The document discusses setting key performance indicators (KPIs) using web analytics. It will cover standard web metrics, analyzing different types of campaigns, and testing matrices for analytics. The 60-minute section will go over tracking awareness, interest, consideration and action metrics across the customer journey using tools like Google Analytics. It will also discuss integrating analytics from different channels into a single dashboard for cross-channel optimization.
Online Dialogue Model & Method: Online behavior can be measuredOnline Dialogue
First presentation on our bi-monthly Online Dialogue Thursday knowledge meetings. On November 11th 2010 we explained the model of online communication and how online behavior is influenced. We included the next step: how should you measure these influencers, report on them and take actions to improve the dialogue with your visitor.
Presentation by Bart Schutz & Ton Wesseling
This proposal outlines a job creation strategy focused on incentivizing private sector investment in targeted industries aligned with Vermont's brand. The critical success factors include working within Vermont's existing financial framework to facilitate private business growth through tax incentives, and establishing collaboration between public and private organizations. The proposal targets high-tech manufacturing, software, clean tech, craft food manufacturing, and call centers. Essential collaborators include a program manager, local universities, public agencies, private industry, and early-stage investors. Their roles would be to market Vermont, support industry-focused education, align resources, recruit participation, and provide funding and incentives. The goal is to define the program, announce it, and leverage partnerships to attract fabless chip
Emetrics - Oct 19 2011 - New York - X channel optimisationCraig Sullivan
The document discusses Belron's testing culture and multi-variate testing program. Belron has a small in-house optimization team that runs dozens of tests across its sites annually. Their testing aims to increase key metrics like revenue and customer satisfaction while lowering costs. Belron gathers ideas from analytics, customer feedback, and usability research. They employ A/B testing as well as multi-variate or "MVT" testing with dozens of variables. Through continual testing, Belron has achieved over $40 million in ROI from optimizations costing around $800,000 over two years.
Evolution Insights specialise in understanding shopper behaviour within the UK F&G Market. Here is our first report of 2012.....This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
This document provides a summary of a market research report on shopper behavior related to loyalty, price, and promotions in the UK food and grocery market.
The summary includes the following key points:
1) The report investigates how shoppers feel about rising food prices, what types of promotions they prefer, and when "2 for" deals provide the best value.
2) It also examines shoppers' understanding of complex promotions and effects on store loyalty during price wars between retailers.
3) The report provides an overview of major UK retailers' current promotional strategies and existing loyalty programs.
4) Understanding shopper behavior related to pricing issues positions the research company to undertake customized studies for individual
Presentation on conversion rate optimization methodology for TCD 2010 (April 28th), the Netherlands. Presented by Bart Schutz and Ton Wesseling of Online Dialogue.
Prestations social media x brand content management juillet2016Julie Arnaud
Je consulte à mon compte après avoir passé 6 ans en agence conseil pour des secteurs & communautés très variés :
• L'énergie
• Les transports
• L'automobile
• La banque
• Le luxe
• La pharmaceutique
• La cosmétique
• Le tourisme
• Le sport
• Le prêt à porter féminin
• La grande consommation
• Les alcooliers
Je suis à l'initiative d'un collectif de créatifs et d'experts indépendants sur le social media, activables à la carte. Je peux ainsi vous aiguiller sur de la stratégie social media, assurer du Community Management, concevoir des opérations d'influence, produire des contenus et rendez-vous physiques qui serviront grandement à alimenter votre prise de parole sur les réseaux (live, émissions, chroniques, interviews, etc.).
Je suis partisane de la communication sur-mesure, surtout en social media. Il n'existe pas de recette miracle mais des recettes adaptées à chacune des problématiques sur lesquelles je vous propose de réfléchir en mode collaboratif et co-construction.
N'hésitez pas à me contacter :)
--
Twitter : @mllejuliearnaud
The document provides an overview of content and optimization strategies for startups. It discusses inbound marketing, how people search for information online, the importance of good web design for conversions, and technical SEO factors like keywords, URLs, and page speed. The document emphasizes testing design changes through A/B testing and using free analytics tools to optimize the site.
Online Dialogue Model & Method: Online behavior can be measuredOnline Dialogue
First presentation on our bi-monthly Online Dialogue Thursday knowledge meetings. On November 11th 2010 we explained the model of online communication and how online behavior is influenced. We included the next step: how should you measure these influencers, report on them and take actions to improve the dialogue with your visitor.
Presentation by Bart Schutz & Ton Wesseling
This proposal outlines a job creation strategy focused on incentivizing private sector investment in targeted industries aligned with Vermont's brand. The critical success factors include working within Vermont's existing financial framework to facilitate private business growth through tax incentives, and establishing collaboration between public and private organizations. The proposal targets high-tech manufacturing, software, clean tech, craft food manufacturing, and call centers. Essential collaborators include a program manager, local universities, public agencies, private industry, and early-stage investors. Their roles would be to market Vermont, support industry-focused education, align resources, recruit participation, and provide funding and incentives. The goal is to define the program, announce it, and leverage partnerships to attract fabless chip
Emetrics - Oct 19 2011 - New York - X channel optimisationCraig Sullivan
The document discusses Belron's testing culture and multi-variate testing program. Belron has a small in-house optimization team that runs dozens of tests across its sites annually. Their testing aims to increase key metrics like revenue and customer satisfaction while lowering costs. Belron gathers ideas from analytics, customer feedback, and usability research. They employ A/B testing as well as multi-variate or "MVT" testing with dozens of variables. Through continual testing, Belron has achieved over $40 million in ROI from optimizations costing around $800,000 over two years.
Evolution Insights specialise in understanding shopper behaviour within the UK F&G Market. Here is our first report of 2012.....This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
This document provides a summary of a market research report on shopper behavior related to loyalty, price, and promotions in the UK food and grocery market.
The summary includes the following key points:
1) The report investigates how shoppers feel about rising food prices, what types of promotions they prefer, and when "2 for" deals provide the best value.
2) It also examines shoppers' understanding of complex promotions and effects on store loyalty during price wars between retailers.
3) The report provides an overview of major UK retailers' current promotional strategies and existing loyalty programs.
4) Understanding shopper behavior related to pricing issues positions the research company to undertake customized studies for individual
Presentation on conversion rate optimization methodology for TCD 2010 (April 28th), the Netherlands. Presented by Bart Schutz and Ton Wesseling of Online Dialogue.
Prestations social media x brand content management juillet2016Julie Arnaud
Je consulte à mon compte après avoir passé 6 ans en agence conseil pour des secteurs & communautés très variés :
• L'énergie
• Les transports
• L'automobile
• La banque
• Le luxe
• La pharmaceutique
• La cosmétique
• Le tourisme
• Le sport
• Le prêt à porter féminin
• La grande consommation
• Les alcooliers
Je suis à l'initiative d'un collectif de créatifs et d'experts indépendants sur le social media, activables à la carte. Je peux ainsi vous aiguiller sur de la stratégie social media, assurer du Community Management, concevoir des opérations d'influence, produire des contenus et rendez-vous physiques qui serviront grandement à alimenter votre prise de parole sur les réseaux (live, émissions, chroniques, interviews, etc.).
Je suis partisane de la communication sur-mesure, surtout en social media. Il n'existe pas de recette miracle mais des recettes adaptées à chacune des problématiques sur lesquelles je vous propose de réfléchir en mode collaboratif et co-construction.
N'hésitez pas à me contacter :)
--
Twitter : @mllejuliearnaud
The document provides an overview of content and optimization strategies for startups. It discusses inbound marketing, how people search for information online, the importance of good web design for conversions, and technical SEO factors like keywords, URLs, and page speed. The document emphasizes testing design changes through A/B testing and using free analytics tools to optimize the site.
Understanding user behaviour in the omni channel world- jwtB2B Marketing
How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and offline user experience journey.
This presentation includes advice on how behaviours impact customers’ decision-making processes, practical advice on how to garner insights and how to measure and structure marketing campaigns across multi-channel platforms.
The session will also feature a case study example of applying the above and increasing ROI for B2B brands.
Benefits
Practical advice on managing multi-channel marketing activities
Customer insights in the digital world
Real life examples
How this impacts business objectives and ROI
Measurement of ROI retained via digital and social media
This document discusses the importance of measuring program engagement for broadcasters. It outlines challenges broadcasters face from changing business models and increased competition. Measuring engagement beyond just viewership provides insight into why programs are underperforming and how to minimize risks. The document describes GfK's program appreciation research, which measures engagement through surveys completed by panelists after viewing. High engagement drives sponsorship effectiveness, advertising effectiveness, and stronger purchase intent, showing why measuring engagement matters for broadcasters.
Basic web analytics for news organizationsDana Chinn
This document provides an overview of basic web analytics for news organizations. It discusses measuring unique visitors, visits, page views, and other common metrics over different time periods like daily, weekly, and monthly. It also covers segmentation of metrics by new versus returning visitors. Social media metrics are briefly discussed, including followers, content, and hashtags on Twitter. The document stresses defining goals and key performance indicators, understanding limitations of data, and using analytics to make decisions.
• What is Usability?
• Why do our clients care how does it impact their
bottom line?
• What are some rudimentary user behaviors and
usability principles?
• What is most important for an SEO analyst to
know?
Datalicious was founded in late 2007 and has since grown to become a 360 data agency with specialist teams. It combines analysts and developers to provide services across data platforms, insights reporting, and applications to drive action. Datalicious works with clients across industries to evangelize smart, data-driven marketing by making data accessible and actionable.
This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
This document provides an agenda and summaries of presentations on Audience Builder and IMH Reporting. The first presentation gives an overview of Audience Builder's segmentation capabilities and consolidated data. The second is a case study on how threadless uses Audience Builder for personalized messaging. The third presents a case study on using Discover, a new IMH reporting tool, for data-driven insights. The last discusses best practices for working with customer data, including stakeholder involvement, data readiness, and post-deployment planning. The document concludes with an open question and answer session.
In this Markedu webinar, Michael Leander will show you how you can measure and monitor your social media marketing activities and how you can increase your social media marketing ROI by reacting to the knowledge you obtain.
Using his own practical and hands-on experiences, Michael Leander will share with you:
- How to identify social media marketing goals or KPI’s
- How to calculate the ROI for social media marketing activities
- Which tools to use to monitor and measure your social media marketing ROI
He will also provide you real-life examples of how his own activities are measured and reacted upon.
If social media marketing ROI is on your agenda, this webinar will give you inspiration and food-for-thought that can help you address Return on Marketing Investment for your social media marketing activities.
Developing a social media strategy for recruitmentSerge Sergiou
This document provides an overview of Royal Bank of Scotland's 2012 social media strategy for employer branding and candidate generation. It outlines RBS's digital roadmap from 2010 to 2012 and the objectives of using LinkedIn, Facebook, Twitter, and YouTube to promote the company as an employer and drive traffic to job listings. It then describes how content is managed and distributed across channels, including automated job feeds. Finally, it provides an example campaign for mobile and digital banking roles that leveraged the website and various social media platforms.
Intranet Design: A Business Approach to a Winning Designmichaelmarchionda
The document discusses Prescient Digital Media's approach to intranet design. It presents examples of intranets they have designed for clients like IBM, Pepsi, and Bank of America. The key aspects of their approach are conducting an assessment of business needs, planning the information architecture and design, and creating concepts that are business-driven rather than based on personal preferences. The goal is to design intranets that are useful, engaging, and increase employee productivity. Prescient advocates an approach based on understanding user needs rather than subjective opinions.
Concentric PD powered by fido is an enhanced software solution that combines predictive marketing tools and rapid innovation capabilities. It overcomes limitations of traditional simulated test marketing by providing a platform to continuously measure and prototype the competitive landscape leading up to a product launch. This allows marketers to evaluate products and integrated marketing campaigns while accounting for competitor plans and market changes. Key benefits include understanding the entire marketing mix, multi-year scenario analysis, innovation conceptualization and prototyping, and results detailing for consumer segments.
Pardot Elevate 2012 - Best Basic Practices for Drip NurturingPardot
This document provides an overview of drip nurturing best practices at KANA Software. It discusses how KANA divides its marketing organization and how the author supports online programs. It also shares key marketing statistics and outlines KANA's approach to moving prospects through the sales funnel via targeted nurturing campaigns, role and stage-based content, and a five-step process for setting up drip nurturing programs.
Turning Listening into an Organizational AdvantageW2O Group
During Explore Social Media in Minneapolis, Chuck Hemann, Director of Analytics, discussed how organizations can turn listening to social media conversations into a competitive advantage.
The document discusses e-business strategy and implementation planning. It defines strategy and outlines the key steps: propose a future situation, assess the current internal and external environment, and choose a strategy. Implementation planning involves refining scope, identifying activities and resources, developing a schedule, planning procurement and budgets, and managing risks. The outputs should be a project plan to guide effective implementation.
The document discusses interactive digital ads and the case for using analytics to measure their performance. It provides examples of key features of interactive ads, such as including visual, computational, and video elements. It also discusses best practices for interactive ad design and metrics for tracking user engagement, including dwell time, goal completion rates, and click-through rates. Finally, it addresses considerations for using interactive marketing in Vietnam and outlines an integrated marketing lifecycle framework.
Understanding user behaviour in the omni channel world- jwtB2B Marketing
How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and offline user experience journey.
This presentation includes advice on how behaviours impact customers’ decision-making processes, practical advice on how to garner insights and how to measure and structure marketing campaigns across multi-channel platforms.
The session will also feature a case study example of applying the above and increasing ROI for B2B brands.
Benefits
Practical advice on managing multi-channel marketing activities
Customer insights in the digital world
Real life examples
How this impacts business objectives and ROI
Measurement of ROI retained via digital and social media
This document discusses the importance of measuring program engagement for broadcasters. It outlines challenges broadcasters face from changing business models and increased competition. Measuring engagement beyond just viewership provides insight into why programs are underperforming and how to minimize risks. The document describes GfK's program appreciation research, which measures engagement through surveys completed by panelists after viewing. High engagement drives sponsorship effectiveness, advertising effectiveness, and stronger purchase intent, showing why measuring engagement matters for broadcasters.
Basic web analytics for news organizationsDana Chinn
This document provides an overview of basic web analytics for news organizations. It discusses measuring unique visitors, visits, page views, and other common metrics over different time periods like daily, weekly, and monthly. It also covers segmentation of metrics by new versus returning visitors. Social media metrics are briefly discussed, including followers, content, and hashtags on Twitter. The document stresses defining goals and key performance indicators, understanding limitations of data, and using analytics to make decisions.
• What is Usability?
• Why do our clients care how does it impact their
bottom line?
• What are some rudimentary user behaviors and
usability principles?
• What is most important for an SEO analyst to
know?
Datalicious was founded in late 2007 and has since grown to become a 360 data agency with specialist teams. It combines analysts and developers to provide services across data platforms, insights reporting, and applications to drive action. Datalicious works with clients across industries to evangelize smart, data-driven marketing by making data accessible and actionable.
This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
This document provides an agenda and summaries of presentations on Audience Builder and IMH Reporting. The first presentation gives an overview of Audience Builder's segmentation capabilities and consolidated data. The second is a case study on how threadless uses Audience Builder for personalized messaging. The third presents a case study on using Discover, a new IMH reporting tool, for data-driven insights. The last discusses best practices for working with customer data, including stakeholder involvement, data readiness, and post-deployment planning. The document concludes with an open question and answer session.
In this Markedu webinar, Michael Leander will show you how you can measure and monitor your social media marketing activities and how you can increase your social media marketing ROI by reacting to the knowledge you obtain.
Using his own practical and hands-on experiences, Michael Leander will share with you:
- How to identify social media marketing goals or KPI’s
- How to calculate the ROI for social media marketing activities
- Which tools to use to monitor and measure your social media marketing ROI
He will also provide you real-life examples of how his own activities are measured and reacted upon.
If social media marketing ROI is on your agenda, this webinar will give you inspiration and food-for-thought that can help you address Return on Marketing Investment for your social media marketing activities.
Developing a social media strategy for recruitmentSerge Sergiou
This document provides an overview of Royal Bank of Scotland's 2012 social media strategy for employer branding and candidate generation. It outlines RBS's digital roadmap from 2010 to 2012 and the objectives of using LinkedIn, Facebook, Twitter, and YouTube to promote the company as an employer and drive traffic to job listings. It then describes how content is managed and distributed across channels, including automated job feeds. Finally, it provides an example campaign for mobile and digital banking roles that leveraged the website and various social media platforms.
Intranet Design: A Business Approach to a Winning Designmichaelmarchionda
The document discusses Prescient Digital Media's approach to intranet design. It presents examples of intranets they have designed for clients like IBM, Pepsi, and Bank of America. The key aspects of their approach are conducting an assessment of business needs, planning the information architecture and design, and creating concepts that are business-driven rather than based on personal preferences. The goal is to design intranets that are useful, engaging, and increase employee productivity. Prescient advocates an approach based on understanding user needs rather than subjective opinions.
Concentric PD powered by fido is an enhanced software solution that combines predictive marketing tools and rapid innovation capabilities. It overcomes limitations of traditional simulated test marketing by providing a platform to continuously measure and prototype the competitive landscape leading up to a product launch. This allows marketers to evaluate products and integrated marketing campaigns while accounting for competitor plans and market changes. Key benefits include understanding the entire marketing mix, multi-year scenario analysis, innovation conceptualization and prototyping, and results detailing for consumer segments.
Pardot Elevate 2012 - Best Basic Practices for Drip NurturingPardot
This document provides an overview of drip nurturing best practices at KANA Software. It discusses how KANA divides its marketing organization and how the author supports online programs. It also shares key marketing statistics and outlines KANA's approach to moving prospects through the sales funnel via targeted nurturing campaigns, role and stage-based content, and a five-step process for setting up drip nurturing programs.
Turning Listening into an Organizational AdvantageW2O Group
During Explore Social Media in Minneapolis, Chuck Hemann, Director of Analytics, discussed how organizations can turn listening to social media conversations into a competitive advantage.
The document discusses e-business strategy and implementation planning. It defines strategy and outlines the key steps: propose a future situation, assess the current internal and external environment, and choose a strategy. Implementation planning involves refining scope, identifying activities and resources, developing a schedule, planning procurement and budgets, and managing risks. The outputs should be a project plan to guide effective implementation.
The document discusses interactive digital ads and the case for using analytics to measure their performance. It provides examples of key features of interactive ads, such as including visual, computational, and video elements. It also discusses best practices for interactive ad design and metrics for tracking user engagement, including dwell time, goal completion rates, and click-through rates. Finally, it addresses considerations for using interactive marketing in Vietnam and outlines an integrated marketing lifecycle framework.
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The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
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4. Cross-‐Media
Tracking
and
Op*miza*on
Starnet provides tracking and optimization services and
infrastructure that cuts across strategy, campaign and media
Starnet
Measurement
And
Op0miza0on
Objec*ves,
KPI,
Tracking,
Repor*ng
and
Op*miza*on
6. Prac*ced
at
Partnership
Starnet
rou*nely
work
with
a
wide
range
of
partners
to
op*mize
overall
client
value
7. Senior
Team
• 16
years
data,
• 20
years
4A
analy*cs,
media,
Adver*sing
content
&
digital
• 10+
years
interac*ve
experience.
and
direct
for
major
• 4
years
digital
agency
Interna*onal
and
senior
leadership
in
Chinese
clients
China
(Measurability,
analy*cs,
Calvin
effec*veness)
Jung
Lau,
Goh,
GM
Crea*ve
Frieda
Hugh
Lee,
Seaton,
Media
Accounts
• 7
years
search
and
• 15
years
Acquisi*on,
analy*cs
experience,
3
Branding
&
years
in
china
communica*ons
(inc.
• Most
recently
global
Sony,
Pepsi,
AOL)
head
of
search
for
Blue,
(WPP)
8. Op*miza*on
Approach
Internalize
Op*mize
• Document,
ponder,
infer
• Cull
non-‐ causality,
set
Launch
and
performers
benchmarks
Measure
• Scale
up
Performers
• Start
spend,
and
Aim
con*nually
• Decide
based
on
porholio
of
• Quan*fy
measure
Brand
media
Volumes
of
Interac*ons
and
Intended
and
Cost
per
BI
Iterate
based
Consult
Brand-‐ by
porholio
element.
on
Insights
Interac*ons,
• What
post-‐click
and
Cost
per
BRAND
Interac*on
INTERACTIONS
give
you
value?
What
is
the
rela*ve
value
of
each
ac*on
9. Porholio
Tracking
&
Op*miza*on
Methods of
Optimization
Media
Selec*on
Media Services Financial
Nego*a*on
- Strategy, Plan, Buy, Report Single Dashboard Throile
Spend
Cookie
+
Demographics
Tools & Technology Web
Analy*cs
- Media Tracking, Web Tracking, Database Tracking Cookie
Segmenta*on
Multi-Channel/Vendor Optimization Test
Hypothesis
Measure,
Test,
Learn
- Analysis, Execution, Portfolio Management Effec*veness
+
Efficiency
10. Go Beyond the Click
CTR,
Clicks,
Sales,
CPA,
ROI
by
Source
Impressions
Visits,
Conversion
Rate,
Drop-‐off
rate
CPC
Display
Banners
SEM
Media
response?
External Landing Page Other Inside Pages Ecommerce / TQ
EDM Page
Internal
EDM
Media
Metrics
Tracks
media
metrics,
bridges
metric
Ecommerce
Store
Tool
Google
Analy-cs
Dependent
on
Client’s
tool
of
for
SEM
&
Display,
source
level
Tracks
Page
Views,
Timespent,
EBR,,
conversion
counts
choice.
Starnet
will
integrate
this
Source
Level
Conversions
into
the
acquisi-on
campaign
(Impressions,
Clicks,
CPC,
CTR,
A/B
tes8ng)
11. Deep
Brand
Interac*on
Tracking
Flash heavy sites require use of tools to track web interactions beyond the
click to determine.
Determine how well each ad format / ad channel performs, and optimize
based on AICP Score
Insightful for multiple product lines
AWARENESS INTEREST CONSIDERATION ACTION
Nos. of people Nos. of people Nos. of people Nos. of people that fill
who search for who click to view that decide to in a registration form,
keywords, or see landing page view next page, click on a contact
ads or stay on a me button
page
Metric Metric Metric Metric
Impressions Clicks Pageviews by <Key pages need to
traffic source, be pre-determined>
timespent on
page
12. Tools
Advanced Web Ranking
Google Tools
SEM SEO
Baidu Tools
Analytics
Media Tracking
13. SeOng
KPIS
using
Analy-cs
• Standard
Performance
Metrics
• ATL
&
BTL
&
Online
Web
Analy*cs
• AICP
Con*nuum
Analy*cs
• Tes*ng
Matrix
for
Analy*cs
14. Standard
Performance
Metrics
• Overall
Metrics
1. Total
#
of
visitors
2. Total
#
of
registered
users
3. Signup
Ra*o
-‐
is
defined
as
total
number
of
visitors
divided
by
total
number
of
registered
user
in
a
par*cular
month.
• Site
Performance
1. #
of
Visits/
week/
month
2. #
of
page
views/
week/
month
3. #
of
unique
visitors
4. Pages/
visit
5. Ave.
of
*me
spent
on
site
6. Specific
Page
performances
– Product
Page
View
– Distributor
Page
View
– Flash
sec*on
Page
View
– Email
Signup,
Ecommerce
Store,
PDF
Downloads
– Tes*monials
15. Standard
Performance
Metrics
• Media
Performance
(via
Analy*cs
/
Adserver)
1. Clickthrough
Rate
(CTR)
Banner
2. Clickthrough
Rate
(CTR)
Adwords
3. Cost
Per
Thousand
(CPM)
4. Cost
per
Click
(CPC)
5. Cost
per
Lead
(CPL)
6. Cost
per
Ac*on
/
Acquisi*on
(CPA)
• Customer
Data
(via
Data
Collec*on,
Database)
4. Completeness
Index
1. Member
Acquisi*on
Update
– Email
– Total
Member:
Running
Total
– Phone
– New
Member
vs
Period
Ago
– Birthday
2. Gender-‐Age
Profile/
Segmenta*on
– Post
Code
– By
Gender
– Country
– By
Age
– By
Gender,
By
Age
3. Country-‐Post
Code
Profile/
Segmenta*on
– By
Country
– By
Post
Code
– By
Country,
By
Post
Code
20. Overall
Performance
Metrics
Olay Scorecard
(Helicopter-view of Program Performance)
Website Media Customer
Performance Performance Data
Insights
Action Plan
21.
22. Olay
Thailand:
Summary
CAMPAIGN OBJECTIVE
1. Drive awareness, interest and interaction on Skinproof.com.th via paid search and online banner
buys
2. Drive registrations to: Phase 1 Trial, Phase 2: SEM Only, Phase 3: Ambassador Signups
3. Determine benchmarks in TH digital media landscape
4. Recommend and execute optimization on portfolio of media buys and creative executions
23. Integrated
Media
–
Flight
&
Sites
* Weightage in Spend
was used as GRPS data
is not available in media
plan
TVC TVC
TVC TVC TVC
Outdoor
Outdoor
Instore Instore
Total Visits
Direct Traffic
% New Visits
Visits
Phase 1 Media Phase 2 Media Phase 3 Media
(14 Aug – 15 Oct) (15 Oct – 7Nov) (8Nov – 31Dec)
24. Online
Media
–
Flights
&
Sites
Teenee % New Visits
Visits
Mthai Pantip
Banner buys to
drive traffic
(good volume and
efficient CPCs
due to financial
negotiations)
Phase 1 Media Phase 2 Media Phase 3 Media
(14 Aug – 15 Oct) (15 Oct – 7Nov) (8Nov – 31Dec)
Banners Banners Constant level
SEM SEM EDM Blast for SEM efficient SEM
Ambassadors, hence buyin
web visits increase but
these are not NEW
visitors
26. Tes*ng
Matrix
• Test
Message
– (a)
Be
one
of
the
lucky
20
to
receive
free
samples!
– (b)
Register
now!
• Strategy:
Op*mize
based
on
CTR
results
through
change
in
offer
message
• Implement
2-‐cycle
tes*ng,
one
element
at
a
*me,
over
a
two-‐week
period.
B1-1
B1-0 B1-2
(Control)
B2-2
B2-0 B2-1
(Control)
Click through Click through Click through
Rate (CTR) Rate (CTR) Rate (CTR)
Conversion Conversion Conversion
Rate Rate Rate
2-week period on launch
27. Tes*ng
Matrix
• Type: Adwords
• Elements: Title and Descriptions 1 & 2
(T) Title
(D1) Description 1
(D2) Description 2
28. Tes*ng
Matrix
• Strategy:
Measure
CTR
of
eight
(8)
rota*ng
Ad
Copy
variants,
where
URL
is
constant.
• Determine
the
funnel
ac*vity
from
CTR
to
Conversion
and
u*lize
op*mal
ad
copy
aqer
a
2-‐week
period.
T (B) D1 (B) D2 (B) T (B) : D1 (B): D2 (B)
T (A) T (A): D1 (B): D2 (B)
D1 (A) T (B): D1 (A): D2 (B)
D2 (A) T (B): D1 (B): D2 (A)
T (A) T (B) T (A) T (A)
D1 (A) D1 (A) D1 (A) D1 (B)
D2 (A) D2 (A) D2 (B) D2 (A)
30. The
Traffic
Journey
Awareness
Interest
Purchase
• Opening
page
• Join
PRC
Exchange
• here
to
buy
W
• Select
your
Product
• Hear
from
Bartenders
• hat
to
buy
W
• Select
your
Flavour
• Ask
a
Ques-on
• end
me
mailer
S
• The
PRC
Family
• Training
&
Events
• Product
porWolio
Awareness
Considera-on
Interest
Preference
Purchase
Preference
Considera-on
• Download
Asset
• Look
for
new
cocktail
mixes
• ownload
Video
/
etc
D
• Flavour
of
the
Month
• Tips
&
tricks
• Demos
&
Flare
Videos
• Customer
Stories
31. The
Traffic
Journey
Visits
Visits
Visits
Unique
Visitor
Unique
Visitor
Unique
Visitor
Pages/Unique
Visitor
Pages/Unique
Visitor
Pages/Unique
Visitor
#
of
Ques-ons
Asked
#
of
where
to
buy
Length
of
Time
#
of
Joins
#
of
what
to
buy
100%-‐EBR%
Degree
of
Interest
=
(#Qs
+
#
of
mailers
#Joins)
/
UV
Degree
of
Purchase
Intent
=
(#Purchases
+
#Contact
Us)/
UV
Awareness
Considera-on
Interest
Preference
Purchase
Visits
Visits
Unique
Visitor
Unique
Visitor
Pages/Unique
Visitor
Pages/Unique
Visitor
#
of
Demo
Loads
#
of
Downloads
#
of
Tutorial
Loads
Degree
of
Preference
=
#DLs/
UV
32. Ac*onability
• “Hero”
product
from
marke*ng
standpoint,
may
not
necessarily
be
the
same
based
on
web
data
• Evolving web content based on behavioral metrics
Why choose ; “why_bpc”
Success stories : “pdf”
Product overview : “pdt”
HP displays : “display
33. Ending
Off….
• Prevent
GIGO
• Go
granular
• Look
for
interes*ng
data
points
(Source,
Geo,
Time,
Referrals)
• Keep
a
performance
scorecard
of
site
across
*me
• Discover
and
share