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Using Analytics to Drive Conversions and Improve ROI
- 1. What Gets Measured Gets Done - Using Analytics to Drive Conversions Joe Megibow, Expedia Jennifer Veesenmeyer, Stratigent
- 17. Impressions Clicks ! Quote starts Quote submits Application starts Application submits Policy underwritten ! ! Paid policies
- 18. Impressions Clicks ! Quote starts Quote submits Application starts Application submits Policy underwritten ! ! Paid policies
- 19. Challenges Impressions Clicks 1 Sales occur . offline ! Quote starts 2 Third party Quotes received . quoting Application starts Application submits Policy underwritten ! ! Paid policies
- 20. Paid Search Funnel Challenges Impressions Clicks 1 Sales occur . offline ! Quotes (Event) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals
- 21. Display Ad Funnel Challenges Impressions Clicks 1 Sales occur . offline ! Quotes (Page View) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals
- 22. Email Funnel Challenges Emails Received Emails Opened 1 Sales occur . offline ! Quotes (Event) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals
- 23. Challenges Emails Received Emails Opened 1. Sales occur offline ! Quotes (view/event) 2. Third party Quotes received quoting Application starts 3. No Application submits standardizatio ! ! Policy underwritten n Paid policies - Funnel steps - Definitions
- 24. Emails Received Emails Opened ! Quote starts (View) Quotes received Application starts Application submits Policy underwritten ! ! Paid policies
- 25. Approach
- 26. Approach Impressions Clicks 1. Enhance cross domain ! Quote starts tracking and Quotes received campaign Application starts tracking Application submits Policy underwritten ! ! Paid policies
- 27. Approach Impressions Clicks 1. Enhance cross domain tracking ! Quote starts and campaign Quotes received tracking Application starts 2. Standardize Application submits definitions and Policy underwritten goals ! ! Paid policies
- 28. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17
- 29. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17 LATER Paid Search Display Ads Quotes Submitted 912 594 Cost per Quote Submitted $11.77 $12.27
- 30. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17 LATER Paid Search Display Ads Quotes Submitted 912 594 Cost per Quote Submitted $11.77 $12.27 AFTER Paid Search Display Ads Paid Policies 147 89 Cost per Paid Policy $73.02 $81.86
- 32. Actions and Outcomes Move budget from display ads to paid search Improved ROI meant more than $50K incremental Executives increased the revenue in 30 days overall marketing budget
- 37. M MA RY SU
- 38. Measuring Cup Shaker Tequila Lime Glass Ice Salt 1.5 oz Camarena Reposada 4 oz Costco Margarita Mix
- 39. M MA RY SU ize t o the ! 1O bt ptim snnesd ua i dar ge al s iz o !.S doefn’ i ne No fo ttak s int io r an one !2D . wer rfor anew pe Vi s mance in sses ! a ce rate s pleleb ucce !3C