day 2: what gets measured gets done - using analytics to drive conversions

What Gets Measured Gets Done - Using Analytics to

Drive Conversions

Joe Megibow, Expedia Jennifer Veesenmeyer, Stratigent

!!

!!Impressions

Clicks

Quote starts

Quote submits

Application starts

Application submits

Policy underwritten

Paid policies

!!

!!Impressions

Clicks

Quote starts

Quote submits

Application starts

Application submits

Policy underwritten

Paid policies

Challenges

!!

!!Impressions

Clicks

Quote starts

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

1.

Sales occur offline

2.

Third party quoting

1.

Sales occur offline

2.

Third party quoting

3.

No standardization - Funnel steps - Definitions - Goals

Challenges

!!

!!Impressions

Clicks

Quotes (Event)

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

Paid Search Funnel

Challenges

!!

!!Impressions

Clicks

Quotes (Page View)

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

Display Ad Funnel

1.

Sales occur offline

2.

Third party quoting

3.

No standardization - Funnel steps - Definitions - Goals

Challenges

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!!Emails Received

Emails Opened

Quotes (Event)

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

Email Funnel

1.

Sales occur offline

2.

Third party quoting

3.

No standardization - Funnel steps - Definitions - Goals

1. Sales occur offline

2. Third party quoting

3. No standardization - Funnel steps - Definitions

Challenges

!!

!!Emails Received

Emails Opened

Quotes (view/event)

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

!!

!!Emails Received

Emails Opened

Quote starts (View)

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

Approach

1. Enhance cross domain tracking and campaign tracking

Approach

!!

!!Impressions

Clicks

Quote starts

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

1. Enhance cross domain tracking and campaign tracking

2. Standardize definitions and goals

Approach

!!

!!Impressions

Clicks

Quote starts

Quotes received

Application starts

Application submits

Policy underwritten

Paid policies

BEFORE

Paid Search Display Ads

Quotes 912 1,180

Cost per Quote $11.77 $6.17

BEFORE

Paid Search Display Ads

Quotes 912 1,180

Cost per Quote $11.77 $6.17

LATER

Paid Search Display Ads

Quotes Submitted 912 594

Cost per Quote Submitted $11.77 $12.27

BEFORE

Paid Search Display Ads

Quotes 912 1,180

Cost per Quote $11.77 $6.17

LATER

Paid Search Display Ads

Quotes Submitted 912 594

Cost per Quote Submitted $11.77 $12.27

AFTER

Paid Search Display Ads

Paid Policies 147 89

Cost per Paid Policy $73.02 $81.86

Actions and Outcomes

Move budget from display ads to paid search

Improved ROI meant more than $50K incremental

revenue in 30 days

Executives increased the overall marketing budget

SUMMARY

Measuring Cup

Shaker Glass

Ice Salt

Tequila

1.5 oz Camarena Reposada

Lime

4 oz Costco Margarita Mix

SUMMARY

Optimize to the

business goal Standardize

definitions Don’t take No for an

answer View performance in one

place Celebrate successes

1. 2. 3. 4. 5.

!!!!!