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  • BOOST THE ROI OF YOUR DIGITAL PRESENCE

    7 rue de Bucarest 75008 Paris - +33 1 73 00 28 00 florence.merrien@backelite.com - backelite.com

  • PERFORMANCE-RELATED CHALLENGES

    Mobile use is growing rapidly

    102 billion applications downloaded in 2013 (254 billion in 2017)

    And extends as far as points of sale

    33% of people visiting shops practice showrooming

    French mobile Internet users spend an

    average of 1 hr 19 mins on their mobile

    every day

    84% of which is spent using applications

    65% abandonment rate for applications during the first 3 months

    51% of users believe that the content of the application does not meet their expectations

    31% state operational reasons

    23% find the navigation experience unsatisfactory

    MOBILE - A GREAT POTENTIAL NEEDS FURTHER WORK...

    The User eXperience at the heart of the issue of generating ROI from mobile devices

  • PERFORMANCE-RELATED CHALLENGES

    Product Marketing (positioning, content, functionalities, CRM, etc.)

    Interface(ergonomics, design)

    Quality of service (QofS)

    The User eXperience

    is the perception of the person using a product, service or system in the context of a human-machine interaction.

    And the memory they will have of this. Brand preference

    3 MAIN ORIENTATIONS

  • OUR APPROACH TO PERFORMANCE

    Acquisition

    ASO/SEOAudience reportsChargeable levers

    Word of mouthPressNotes and comments

    Happiness Adoption

    Engagement Retention

    Task success

    User eXperience

  • OUR APPROACH TO PERFORMANCE

    Acquisition

    ASO/SEOAudience reportsChargeable levers

    Word of mouthPressNotes and comments

    Happiness Adoption

    Engagement Retention

    Task success

    User eXperience

    Marketing Quality of ServiceInterface

  • OUR APPROACH TO PERFORMANCE

    Backelite offers 3 types of support to optimize your

    performance

    1. A global approach to support you in assessing your Performance process and continuously improving your results

    A multi-domain process or a process focused on a specific theme:

    marketing, interface or quality of service

    2. A modular approach to support you in specific areas for improving the performance of your devices

    3. The setting up of automated multi-source dashboards andmeasurement tools

  • OUR APPROACH TO PERFORMANCEGLOBAL APPROACH

    Multi-domain or themed approach (marketing, interface, technical performance)

    1. Qualitative and quantitative objectives (KPIs) for the device

    2. Levers for action on Performance

    3. Monitoring tools and methods (recurring audits, reports, tools, dashboards)

    REPORTS & ANALYSIS RECOMMENDATIONS & ACTION PLAN

    PERFORMANCE PLAN (annual)

    ASSESSMENT CONTINUOUS IMPROVEMENT

    Acquisition

    Happiness Adoption

    Engagement Retention

    Task success

    RECURRING AUDITS (quart./ half-yearly)

  • OUR APPROACH TO PERFORMANCEGLOBAL APPROACH - FOCUS ON RECURRING AUDITS

    Analysis of the performance of the device based on the following orientations: Acquisition, Happiness, Adoption, Engagement, Retention and Task Success

    Comparison of the results with the previously defined objectives and the observed averages

    Prioritized improvement action plans and recommendations for the different orientations, in particular any which are under-performing

    Monitoring of the effectiveness of the actions put in place

    Continuous performance improvement through recurring audits

    web & store analytics

    notes & comments(stores)

    push notifications

    etc.

    quality of service

    app store optimization

    Marketing QofSInterface

  • OUR APPROACH TO PERFORMANCEMODULAR APPROACH

    9

    Before/after update Comparison of notes and comments in stores before and after

    an online launch

    Proposal for immediate improvement or corrective action

    Audit of the monitoring methods Listing of the monitoring

    requirements

    Audit of the means put in

    place (tools, tagging plan,

    etc.)

    Recommendations for

    improvements and setting

    up of ad hoc tools

    Audit of technical performance Identification of the

    problem

    Recommendation and

    support in setting up

    investigative tools

    Data analysis &

    recommendations

    Conversion tunnel audit Comparison of the results

    with the trends observed

    Analysis of the customer loss

    points

    Process improvement

    recommendations

    Analysis of e-reputation Analysis of the devices

    reputation on social networks

    and in stores

  • OUR APPROACH TO PERFORMANCEMODULAR APPROACH

    10

    Surveys

    Setting up of automated

    survey modules within your

    application or

    website/mobile website

    Analysis of the results and

    recommendations

    AB-Testing Setting up of AB-Testing

    campaigns for the key paths

    of your website or

    application

    Analysis of the results of the

    different paths

    Assistance with selecting the

    most effective path

    User tests Organization of user tests

    of your devices before or

    after their online launch

    Analysis of the results and

    improvement

    recommendations

    Proof of concept Test of the relevance and/or feasibility of a

    functional, ergonomic or technical offer

    Available solution/tool

    Accelerator Acceleration module for the performance of

    your website or mobile website

  • OUR APPROACH TO PERFORMANCEMODULAR APPROACH

    11

    Strategy and acquisition/loyalty plan Identification of the objectives

    Audit of the user database and

    the means put in place

    Mapping of the levers to be put

    in place & estimation of the

    associated ROI

    Assessment of the monitoring

    means and method

    App store Optimization Assistance in defining the

    category, text and SEO

    keywords in accordance with

    the best ranking potential

    Support in setting up

    continuous measurement

    and optimization tools

    Management of the device's e-reputation Assistance in setting up the effective management of your device's e-reputation and the social networks

    Support in setting up measurement methods

    Support in the continuous optimization of your device's e-reputation

    Contact plan Identification of the types of

    message to be sent to users

    according to segmentation

    and the client lifecycle

    Support in setting up

    continuous measurement

    and optimization tools

  • OUR APPROACH TO PERFORMANCEMONITORING TOOLS AND DASHBOARDS

    MONITORING TOOLS

    12

    User path

    Downloads& classification

    Conversion tunnel

    Specific tools that complementyour analytics according to yourmonitoring requirements

  • OUR APPROACH TO PERFORMANCEMONITORING TOOLS AND DASHBOARDS

    13

    A consolidated and automated visionof your main multi-source indicators

    The possibility of consulting thedashboard from anywhere and on anymedium (desktop, tablet, mobile)

    TAILOR-MADE DASHBOARD

  • 14BACKELITE PERFORMANCE

    APPROACH TO TARIFFS

  • MULTI-DOMAIN GLOBAL APPROACHPRICING PRINCIPLES

    15

    PERFORMANCE PLAN

    RECURRING AUDITS

    ADDITIONAL OPTIONS

    Initial implementation: from 9k

    Annual update: from 5k

    Quarterly audit: from 7k/quarter

    Half-yearly audit: from 8k/half-year

    Monthly reporting "lite": from 2k/month

    Half-yearly benchmark: 4k/half-year (5 devices studied)

    Monthly reporting "lite": from 1.5k/month

    Quarterly benchmark: 4k/quarter (5 devices studied)

    IN ADDITION TO THE QUARTERLY AUDIT

    IN ADDITION TO THE HALF-YEARLY AUDIT

  • MODULAR APPROACHPRICING PRINCIPLES

    16

    Before/after update

    Audit of the monitoring methods Audit of technical

    performancesConversion tunnel audit

    Analysis of e-reputation

    Surveys

    AB-Testing

    User tests Proof of concept

    Accelerator

    From 10k From 10k From 12k

    From 5k From 6k From 6k

    From 5k From 8k From 10k

    From 10k

    Strategy and

    acquisition/loyalty plan

    App store Optimization Management of the e-reputation

    Contact plan

    From 11k From 11k

    From 7kFrom 10k

  • 17BACKELITE PERFORMANCE

    ORIENTATIONS FOR PERFORMANCE WORK

    FOCUS

    Acquisition

    Happiness Adoption

    Engagement Retention

    Task success

  • ORIENTATIONS FOR PERFORMANCE WORKDEFINITIONS

    Acquisition:

    Happiness:

    Adoption:

    Engagement:

    Retention:

    Task success:

    Acquisition

    Happiness Adoption

    Engagement Retention

    Task success

  • ORIENTATIONS FOR PERFORMANCE WORKACQUISITION

    Create and maintain a targeted userdatabase (SEO, ASO, audience reports fromother channels, mailings on the userdatabase, chargeable levers, etc.)

    Build the reputation of the devices (socialnetworks, stores, etc.)

    Performance Plan: assessment of the acquisitionstrategy (objectives, levers, measurement, etc.)

    Recurring audits: measurement and continuousimprovement (test and learn)

    SUPPORT OFFERED:CENTRAL ORIENTATIONS

    Creation and monitoring of the Acquisition Plan

    Initial creation and optimization of the Storepresence strategy (ASO)

    Recommendations for the optimization of themobile SEO and Responsive Web Design

    Creation of the Social Network S