kondiment how to measure online succes

How to measure and optimize online success

Lucian Despoiu, managing partner, Robert Gibbs, managing partnerKONDIMENT GROUP GmbH

Key topicsMeasurement and optimization basics (Lets Start with Analytics) How to create a data-driven corporate culture(company-perspective) Business- Excellency through Analytics(the next level) Kondiment Group GmbH & Kombo - 60 seconds(welcome to the elevator)

How to measure online success

1. Define Success

Lets Start - 1

1. Define quantifiable Success Matrics

Lets Start - 1

== > Website == > Email Sign Up == > Sale

Lets Start - 1

Cost per Sign up € perClick Rate client=== > Website === > Email Sign Up === > Sale

How to start - 1

2. Don’t rely on your designers/agency!

Lets Start - 2

2. Don’t rely on your designers/agency!TRUST YOUR VISITORS!

Lets Start - 2

MEDIA

BUTTON

Lets Start - 2

Lets Start - 2

Button:1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:1. Get Involved Image

2. Family Image

3. Change Image

4. Barack’s Video

5. Springfield Video

6. Sam’s Video

Lets Start - 2

Button:1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:1. Get Involved Image

2. Family Image

3. Change Image

4. Barack’s Video

5. Springfield Video

6. Sam’s Video

Landing Page Variations

Lets Start - 2

Button:1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:1. Get Involved Image

2. Family Image

3. Change Image

4. Barack’s Video

5. Springfield Video

6. Sam’s Video

Landing Page Variations

Example – Barack Obama - winningLets Start - 2

Example – Barack Obama - winningLets Start - 2

Lets Start - 3

Divide and Conquer!

Lets Start - 3

Lets Start - 4

4. Forget CLICKS!

How to start - 4

Clickstream

Multiple Outcome Analysis

Experimentation & Testing

Voice of Customer

Competitive Intelligence

Insights

How to start - 4

Clickstream

Multiple Outcome Analysis

Experimentation & Testing

Voice of Customer

Competitive Intelligence

Insights

The GOLD

The WHAT ELSE

The WHY

The HOW MUCH

The WHAT

Lets Start - 5

Always Generate Actionability OUT of your Data!

NO REPORTS, BUT Analysis!

Top content related to time on page compared with site’s average

Lets Start - 5

Ecommerce

Lets Start - 5

Which traffic source? (from ecommerce point of view - conversions)

Lets Start - 5

Goals

Lets Start - 5

Which traffic source? (from goals point of view)

Lets Start - 5

1. Create Visibility for internet projects

Data-Driven Business Culture - 1

1. Create Visibility in the Boardroom for internet projects

Data-Driven Business Culture - 1

Create Visibility in the Boardroom for internet projects?

How?Try to make business meaning of your data for your directors/owners. (the very essence of Analytics)

Talk: Sales increase/decrease, Return On Investment for every digital channel/campaign, Churn Prevention/Digital Care Strategies, Don’t talk: screen resolutions, unique visitors, page views

Data-Driven Business Culture - 1

Data-Driven Business Culture - 1

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</ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT has three individuals who have successfully passed the Google Advertising Professional Exam and five <a href="/servicii/web-analytics.aspx">Google Analytics</a> qualified individuals and it is the first

Romanian company to become Google Analytics Authorized Consultant.</div> <div class="adwords"><a href="https://adwords.google.com/select/ProfessionalStatus?id=xNOTxredp4mYKmTkfzWtmQ&hl=en_US." target="_blank"><img src="/Templates/k/images/adwords.jpg" alt="Google Adwords" width="65" height="65" /></a><br /><br /> <img src="/Templates/k/images/analytics.jpg" alt="Google Analytics" width="65" height="65" /> </div> </div> </div> </div> </div> <div class="clear"></div> </div> <script

type="text/javascript"> var gaJsHost = ("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'

type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var firstTracker = _gat._getTracker("UA-9180787-1"); firstTracker._initData(); firstTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA-1442125-

26"); secondTracker._initData(); secondTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {}</script> </form> </body> </html> <!--

Don’t let Analytics Department/Internet Projects in the hands of the technical people!

Data-Driven Business Culture - 2

Empower your data analysts!

Lets them try! Make errors! Optimize!Business Lessons learnt SCALE UP(Hrabren S: “there is no golden bullet “ – RNM 2009)

Data-Driven Business Culture - 3

Data-Driven Business Culture - 3

Data-Driven Business Culture - 3

Data-Driven Business Culture - 3

Data-Driven Business Culture - 3

Data-Driven Business Culture - 3

Encourage depersonalization of the decision-making process

Data-Driven Business Culture - 4

Let DATA speak!

Data in context:

- Against yourself - Against the market/the competitors

Data-Driven Business Culture - 4

Data-Driven Business Culture - 4

Data-Driven Business Culture - 4

Data-Driven Business Culture - 4

Data-Driven Business Culture - 4

Data-Driven Business Culture - 4

Integrate data about your consumers through ALL channels/touch-points/campaigns

Business Excellency - 1

Data Loading & Preparation

Merge/PurgeProcessing

Data SourceUpdates

Data Quality Management & ETLMulti-Channel

Synchronization Rules Engine

Web Analytics& Reporting

Reporting & Analytics

IntergratedCampaign Data

Warehouse

All Prospect DataSource FilesCustomer FilesTransaction FilesSuppression FilesMaintenance Files

EmailMarketing

MobileMarketing

CampaignManagement

DetinationsPrsomtions &

Surveys

ConversionMicrosites

Prospect,Suppresion &

Activation DataStores

Input Source Files

Cross-Channel Analytics Integration - 1

Integrate the BI/Analytics Department in the FULL Customer Engagement Cycle

Business Excellency - 2

CAPTUREREACTION

MESSAGEOPTIMIZATION

BEHAVIORALDATA

INSIGHTS

MESSAGEDELIVERY

CAPTUREREACTION

MESSAGEOPTIMIZATION

CONTENTREQUIREMENTS

BEHAVIORALDATA

INSIGHTS

ENGAGEMENTSEGMENTS

Business Excellency - 2

- 140 people (FTEs) in the Group- 4 + 2 offices: Bucharest, Munich, Chicago, Yerevan

+ Sofia, Istanbul

- Google Adwords Certified Company- Google Analytics Authorized Consultant- Google AdWords Seminar Leader for ROmania

- KOMBO.ro – in the process of becoming GOOGLE AdWords RESELLER for ROMANIA

KONDIMENT GROUP GmbH

KONDIMENT GROUP GmbH

How to measure and optimize online success. Thank you!Lucian Despoiu, managing partnerLucian.Despoiu@kondiment.com+40 722 62 71 64

Robert Gibbs, managing partnerRobert.Gibbs@kondiment.com