikla, ampak jo ohranimo na dolgi rok.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
At the end results are the only thing that matters. You need to ask yourselves how does my digital revenue stream look like? How can I establish advanced digital metrics and define KPIs to understand my customers better? How can I track them through whole consumer decision journey? Which areas should I focus on to improve my business results? Looking through the eyes of an CEO and adviser to numerous companies in the field of digital, participants will receive precious advice on how to growth hack their digital marketing.
Ciljanje kupcev preko več kanalov. Če bi imeli samo en kanal, se investicija v marketing ne bi obrestovala.
Niso vsi kupci enako dobri. Razviti je potrebno dolgoročni odnos s kupci.
Be careful when becoming data-driven company. This is a quick checklist: ✓ Invest in data gathering, ✓ Find quick wins, ✓ Be methodological, ✓ Focus on one KPI at a time, but change often.
Analítica web sin herramientas de medición. Ricardo TayarRicardo Tayar López
Presentación sobre como hacer analítica web sin utilizar herramientas de medición estándar y sobre todo como interpretar y utilizar los datos que podemos recibir a través de internet. Esta presentación, de Ricardo Tayar, abrió el primer Conversion Thursday de Zaragoza el 10 de junio de 2010.
In perioada 13 - 15 Martie 2014, Romexpo si Camerele de Comert si Industrie din Romania organizeaza IMM Forum - Solutii pentru IMM-uri, cel mai complex eveniment B2B adresat intreprinderilor mici si mijlocii.
Evenimentul isi propune sa ajute la simplificarea si imbunatatirea cadrului de reglementare, facilitarea accesului la finantare si incurajarea spiritului inovator al IMM-urilor si cresterea competitivitatii acestora, prin crearea unei platforme de discutii intre toti reprezentantii sectorului IMM-urilor din Romania si autoritatile din domeniu.
Tektonski premiki na spletu od FMCG zahtevajo številne nove odgovore. Kako najti odgovore za svoje znamke?
V zadnjih mesecih so se na spletu dogajali takšni premiki, kot jih prej nismo videli v vsem desetletju. Kriza je pošteno premešala karte in marsikatero poslovno strategijo postavila na zahteven preizkus. Ali je premik na digital res prava poteza za vse? Kako popolnoma spremenjena nakupna in uporabniška izkušnja vpliva na nakupe v posameznih kategorijah? Kako prek digitalnih kanalov vzpostaviti celostno marketinško strategijo in nadomestiti izpad nekaterih drugih komunikacijskih kanalov? Kako svojo strategijo prilagoditi digitalnim uporabnikom, ki niso homogena skupina in se pri vedenju precej razlikujejo? Kako si odgovoriti na ta vprašanja, bo pojasnjeno v prispevku.
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
Advertising on global markets present a huge challenge in performance and efficiency. Here are 5 false assumptions about advertising on international markets and how to overcome them.
Great emphasis is placed on the use of artificial intelligence in marketing. Starting with chat bots and voice search, and moving to more complex topics like sentiment analysis, companies are starting to relay on machines more and more. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. We’ll deep-dive into use cases, analyze insights, go over case studies from clients and discuss what you can do to utilize AI better.
At the end results are the only thing that matters. You need to ask yourselves how does my digital revenue stream look like? How can I establish advanced digital metrics and define KPIs to understand my customers better? How can I track them through whole consumer decision journey? Which areas should I focus on to improve my business results? Looking through the eyes of an CEO and adviser to numerous companies in the field of digital, participants will receive precious advice on how to growth hack their digital marketing.
Ciljanje kupcev preko več kanalov. Če bi imeli samo en kanal, se investicija v marketing ne bi obrestovala.
Niso vsi kupci enako dobri. Razviti je potrebno dolgoročni odnos s kupci.
Be careful when becoming data-driven company. This is a quick checklist: ✓ Invest in data gathering, ✓ Find quick wins, ✓ Be methodological, ✓ Focus on one KPI at a time, but change often.
Analítica web sin herramientas de medición. Ricardo TayarRicardo Tayar López
Presentación sobre como hacer analítica web sin utilizar herramientas de medición estándar y sobre todo como interpretar y utilizar los datos que podemos recibir a través de internet. Esta presentación, de Ricardo Tayar, abrió el primer Conversion Thursday de Zaragoza el 10 de junio de 2010.
In perioada 13 - 15 Martie 2014, Romexpo si Camerele de Comert si Industrie din Romania organizeaza IMM Forum - Solutii pentru IMM-uri, cel mai complex eveniment B2B adresat intreprinderilor mici si mijlocii.
Evenimentul isi propune sa ajute la simplificarea si imbunatatirea cadrului de reglementare, facilitarea accesului la finantare si incurajarea spiritului inovator al IMM-urilor si cresterea competitivitatii acestora, prin crearea unei platforme de discutii intre toti reprezentantii sectorului IMM-urilor din Romania si autoritatile din domeniu.
Tektonski premiki na spletu od FMCG zahtevajo številne nove odgovore. Kako najti odgovore za svoje znamke?
V zadnjih mesecih so se na spletu dogajali takšni premiki, kot jih prej nismo videli v vsem desetletju. Kriza je pošteno premešala karte in marsikatero poslovno strategijo postavila na zahteven preizkus. Ali je premik na digital res prava poteza za vse? Kako popolnoma spremenjena nakupna in uporabniška izkušnja vpliva na nakupe v posameznih kategorijah? Kako prek digitalnih kanalov vzpostaviti celostno marketinško strategijo in nadomestiti izpad nekaterih drugih komunikacijskih kanalov? Kako svojo strategijo prilagoditi digitalnim uporabnikom, ki niso homogena skupina in se pri vedenju precej razlikujejo? Kako si odgovoriti na ta vprašanja, bo pojasnjeno v prispevku.
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
Advertising on global markets present a huge challenge in performance and efficiency. Here are 5 false assumptions about advertising on international markets and how to overcome them.
Great emphasis is placed on the use of artificial intelligence in marketing. Starting with chat bots and voice search, and moving to more complex topics like sentiment analysis, companies are starting to relay on machines more and more. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. We’ll deep-dive into use cases, analyze insights, go over case studies from clients and discuss what you can do to utilize AI better.
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in it's all glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way.
Kako privabiti obiskovalce na vašo spletno stran? Zgodba v metrikah, kako so v podjetju z generiranjem vsebin iz nič prišli na 7.000 ogledov spletne strani.
Kako vrednotiti vsebino? Ločiti moramo plačan in neplačan brandiran in nebrandiran obisk. Kako ustvarjati kontakte? Uporabljati moramo prave sprožilce, da nam obiskovalci podatke sploh pustijo. Po kanalih lahko preverjamo od kje so bile konverzije oz. leadi (prebran blog post, prijava na enovice itd.).
5. 82 % pametne telefone uporabi
za raziskovanje pred nakupom v
trgovini
(Google / Ipsos, ZDA, mar. 2015, n=5.398 internet uporabnikov)
91 % uporabi pametni telefon
med nakupom v trgovini
(Google Analytics agregirani podatki, 1.-14. 4. 2014-15, ZDA)
7. Kdo so naši obiskovalci – ali je to naša ciljna skupina?
17%
22%
10%
18%
18%
34%
40%
39%
36%
34%
29%
23%
30%
28%
30%
10%
8%
11%
8%
9%
11%
7%
11%
10%
10%
All Sessions
Dostop prek
mobilnikov
TV
Prenosni
računalniki
Pametni
telefon
18-24 25-34 35-44 45-54 55+
8. Kako pridobivamo obiskovalce – iz kje prihajajo?
0%
10%
20%
30%
40%
50%
60%
70%
80%
desktop mobile tablet
All Sessions TV Prenosni računalniki Pametni telefon
9. Zapustna stopnja / bounce rate
(www.red-orbit.si/blog/smetarjenje-podatkov)
0%
5%
10%
15%
20%
25%
30%
35%
page desktop mobile tablet
All Sessions TV Prenosni računalniki Pametni telefon
14. Shopping Behaviour Analysis – od začetka obiska do
transakcije
All Sessions TV
100%
58,2%
1,83%
1,72%
0,32%
All Sessions
Product Views
Add to Basket
Check-Out
Transaction
100%
70,76%
2,38%
2,55%
0,38%
15. Shopping Behaviour Analysis – od začetka obiska do
transakcije
Mobile TV on mobile
100%
52,74%
1,44%
1,44%
0,24%
All Sessions
Product Views
Add to Basket
Check-Out
Transaction
100%
74,19%
1,76%
2,34%
0,20%
16. Shopping Behaviour Analysis – odpadniki po korakih
All Sessions TV mobile TV on mobile
No Shopping
Activity 41,32% 28,67% 46,68% 25,30%
No Basket Addition 96,88% 96,43% 97,12% 96,82%
Basket
Abandonment 29,87% 21,80% 41,04% 29,97%
Check-Out
Abandonment 82,52% 86,30% 85,96% 91,54%
17. Checkout Behaviour Analysis – od pregleda košarice
do transakcije
All Sessions TV
100%
33,8%
27,7%
24,7%
18,6%
Cart
Overview
Buyer &
Delivery
Info
Payment
Info
Order
Summary
Sessions
with
Transations
100%
31,9%
24,1%
21,5%
14,7%
18. Checkout Behaviour Analysis – od pregleda košarice
do transakcije
Mobile TV on mobile
100%
25,8%
21,7%
19,2%
15,7%
100%
23,4%
20,6%
18,5%
17,6%
Cart
Overview
Buyer &
Delivery Info
Payment
Info
Order
Summary
Sessions
with
Transations
19. Checkout Behaviour Analysis: kaj pa druge kategorije?
– odpadniki po korakih
All Sessions TV
Prenosni
računalniki
Pametni
telefon
Cart Overview Dropoff 66,36% 68,64% 71,27% 67,91%
Buyer & Delivery Info
Dropoff 19,50% 24,93% 25,28% 24,09%
Payment Info Dropoff 11,72% 12,09% 20,41% 13,53%
Order Summary
Dropoff 29,18% 37,43% 41,18% 34,28%
20. Poštnina
44 % zapusti košarico zaradi previsoke poštnine
Brezplačna poštnina višja konverzija, več nakupov
Različni načini plačila (kupec mora imeti več možnosti)
44 % slovenskih kupcev pravi, da je način plačila zelo pomemben (STL 2013)
33 % pravi, da je način plačila glavni motivator za nakup (STL 2013)
Po povzetju, plačilne in kreditne kartice, Pay Pal, …
Preveč korakov na košarici
Obvezna registracija odvrača
Cena in širok izbor
Top razlogi (Spletni trgovec leta)
24. 69 % vseh obiskovalcev je starih
25-44
Konverzije
18-24 = 0,49 % (10 % vseh
obiskovalcev)
25-34 = 0,47 % (39 %)
35-44 = 0,32 % (30 %)
Zapustna stopnja
16 % v povprečju
Nadpovprečno na mobilcih 24 %,
tablicah 22 %
Podobno tudi ostale kategorije
Vsebine in obisk
Vsebine in konverzije
Preverimo vsebine na spletni strani!
Uporabniška izkušnja ni prilagojena
za „starejše“ CS
Ni neposredne korelacije s
prometom ni najbolj pomembna
metrika
Indikator potencialnega problema
(konverzije, vsebine)
TV kategorija
25. Nakupi:
Večja nakupna aktivnost (pregled
produktov, kliki na produkte) kot v
povprečju
Večje opuščanje košarice
Težave na zaključku nakupa
Spodbujati oglede produkta A/B
testiranje (kaj bolj prepriča
obiskovalce, da kliknejo na
produkt)
Orodja za optimizacijo uporabniške
izkušnje (predvsem na zaključku
nakupa)
Transactional mail na zapuščeni
košarici
Razumevanje in poznavanje person
TV kategorija
26. Preživi veliko časa na strani
Dodaja v košarico
Se vrača na stran (v košarico)
Ne opravi nakupa
Online košarica daje občutek lastništva.
WISH LISTER
Samo gleda!
27. WISH LISTER
Samo gleda!
Remarketing: benerji, pop-upi,
transactional maili
Ugodnosti na izdelku, ki je ostal v
košarici
Izdelek mi je usojen!
29. Kvalitativni podatki, ki dodajo kontekst
številkam
Uporabniško testiranje spletne strani, predvsem pri zaključku nakupa
(Heat Maps, A/B testiranje)
Izhodne ankete: zakaj obiskovalci niso zadovoljni z obiskom naše strani
Pogovor s prodajo, naročniškim oddelkom, potniki, prodajalci oz.
tistimi, ki so vsak dan v stiku z vašimi kupci