using analytics to make revenue more “real”
TRANSCRIPT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Using Analytics to Make Revenue More “Real”Justin Grover – Product Manager Analytics Platform
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Intro
2
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Intro
3
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Intro
4
• APIs • Authenticatio
n Authorization
• Integration
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A Focus on Real RevenueRevenue – (Returns, Cancelations and Exchanges)
5
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
StrategiesMore accurate Revenue for your paid search campaigns
11
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
General Adjustment
1. Find out what your return/cancelation/exchange rate is for the company as a whole
2. Revenue – (returns + cancelations + exchange costs)/revenueeg. $100 – ($5 + $3 + $2)/ $100 = 90%
3. Multiply all revenue numbers by the resulting percentagee.g. $150 * .9 = $135 (Real Revenue)
12
Pros• Make sure margins
aren’t negative
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Record Marketing Channel in System of Record
1. Capture the marketing channel when visitors come to the site (usually a cookie)
2. When a user makes a purchase, record the marketing channel in the order management system
3. Export all orders with marketing channel
4. Analyze what the return/cancelation/exchange rate is for each marketing channel
13
Pros• Make sure margins
aren’t negative• Can break out “Real”
revenue by channel
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Upload Returns/Cancelations/Exchanges to Analytics
1. Make sure the order number/ID is being captured in the analytics tool (Transaction ID in SiteCatalyst)
2. Upload Return/Cancelation/Exchange amounts to the analytics
3. Establish a base line return/cancelation/exchange rate
4. Analyze marketing campaigns to for opportunities
a. Look for campaigns that bring in customers with higher than average return rates
b. Look for products/landing pages to higher than average
14
Pros• Make sure margins
aren’t negative• Can break out “Real”
revenue by channel• Can find campaigns
that bring in expensive customers
• Can find products/landing pages that mismatch expectations
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Questions?
15