“performance marketing: how to achieve measurable success on the internet” – chisinau....
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“Performance marketing:How to achieve measurable success on the Internet” – Chisinau. Aprilie. 2012 --
Lucian Despoiu, managing partner, KONDIMENT GROUP GmbH
Key topics Measurement and optimization basics (Let’s Start with Analytics) How to create a data-driven corporate culture(company-perspective) Business- Excellency through Analytics(the next level) Kondiment Group GmbH & Lucian Despoiu (quick facts)
Measurable Online Success : Chisinau
1. Define Success
Lets Start - 1
1. Define quantifiable Success Metrics
Lets Start - 1
Ads == > Website == > Email Sign Up == > Sale
Lets Start - 1
Cost per Sign up € per Click Rate clientAds === > Website === > Email Sign Up === > Sale
How to start - 1
Lets Start - 1
2. Don’t rely on your designers/agency!
Lets Start - 2
2. Don’t rely on your designers/agency!TRUST YOUR VISITORS!
Lets Start - 2
MEDIA
BUTTON
Lets Start - 2
Lets Start - 2
Button:1.Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Lets Start - 2
Button:1.Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Landing Page Variations
Lets Start - 2
Button:1.Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Landing Page Variations
Example – Barack Obama - winningLets Start - 2
Example – Barack Obama - winningLets Start - 2
Lets Start - 3
Divide and Conquer!
Lets Start - 3
Lets Start - 4
4. Forget CLICKS!
How to start - 4
How to start - 4
The GOLDThe GOLD
The WHAT ELSEThe WHAT ELSE
The WHYThe WHY
The HOW MUCH
The HOW MUCH
The WHATThe WHAT
Lets Start - 5
Always Generate Actionability OUT of your Data!
NO REPORTS, BUT Analysis!
Ecommerce
Lets Start - 5
1. Create Visibility for internet projects
Data-Driven Business Culture - 1
1. Create Visibility in the Boardroom for internet projects
Data-Driven Business Culture - 1
Create Visibility in the Boardroom for internet projects?How?Try to make business meaning of your data for your directors/owners. (the very essence of Analytics)
Talk: Sales increase/decrease, Return On Investment for every digital channel/campaign, Churn Prevention/Digital Care Strategies, Number of Happy Clients’s emails collected >Don’t talk: screen resolutions, unique visitors, page views
Data-Driven Business Culture - 1
Data-Driven Business Culture - 2
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</ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT has three individuals who have successfully passed the Google Advertising Professional Exam and five <a href="/servicii/web-analytics.aspx">Google Analytics</a> qualified individuals and it is the first
Romanian company to become Google Analytics Authorized Consultant.</div> <div class="adwords"><a href="https://adwords.google.com/select/ProfessionalStatus?
id=xNOTxredp4mYKmTkfzWtmQ&hl=en_US." target="_blank"><img src="/Templates/k/images/adwords.jpg" alt="Google Adwords" width="65" height="65" /></a><br
/><br /> <img src="/Templates/k/images/analytics.jpg" alt="Google Analytics" width="65" height="65" /> </div> </div> </div> </div> </div> <div class="clear"></div> </div> <script
type="text/javascript"> var gaJsHost = ("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var firstTracker = _gat._getTracker("UA-9180787-1"); firstTracker._initData(); firstTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA-1442125-
26"); secondTracker._initData(); secondTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {}</script> </form> </body> </html>
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Don’t let Analytics Department/Internet Projects in the hands of the technical people!
Data-Driven Business Culture - 2
Empower your data analysts!
Lets them try! Make errors! Optimize!Business Lessons learnt SCALE UP
Data-Driven Business Culture - 3
Encourage depersonalization of the decision-making process
Data-Driven Business Culture - 4
Let DATA speak!
Data in context:
- Against yourself - Against the market/the competitors
Data-Driven Business Culture - 4
Integrate data about your consumers through ALL channels/touch-points/campaigns
Business Excellency - 1
Data Loading & Preparation
Merge/PurgeProcessing
Data SourceUpdates
Data Quality Management & ETLMulti-Channel
Synchronization Rules Engine
Web Analytics& Reporting
Reporting & Analytics
IntergratedCampaign Data
Warehouse
All Prospect DataSource FilesCustomer FilesTransaction FilesSuppression FilesMaintenance Files
EmailMarketing
MobileMarketing
CampaignManagement
Promotions & Surveys
ConversionMicrosites
Prospect,Suppresion &
Activation DataStores
Input Source Files
Multi/Cross-Channel Analytics Integration
Multi Channel Cross ChanelManagement
Integrate the BI/Analytics Department in the FULL Customer Engagement Cycle
Business Excellency - 2
- 70 people in the Group- 5 offices: Bucharest, Munich, Chicago, Yerevan, Nikosia- Google Analytics Authorized Consultant- Organizers of Google AdWords Seminar Leader in .ro
Clients: - Turkish Airlines (online sales), - Government of Cyprus - CTO (international campaigns)- Tarom Airlines (Conversion Optimization, Analytics)- Government of Romania, Ministry of Foreign Affairs- BlueAir Airlines : analytics, conversion optimization-sales
KONDIMENT GROUP GmbH
Portfolio of companies
How to measure and optimize online success. Thank you!Lucian Despoiu, managing [email protected]/Despoiu