用网络分析获取更多商业价值英文.pptx

用网络分析获取更多商业价值英文.pptx

《用网络分析获取更多商业价值英文.pptx》由会员分享，可在线阅读，更多相关《用网络分析获取更多商业价值英文.pptx（50页珍藏版）》请在冰豆网上搜索。

GettingmorebusinessvaluefromWebAnalyticsDrDaveChaffey,CEOSmartInsightsMay17th2010eMetricsMarketingOptimizationSummitLondonBestpracticeQualificationsBooksAboutDaveChaffeyPortal&software:

agenda=gettinganalyticsused0Theelephantintheroom1Creatingamarketingoptimisationplan2IntegratinganalyticsintoyourbusinessprocessesoAEffectivedashboardsREANGoogleAnalyticscustomreportsoBCustomisedalertsGoogleAnalyticsIntelligenceoCIdentifyingproblemsandopportunitiesGoogleAnalyticsAdvancedsegments3Featuritis=Toomuchchoice4IMOAllwebanalyticssystemshaveacommonflawOOB.Theydontreadilyanswerthequestionso“Howarewedoingatthemoment?

”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:

http:

/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