online strategies enabled by web analytics final

8/6/2019 Online Strategies Enabled by Web Analytics Final

1/19

The Business Case for AnalyticsWhat do you want your website to be?

Max Tremblay: Consultant/Digital Fusion Strategist

1


2/19

Agenda

Real World Case Study & Challenge

Eco-system Traffic Source/Flow The Boardroom

Getting Buy-in Overview 5 Keys to buy-in

Case Studies & Tracking for Success

2


3/19

Home Page

3

Web Eco-System What does your site do or want to be?

Tool(Workopolis)

Revenue Channel(EBAY, Indigo)Lead Gen

(Dell, B2B sites)

Brochure(Canadian Tire)

Traffic Ad PlayPortals/Social Media

BasicNeeds

Expectations

Unarticulated Needs

Your Web Site

S.O.R.A The case for Web Analytics October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential


4/19

Realities of your web business

S.O.R.A The case for Web Analytics October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 4


5/19


6/19

6

Visitor action/activity flow pathing

Browse & Bounce

Search

Write text/emailUpload or

download stuffSign up to

emailShop on

ecom

Buy

Conversion Rate

Transactional Behavior



7/19

Business/Marketing Strategies 101

2010 Business ObjectivesRevenue/Profit Targets

Brand Engagement/Health KPI

2008 Strategic Pillars(Your Company name) is (Your Value Proposition) to (Your Target Market)

Category

Strategy #1..-Tactic #1

Competition


Consumer


Customer


Company


5 Cs INSIGHTS & Tactics



8/19

The dreaded boardroom roasting

CTOCEO

CFO


9/19

draftWeb Analytics Costs money. (People & technology) Doesnt sell itself. Scares People.

Requires longer term buy-in to be successful. Really, really nerdy.

AND IS:

9

A powerful tool that will enable you to makebetter business decisions.


10/19

draft5 keys to buy-in1. Identify the 4 Stakeholders2. Meet with stakeholders individually & listen.3. Deliver the 1 pager

4. Recruit evangelists, show the sizzle5. Show the ROI, over and over and over.

10


11/19


12/19

Business questions that need answers!

What keeps me up at night? What/Where are my sources of leads and revenues Who are my best customers? How do increase share of wallet? How do I build greater engagement and return business

How do I get my consumers/customers to the right place FAST. Which off/online investments is working? What is the ROI/SAC

on SEM, SEO,Display ad, Social media, Affiliate, email?


13/19

Case Studies Tracking for Success Example 1 B2C Visitor KPI Acqisition

What are the most cost effective sources/channels to drive visitor

action on our site?

Example 2 Ecommerce Lead Gen & PurchaseConversion

What are the most cost effective sources/channels to drive leads,then purchase conversion and revenue.

Example 3 Funnel Conversion Segmentation Where do visitor fall off in the e-com flow, and do conversion rate

differ by visitor segment (how many visits).

13S.O.R.A The case for Web Analytics October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential


14/1914

Example 1 KPI B2C Dashboard (#s are purely fictional)Pick

meaningfulKPIs

Compare vsprevious week,month, YTD, LY

Compare Channels in

source

Cost per Actions

selected

Best Bang for yourbuck but SEO costdifficult to allocate

Should be able to trackEmail, Mobile & Affiliates


MainSource/Media

SubSection Visitor

% chgVYA

Action #1(Search for)

Visit/Action #1

Action #2email sign up

Total Cost/Investment

CPC(Visitor) CPA#1 CPA#2

Direct Traffic 1000 5% 5000 5.0 250Google Total 100 2% 300 3.0 26 100.00$ 1.00$ 0.33$ 3.85$

Google SEO 40 10% 200 5.0 20 -$ -$ -$ -$

Google SEM 60 -5% 100 1.7 6 100.00$ 1.67$ 1.00$ 16.67$MSN Total 200 9% 200 1.0 20 200.00$ 1.00$ 1.00$ 10.00$

MSN Messenger 100 0 150 1.5 10 100.00$ 1.00$ 0.67$ 10.00$MSN Big Box 100 2% 50 0.5 10 100.00$ 1.00$ 2.00$ 10.00$

Yahoo Total 100 -2% 400 4 40 50.00$ 0.50$ 0.13$ 1.25$Ad Networks Total 200 3% 50 0.25 50 200.00$ 1.00$ 4.00$ 4.00$Other Refering Sites 200 -10% 70 0.35 50 -$ -$ -$ -$Email Total 100 25 0.25 10 5.00$ 0.05$ 0.20$ 0.50$Mobile 50 50 1 1 -$ -$ -$ -$Affiliate Total 100 10 0.1 15 10.00$ 0.10$ 1.00$ 0.67$


15/19

Example 2 Ecommerce Dashboard (#s are purely fictional)

15

Last StepCheck outpurchase

E-com Flow Step 1lead generation

Return on Investment

Measurecost per

lead

Should be able to track Email,

Mobile & Affiliates

MainSource/Media

SubSection

Step 1Lead

% chgVYA

Step 5Check Out

ConversionRate Revenue

Total Cost/Investment

CPL Step1 Lead

CPAStep 5 ROI

Direct Traffic 5000 5% 250 5.0% 2,500.0$Google Total 300 2% 45 15.0% 450.0$ 100.00$ 0.33$ 2.22$ 450%

Google SEO 200 10% 15 7.5% 150.0$ -$ -$ -$ 1000%Google SEM 100 -5% 30 30.0% 300.0$ 100.00$ 1.00$ 3.33$ 300%

MSN Total 200 9% 14 7.0% 140.0$ 200.00$ 1.00$ 14.29$ 70%Yahoo Total 400 -2% 15 3.8% 150.0$ 50.00$ 0.13$ 3.33$ 300%Ad Networks Total 50 3% 3 6.0% 30.0$ 200.00$ 4.00$ 66.67$ 15%Other Refering Sites 70 -10% 1 1.4% 10.0$ -$ -$ -$ 1000%Email Total 25 3 12.0% 30.0$ 5.00$ 0.20$ 1.67$ 600%

Affiliates Total 10 3 30.0% 30.0$ 10.00$ 1.00$ 3.33$ 300%

Total Paid Total 1355 5% 129 9.5% 1,290.0$ 665.00$ 0.49$ 5.16$ 194%

Whatconvert best



16/19

Example 3 - e-commerce Purchase Funnel (all numbers are examples )

16

Conversion Rate: XX%

Return Visits: XX% New Visits: XX%

Identifying % abandon toother sections of the site& may reengage in thefunnel

Identify leakage or top 5next pages exiting funnel1. Product : XX%2. Exited Site: XX%3. Home Page: X%4. Login In (time out): X%5. Unknown (error): X%

Provide estimate ofannual revenue impact



17/19

Disclosure - What should your web analytical tool do

Grow revenue , driving millions in incremental $$$Save you bazillions of $$$Accelerate speed to market & decision making process

Rationale forWeb Analytics

Track all your online activitiesEasy to useManage all paid search campaignsTrack all your banner/display ads anyway you wantchannel, size, formatManage all email/outbound from open rate to conversion

Web Analyticaltool must have

Used & Fell inlove with



18/19


19/19

draft

QUESTIONS?

Max Tremblay (Independent Consultant)(E) [email protected]

(C):416-399-0381(Linked-in): http://www.linkedin.com/in/maxtremblay2009

(T) http://twitter.com/maxtremblay100

19
mailto:[email protected]://www.linkedin.com/in/maxtremblay2009http://twitter.com/maxtremblay100http://twitter.com/maxtremblay100http://twitter.com/maxtremblay100http://www.linkedin.com/in/maxtremblay2009mailto:[email protected]

online strategies enabled by web analytics final

Documents