2014 blueffect poland, warsaw
DESCRIPTION
The Key Note of the 2014 Blueffect Internet Congress now online.TRANSCRIPT
Be a Digital Hero!
„The only purpose ofadvertising is to sell.“
„Reduce your argumentsto a few crisp words.“
„The only purpose ofadvertising is to sell.“
‚NEVER STOP TESTINGAND YOUR ADVERTI-SING WILL IMPROVE.‘
Blueffect
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
Love What You Do!
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
Love What You Do!
Love Your Web Analytics!- 11 Golden Rules for Web Analysts -
October 2010
1.)
W e b A n a l y t i c sYour
October 2010
- but always checkthe tool performance.
W e b A n a l y t i c s
2.)Do not get confusedby marketing press
releases of othervendors – but
CHECK the contentvery precisely.
2.)Do not get confusedby marketing press
releases of othervendors – but
CHECK the contentvery precisely.October 2010
Dive DEEPERand DEEPERinto yoursolution – butdo not get lost.
3.)
Dive DEEPERand DEEPERinto yoursolution – butdo not get lost.
October 2010
Use your Web Analyticsknowledge in discussion with other
departments – but make sure you talkabout facts.
4.)Use your Web Analyticsknowledge in discussion with other
departments – but make sure you talkabout facts.
October 2010
5.)Visit congresses –but do not show your
BUSINESS CARD
if you do not want toget annoyed byvendor talks.
5.)Visit congresses –but do not show your
BUSINESS CARD
if you do not want toget annoyed byvendor talks.October 2010
Exchange opinionwith usersof other companies –but do not comparePageViews or Duration,talk aboutConversion, Engagement,Mobile Analyticsandinsider - views.
Exchange opinionwith usersof other companies –but do not comparePageViews or Duration,talk aboutConversion, Engagement,Mobile Analyticsandinsider - views.
October 2010
Manageto have the attentionof your Board aboutyour figures – but beaware of unusualquestions.
7.)Manageto have the attentionof your Board aboutyour figures – but beaware of unusualquestions.
October 2010
7a.)TURNOVER
INCREASE
7a.)TURNOVER
INCREASE
October 2010
8.)
whole team
8.)
whole team
October 2010
9.)
Do not doreporting – doANALYSIS. Butknow about theinsights fromreporting status.
11.)
Do not doreporting – doANALYSIS. Butknow about theinsights fromreporting status.
October 2010
Thesis One. Data-Driven Companies perform stronger&
will take the Lead
Thesis One. Data-Driven Companies perform stronger&
will take the Lead
Thesis Two. Offline and Online need to interactto
gain more Success
Thesis Two. Offline and Online need to interactto
gain more Success
Blueffect
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
BUSINESS INTELLIGENCE
Roundtable Marketing Analytics
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
Blueffect
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
„Driving eCommerce with TV Commercials“Company WIRKAUFENSLocation Germany
CASE
STU
DY
User watches TV Spot
User visits WebsiteUser visits Website
Analysis
Traffic
Brand Search
Direct Entry
Newsletter
CampaignTraffic
tt0 t0 + X minutest0 - X minutes
TV SpotTV Spot
Brand Search
Direct Entry
Newsletter
CampaignTraffic
„Model Selection via eCommerce“Company AnonymousLocation Hongkong
CASE
STU
DY
„Model Selection via eCommerce“Company AnonymousLocation Hongkong
CASE
STU
DY
Is blonde better??Is blonde better??
Fashion Brand re-structured photo shootsby analysing the model impact on sales and
increased orders by 38% to achieve a seasonalturnover increase of $960,000.
Blueffect
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
In-Store Analytics
Front ofthe Shop
IndividualAreas
Cash &Reception
DressRooms
In-Store Analytics combines Offline behavior with Online Analytics
Duration Visitors Visits Conversions Conversion Rate Entrance Rate (Shop-Visitors / Pedastrians) New vs. Existing Customers Click Path vs- Walk Path through departments or Store areas Association
When visiting department A also visited department N When visiting store A also visited store N
Conversion Pedastrians, Shop-Visitors, Buyers
In-Store Analytics
Duration Visitors Visits Conversions Conversion Rate Entrance Rate (Shop-Visitors / Pedastrians) New vs. Existing Customers Click Path vs- Walk Path through departments or Store areas Association
When visiting department A also visited department N When visiting store A also visited store N
Conversion Pedastrians, Shop-Visitors, Buyers
Blueffect
Understanding the Digital Analytics Landscape Aligning Online and Offline Marketing Challenges with In-Store Analytics Business within the Digital Intelligence Model
WEB ANALYTICS IS DEAD -LONG LIVE DIGITAL INTELLIGENCEWEB ANALYTICS IS DEAD -LONG LIVE DIGITAL INTELLIGENCEWEB ANALYTICS IS DEAD -LONG LIVE DIGITAL INTELLIGENCEWEB ANALYTICS IS DEAD -LONG LIVE DIGITAL INTELLIGENCE
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I)
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
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Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
Input (Time, Effort)
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I) Statistics Web AnalyticsDigital
Intelligence
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I)
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
Input (Time, Effort)
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I) Statistics Web AnalyticsDigital
Intelligence
RealTime Segmen-
tation
CustomerJourney
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I)
Segmen-tation
TaggingRealOnline-OfflineCombi-nation
Data CollectionReportingAnalysis
DataIntegration
WebsiteOptimization
Input (Time, Effort)
Statistics Web AnalyticsDigital
Intelligence
Gartner Hype Cycle
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I)
RealTime
CustomerJourney
Segmen-tation
BusinessOptimization
Digital Intelligence Model©by Ralf HaberichData CollectionReporting
Analysis
WebsiteOptimization
DataIntegration
Out
put
(Com
pany
Val
ue, M
arke
ting
Kno
wle
dge,
RO
I)
Tagging
Segmen-tation
Input (Time, Effort)
RealOnline-OfflineCombi-nation
MarketingAction Center
CustomerJourney
Testing &Optimization
Safe Tag/API
Dig
ital I
ntel
ligen
ce S
uite
Program.Advertising
Dynamic Teaser
Recommendations
Merchandising
Onsite Targeting
Email Remarketing
Keyword Tracking
Campaign Controlling
Customer Tracking
Attribution Modelling
A/B Testing
Multivariate Testing
Landing Page &
User Experience
Optimization
PersonalizeContent &Offers
ControlCampaignBudgets
OptimizeConversionRates
OptimizeAdvertising& Reach
Use EveryDataEverywhere
AnalyticsPerformance
GetData &Insights
Real Time Bidding
Re-Targeting
Behavioral Targeting
Predictive Targeting
Real Time Advertising
Web Analytics
Social Analytics
Mobile Analytics
E-Commerce
Predictive Analytics
Tag-Management
TV/Print/Instore
Trusted Data
1-First / 3rd
Other Data
Dig
ital M
arke
ting
Wor
ld
The Digital Marketing Challenges
MarketingAction Center
MarketingAction Center
CustomerJourney
CustomerJourney
Testing &Optimization
Testing &Optimization
Safe Tag/API
Safe Tag/API
Dig
ital I
ntel
ligen
ce S
uite
Dig
ital I
ntel
ligen
ce S
uite
Program.AdvertisingProgram.
AdvertisingAnalytics
PerformanceAnalytics
Performance
One CMO Suite
Webtrekk User Conference, 11th of June 2014
