Download - Tiffany Data-driven marketing analysis
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Tiffany@HK/ TW/MCAlex MAO, Jenny LVLinus DONG, Natasha R.Tara CHEN, Zoe WANG
2011年3月31日星期四
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http://zh.tiffany.com/
First, let’s take a customer journey
2011年3月31日星期四
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Expanding Markets & generating LEADS
Branding & awareness
Customer Equity
Increasing Revenue (bRICKS& moRTAR)
E-‐mail MarkeDng:e.g.Third party recommendaDone.g.Thank you leJer
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Displaying product/ company informaDon, leads more customer to physical stores
Discover popularity of products/consumer need or preference to op#mize product mix
2011年3月31日星期四
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1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
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1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
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1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
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1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Behavioral Data
Without Conversion
With Conversion
Visits/unique visitors/ PV
Bounce rate, Returning Visitors, Time on page, Most popular page
Open rate(Email), Bookmark states
Email, SEO, Facebook, apps
2011年3月31日星期四
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site usage
17,311 Visits
1.74 Pages/ Visit
58% Bounce Rate
Traffic Source
7%8%
10%
11%
29%
35%Facebook FanpageSEOSEME-‐mail LinkDirect Input Website Link
34,789 Page views
00:23:45 Average Dme on page
34% Returning Visits
Event Statistic
Most Popular Page:
Most Saved Item:
Most Searched Item:
E-mail Statistic
456 RegistraDon/day
78% Average open-‐rate
34% Average Click through
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Website UX
Loading speed (esp. product displaying pictures)
Fidelity of the Displaying picturesSocial Environment
Celebrity/Endorser Scandal
Goods& SERVICE
Price, Product Design extra.
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Test & Improvement
Without Conversion
With Conversion
UX design1:Landing Page display2:Desire Path Design
EDM design: 1:Call-to-action 2:pics&text display3. UX in buying products.
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
Shorten the path between websites&physical Stores by adding lbs
Offer on-line shopping SErvice (@hk,,tw,mc)
Developing a paid membership system (personalized service)
edm lacks call-to-action
2011年3月31日星期四
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1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
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1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
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1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
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1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
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1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
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2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
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2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
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2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
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2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
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2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
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Enhancement betweenwebsites&physical Stores by adding LBSOffer on-line shopping SErvice (@hk,,tw,mc)2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Shorten the desire path
2011年3月31日星期四
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Enhancement betweenwebsites&physical Stores by adding LBSOffer on-line shopping SErvice (@hk,,tw,mc)2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Shorten the desire path
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Developing a paid membership system (personalized service)
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
edm lacks call-to-action
2011年3月31日星期四
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gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
edm lacks call-to-action
2011年3月31日星期四
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Thank you very much
2011年3月31日星期四