Download - Kondiment How To Measure Online Succes
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How to measure and optimize online success
Lucian Despoiu, managing partner, Robert Gibbs, managing partnerKONDIMENT GROUP GmbH
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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
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1. Define Success
Lets Start - 1
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1. Define quantifiable Success Matrics
Lets Start - 1
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== > Website == > Email Sign Up == > Sale
Lets Start - 1
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Cost per Sign up € perClick Rate client=== > Website === > Email Sign Up === > Sale
How to start - 1
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2. Don’t rely on your designers/agency!
Lets Start - 2
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2. Don’t rely on your designers/agency!TRUST YOUR VISITORS!
Lets Start - 2
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MEDIA
BUTTON
Lets Start - 2
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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
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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
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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
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Example – Barack Obama - winningLets Start - 2
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Example – Barack Obama - winningLets Start - 2
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Lets Start - 3
Divide and Conquer!
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Lets Start - 3
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Lets Start - 4
4. Forget CLICKS!
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How to start - 4
Clickstream
Multiple Outcome Analysis
Experimentation & Testing
Voice of Customer
Competitive Intelligence
Insights
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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
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Lets Start - 5
Always Generate Actionability OUT of your Data!
NO REPORTS, BUT Analysis!
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Top content related to time on page compared with site’s average
Lets Start - 5
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Ecommerce
Lets Start - 5
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Which traffic source? (from ecommerce point of view - conversions)
Lets Start - 5
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Goals
Lets Start - 5
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Which traffic source? (from goals point of view)
Lets Start - 5
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1. Create Visibility for internet projects
Data-Driven Business Culture - 1
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1. Create Visibility in the Boardroom for internet projects
Data-Driven Business Culture - 1
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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
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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> <!--
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Don’t let Analytics Department/Internet Projects in the hands of the technical people!
Data-Driven Business Culture - 2
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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
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Data-Driven Business Culture - 3
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Data-Driven Business Culture - 3
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Data-Driven Business Culture - 3
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Data-Driven Business Culture - 3
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Data-Driven Business Culture - 3
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Encourage depersonalization of the decision-making process
Data-Driven Business Culture - 4
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Let DATA speak!
Data in context:
- Against yourself - Against the market/the competitors
Data-Driven Business Culture - 4
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Data-Driven Business Culture - 4
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Data-Driven Business Culture - 4
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Data-Driven Business Culture - 4
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Data-Driven Business Culture - 4
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Data-Driven Business Culture - 4
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Integrate data about your consumers through ALL channels/touch-points/campaigns
Business Excellency - 1
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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
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Integrate the BI/Analytics Department in the FULL Customer Engagement Cycle
Business Excellency - 2
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CAPTUREREACTION
MESSAGEOPTIMIZATION
BEHAVIORALDATA
INSIGHTS
MESSAGEDELIVERY
CAPTUREREACTION
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
BEHAVIORALDATA
INSIGHTS
ENGAGEMENTSEGMENTS
Business Excellency - 2
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- 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
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KONDIMENT GROUP GmbH
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How to measure and optimize online success. Thank you!Lucian Despoiu, managing [email protected]+40 722 62 71 64
Robert Gibbs, managing [email protected]