kondiment how to measure online succes
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KONDIMENT lanseaza primul training Google AdWords din RomaniaTRANSCRIPT
How to measure and optimize online success
Lucian Despoiu, managing partner, Robert Gibbs, managing partnerKONDIMENT GROUP GmbH
Key topicsMeasurement and optimization basics (Lets Start with Analytics) How to create a data-driven corporate culture(company-perspective) Business- Excellency through Analytics(the next level) Kondiment Group GmbH & Kombo - 60 seconds(welcome to the elevator)
How to measure online success
1. Define Success
Lets Start - 1
1. Define quantifiable Success Matrics
Lets Start - 1
== > Website == > Email Sign Up == > Sale
Lets Start - 1
Cost per Sign up € perClick Rate client=== > Website === > Email Sign Up === > Sale
How to start - 1
2. Don’t rely on your designers/agency!
Lets Start - 2
2. Don’t rely on your designers/agency!TRUST YOUR VISITORS!
Lets Start - 2
MEDIA
BUTTON
Lets Start - 2
Lets Start - 2
Button:1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Lets Start - 2
Button:1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Landing Page Variations
Lets Start - 2
Button:1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Landing Page Variations
Example – Barack Obama - winningLets Start - 2
Example – Barack Obama - winningLets Start - 2
Lets Start - 3
Divide and Conquer!
Lets Start - 3
Lets Start - 4
4. Forget CLICKS!
How to start - 4
Clickstream
Multiple Outcome Analysis
Experimentation & Testing
Voice of Customer
Competitive Intelligence
Insights
How to start - 4
Clickstream
Multiple Outcome Analysis
Experimentation & Testing
Voice of Customer
Competitive Intelligence
Insights
The GOLD
The WHAT ELSE
The WHY
The HOW MUCH
The WHAT
Lets Start - 5
Always Generate Actionability OUT of your Data!
NO REPORTS, BUT Analysis!
Top content related to time on page compared with site’s average
Lets Start - 5
Ecommerce
Lets Start - 5
Which traffic source? (from ecommerce point of view - conversions)
Lets Start - 5
Goals
Lets Start - 5
Which traffic source? (from goals point of view)
Lets Start - 5
1. Create Visibility for internet projects
Data-Driven Business Culture - 1
1. Create Visibility in the Boardroom for internet projects
Data-Driven Business Culture - 1
Create Visibility in the Boardroom for internet projects?
How?Try to make business meaning of your data for your directors/owners. (the very essence of Analytics)
Talk: Sales increase/decrease, Return On Investment for every digital channel/campaign, Churn Prevention/Digital Care Strategies, Don’t talk: screen resolutions, unique visitors, page views
Data-Driven Business Culture - 1
Data-Driven Business Culture - 1
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</ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT has three individuals who have successfully passed the Google Advertising Professional Exam and five <a href="/servicii/web-analytics.aspx">Google Analytics</a> qualified individuals and it is the first
Romanian company to become Google Analytics Authorized Consultant.</div> <div class="adwords"><a href="https://adwords.google.com/select/ProfessionalStatus?id=xNOTxredp4mYKmTkfzWtmQ&hl=en_US." target="_blank"><img src="/Templates/k/images/adwords.jpg" alt="Google Adwords" width="65" height="65" /></a><br /><br /> <img src="/Templates/k/images/analytics.jpg" alt="Google Analytics" width="65" height="65" /> </div> </div> </div> </div> </div> <div class="clear"></div> </div> <script
type="text/javascript"> var gaJsHost = ("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var firstTracker = _gat._getTracker("UA-9180787-1"); firstTracker._initData(); firstTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA-1442125-
26"); secondTracker._initData(); secondTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {}</script> </form> </body> </html> <!--
Don’t let Analytics Department/Internet Projects in the hands of the technical people!
Data-Driven Business Culture - 2
Empower your data analysts!
Lets them try! Make errors! Optimize!Business Lessons learnt SCALE UP(Hrabren S: “there is no golden bullet “ – RNM 2009)
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Encourage depersonalization of the decision-making process
Data-Driven Business Culture - 4
Let DATA speak!
Data in context:
- Against yourself - Against the market/the competitors
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Integrate data about your consumers through ALL channels/touch-points/campaigns
Business Excellency - 1
Data Loading & Preparation
Merge/PurgeProcessing
Data SourceUpdates
Data Quality Management & ETLMulti-Channel
Synchronization Rules Engine
Web Analytics& Reporting
Reporting & Analytics
IntergratedCampaign Data
Warehouse
All Prospect DataSource FilesCustomer FilesTransaction FilesSuppression FilesMaintenance Files
EmailMarketing
MobileMarketing
CampaignManagement
DetinationsPrsomtions &
Surveys
ConversionMicrosites
Prospect,Suppresion &
Activation DataStores
Input Source Files
Cross-Channel Analytics Integration - 1
Integrate the BI/Analytics Department in the FULL Customer Engagement Cycle
Business Excellency - 2
CAPTUREREACTION
MESSAGEOPTIMIZATION
BEHAVIORALDATA
INSIGHTS
MESSAGEDELIVERY
CAPTUREREACTION
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
BEHAVIORALDATA
INSIGHTS
ENGAGEMENTSEGMENTS
Business Excellency - 2
- 140 people (FTEs) in the Group- 4 + 2 offices: Bucharest, Munich, Chicago, Yerevan
+ Sofia, Istanbul
- Google Adwords Certified Company- Google Analytics Authorized Consultant- Google AdWords Seminar Leader for ROmania
- KOMBO.ro – in the process of becoming GOOGLE AdWords RESELLER for ROMANIA
KONDIMENT GROUP GmbH
KONDIMENT GROUP GmbH
How to measure and optimize online success. Thank you!Lucian Despoiu, managing [email protected]+40 722 62 71 64
Robert Gibbs, managing [email protected]