Understanding the World through Data NTU MBA 14 Oct 2011 Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia gplus.to / vinoaj twitter.com / vinoaj conversionroom-japac.blogspot.com
May 12, 2015
Understanding the World through Data NTU MBA 14 Oct 2011 Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia
gplus.to/vinoaj
twitter.com/vinoaj
conversionroom-japac.blogspot.com
Google Confidential and Proprietary
Google’s Mission: It’s all about Information
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To organize the world’s information and make it universally accessible
and useful.
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Agenda: 3 Tools for Insights
1 Google Analytics
2 Google Insights for Search
3 DoubleClick Ad Planner
Google Confidential and Proprietary
Google Analytics
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Google Confidential and Proprietary
Google Analytics
To organize your website visits’ information and make it universally accessible and useful within your entire organisation
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Google Confidential and Proprietary 6
Source: Google Analytics Benchmarking Data (Feb 2011)
Pages/Visit (Nov 2010 – Feb 2011)
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YoY Change: Pages/Visit
Source: Google Analytics Benchmarking Data (Feb 2011)
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YoY Change: Average Time on Site
Source: Google Analytics Benchmarking Data (Feb 2011)
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YoY Change: Ecommerce Conversion Rates
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary
General Observations
• For every market, the number of visits and ecommerce transactions have risen significantly, yet ecommerce conversion rates and goal conversion rates have not changed significantly. This signals that while website owners are becoming better at acquiring new traffic, they are not taking steps to improve the efficiency at which they convert their traffic. There are significant ROI gains to be made by investing effort in conversion optimisation.
• Across most markets, there has been a drop in the average time on site and pages per visit. Consumers are becoming less engaged in the content. Thus there is an urgent need to make your messaging more efficient on the site and shorten your purchase/conversion funnels.
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Google Confidential and Proprietary
google.com/analytics
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Google Confidential and Proprietary
Track Behaviour
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Entry Exit
Behaviour
Engagement Reports on 125+ standard metrics and dimensions
Google Confidential and Proprietary
Swissotel Hotels & Resorts Case Study
Running AdWords Search campaigns to generate bookings for their properties across the globe
Running a series of campaigns to generate bookings for Swissotel The Stamford in Singapore
3 campaigns targeting the US, UK, and Australia
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Google Confidential and Proprietary
Segmented Audience for Insights
Advanced segmentation allows for segmenting of audience based upon your criteria
Swissotel created segments to be able to better understand the intentions and behaviour of their visitors from the US, UK, and Australia
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Google Confidential and Proprietary
Identify high-value segments
Able to assess that UK visitors spent 2x their AU and US counterparts.
However volume of visitors from the UK is lower.
Action Increase volume of visitors from the UK and enhance offerings for their tastes
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Google Confidential and Proprietary
Understanding the wants of UK & AU visitors
UK visitors spend more time viewing pages on rooms and restaurants.
Action Tailor ad text and landing pages around the theme of “beautiful rooms and suites” for UK visitors.
AU visitors are seeking promotions and viewing packages.
Action Tailor ad text and landing pages around the theme of “great deals” for Australian visitors.
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Google Confidential and Proprietary
The Results
After 6 months of continued reviews and optimisation...
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67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI
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Intelligence Alerts
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Google Confidential and Proprietary
Real-Time Insights
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Google Confidential and Proprietary
Google Insights for Search
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Google Confidential and Proprietary
Google = Database of Intentions
Search = Intent
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Google Confidential and Proprietary
Location trends
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Google Confidential and Proprietary
Time series trends
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DoubleClick Ad Planner
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Google Confidential and Proprietary
In Summary …
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Google Confidential and Proprietary
Predicting user behaviour:
• What does my visitor want? – Google Analytics
• Who are my visitors? – DoubleClick Ad Planner
• What does the world want? – Google Insights for Search
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THANK YOU
gplus.to/vinoaj
twitter.com/vinoaj
conversionroom-japac.blogspot.com