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