Kondiment How To Measure Online Succes

How to measure and optimize
online success

Lucian Despoiu, managing partner,
Robert Gibbs, managing partner
KONDIMENT GROUP GmbH

How to measure online success

Key topics
 Measurement and optimization basics
(Lets Start with Analytics)
 How to create a data-driven corporate culture
(company-perspective)
 Business- Excellency through Analytics
(the next level)
 Kondiment Group GmbH & Kombo - 60 seconds
(welcome to the elevator)

Lets Start - 1

1. Define Success

Lets Start - 1

1. Define quantifiable Success Matrics

Lets Start - 1

== > Website == > Email Sign Up == > Sale

How to start - 1

Cost per Sign up € per
Click Rate client
=== > Website === > Email Sign Up === > Sale

Lets Start - 2

2. Don’t rely on your designers/agency!

Lets Start - 2

2. Don’t rely on your designers/agency!
TRUST YOUR VISITORS!

Lets Start - 2

MEDIA

BUTTON

Lets Start - 2

Button: Media:
1. Sign Up 1. Get Involved Image

2. Family Image
2. Learn More
3. Change Image

3. Join Us Now 4. Barack’s Video

5. Springfield Video
4. Sign Up Now
6. Sam’s Video

Lets Start - 2
Landing Page Variations

Button: Media:
1. Sign Up 1. Get Involved Image

2. Family Image
2. Learn More
3. Change Image

3. Join Us Now 4. Barack’s Video

5. Springfield Video
4. Sign Up Now
6. Sam’s Video

Example – Start - 2
Lets Barack Obama - winning

Lets Start - 3

Divide and Conquer!

Lets Start - 4

4. Forget CLICKS!

How to start - 4

Clickstream

Multiple
Outcome
Analysis
Experimentation
& Testing

Voice of
Customer

Competitive
Intelligence

Insights

How to start - 4

Clickstream The WHAT
Multiple
Outcome Analysis The HOW
MUCH
Experimentation
& Testing
The WHY
Voice of
Customer
The WHAT ELSE
Competitive
Intelligence
The GOLD

Insights

Lets Start - 5

Always Generate Actionability OUT of your Data!

NO REPORTS, BUT Analysis!

Lets Start - 5
Top content related to time on page compared with site’s average

Lets Start - 5
Which traffic source? (from ecommerce point of view - conversions)

Lets Start - 5
Which traffic source? (from goals point of view)

Data-Driven Business Culture - 1

1. Create Visibility for internet projects


1. Create Visibility in the Boardroom for internet projects


Create Visibility in the Boardroom for internet projects?

How?
Try to make business meaning of your data for your
directors/owners. (the very essence of Analytics)

Talk: Sales increase/decrease, Return On Investment for
every digital channel/campaign, Churn Prevention/Digital
Care Strategies,
Don’t talk: screen resolutions, unique visitors, page views

</ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT has three
individuals who have successfully passed the Google Advertising Professional Exam and five <a
href="/servicii/web-analytics.aspx">Google Analytics</a> qualified individuals and it is the first
Romanian company to become Google Analytics Authorized Consultant.</div> <div class="adwords"><a
href="https://adwords.google.com/select/ProfessionalStatus?id=xNOTxredp4mYKmTkfzWtmQ&hl=en_
US." target="_blank"><img src="/Templates/k/images/adwords.jpg" alt="Google Adwords" width="65"
height="65" /></a><br /><br /> <img src="/Templates/k/images/analytics.jpg" alt="Google Analytics"
width="65" height="65" /> </div> </div> </div> </div> </div> <div class="clear"></div> </div> <script
(
type="text/javascript"> var gaJsHost = ("https:" == document.location.protocol) ? "https://ssl." :
"http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var
firstTracker = _gat._getTracker("UA-9180787-1"); firstTracker._initData(); firstTracker._trackPageview();
secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA-1442125-
26"); secondTracker._initData(); secondTracker._trackPageview();
secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {}</script> </form> </body> </html> <!--



Don’t let Analytics Department/Internet Projects in the
hands of the technical people!


Empower your data analysts!

Lets them try! Make errors! Optimize!
Business Lessons learnt
 SCALE UP
(Hrabren S: “there is no golden bullet “ – RNM 2009)


Encourage depersonalization of the decision-making
process


Let DATA speak!

Data in context:

- Against yourself
- Against the market/the competitors

Business Excellency - 1

Integrate data about your consumers through ALL
channels/touch-points/campaigns

Cross-Channel Analytics Integration - 1
Reporting & Analytics

Prospect,
Intergrated
Suppresion &
Campaign Data
Activation Data
Warehouse
Stores

All Prospect Data
Source Files
Data Quality Management & ETL
Customer Files Multi-Channel
Transaction Files Data Loading & Merge/Purge Data Source Synchronization Web Analytics
Suppression Files Preparation Processing Updates Rules Engine & Reporting
Maintenance Files
Input Source Files

Detinations
Conversion Campaign Mobile Email
Prsomtions &
Microsites Management Marketing Marketing
Surveys


Integrate the BI/Analytics Department in the
FULL Customer Engagement Cycle


MESSAGEOPTI MESSAGE
CAPTURE
MIZATION DELIVERY
REACTION

MESSAGE CAPTURE
OPTIMIZATION REACTION

BEHAVIORAL
ENGAGEMENT DATA
SEGMENTS
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS

INSIGHTS

KONDIMENT GROUP GmbH

- 140 people (FTEs) in the Group
- 4 + 2 offices: Bucharest, Munich, Chicago, Yerevan
+ Sofia, Istanbul

- Google Adwords Certified Company
- Google Analytics Authorized Consultant
- Google AdWords Seminar Leader for ROmania

- KOMBO.ro – in the process of becoming
GOOGLE AdWords RESELLER for ROMANIA

How to measure and optimize
online success. Thank you!
Lucian Despoiu, managing partner
Lucian.Despoiu@kondiment.com
+40 722 62 71 64

Robert Gibbs, managing partner
Robert.Gibbs@kondiment.com

Kondiment How To Measure Online Succes

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