From Web Analytics To Integrated Online Marketing

From Web Analytics to Integrated Online Marketing

eMetrics Toronto2010, March 9th

Agenda

1. AT Internet's presentation (5')2. Show time ! (45')3. Synthesis (5')4. Q&A (5')5. Wine bottle draw (2')

AT INTERNETA short corporate presentation

Online Intelligence Solutionsby AT Internet

Drive the performance of your online business

Optimisation of the key indicators (KPIs) Help with strategic decision-making ROI of online marketing campaigns Measure all online platforms – mobile and rich media

What we do – AT Internet

ServicesSupport Consulting Training Certification

SalesTracker DataExplorer Observer BuzzWatcher

mllorens

faudrait rajouter l'intranet

Years of experience and customer focus

15 years of online business experience

Market leader in continental Europeo 3,500+ clients from all verticalso 350,000+ measured websiteso 30 billion+ page views measured per month

Philosophy = Development and Deliveryo Strong R&D focuso Reliability of datao High-Quality Service & Support

Company: 130+ employees worldwideo R&D represents over 60% of total staff

International certification

Facts and figures

Revenue 2010 : €10 million

+30% growth per year since 2003

Profitable for the past 7 years

€5 million raised this year to support international development

Same management team since the beginning, unique in this volatile world

Independent since its inception

Family business, unique at this level

7

-2 000

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2 000

4 000

6 000

8 000

10 000

12 000

14 000

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5 000

10 000

15 000

20 000

25 000

30 000

35 000

40 000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Revenues EBIT

AT Internet's projected Revenues and EBIT2004-2014F (Fiscal year end - September 30th)

(in thousands of Euros)

An aggressive international strategy is underway

International office locations

France - Bordeaux (HQ)France - Paris

United Kingdom - London

Canada - Montreal

Germany - Munich

Spain - Madrid

China - BeijingChina - Shanghai

Worldwide data centres

France (2)

Canada

China

3,500 customer from all verticals trust AT Internet

FASHION AND ONLINE INTELLIGENCE



This is a fictional story inspired by real life situations

encountered by our support consultants. All

characters in this presentation are fictitious and any

resemblance to people, living or dead is purely

coincidental…


Starring :

Rebecca : Jr Web Analyst

Nicolas : H.I.P.P.O rebecca’s boss

Alex : AT Internet Consultant

Paris Halton: Top Model, Rebecca’s friend


You are so lucky!!I’d love to work for the fashion industry like you…

It has nothing to do with luck

You know what?The marketing department at Yves Saint-Lazare is hiring. I know the boss personaly. You should apply!

Really?That would be sooo niiice!

One week later

Welcome to Yves Saint-Lazare Rebecca!You will be part of the web team, you will report directly to me. You might need to collaborate with IT teams and Marketing/Communications.

Thank you!I am really glad to work for Yves Saint-Lazare. It is like a dream come true!

Your first Job will be analyzing the online traffic and campaigns performance. I Need ROIDo you know anything about Web Analytics?

Not really, but I will learn fast, I promise!

I have some stuff for you to read…


Web Analytics is easy!Avinash Kaushik

It depends…Stéphane Hamel

Web Analytics is hard !Eric T. Petersen

Rebecca decides to follow Stephane Hamel’s maturity model.


Rebecca starts looking at the data already available on the Interface, she notices some irregularities:


Level 1 Analytics

o Online marketing budget = 5000$/weeko 100 % of the traffic is organic.o No conversionso Bounce rate = > 90%o Only one page is visitedo Time spent is always 0o No funnels

AT Internet consultant recommends to use the Flash tags (ActionScript 3):o Tracking all pageso All events and clickso Visitor behavioro Conversionso Funnelso ClickZone


Instant results:o Bounce rate = 35%o Conversionso Funnelo ClickZone


Nicolas asks for ROI per Campaign and per channel…

New measurements:o Identified visitors + visitors' categorieso Manual tracking of marketing campaigns with

marketing department effortso Campaigns performance and ROI


Level 2 Analytics

But some disparities appear in

comparison with data sent by

third party providers: Google

Adwords, Dart and so on…


Do you all have the same numbers between web

analytics data and third party marketing tools data

(PPC, Banners, Emailing…)?

Alex, how can you help us to solve this data disparities ?


AT Connect implementation (API):o Marketing campaigns: automatic trackingo CRM bridge to include visitor criteriaso Saves a lot of time !


Level 3 Analytics



landing page

conversion page

AT Internet

Emailing platform

Voice of Customer

Data Integration from third party tools:o Adwordso Emailingo Bannerso CRM bridgeo Synchronized order status


Level 4 Analytics


Evolution of the validated and pending orders

SEM data import

CRM data integration

Alex recommends activating the following modules:o Multi Variate Testingo Segmentationo Channel Optimizero Automatic Emailing Campaigns (scenario based)


Level 5 Analytics

Nicolas wants segmented data and wants a better ROI : Targeted and customized marketing campaigns.

#B#ATop right

Promo

Bottom right

Promo


Results

A/B Test


Segment building


ROI is disappointing, no more growth.Marketing budgets are frozenNew buzz word : "Social Media"o First viral campaigns failed. Why?


October November December January February March0

20

40

60

80

100

120

140ROI Budget

Social media 4 S’so Tell Good Storieso Make them Stickyo Package them to be Shareableo Launch them using all available Social Media


Oh! You should have a look at my Facebook FanPage, I have 72 436 fans !


Hi Rebecca !How is your new job at Yves Saint-Lazare?

Always busy but I love it !!This week for instance, I need to launch campaigns on Twitter, Youtube, Facebook…

Really? That’s great news I hope you don’t mind giving us a little help on this.

…Of course not


Why did the conversion rate drop so much?

Rebecca asks the marketing and the IT departments

October November December January February March0

10

20

30

40

50

60

70Conversions Social Media invest.


We have launched a huge viral campaign!See BuzzWatcher, great results.Especially since Paris Halton helped us with her fan pages…

Marketing team


Panic! Our servers went down because we had too much traffic!

IT team

Conclusion

Technology and tools do not guarantee online success.

Having the appropriate human ressources is the solution.

Collaboration and communication between different teams

and departments : marketing, IT, Web… is essential.


THE ONLINE INTELLIGENCEA synthesis of our vision

Our vision : the Online Intelligence

Online Intelligence

Web Analytics

My IS

my site(web + mobile)

My server

my visitorsbuzz My competitors

Our project : the Digital WorkSpace NX

Digital WorkSpace

NX

Analyzer Web NX

Analyzer Log NXObserver

NXBuzz Watcher NX

Technological partnerships

Questions?

Who wins the bottle?

Happy birthday Nicolas Babin!Please vote for Nicolas

for the WAA board's elections!

Thank you!

AT Internet Canada33, rue Prince

Montréal , H3C 2M7QC, Canada

Tel : 514 658 3571

Fehmi FenniaWeb Analytics [email protected]

Alexandre MétierWeb Analytics [email protected]

mailto:[email protected]

mailto:[email protected]

From Web Analytics To Integrated Online Marketing

Documents

web analytics

yves saint

amp

work

year

unique