10 Analytics Tips

Activation for conversion

Evaldas Svaravicius (NL), John Wyllie (UK)

What we believe

Measure your site or campaign’s performance

Report the relevant information

Optimise your site based on data, not gut-feel

Analyse visitor behavior

Data

trumps

intuition

≈≈

Creative

MediaTechnology

Strategy

Analytics

Creative

DesignExperience

Architecture

User

Research

Media

Planning

Project

Management

Business

Consulting

CRMVisual Design

ePR

#1

So What?

Customer

Loyalty

Product

Awareness

Brand

Positioning

Brand

Visibility

External:

Media/Search

On site:

Q&A

Tips

Videos

On site:

Product Info

On site:

Newsletters

Savings Points

site.nl

External:

Media/Search

On site:

Q&A

Tips

Videos

On site:

Product Info

On site:

Newsletters

Savings Points

Unique

Visitors

Direct Visits

Search Visits

Asked Qs

Tip Views

Video Views

Product Views News Sign ups

News Visits

Product Views

Returning visits

Mother of

preschooler

Mother of

toddler

Mother of

young Baby

Pregnant

mother

Unknown

Customer

Loyalty

Product

Awareness

Brand

Positioning

Brand

Visibility

Mother of

preschooler

Mother of

toddler

Mother of

young Baby

Pregnant

mother

Unknown

Unique Visitors

Direct Visits

Search Visits

Asked Qs

Tip Views

Video Views

CTR to new tips

Product Views

CTR to new products

News Sign ups

News Visits

Product Views

Returning visits

Unique Visitors

Direct Visits

Search Visits

Asked Qs

Tip Views

Video Views

CTR to new tips

Product Views

CTR to new products

News Sign ups

News Visits

Product Views

Returning visits

Unique Visitors

Direct Visits

Search Visits

Asked Qs

Tip Views

Video Views

CTR to new tips

Product Views

CTR to new products

News Sign ups

News Visits

Product Views

Returning visits

Unique Visitors

Direct Visits

Search Visits

Asked Qs

Tip Views

Video Views

CTR to new tips

Product Views

CTR to new products

News Sign ups

News Visits

Product Views

Returning visits

Unique Visitors

Direct Visits

Search Visits

Asked Qs

Tip Views

Video Views

CTR to new tips

Product Views

CTR to new products

News Sign ups

News Visits

Saving Product Views

Returning visits

Right KPIs

Right metrics

Page Views VisitsPVs per

VisitVideo Views

Video Views

per Visit

Pregnant 400.000 100.000 4,0 30.000 0,3

Toddler 1.000.000 200.000 5,0 60.000 0,3

Not actionable

Page Views VisitsPVs per

Visit

Video

ViewsVideo Visits Video Visits %

Video Views

per Video Visit

Pregnant 400.000 100.000 4,0 30.000 5.000 5% 6,0

Toddler 1.000.000 200.000 5,0 60.000 50.000 25% 1,2

Actionable

Brand

Positioning

#2

And

Targets

Alerts

Assigning Targets

site.nl

Pregnant

mother

<Targets>

<Actuals>

Brand

Positioning

13

46

128

0.1%

8

29

118

0.085%

Asked Qs

Tip Views

Video Views

CTR to new tips

61%

63%

92%

85%

61%

63%

92%

85%

Asked Qs

Tips Viewed

Video Views

CTR

• Daily targets/thresholds

• Daily alerts for

• 404 pages

• Failed searches

• eBasket errors

• Out-of-stock errors

• No rear-view mirror

Alerts in Action

#3

Assign

Ownership

Stake Holder Centricity

Customer Experience

Mark. Executive

eCRMManager

Campaigns / Branded content

Products Management

RoleStake Holder

Video Content

Mathijs Mariet MarietMathijsMariet

Alex

#4

Visualize & Identify

Learn them all

Visibility

Utilization

#5

Not

Pull

Push

#6

The

Quantify

Opportunity

Money is a common language

“Every day you DON’T

make this change,

you’re missing out on

EUR 20,000 of

additional revenue”

#7

Impact of

Measure

Changes

Analytics as a profit centre

£36,000+ extra

revenue since

change was

made

#8

Top

Down

Focus on quick wins

#9

Stop Analysing

Start Testing

Test and Learn

VS.

#10

Not

People

Technology

46%

26%

15%

5%

2% 2%4%

46%

32%

8%

6%

2% 1%

6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0 1 2 3 4 5 More than 5

2009 2008

Investment in people

Internal staff 42% +6%

Technology 38% -7%

Consulting 18% 0%

YoY2009

#11

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