curs e-marketing- 7 analytics
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Digital Analytics
Asist. univ. dr. Patricia Berteapatricia.bertea@feaa.uaic.ro
Curs, semestrul 2/ 2016
mailto:patricia.bertea@feaa.uaic.romailto:patricia.bertea@feaa.uaic.ro -
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Cuprins
1. Introducere
2. Eficienta canalelor de marketing
3. Analytics Software ( Google & Crazy Egg)
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Introducere
Analiza datelor de trafic online ne permite verificareaobiectivelor stabilite de fiecare tip de afacere online.
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Introducere
Tipuri de obiective:
1. Generare vnzri (e-commerce)
2. Generare lead-uri (colectare date de contact pentru
personal de vnzri)
3. Creterea timpului petrecut pe site i interaciune
(site-uri de coninut)
4. Creterea notorietii brandului
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Introducere
Obiective specifice:
1. Creterea vnzrilor online cu 5% pn n decembrie2015
2. Creterea numrului de lead-uri cu 10% pn n
decembrie 2015.3. Creterea timpului mediu petrecut pe site de la 1:20
la 1:40.4. Creterea traficului pe site cu 20% n urmtoarele 3
luni.5. Creterea numrului de abonai la newsletter cu 10%
n urmtoarele 2 luni.
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Introducere
Obiective specifice:
1. Creterea vnzrilor online cu 5% pn n decembrie2015
2. Creterea numrului de lead-uri cu 10% pn n
decembrie 2015.
Macro-conversii
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Introducere
Obiective specifice:
Creterea numrului de abonai la newsletter cu 10% n
urmtoarele 2 luni.
Micro-conversie
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Introducere
Creterea vnzrilor online cu 5% pn n decembrie 2015
Macro-conversie
Timppetrecut pe
site
Paginivizitate
Navigare npagin
Micro-conversie
Creare cont Abandon conregistrarenewsletter
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Drumul pe care l parcurg consumatorii pn la realizarea
unei conversii
Eficiena canalelor de e-marketing
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Drumul pe care l parcurg consumatorii pn la realizarea
unei conversii
1. Care este durata pn cnd se realizeaz o conversie? (ore,
zile, sptmni)
2. Care sunt canalele care influeneaz consumatorii? Suntacestea msurate?
3. Este cunoscut i neles modul n care fiecare canalinflueneaz decizia consumatorului?
Eficiena canalelor de e-marketing
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Eficiena canalelor de e-marketing
Magazine online micisub 500 de tranzacii n 45 de zile
Maini - SUA
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
Magazine online micisub 500 de tranzacii n 45 de zile
Maini - Brazilia
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
Magazine online mariPeste 10.000 de tranzacii n 45 de zile
Maini - SUA
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
Magazine online mariPeste 10.000 de tranzacii n 45 de zile
Animale de companie - SUA
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
Magazine online micisub 500 de tranzacii n 45 de zile
Animale de companie - SUA
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
sursa
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search -
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Eficiena canalelor de e-marketing
Recomandri
1. Alegerea indicatorilor de msurare potrivii
2. Valorizarea clienilor, nu a tranzaciilor
3. Atribuirea valorii pentru fiecare canal
4. Demonstrarea eficienei eforturilor de marketing
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Eficiena canalelor de e-marketing
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Software analytics
Crearea unui plan de msurare
1. Definire obiective de business2. Identificarea strategiilor i tacticilor de atingere a
obiectivelor3. Definirea indicatorilor de performan (KPI)
4. Implementare tool de analytics5. Normalizare date (filtre)
6. Raportare
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Software analytics
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Software analytics
Ce face Google Analytics
- Colecteaz date
- Proceseaz date
- Permite configurare
- Raportare
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Software analytics
Dimensiuni i indicatori Google Analytics
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Dimensiuni i indicatori Google Analytics
Session perioad de timp n care utilizator este n interaciuni cu site-ul.
User a avut cel puin o sesiune n intervalul de timp analizat.
Page views numrul de vizualizri de pagini, inclusiv vizualizri repetate ale
aceleiai pagini.
Page views/ session numrul de vizualizri de pagini, inclusiv vizualizri
repetate ale aceleiai pagini/ sesiune
Bounce rate (rat de respingere) procentajul de vizite pe o singur pagin
din site (landing page este i exit page)
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
Frequencyde cte ori a accesat site-ul
Recency utima dat cnd a accesat site-ul
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
Engagement
- Implicare- Timp petrecut pe site- Numr de sesiuni- Numr pagini vizualizate
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
DEVICE
i i i i i di i l l i
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Dimensiuni i indicatori Google Analytics
www.feaa.uaic.ro Martie 2015
Browser
i i i i i di i G l A l i
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Dimensiuni i indicatori Google Analytics
Martie 2015
Di i i i i di i G l A l i
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Dimensiuni i indicatori Google Analytics
Martie 2015
Di i i i i di t i G l A l ti
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Dimensiuni i indicatori Google Analytics
Martie 2015
Di i i i i di t i G l A l ti
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Dimensiuni i indicatori Google Analytics
Di i i i i di t i G l A l ti
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Dimensiuni i indicatori Google Analytics
Di i i i i di t i G l A l ti
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Dimensiuni i indicatori Google Analytics
Heatmaps
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Heatmaps
Heatmaps
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Heatmaps
Heatmaps
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Heatmaps
Heatmaps
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Heatmaps
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