用网络分析获取更多商业价值英文优质PPT.pptx
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”Context.Companytargets,time,competitorrelativeperformance.o“Whatdoesgoodlooklike?
”Context.Gapanalysis.Marketplacebenchmarking.o“Wherearetheproblemsoropportunities?
”Context.Gapanalysis.Marketplacebenchmarking.o“SowhatshouldIdonext?
”Adviceonwheretofocus.Context.Adviceonwheretofocusmarketingactivities.5Consequently,oftentimesAnalyticsdontgetused.Iftheydo,WILFINGcommonplaceUnsegmentedaveragesreignReportingNOTactionableanalytics64storiesfromthecoalface7“Theresjustmeaswebanalystand60usersofGoogleAnalytics.Theydontdedicatetimetousingit.Theyretoobusyrunningcampaigns”“Iuseitprimarilyformonthlyorweeklyreporting.DuetotheamountofdataandlackoftimeIdonthavetimetodomore”Ecommercemanager,B2B“Itsveryfrustrating.Ivenotimetogointoanygreatdepth.Idontknowwheretogotofindinformationtoshowwhatsworkingandwhatsnot”Brandmanager,PharmaWebanalyst,FinancialServices“Wehave79users,buttheanalyticspeoplestillbecomebottleneckssoweranaprojecttoexportdataintoourdatawarehousetogiveusexactlywhatwewant”Marketingmanager,B2BSoftwarecompany8Source:
WebAnalyticsAssociationIndustryOutlookSurvey2010=Ouragenda9Source:
WebAnalyticsAssociationIndustryOutlookSurvey20101CreatingamarketingoptimisationplanSource:
Chaffey:
Internetmarketingstrategy,implementationandpractice,4eCreatingamarketingoptimisationplanusingSOSTAC11Whatarethestrengthsandweaknessesinyourcurrentprocess?
http:
/isyourcapabilitymaturity?
Source:
CarnegieMellonUniversityhttp:
/www.sei.cmu.eduMaturitystageBusinesscontributionreportingCampaignperformanceSiteoptimisationVoiceofcustomer1InitialAd-hocreviewoftrafficvolumesandoutcomesAd-hocpost-campaignreviewofperformanceAd-hocreviewofpagepopularityandconversionAd-hoccollectionofcustomerfeedback2ManagedRegularactionablestructuredreviewActionablereviewofcampaignefficiencyduringcampaignDefinedoutcomesreviewedfordifferentreferrersegmentsRegularsurveysandmonitoringcustomerconversations3DefinedActionablereviewagainsttargetMultichannelinfluencereviewedABpagetestingMicro-conversionreviewActionablereviewofcustomerconversations4QuantitativeReviewinvolvesdrill-downtotacticsMicro-analysisofconversionqualityReviewofreferrerattributionPageportfolioreviewMultivariatetestingofkeypagesStructuredcustomersatisfactionreporting5OptimizingContinualoptimisationoftargetsgivenperformanceReal-timeoptimisationduringcampaignReal-timepersonalisationbasedoncontextClosed-loopreportinginformingNPDandservicequality14Source:
Plannedsales/conversionoptimisation14Otherworkonanalyticscapabilitymaturity15StephaneHamel:
/casestudywww.euroffice.co.uk16SEOandbrandintroOVPOVPEncouragesearchdominantvisitorsEncouragebrowsedominantvisitors“Reasonstoreturn”SocialproofWheredowestart?
Whatwillgiveusthebiggestupliftin?
HomepageLandingpagesCategorypagesSearchProductpagesConversiongoalpagesCheckoutpagesBranding&
utilitypagesPracticalTipIdentifymostimportantpagetypesbyContentDrilldownvolume,$Index(loworhigh),bounceandexitratesmultipliedbypageviews|17SOUNDADVICE|18Activity:
Wheredomostprospectsenterandleaveyoursites?
Whatarebouncerates?
Howdoesthisdifferforsegments.HomepageSearchpageCategorypageProductpageSub-productpageCheckout/formsTailoredlandingpageSecurity&
PrivacyAboutUs“PointsofResolution”PricingDetailedproductinfo|19PracticalTipReview%ageofvisitsbydifferentlandingpagetypes(forfirsttimeandrepeatvisitors)Source:
CraigSullivanindependentsurvey2009|20Showmethemoney!
21http:
/www.advanced-web-3keyvaluemeasuresinGA:
o1.Indexvalue(Topcontentreports)ShowstheinfluenceofpagesingeneratingvalueeitherthroughEcommercetransactionsorconversiongoalswithavalueassigned.o2.PerVisitGoalValue(TrafficSourcesreportsforReferringsites,SearchEnginesandKeywordsGoaltab)BasedonvalueassignedtoyourconversiongoalsthisshowsyoutheTotalGoalValueforyourreports.o3.PerVisitValue(EcommerceRevenuepervisit)YoucanseePerVisitValuemeasureswithinTrafficsourcesontheEcommercetabifyouhaveEcommercetrackingenabled.http:
/Sullivanindependentsurvey2009|22ProcessIntegation:
A.Effectivedashboards23Active,guideddashboardsScoreboards&
dashboardsKPIs&
tacticalmeasurelistingsSurfacingissuesforHiPPOsMaturityofpracticeWhatarewetryingtoachieve/optimise?
Introducin