actionable analytics: top10 tips Emerce Conversion Day 2010
Post on 16-Apr-2017
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10 Analytics Tips
Activation for conversion
Evaldas Svaravicius (NL), John Wyllie (UK)
What we believe
Measure your site or campaign’s performance
Report the relevant information
Optimise your site based on data, not gut-feel
Analyse visitor behavior
Data
trumps
intuition
≈≈
Creative
MediaTechnology
Strategy
Analytics
Creative
DesignExperience
Architecture
User
Research
Media
Planning
Project
Management
Business
Consulting
CRMVisual Design
ePR
#1
So What?
Customer
Loyalty
Product
Awareness
Brand
Positioning
Brand
Visibility
External:
Media/Search
On site:
Q&A
Tips
Videos
On site:
Product Info
On site:
Newsletters
Savings Points
site.nl
External:
Media/Search
On site:
Q&A
Tips
Videos
On site:
Product Info
On site:
Newsletters
Savings Points
Unique
Visitors
Direct Visits
Search Visits
Asked Qs
Tip Views
Video Views
Product Views News Sign ups
News Visits
Product Views
Returning visits
Mother of
preschooler
Mother of
toddler
Mother of
young Baby
Pregnant
mother
Unknown
Customer
Loyalty
Product
Awareness
Brand
Positioning
Brand
Visibility
Mother of
preschooler
Mother of
toddler
Mother of
young Baby
Pregnant
mother
Unknown
Unique Visitors
Direct Visits
Search Visits
Asked Qs
Tip Views
Video Views
CTR to new tips
Product Views
CTR to new products
News Sign ups
News Visits
Product Views
Returning visits
Unique Visitors
Direct Visits
Search Visits
Asked Qs
Tip Views
Video Views
CTR to new tips
Product Views
CTR to new products
News Sign ups
News Visits
Product Views
Returning visits
Unique Visitors
Direct Visits
Search Visits
Asked Qs
Tip Views
Video Views
CTR to new tips
Product Views
CTR to new products
News Sign ups
News Visits
Product Views
Returning visits
Unique Visitors
Direct Visits
Search Visits
Asked Qs
Tip Views
Video Views
CTR to new tips
Product Views
CTR to new products
News Sign ups
News Visits
Product Views
Returning visits
Unique Visitors
Direct Visits
Search Visits
Asked Qs
Tip Views
Video Views
CTR to new tips
Product Views
CTR to new products
News Sign ups
News Visits
Saving Product Views
Returning visits
Right KPIs
Right metrics
Page Views VisitsPVs per
VisitVideo Views
Video Views
per Visit
Pregnant 400.000 100.000 4,0 30.000 0,3
Toddler 1.000.000 200.000 5,0 60.000 0,3
Not actionable
Page Views VisitsPVs per
Visit
Video
ViewsVideo Visits Video Visits %
Video Views
per Video Visit
Pregnant 400.000 100.000 4,0 30.000 5.000 5% 6,0
Toddler 1.000.000 200.000 5,0 60.000 50.000 25% 1,2
Actionable
Brand
Positioning
#2
And
Targets
Alerts
Assigning Targets
site.nl
Pregnant
mother
<Targets>
<Actuals>
Brand
Positioning
13
46
128
0.1%
8
29
118
0.085%
Asked Qs
Tip Views
Video Views
CTR to new tips
61%
63%
92%
85%
61%
63%
92%
85%
Asked Qs
Tips Viewed
Video Views
CTR
• Daily targets/thresholds
• Daily alerts for
• 404 pages
• Failed searches
• eBasket errors
• Out-of-stock errors
• No rear-view mirror
Alerts in Action
#3
Assign
Ownership
Stake Holder Centricity
Customer Experience
Mark. Executive
eCRMManager
Campaigns / Branded content
Products Management
RoleStake Holder
Video Content
Mathijs Mariet MarietMathijsMariet
Alex
#4
Visualize & Identify
Learn them all
Visibility
Utilization
#5
Not
Pull
Push
#6
The
Quantify
Opportunity
Money is a common language
“Every day you DON’T
make this change,
you’re missing out on
EUR 20,000 of
additional revenue”
#7
Impact of
Measure
Changes
Analytics as a profit centre
£36,000+ extra
revenue since
change was
made
#8
Top
Down
Focus on quick wins
#9
Stop Analysing
Start Testing
Test and Learn
VS.
#10
Not
People
Technology
46%
26%
15%
5%
2% 2%4%
46%
32%
8%
6%
2% 1%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0 1 2 3 4 5 More than 5
2009 2008
Investment in people
Internal staff 42% +6%
Technology 38% -7%
Consulting 18% 0%
YoY2009
#11
Contact Us
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