7. Unigro
• °1948 Belgian pioneer in Mail Order
• Since 1988 part of 3SUISSES INTERNATIONAL
• 2005 start Webshop
• Products : Furniture/Deco/Image/Sound/ …
• SalesChanels : Catalogue, Telephone, Webshop
• Internet activity grows | >42% April 2012
• 80% Credit | 90% Free Gift
12. Heatmaps leading to …
• Quickwin adaptations on HP
• New Wireframes & Prototype
• New site layout
• Evangelisation graphic team …
(come and see us in September2012 …)
14. Mediamix
• UNIGRO uses 7 online channels
• Direct entry is the most frequented (ie. Brand + Catalogue)
• Affiliation campaigns lead to +21% of online trafic
• Adwords (cpc) now only brings 3%
TODO = SEO optimization … migration to OSEcom in Summer
15. #VpV
• The Paid Medium with the highest potential is SEA (VpV = €6.44)
• The highest value comes from SEO (VpV = €9.61)
• The Affiliate campaigns only drive a VpV of €0.20 …
TODO = Optimise the Media Channels NOT on trafic, but on Value !
Budget allocation to highest Value driving campaigns
16. #CPA
• Calculate a Cost-model per Channel
• Look for quality drivers in each campaign channel
• Allocate budget and optimize mediamix based on Value& CPA
18. Test, test, test
Tools, tools, tools
Create VpV dashboards to allocate budget
Create CPA model for all your channels
Never stop changing & optimizing …