Analytics - and choosing your optimization goals

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Setting optimization goals: You want to create marketing scenarios, where you can predict an organizational aligned outcome with a high level of confidence.

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<ul><li> 1. Analytics - and Choosing your optimization goals YAHOO! CONFIDENTIAL DENNIS R. MORTENSEN | MAY 2010 </li> <li> 2. Entrepreneur Author Blogger WAA Yahoo! </li> <li> 3. Choosing optimization goals. Why is this important ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 4. You must serve the overall purpose of the organization (of course) DENNIS R. MORTENSEN | MAY 2010 </li> <li> 5. The goals of most organizations are usually set as KPIs DENNIS R. MORTENSEN | MAY 2010 </li> <li> 6. Are your optimization goals, KPI duplicates ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 7. If optimization goals are NOT KPI duplicates, surely they are KPI derivatives ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 8. If optimization goals are NOT KPI derivatives, they must certainly be KPI derivative proxies ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 9. None of the above then what ? Certainly not CTR or Visits :-) DENNIS R. MORTENSEN | MAY 2010 </li> <li> 10. The further away your optimizations goals are from your organizational KPIs the higher the risk of applying direct harm. (turning decent marketing initiatives into organizational de-optimization exercises) DENNIS R. MORTENSEN | MAY 2010 </li> <li> 11. Assuming we have an optimization goal metric, that is well aligned with organizational KPIs * we should be home safe, yes ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 12. An optimization goal is inheritably aligned with attribution choices (multiple online channels, and generally a changing universe) DENNIS R. MORTENSEN | MAY 2010 </li> <li> 13. Does the optimization goal apply for respectable attribution modeling ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 14. Assuming we have perfect organizational aligned goals, that can be accurately attributed their fair success * we should be home safe, yes ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 15. An online optimization goal in likely to be built into an online marketing initiative. (mixing online and offline) DENNIS R. MORTENSEN | MAY 2010 </li> <li> 16. Does the optimization goal apply for respectable attribution modeling in conjunction with Media Mix Modeling ? DENNIS R. MORTENSEN | MAY 2010 </li> <li> 17. Example: Lets have a look at how people attack PPC optimization goal setting DENNIS R. MORTENSEN | MAY 2010 </li> <li> 18. Impressions DENNIS R. MORTENSEN | MAY 2010 </li> <li> 19. CTR DENNIS R. MORTENSEN | MAY 2010 </li> <li> 20. Visit-to-Sales Conversion DENNIS R. MORTENSEN | MAY 2010 </li> <li> 21. Visitor-to-Sales Conversion DENNIS R. MORTENSEN | MAY 2010 </li> <li> 22. Revenue per Visit DENNIS R. MORTENSEN | MAY 2010 </li> <li> 23. Revenue per Visitor DENNIS R. MORTENSEN | MAY 2010 </li> <li> 24. Profit per Visitor DENNIS R. MORTENSEN | MAY 2010 </li> <li> 25. Lifetime Value of a Visitor DENNIS R. MORTENSEN | MAY 2010 </li> <li> 26. Customer Lifetime Value DENNIS R. MORTENSEN | MAY 2010 </li> <li> 27. In conclusion Setting optimization goals: You want to create marketing scenarios, where you can predict an organizational aligned outcome with a high level of confidence AND its not easy DENNIS R. MORTENSEN | MAY 2010 </li> <li> 28. Want to know more about Analytics, Media and Marketing? VisualRevenue.com/blog or Twitter.com/DennisMortensen </li> <li> 29. Thank you Dennis R. Mortensen, Director of Data Insights at Yahoo! | dennis.mortensen@yahoo-inc.com Blog: http://visualrevenue.com/blog Book: http://visualrevenue.com/blog/yahoo-analytics-book Twitter: http://twitter.com/DennisMortensen </li> </ul>

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