online strategiesenabledbywebanalyticsfinal
TRANSCRIPT
The Business Case for Analytics…
What do you want your website to be?
Max Tremblay: Consultant/Digital Fusion Strategist
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Agenda
Real World Case Study & Challenge
• Eco-system
• Traffic Source/Flow
• The Boardroom
Getting Buy-in
• Overview
• 5 Keys to buy-in
Case Studies & Tracking for Success
2
Home Page
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Web Eco-System – What does your site do or want to be?
Tool(Workopolis)
Revenue Channel(EBAY, Indigo)
Lead Gen(Dell, B2B sites)
Brochure(Canadian Tire)
Traffic Ad PlayPortals/Social Media
Basic
Needs
Expectations
Unarticulated Needs
Your Web Site
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Affiliate
Mobile
Social Media
Display Ad
Distribution Partnership
Other competitive sites
SEM
SEOCo-Brands/White Labels
Base Direct Traffic
Source flow of referring visitors – Building block
Conversion RateFuture
High
Growth
Sources
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Visitor action/activity flow pathing
Browse & Bounce
Search
Write text/email
Upload or download stuff
Sign up to email
Shop on ecom
Buy
Conversion Rate
Transactional Behavior
Business/Marketing Strategies 101
2010 Business ObjectivesRevenue/Profit Targets
Brand Engagement/Health KPI
2008 Strategic Pillars (Your Company name) is (Your Value Proposition) to (Your Target Market)
Category
Strategy #1..
-Tactic #1…
Competition
Strategy #1..
-Tactic #1…
Consumer
Strategy #1..
-Tactic #1…
Customer
Strategy #1..
-Tactic #1…
Company
Strategy #1..
-Tactic #1…
5 C’s INSIGHTS & Tactics
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draftWeb Analytics…• Costs money. (People & technology)
• Doesn’t sell itself.
• Scares People.
• Requires longer term buy-in to be successful.
• Really, really nerdy.
AND IS:
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A powerful tool that will enable you to make better business decisions.
draft5 keys to buy-in1. Identify the 4 Stakeholders
2. Meet with stakeholders individually & listen.
3. Deliver the 1 pager
4. Recruit evangelists, show the sizzle
5. Show the ROI, over and over and over.
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draftShow the ROI, over and over
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Make other people look good too as much as you can.
Radio promotion launched New product launched PR Release
Marketing loves you IT loves you CommunicationsLoves You
Business questions that need answers!
• What keeps me up at night?
• What/Where are my sources of leads and revenues
• Who are my best customers? How do increase share of wallet?
• How do I build greater engagement and return business
• How do I get my consumers/customers to the right place FAST.
• Which off/online investments is working? What is the ROI/SAC
on SEM, SEO,Display ad, Social media, Affiliate, email?
Case Studies – Tracking for Success
• Example 1 – B2C Visitor KPI Acqisition
– What are the most cost effective sources/channels to drive visitor
action on our site?
• Example 2 – Ecommerce Lead Gen & Purchase
Conversion
– What are the most cost effective sources/channels to drive leads,
then purchase conversion and revenue.
• Example 3 – Funnel Conversion Segmentation
– Where do visitor fall off in the e-com flow, and do conversion rate
differ by visitor segment (how many visits).
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Example 1– KPI B2C Dashboard (#’s are purely fictional)
Pick
meaningful
KPI’s
Compare vs
previous week,
month, YTD, LY
Compare Channels in
source
Cost per Actions
selected
Best Bang for your
buck but SEO cost
difficult to allocate
Should be able to track
Email, Mobile & Affiliates
Main
Source/Media
Sub
Section Visitor
% chg
VYA
Action #1
(Search for)
Visit/
Action #1
Action #2
email sign up
Total Cost/
Investment
CPC
(Visitor) CPA#1 CPA#2
Total 2000 2% 6055Direct Traffic 1000 5% 5000 5.0 250
Google Total 100 2% 300 3.0 26 100.00$ 1.00$ 0.33$ 3.85$
Google SEO 40 10% 200 5.0 20 -$ -$ -$ -$
Google SEM 60 -5% 100 1.7 6 100.00$ 1.67$ 1.00$ 16.67$
MSN Total 200 9% 200 1.0 20 200.00$ 1.00$ 1.00$ 10.00$
MSN Messenger 100 0 150 1.5 10 100.00$ 1.00$ 0.67$ 10.00$
MSN Big Box 100 2% 50 0.5 10 100.00$ 1.00$ 2.00$ 10.00$
Yahoo Total 100 -2% 400 4 40 50.00$ 0.50$ 0.13$ 1.25$
Ad Networks Total 200 3% 50 0.25 50 200.00$ 1.00$ 4.00$ 4.00$
Other Refering Sites 200 -10% 70 0.35 50 -$ -$ -$ -$
Email Total 100 25 0.25 10 5.00$ 0.05$ 0.20$ 0.50$ Mobile 50 50 1 1 -$ -$ -$ -$ Affiliate Total 100 10 0.1 15 10.00$ 0.10$ 1.00$ 0.67$
Example 2– Ecommerce Dashboard (#’s are purely fictional)
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Last Step
Check out
purchase
E-com Flow Step 1
lead generation
Return on Investment
Measure
cost per
lead
Should be able to track Email,
Mobile & Affiliates
Main
Source/Media
Sub
Section
Step 1
Lead
% chg
VYA
Step 5
Check Out
Conversion
Rate Revenue
Total Cost/
Investment
CPL Step
1 Lead
CPA
Step 5 ROI
Total #REF! 2% 334Direct Traffic 5000 5% 250 5.0% 2,500.0$
Google Total 300 2% 45 15.0% 450.0$ 100.00$ 0.33$ 2.22$ 450%
Google SEO 200 10% 15 7.5% 150.0$ -$ -$ -$ 1000%
Google SEM 100 -5% 30 30.0% 300.0$ 100.00$ 1.00$ 3.33$ 300%
MSN Total 200 9% 14 7.0% 140.0$ 200.00$ 1.00$ 14.29$ 70%
Yahoo Total 400 -2% 15 3.8% 150.0$ 50.00$ 0.13$ 3.33$ 300%
Ad Networks Total 50 3% 3 6.0% 30.0$ 200.00$ 4.00$ 66.67$ 15%
Other Refering Sites 70 -10% 1 1.4% 10.0$ -$ -$ -$ 1000%
Email Total 25 3 12.0% 30.0$ 5.00$ 0.20$ 1.67$ 600%
Affiliates Total 10 3 30.0% 30.0$ 10.00$ 1.00$ 3.33$ 300%
Total Paid Total 1355 5% 129 9.5% 1,290.0$ 665.00$ 0.49$ 5.16$ 194%
What
convert best
Example 3 - e-commerce Purchase Funnel – (all numbers are examples)
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Conversion Rate: XX%
Return Visits: XX% New Visits: XX%
Identifying % abandon to
other sections of the site
& may reengage in the
funnel
Identify leakage or top 5
next pages exiting funnel1. Product : XX%
2. Exited Site: XX%
3. Home Page: X%
4. Login In (time out): X%
5. Unknown (error): X%
Provide estimate of
annual revenue impact
Disclosure - What should your web analytical tool do
•Grow revenue , driving millions in incremental $$$
•Save you bazillions of $$$
•Accelerate speed to market & decision making process
Rationale for
Web Analytics
•Track all your online activities
•Easy to use
•Manage all paid search campaigns
•Track all your banner/display ads anyway you want
channel, size, format
•Manage all email/outbound from open rate to conversion
Web Analytical
tool must have
Used & Fell in
love with
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Tips on leveraging your web analytics measurements to success
1. Web Analytics starts with 1-2 business questions• What are the objectives/goals for my website?
• How can we do better. What is doing well and can we do more/less?
• The type of questions you ask, will determine what is the right solution &
implementation
2. Great People. Everyone has to know and use the tool• Curiosity is vital combined with a genuine LOVE for data
• Evangelize through the org, the more use it, the more love it
3. Beauty of the web Measure, measure and measure
• Build relevant dashboard with relevant KPI’s
4. Constantly challenge your implementation with Tech/Dev• Improve page naming. Ensure that you capture full conversion
• Hire the right help and consultants like Marco
5. Don’t assume it is going to be easy or the panacea for all
your ills
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draft
QUESTIONS?
Max Tremblay (Independent Consultant)(E) [email protected]
(C):416-399-0381(Linked-in): http://www.linkedin.com/in/maxtremblay2011
(T) http://twitter.com/maxtfactor
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