Download - 07-16-2015 Project Updates
First 30 Days07/16/2015 KM Marketing Coordinator
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
The Big Picture
● Increase frequency of visits for returning customers● Convert returning visitors who have not yet purchased (window shoppers)● Encourage returning customers to try new types of items or brands
Daily Deals: Plan
Creation
Soft Launch
Test Functionality
KPI Ident.
KPI Tracking
Continued Development
Phase 1
Phase 2
Phase 3
Phase 4
Phase 5
Test Shopper Response
Coordination:- Social- Newsletter- Affiliates
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Daily Deals: Integration
The Little Picture
● Algorithms and automation built from scratch● Spreadsheets feed item recommendations, calculate fluid performance metrics
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Daily Deals: Tracking
Performance Comparison
Future Milestones
Q3
● Correct gap in Analytics reporting between estimated and actual revenue from DD
● Track item performance by type (not just brand)
Q4
● Forecast performance of items based on type, brand, pricing, and day
● Optimize for item type, brand, and/or pricing to achieve maximum deal sales per day
2016+
● Utilize customer profiling to target personalized re-engagement campaigns
● Create algorithm for auto-selecting “deal” items
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Analytics: Upgrades
Now with Extra Extra!
● Transfer to Universal Analytics● Enhanced Ecommerce upgrade● Referral exclusions set up
Important Metrics
● Campaign performance● Purchase funnel performance● Checkout funnel performance● Product list performance● Coupon and affiliate marketing
Future Milestones
● Filter bot traffic (Q3)● Recover (Not Provided) keyword
traffic (Q4) Enhanced Ecommerce Checkout Behavior Analysis
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
KPI Reporting: Upgrades
Making It Work... Smarter
● Transferred EP and HP KPIs to shared spreadsheet● Organized data to enable scalable long-term
tracking● Structured pivot tables to feed complex charting● Implemented linear (MoM) and year-over-year
Defining a Standard
● Clear, accurate reporting to facilitate decisions● Charts enable quick comparison and analysis● Enforce best practices
○ Large range = Start-at-zero columns○ Small range = Truncated line○ Same metrics, same axis○ Same comparison, same ratio○ Annotations
Old Tracking
New Tracking
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Reviews: Post-Interaction Email
Before TreatmentBetter, Stronger, More Interesting
● Removed image pixelation● Removed product bias● Integrated logo into banner● Updated reward incentive● Updated call-to-action
“So, did it work?” KPIs Tracking
● % of Transactions Reviewed● Total Reviews per Month
Future Milestones
● Consistent 4.5% of monthly transactions reviewed (Q4)
● Expand coordination with social (monthly)
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Reviews: Analytics
Product Review Performance
● Feature highly rated products● Feature products with 0 reviews● Investigate low rated products● Escalate problem trends
○ Product performance○ Shipping○ Customer service
Future Milestones
● 60% product coverage* (2016)● Upgrade to Conversations platform to
improve SEO (Q3)● Implement PIE delay for international
customers (Q3)
* “Having almost 50% of your products that have reviews, that’s outstanding … you guys are definitely exceeding the industry benchmark.” - Amanda, Bazaarvoice Acct. Mngr.
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Reviews: Upgrades
Pushing SEO: Conversations Platform*
● Dynamically feed user-generated content● Increase category page organic search traffic● Track individual shopper behavior● Receive compiled, tagged product feedback● Segment customers for personalized targeting● Highlight both extremely satisfied and dissatisfied
customers for appropriate action
Addressing International Complaints: ROI Beacon*
● Delay sending of PIE to international customers● Receive email after product--not before!
* In progress
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Project Progress So Far
SEO: Plan
Crawl Determine Priority Pages
Technical Updates Rd. 1
Content Updates
Technical Updates Rd. 2
ON HOLD
ON HOLD
EP
EPRX
HVRX
Working On Right Now
● Keywords with more search traffic than competitors are reaching
● Bringing EP titles into line with best practices● Optimizing EP meta descriptions for top pages
Future Milestones
● Content keyword optimization (Q4)● Less frequently visited pages (Q4)
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Outside Vendors: Reconnecting
Reigniting Relationships| OurPet’s
● SEO optimization● Re-imaging● Product messaging
| Petstages
● New products● Discontinued products● Re-imaging● Product messaging
| PL360
● Rebranding● Promotion planning
| The Pet Firm
● New products● Product messaging
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Smaller Projects
Dog/Cat category page links
Best of 2015
AgilOne reporting issues
Bazaarvoice feed error correction
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Smaller Projects
Programmatic marketing research
Predictive marketing research
Mobile advertising research
Personalization research
OutlineDaily Deals Plan Tracking Integration
Analytics Upgrades
KPI Reporting Upgrades
Reviews Post-Interaction Email Analytics Upgrades
SEO Plan
Outside Vendors Reconnecting
Smaller Projects
Summary
Summary
Done
● Daily Deals launch● Enhanced Ecommerce
upgrade● KPI best practices
reporting standard● PIE update● Monthly reward drawing● SEO technical
optimization groundwork● Reignite vendor/COOP
relationships
Working On (Q3)
● Daily Deals KPI reporting● Conversations platform
upgrade● ROI beacon upgrade● Analytics bot traffic
filtering● Customer reviews social
coordination● SEO technical updates● Vendor relationships● Programmatic research● Predictive research● Mobile research● Personalization research
Future (Q4+)
● Daily Deals optimization● (Not Provided) keyword
recovery● Increased % monthly
transaction reviews● 60% product review
coverage● Mobile recommendations● Personalization
enhancements