pekka koskinen-usage of web analytics to gain competitive advantage in tough economic environment
DESCRIPTION
Snoobi- Online Business Intelligence5.11.2008TRANSCRIPT
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"Usage of web analytics to
gain competitive advantage in
tough economic environment"
Tallinn, Estonia
5.11.2008
Pekka Koskinen
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Snoobi company overview
• Snoobi Oy founded 2004 by Pekka Koskinen
• 35 employees + partner network
• Offices at Helsinki, Tallinn and Amsterdam
• Fastest growing technology company in Finland
(Technology fast 50 Rising Star, Deloitte
10/2008)
• Web analytics company
• Tracking over 3400 websites
• Finnish market leader
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Snoobi web analytics tool
Some Estonian
client
examples:
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Challenging economic environment
• Automatic growth has stalled
• Need to retain or increase sales while building cost
efficiency
• Focus from adding resources � smarter operations
• More focus on Internet, away from traditional advertising
– Search engine , mobile and email marketing are biggest growers
• More sales with same resources– Need to increase hit rate in sales
– Demand for better and qualified leads
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Internet management process
• Targets of online strategy
– More sales (new and existing customers)
– Cut operating costs
– Build knowledge / brand / marketing
• Means: website with services to target groups
• Effective management of Internet operations based on firm data
– Convert more visitors into customers
– Acquire more good quality visitors
– Improve content, make modifications
– Analyze the impact, plan actions
2. Acquire
1. Convert
3.
Renew
4. Analyze
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How web analytics helps?
Sales /
cost
savings
value
Web analytics
Buyers
Contacts
2. Optimize marketing
spent, bid
management,
campaign optimization
Browsers
3. Generate B2B
leads
1. Improve content
and conversion
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Who needs web analytics?
Marketing
Sales
Communications,
product managers
IT
Executives
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Steering visitors
Before improving conversion , first you have to know what visitors are doing now on the website
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Improving conversion
• Improve content
• Add links to ”call to action” pages
• Make sure people find the right content
• Test and measure
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Driving visitors to the site
Email campaigns
Directories
Search engines
SEM
Banners
Links / blogs
Direct traffic
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Traffic sources
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Tracking advertisements
• ALL online advertising can be tracked
– SEO, adwords, email, banners, blogs,
directories
– Clicks, bounce rates, keywords, conversions,
clickpaths, content, companies
• Revenue / cost � ROI
• Optimize marketing budget
• Test, monitor and improve campaigns
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Optimizing Google Adwords
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Sales advantage
• Know what companies visit your website and
what they do!
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Examples how to do smarter sales
• Generate qualified and focused leads:
– Companies that have visited the site within a month
– Companies that have used a specific search term
– Companies that have visited a certain page or section
– Companies that load over 10 pages
– Companies that have reacted to an email campaign
– Companies from a certain country
• Know more about customers activity on your website before meeting
– Has the customer visited our website?
– If yes, what has he done there?
– How many times and how many different people?
– Is the customer showing interest after meeting / during sales process?
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Automatic lead filtering and delivery
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Management’s KPI view
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Our service model
1. Snoobi gives ideas and examples
2. Snoobi very easy to install (generic script), Snoobi gives instructions
3. Snoobi does the configurations
– Readable page names, sectioning, goal pages, internal search engines
– Configurations reflect to historical data
4. Training to users– How Snoobi is used and configured
– How to measure online marketing
5. Local support (technical and business)– Alerts if problems
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Snoobi partnership program
Companies in the field of online business can apply
Benefits:
• Free usage of Snoobi technology in own websites
• Can offer clients free Snoobi trials
• Web analytics education and support
altex offers two months free Snoobi trials for all interested participants