from web analytics to integrated online marketing
DESCRIPTION
AT Internet presentation at Emetrics TorontoTRANSCRIPT
From Web Analytics to Integrated Online Marketing
eMetrics Toronto2010, March 9th
Agenda
1. AT Internet's presentation (5')2. Show time ! (45')3. Synthesis (5')4. Q&A (5')5. Wine bottle draw (2')
AT INTERNETA short corporate presentation
Online Intelligence Solutionsby AT Internet
Drive the performance of your online business
Optimisation of the key indicators (KPIs) Help with strategic decision-making ROI of online marketing campaigns Measure all online platforms – mobile and rich media
What we do – AT Internet
ServicesSupport Consulting Training Certification
SalesTracker DataExplorer Observer BuzzWatcher
Years of experience and customer focus
15 years of online business experience
Market leader in continental Europeo 3,500+ clients from all verticalso 350,000+ measured websiteso 30 billion+ page views measured per month
Philosophy = Development and Deliveryo Strong R&D focuso Reliability of datao High-Quality Service & Support
Company: 130+ employees worldwideo R&D represents over 60% of total staff
International certification
Facts and figures
Revenue 2010 : €10 million
+30% growth per year since 2003
Profitable for the past 7 years
€5 million raised this year to support international development
Same management team since the beginning, unique in this volatile world
Independent since its inception
Family business, unique at this level
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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Revenues EBIT
AT Internet's projected Revenues and EBIT2004-2014F (Fiscal year end - September 30th)
(in thousands of Euros)
An aggressive international strategy is underway
International office locations
France - Bordeaux (HQ)France - Paris
United Kingdom - London
Canada - Montreal
Germany - Munich
Spain - Madrid
China - BeijingChina - Shanghai
Worldwide data centres
France (2)
Canada
China
3,500 customer from all verticals trust AT Internet
FASHION AND ONLINE INTELLIGENCE
From Web Analytics to Integrated Online Marketing
From Web Analytics to Integrated Online Marketing
This is a fictional story inspired by real life situations
encountered by our support consultants. All
characters in this presentation are fictitious and any
resemblance to people, living or dead is purely
coincidental…
From Web Analytics to Integrated Online Marketing
Starring :
Rebecca : Jr Web Analyst
Nicolas : H.I.P.P.O rebecca’s boss
Alex : AT Internet Consultant
Paris Halton: Top Model, Rebecca’s friend
From Web Analytics to Integrated Online Marketing
You are so lucky!!I’d love to work for the fashion industry like you…
It has nothing to do with luck
You know what?The marketing department at Yves Saint-Lazare is hiring. I know the boss personaly. You should apply!
Really?That would be sooo niiice!
One week later
Welcome to Yves Saint-Lazare Rebecca!You will be part of the web team, you will report directly to me. You might need to collaborate with IT teams and Marketing/Communications.
Thank you!I am really glad to work for Yves Saint-Lazare. It is like a dream come true!
Your first Job will be analyzing the online traffic and campaigns performance. I Need ROIDo you know anything about Web Analytics?
Not really, but I will learn fast, I promise!
I have some stuff for you to read…
From Web Analytics to Integrated Online Marketing
Web Analytics is easy!Avinash Kaushik
It depends…Stéphane Hamel
Web Analytics is hard !Eric T. Petersen
Rebecca decides to follow Stephane Hamel’s maturity model.
From Web Analytics to Integrated Online Marketing
Rebecca starts looking at the data already available on the Interface, she notices some irregularities:
From Web Analytics to Integrated Online Marketing
Level 1 Analytics
o Online marketing budget = 5000$/weeko 100 % of the traffic is organic.o No conversionso Bounce rate = > 90%o Only one page is visitedo Time spent is always 0o No funnels
AT Internet consultant recommends to use the Flash tags (ActionScript 3):o Tracking all pageso All events and clickso Visitor behavioro Conversionso Funnelso ClickZone
From Web Analytics to Integrated Online Marketing
Instant results:o Bounce rate = 35%o Conversionso Funnelo ClickZone
From Web Analytics to Integrated Online Marketing
Nicolas asks for ROI per Campaign and per channel…
New measurements:o Identified visitors + visitors' categorieso Manual tracking of marketing campaigns with
marketing department effortso Campaigns performance and ROI
From Web Analytics to Integrated Online Marketing
Level 2 Analytics
But some disparities appear in
comparison with data sent by
third party providers: Google
Adwords, Dart and so on…
From Web Analytics to Integrated Online Marketing
Do you all have the same numbers between web
analytics data and third party marketing tools data
(PPC, Banners, Emailing…)?
Alex, how can you help us to solve this data disparities ?
From Web Analytics to Integrated Online Marketing
AT Connect implementation (API):o Marketing campaigns: automatic trackingo CRM bridge to include visitor criteriaso Saves a lot of time !
From Web Analytics to Integrated Online Marketing
Level 3 Analytics
From Web Analytics to Integrated Online Marketing
From Web Analytics to Integrated Online Marketing
landing page
conversion page
AT Internet
Emailing platform
Voice of Customer
Data Integration from third party tools:o Adwordso Emailingo Bannerso CRM bridgeo Synchronized order status
From Web Analytics to Integrated Online Marketing
Level 4 Analytics
From Web Analytics to Integrated Online Marketing
Evolution of the validated and pending orders
SEM data import
CRM data integration
Alex recommends activating the following modules:o Multi Variate Testingo Segmentationo Channel Optimizero Automatic Emailing Campaigns (scenario based)
From Web Analytics to Integrated Online Marketing
Level 5 Analytics
Nicolas wants segmented data and wants a better ROI : Targeted and customized marketing campaigns.
#B#ATop right
Promo
Bottom right
Promo
From Web Analytics to Integrated Online Marketing
Results
A/B Test
From Web Analytics to Integrated Online Marketing
Segment building
From Web Analytics to Integrated Online Marketing
ROI is disappointing, no more growth.Marketing budgets are frozenNew buzz word : "Social Media"o First viral campaigns failed. Why?
From Web Analytics to Integrated Online Marketing
October November December January February March0
20
40
60
80
100
120
140ROI Budget
Social media 4 S’so Tell Good Storieso Make them Stickyo Package them to be Shareableo Launch them using all available Social Media
From Web Analytics to Integrated Online Marketing
Oh! You should have a look at my Facebook FanPage, I have 72 436 fans !
From Web Analytics to Integrated Online Marketing
Hi Rebecca !How is your new job at Yves Saint-Lazare?
Always busy but I love it !!This week for instance, I need to launch campaigns on Twitter, Youtube, Facebook…
Really? That’s great news I hope you don’t mind giving us a little help on this.
…Of course not
From Web Analytics to Integrated Online Marketing
Why did the conversion rate drop so much?
Rebecca asks the marketing and the IT departments
October November December January February March0
10
20
30
40
50
60
70Conversions Social Media invest.
From Web Analytics to Integrated Online Marketing
We have launched a huge viral campaign!See BuzzWatcher, great results.Especially since Paris Halton helped us with her fan pages…
Marketing team
From Web Analytics to Integrated Online Marketing
Panic! Our servers went down because we had too much traffic!
IT team
Conclusion
Technology and tools do not guarantee online success.
Having the appropriate human ressources is the solution.
Collaboration and communication between different teams
and departments : marketing, IT, Web… is essential.
From Web Analytics to Integrated Online Marketing
THE ONLINE INTELLIGENCEA synthesis of our vision
Our vision : the Online Intelligence
Online Intelligence
Web Analytics
My IS
my site(web + mobile)
My server
my visitorsbuzz My competitors
Our project : the Digital WorkSpace NX
Digital WorkSpace
NX
Analyzer Web NX
Analyzer Log NXObserver
NXBuzz Watcher NX
Technological partnerships
Questions?
Who wins the bottle?
Happy birthday Nicolas Babin!Please vote for Nicolas
for the WAA board's elections!
Thank you!
AT Internet Canada33, rue Prince
Montréal , H3C 2M7QC, Canada
Tel : 514 658 3571
Fehmi FenniaWeb Analytics [email protected]
Alexandre MétierWeb Analytics [email protected]