how to use web analytics to measure roi, better understand your customers and improve your...
DESCRIPTION
Presentation given at CO.STATION Working Lunch on July 10th 2014. http://www.co-station.com/ We covered 3 topics in this presentation: 1. Brief introduction on Web Analytics & how to interpret the reports in Google Analytics 2. How to measure the ROI of your marketing actions? 3. Perspective on what the new version of Google Analytics (Universal Analytics) can offer to your businessTRANSCRIPT
How to use Web Analytics to measure ROI, better understand your
customers and improve your performance?
CO.STATION – July 10th 2014
P2
DIGITAL MARKETING SOLUTIONS
« DIGITAL MARKETING AS
GROWTH ACCELERATOR »
FOCUS ON ANALYTICS
P3
DIGITAL MARKETING SOLUTIONS
10 experts
8 certified Google AdWords/Analytics consultants
Multidisciplinary & multilingual team
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DIGITAL MARKETING SOLUTIONS
WORKING LUNCH: AGENDA
1. Web Analytics introduction
Interpret a report in Google Analytics: the basics
2. How to measure the ROI of your marketing actions?
Set-up goals
Determine values for each action
Special business case with a SaaS business
3. Perspective on what the new version of Google Analytics (Universal Analytics) can offer to your business
P5
DIGITAL MARKETING SOLUTIONS
WEB ANALYTICS INTRODUCTION
DIGITAL MARKETING SOLUTIONS
Source: http://www.youtube.com/watch?v=3Sk7cOqB9Dk
GOOGLE ANALYTICS « IN REAL LIFE »
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DIGITAL MARKETING SOLUTIONS
MEASURE/TRACKING
Each click can be tracked even mouse movements
From numbers to information
… and from information to action!
“ I know half my advertising isn't working, I just don't
know which half. ” William Lever
(1851-1925)
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DIGITAL MARKETING SOLUTIONS
GOOGLE ANALYTICS IN PRACTICE
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DIGITAL MARKETING SOLUTIONS
MEASURE THE ROI OF YOUR
MARKETING ACTIONS
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DIGITAL MARKETING SOLUTIONS
1. Define the goals of the business What’s the role of your
app/website/online presence?
2. Define and set up KPI’s that we want to measure: • Contact form • Quote request • Subscription to a newsletter • E-commerce transaction • …
• For each of these goals, define its value
3. Analyze interactions with each visitors with all channels online and offline
4. Define concrete actions from the analysis
MEASURE WHAT HAS AN IMPACT BOTTOM LINE
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DIGITAL MARKETING SOLUTIONS
TOOLBOX UNIVERSEM
http://toolbox.universem.be
Define maximum CPA (Cost Per Acquisition)
P12
DIGITAL MARKETING SOLUTIONS
MAILJET: SAAS BUSINESS CASE
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DIGITAL MARKETING SOLUTIONS
Software As A Service – SAAS characteristics for Mailjet:
• Monthly recurring revenues
• Freemium model
• High growth
• 3 currencies and 4 languages
Reminder: all data are only there for illustration
MAILJET: SAAS BUSINESS CASE
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DIGITAL MARKETING SOLUTIONS
From a visit to a good customer: many steps!
1. Lots of visits
2. Freemium users Signed up on Mailjet
3. Active users Sent at least one email
4. First time paying users
5. Holy Grail: Recurring customers !
MAILJET: SAAS BUSINESS CASE
10%
50%
30%
70%
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DIGITAL MARKETING SOLUTIONS
The conversion funnel:
MAILJET: SAAS BUSINESS CASE
10%
50%
30%
70%
Visits
Freemium users
Active users
First time customers
Recurring customers
1000
100
50
15
10,5
P16
DIGITAL MARKETING SOLUTIONS
Defining your maximum CPA, parameters:
– Monthly Recurring Revenues (MRR): 50€
– Gross margin: 75%
– Churn rate: 3% as opposed to retention rate (97%)
MAILJET: SAAS BUSINESS CASE
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DIGITAL MARKETING SOLUTIONS
Example of a cohort analysis for Mailjet
MAILJET: SAAS BUSINESS CASE
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DIGITAL MARKETING SOLUTIONS
Lifetime value = MRR * Gross margin *
MAILJET: SAAS BUSINESS CASE
1
Churn rate
Lifetime value = 50€ * 75% *
= 1250€
A customer uses Mailjet 33,33 months on average
1
3%
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DIGITAL MARKETING SOLUTIONS
Two key guidelines for SAAS startups:
Lifetime value > 3* CPA
Months to recover CPA < 12 months
Max CPA for Mailjet = 417€
Inspired by http://www.forentrepreneurs.com/saas-metrics/
MAILJET: SAAS BUSINESS CASE
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DIGITAL MARKETING SOLUTIONS
With a global conversion rate of 1%, you should pay
less than 4,17€ for each visit on Mailjet.com
But conversion rates are varying hugely depending
on:
– Traffic source
– Location
– Awareness of your product in the market
– Timing
– …
MAILJET: SAAS BUSINESS CASE
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DIGITAL MARKETING SOLUTIONS
TAKE DECISIONS OUT OF THIS ANALYSIS
Segment your visitors
Identify the actions to optimize your development
+20%
+2%
+50%
+25%
+30%
-10%
-2% +7%
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DIGITAL MARKETING SOLUTIONS
UNIVERSAL ANALYTICS
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DIGITAL MARKETING SOLUTIONS
FUTURE WITH UNIVERSAL ANALYTICS
• Universal analytics
• Focus on Visitors instead of visits
• Measure and understand the
complete funnel from prospect to
customer
• « Multi-screen » & « Multi-channel »
• Custom Dimensions & Metrics
• Offline & Online
Continuous optimizations and understanding
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DIGITAL MARKETING SOLUTIONS
1.Determine how much you can pay for a new
customer/prospect
2.Measure and calculate your ROI depending
on your business model
3.Take actions and enlarge your trafic sources
to find great ideas for your business while
always using data to confirm your new
initiatives.
CONCLUSIONS
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DIGITAL MARKETING SOLUTIONS
Contact
Hubert de Cartier
Partner & Project Director
+32 (0) 81 713 431
@hubcy
Available on Slideshare this afternoon!
LET’S STAY IN TOUCH