Presentatie Greetz op het Web Analytics Congres 2011 in Amsterdam
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- Greetz.nl is an e-card company with over 3 million cards sold in 2010 and over 500,000 customers ranging from ages 8 to 80. Brand awareness is 60%. - The company wants to change customer behavior from procrastinating to more easily sending e-cards. - In 2010, Greetz.nl ran a multi-channel marketing Christmas campaign including display ads. The key question is what contribution the display campaign made to overall results. - Measuring the effectiveness of individual channels in a multi-channel campaign is challenging due to limitations in attributing conversions and estimating lifetime customer value.
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It also covers the trend of digital marketing in 2020 and 2021.
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Impact scores can help identify high and low impact content in a customer journey by calculating how often converting and non-converting visitors interact with each piece of content. Content with high impact scores that are viewed by many converting visitors should be prioritized and given increased visibility, while low impact content with few views can be deprioritized. The Objectiv platform connects to analytics tools to calculate these impact scores and provide insights to improve a website's customer journey.
DDTT11: Ton Wesseling - 21-01-20
This document outlines the key tasks of an analyst within an A/B testing culture. The three main tasks are: 1) Ensuring high quality data is available, 2) Prioritizing experiments that have the highest potential for effectiveness, and 3) Calculating the real financial impact of experiments including return on investment. The analyst helps maximize growth by focusing experiments in areas with the highest ROI while minimizing costs like false discovery rates.
CH2019 keynote: Guy Yalif - AI and personalization demystified
(video summary at: https://conversionhotel.com/session/keynote-2019-ai-personalization-demystified/)
Guy has a background that is quite impressive. From Princeton to 3 years Boston Consulting Group in the 90’s and then on for his MBA at Stanford and MBA internship at Microsoft. Guy did his time at an online marketplace start-up that got acquired before he moved to Yahoo! to have several product marketing positions for 7 years in a row. He has been the head of global product and industry marketing at Twitter and was member of the executive team at Brightroll. Nowadays he is the founder and CEO of a start-up that uses machine learning to optimize websites.
The number 1 outcome of the #CH2019 attendee question on what the hot topics in our industry are for the coming year, was: personalization. AI and Machine Learnings were also high on this list, the combination of these topics is the sweet-spot where we all know of that the companies we work for are going to invest heavenly in the next coming years. But as true data driven optimizers we also know that many companies won’t have the users to do proper personalization and/or machine learning. We also believe that they should fix the basics first…
Nevertheless we know we are going to have to deal a lot with personalization and machine learning in our jobs. It may sound scary, because you don’t exactly know what it is and how to apply it, but you also know that this is the way to the future (or was McDonald’s buying Dynamic Yield a big fail?). But how to take the first steps in a proper way? When I thought of a potential speaker that could demystify AI and personalization for us – I thought of Guy.
Happy learning,
Ton Wesseling
Founder & host of The Conference formerly known as Conversion Hotel
CH2019 keynote: Aurélie Pols - Data governance
This document provides an overview of Aurelie Pols and her work in data governance and privacy engineering. It discusses her background, including her roles as DPO for mParticle, Chief Visionary Officer of Competing on Privacy, and professor roles teaching ethics and privacy. The document also outlines some of her ideas on developing interoperable accountability for data use, challenges around consent and purpose specification, and preparing organizations for future privacy regulations like the GDPR and CCPA.
CH2019 keynote: Lucia van den Brink - Keynote pitch winner
(video summary at: https://conversionhotel.com/session/keynote-2019-pitch-winner/)
One of the many things I strive to optimize year-over-year is the quality (and diversity) of the attendees. To me this is even more important then the quality of the performers (who are important too, don’t get me wrong). Performers are there to inspire and entertain, but the time you spend with your fellow attendees is way bigger. This is were you go in depth based upon the inspiration by the performers. And of course it makes sense if I state that the combined knowledge of the 200 attendees is way bigger then the knowledge of the performers combined.
Of course the performers are specialists, trained to deliver a performance. This is why they are on stage, but I also believe that there are also potential performers among our attendees. I’m not talking about the experienced performers that see this yearly Texel event as a nice final get together of optimization specialists before the winter conference break. I’m talking about people that are ready to take the step, but just need the final push.
This year at The Conference formerly known as Conversion Hotel we were having a keynote pitch competition. Out of all the keynote pitch applications we got from the ticket application proces this summer we selected 9 contestants. They were guided in their 2 minute pitch by world class CRO speaker and speaker coach Michael Aagaard from Denmark. All these pitches will be delivered on Friday and all the attendees voted “Yes” or “No” on the question for every pitch “Do you want this presenter and topic as a keynote”. The highest “Yes” score will become a keynote on the #CH2019 main stage on Saturday.
Number 9 got lot’s of speaker coaching by Michael and a bunch of drinks to recover. Number 2 to 8 were scheduled as a presentation in one of the two presentation rooms during the break-out sessions. Michael was there for support and will devote some coaching time after the conference!
Lucia won the pitch competition and took main stage on Saturday. She did great! Enjoy the slides.
Ton Wesseling
Founder & host of The Conference formerly known as Conversion Hotel
CH2019 keynote: Elke Geraerts - Authenthic intelligence
The document discusses the history and development of the internet over the past 50 years, from its origins as a US military program called ARPANET to the commercialization of the world wide web in the 1990s. It led to an explosion of use and new applications that have transformed how people work, play, communicate, and access information globally.
CH2019 keynote: Lukas Vermeer - One neat trick to run better experiments
(video summary at: https://conversionhotel.com/session/keynote-2019-run-better-experiments-srm-checks/)
Lukas combines industry experience in online experimentation and data science with an academic background in computing science and machine learning. When I first met him, he was already a smart guy, but still working at Oracle. A year later he moved on to Booking.com (almost 7 years ago already – he has seen a large bunch of new employees coming in :-)) to finally become their director of experimentation.
Lukas is responsible for the internal tooling and training that helps product development improve the customer experience in measurable steps through thousands of experiments. Of course he presented about this around the world, but never at Texel. Finally it was time to ask him – not to speak about democratizing experimentation or his storytelling on statistics. You have probably seen that before. We asked him because you, as CH2019 attendees, asked us to go advanced on experimentation and he is one of the only ones in Europe that has (co-)written in depth scientific papers on experimentation.
And that is exactly what Lukas is going to do: go in depth on his recent Sample Ratio Mismatch paper.
Enjoy the ride,
Ton Wesseling
Founder & host of The Conference formerly known as Conversion Hotel
CH2019 keynote: Roger Dooley - Friction
(video summary at: https://conversionhotel.com/session/keynote-2019-friction/)
When I asked the #CH2019 attendees about topics they want to learn more about, consumer Psychology popped up in the top 5. Happy to see this topic so high on the list, because I truly believe that effective optimization is a combination of data & psychology.
Going through potential speakers I reached out to Roger Dooley, because he just published his new book: “Friction – The Untapped Force That Can Be Your Most Powerful Advantage” (McGraw Hill, May 17, 2019). I’ve seen Roger on stage several times around the world presenting about his previous books, but he was never on stage yet at Texel. Perfect timing: so now he will be on our stage in November this year, to spread his knowledge, interact and investigate where friction can be reduced.
Roger is also the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. You might know him of his popular blog Neuromarketing or his columns at Forbes.com and I’m happy he accepted to keynote at CH2019.
Cheers,
Ton Wesseling
Founder & host of The Conference formerly known as Conversion Hotel
Conversion Hotel 2018 Keynote: Ton Wesseling
This document discusses the importance of validation in organizations. It mentions validating quantity and quality, predicting value based on evidence level, and calculating return on investment (ROI) based on quantity times quality minus costs. It also references establishing a validation center of excellence and conducting trustworthy research. The overall message is that validation should occur in every organization.
Conversion Hotel 2018 Keynote: Nir Eyal
This document discusses how to build habits using hooks and variable rewards. It explains that habits are triggered by internal or external cues and are formed through repetition. Products can become habit-forming by addressing a user's internal triggers like boredom or loneliness and using external triggers and variable rewards to get users to engage in repetitive behaviors. However, designers have an ethical responsibility to consider how their use of these techniques may be manipulating user behavior and should aim to build healthy habits by engaging users in meaningful activities. The document provides a "Hooked Canvas" template to help analyze how a product forms habits by addressing triggers, rewards, and investments of user effort.
Conversion Hotel 2018 Keynote: Erin Weigel
This document discusses a person from the Netherlands greeting in their native language of "HOI" and mentions their popularity of over 2.3 million, noting that the number has increased even more. It also references the person being on parental leave so they cannot be found and comments on having nice hair of their natural color, alongside questioning why their paychecks keep clearing.
Conversion Hotel 2018 Keynote: Lea Pica
Paid search generates the highest volume of conversions but email is the most efficiently converting channel at 32%. While paid search yields more conversions, email has a higher conversion rate, suggesting it is a more efficient use of marketing funds. Considering both volume and efficiency, the data suggests the company should continue investing in email marketing but also explore optimizing paid search campaigns to improve conversion rates.
Conversion Hotel 2018 Keynote: Greg Shapiro
Greg Shapiro, an American comedian who lives in the Netherlands, was scheduled to speak next. However, his speech was replaced by an advertisement encouraging people to vote in an upcoming election, with the message "She's voting. Are you?"
Conversion Hotel 2018 Keynote: TU Delft Solar Team
The document summarizes the Nuon Solar Team from Delft University of Technology. It discusses their solar car Nuna X and their experience competing in solar car races across Australia and South Africa. Some of their key factors for success include teamwork, partnerships, solar panel and electronics design, aerodynamics, weight reduction, handling, quality, reliability, and strategy. Their design process involves brainstorming, designing, fabrication, and testing phases.
Conversion Hotel 2018 Keynote: Karl Gilis
The document is a transcript from a presentation by Karl Gilis on user experience design. Some of the main points discussed include:
1. Putting users first and understanding their needs, goals and motivations is key to success.
2. Common design mistakes like assuming people will scroll or not optimizing for what users see above the fold can negatively impact engagement.
3. Testing designs with heatmaps and surveys to understand what content and pages users engage with most.
4. Designing experiences tailored for different user types rather than an "average" user.
5. Framing content, questions and the overall experience in a way that helps users achieve their goals in order to drive engagement and
Conversion Hotel 2018 Keynote: Lisa Pierson
The document discusses mistakes that online dating services like Match.com make in onboarding new users and providing helpful information. It suggests companies should act as a tour guide for new customers, make the customer the star/focus, give customers one clear next step at a time, and show customers the benefits and improved future experience they can expect. The document provides examples and references from experts on how human psychology and behavior change principles can be applied to improve onboarding and conversion rates.
Conversion Hotel 2018 Keynote: Chad Sanderson
Chad Sanderson discusses how experiments can be taken to a broader level beyond traditional A/B testing. He defines a digital randomized controlled trial (RCT) as using automated randomization, experimental statistics, and boundaries/safeguards. RCTs can quantify risk for business decisions like hiring, leadership, tools, programs, directions, campaigns, vendors, documentation, sales, and customer responses. Strict and loose RCTs are discussed along with time series analysis, segmented regression, and factorial experiments for situations where randomization is not possible. Case studies demonstrate how small samples and factorial experiments were used effectively for optimization with limited budgets. Rules for experimentation emphasize understanding limits, accepting imperfect data, prioritizing ROI, and avoiding illegal activities.
Conversion Hotel 2018 Keynote: Aleksander Fabijan
This document describes an experimentation maturity model consisting of four stages: Crawl, Walk, Run, and Fly. It provides examples of experiments and capabilities at each stage to illustrate how experimentation practices mature from manual one-off experiments guided by data scientists to continuous experimentation led by product teams. Moving from one stage to the next may take 6 months or more and involvement of one to two people, focusing on ensuring trustworthy experimental results.
Conversion Hotel 2018 Keynote: Lizzie Eardley
Lizzie Eardley presented on statistical ghosts in experimentation. She defined statistical ghosts as when an experiment appears to have changed a metric but in reality had no impact. The four ghosts discussed were: 1) almost significance, 2) multiple comparisons, 3) bad metric/wrong test, and 4) peeking. For each ghost, she explained how it can mislead and provided ways to avoid being misled such as applying statistical corrections, pre-registering metrics of interest, and using non-standard tests that allow for safe peeking at experiment results.
Conversion Hotel 2018 Keynote: Michael Aagaard
The document discusses overcoming confirmation bias. It begins by explaining that confirmation bias is the human tendency to seek out and favor information that confirms preexisting beliefs while dismissing or ignoring information that contradicts those beliefs. It then provides examples of how confirmation bias can limit objective analysis and presents various strategies for overcoming it, such as accepting that one may be wrong, seeking out different perspectives, and questioning one's own assumptions.
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Presentatie Greetz op het Web Analytics Congres 2011 in Amsterdam
- 1. Title: “Greetz.nl - Hard data or all aboutemotions?” Opmaak titelslide door Hugo
- 2. Meet Greetz
- 5. Cards sold in 2010: > 3 million Number of customers: > 500.000 My Greetz member: male and female 8-80 Target audience: Female 25-49 Brand Name Awareness: 60% Number of designs: # 7.000 Number of content providers: # 36
- 6. The key marketing question: How do we changecustomerbehaviour? “Uitstellen, vergeten, naar de winkel, toch maar een onpersoonlijke kaart uit het rek pakken, postzegels plakken, naar de brievenbus... is niet langer nodig.”
- 7. A multi channel marketing approach
- 10. But… How do we know the contribution of individualchannels to the overall result?
- 12. What happens after the click?
- 13. What happens after the view?
- 14. How does one channel impact the other?
- 17. Objectives:
- 18. Revenue
- 20. Strategy:
- 21. Spreading: Acquire new customers
- 22. Retargeting: Activate recurring customers
- 23. Tactics:
- 26. Continuous optimization during campaign
- 27. Measurement
- 28. Impressions, CTR
- 29. ConversionsPost click direct Post click indirect (cookietime until Dec 29th) Post view indirect (24h cookietime)
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- 32. ROI Banner CampaignPost Click, direct v indirect
- 36. ROI Banner CampaignPost Click, Last Touch + assists
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- 39. CLV
- 40. CLV
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