stena line, analyticsdagarna 141021
TRANSCRIPT
Integra(ng Web analy(c into marke(ng strategy Zenodia Charpy, Senior Web Analyst
Stena Line
An interna)onal transport and travel service company
The need of web analy(c
Pre-‐digital : Limited data
Digital (Now): Lots of data
Post digital: Big data
Time
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
• Sta)s)c 24/7 captured • faster, more flexibile • Real )me monitoring • Compe)tor watch
How to integra(ng web analy(c into marke(ng strategy
Social Media
SEO
Website PPC
blogg
Marke(ng Strategy
Execute & monitor performance
Phase 1: All Online Channels integra(on
O P T I M I S E
Phase 1 – some based on insight but mostly base on ins)ncts
Phase 2 – more and more depending on insight + some ins)ncts
Phase 3 – Almost purely based on insight + liMle ins)nct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Web analy(c insight factory
Other
WA
Marke(ng Strategy
Execute & monitor performance
Phase 2: Online + Offline Channels integra(on Phase 1 – some based on insight but mostly base on ins)ncts
Phase 2 – more and more depending on insight + some ins)ncts
Phase 3 – Almost purely based on insight + liMle ins)nct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
BI CRM DB
Sales log
Server log
M E R G e
O P T I M I S E
Phase 3: Predic(ve Analy(cs Phase 1 – some based on insight but mostly base on ins)ncts
Phase 2 – more and more depending on insight + some ins)ncts
Phase 3 – Almost purely based on insight + liMle ins)nct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Next genera(on of WA àPredic(ve analy(cs
Marke(ng Strategy
Execute & monitor performance
O P T I M I S E
Integra(ng Web analy(c into strategic marke(ng decisions Mul(Variant Test = MVT
Book Pass Tickets Cabin Onboard Dest Login Info Pay ThankU
Step 0 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step9
Book Pass Tickets Cabin Onboard Dest Login Info Pay ThankU
Ex 1 (MVT) : 2 business concepts are tested
OLD checkout steps = Linear
New checkout steps = Control Checkout Shopping basket
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Step 0 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step9
Ex 1 (MVT) : New vs. OLD screenshots
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
OLD: Linear New : Control
Ex1 (MVT) : 8 experiences were created
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Ex1 (MVT) : Result valida(ng 1-‐2-‐3 (2) Check margin of error (1) Check +95% Confidence
(3)Sample size
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
(1) (2)
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Ex1 (MVT) : Conclusion !
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
(2) Check margin of error (1) Check +95% Confidence
(3)Sample size
(2)
Keep the Control = the New retail focused checkout steps !
(1)
Ex1 (MVT) : Take away from this example
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Evaluate A/B or MVT
Sample size à test dura)on
Follow 1-‐2-‐3 to validate the result
Example 2 Case Study : integra(ng WA’s insights to formulate email marke(ng strategy
Ex2 : Three Agribu(on Models used First Touch : Ini(ator
Last Touch : Deal closer
Linear Touch – considera(on/returning
First touch – the channels that ini(ate customers’ interests of our offer Linear touch – the channels that assist on the process of our users’ considering of the offer or at least lure them to return to site Last touch – the channels act as deal-‐closer that purge customers to complete purchases Zenodia Charpy - Senior Web Analyst
How to integrate Web Analytic into Marketing Strategy
First touch (ini)ator) – Paid search and Email Linear touch(reconsider) – Paid search and Email Last touch(deal closer) – Organic and Direct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
First Touch : Ini(ator
Last Touch : Deal closer
Linear Touch – considera(on/returning
Ex2 : Findings about the channels
Ex2 : integrate insights à email strategy
Book now Friends Family Romance Des)na)on
Wed 9-‐11 19-‐22
Monday 10-‐13 15-‐18 20-‐21
Thursday 8-‐11 20-‐22
Fast -‐ same day Medium -‐ 1 7 days Slow – 2 wks 1 mon ͠
Integrate WA insights (WA Factory)
Business knowledge +
͠
Purchasing PaMern Segments
Day vs Time analysis
Reason of Travel
segments
Email marke)ng Strategy
Ex2 : Email strategy for Fast & Medium
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Result (vs LM): 50 % assisted conversion
Book now Friends Family Romance Des)na)on
Fast -‐ same day Medium -‐ 1 7 days Slow – 2 wks 1 mon ͠
͠
Purchasing PaMern Segments
Day vs Time analysis
Reason of Travel
segments
Email marke)ng Strategy
Wed 9-‐11
Result (vs LM): 34 % assisted conversion
Ex2 : Email strategy for Slow
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Book now Friends Family Romance Des)na)on
Monday 10-‐13
Thursday 8-‐11
Fast -‐ same day Medium -‐ 1 7 days Slow – 2 wks 1 mon ͠
Purchasing PaMern Segments
Day vs Time analysis
Reason of Travel
segments
Email marke)ng Strategy
Today’s Summary
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Integrate WA with a phased appraoch
Do op)miza)on , Do it right !
Case study of integra)ng WA insights to formulate email marke)ng strategy
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy