The document discusses how businesses can better utilize and profit from their data. It covers analyzing data from online and offline sources to gain insights. Specific areas discussed include using web analytics, social media monitoring, email marketing data and running multivariate tests. The goal is to understand customer behavior and priorities to improve marketing efforts and business performance. Regular data collection and analysis is recommended to inform strategic decisions.
5. What’s going to be covered?
• Why Data?
• What data have I got?
• How can this help my business?
• Milk that Data
• Understanding the Data collected
• How to report & priori1se
• Some tools to help
7. Interes1ng Stats.
• 68% of UK marketers deliver mul1channel marke1ng messages based on customer
segments, but only 35% actually know which channels their customers prefer
• Only 22% of companies say they have a company‐wide strategy for collec1ng and integra1ng
data analysis with business objec1ves, while almost two‐thirds (63%) say they are working on
this. Some 15% do not have a strategy in place for this at all
• 70% of companies have at least one person directly responsible for improving conversion, up
from 60% in 2009. The propor1on of companies that have more than one person in place has
significantly increased in the last year, from 20% to 37%
• 84% of organisa1ons of the 23% of companies who incen1vised staff based on improving
conversion have improved conversion in last 12 months compared with an average expected
76%
9. Grazing for Data
• Online
– Analy1cs
– Order / Customer History
– Online Marke1ng
• Search (SEO, PPC)
• Social
• Email
• MVT
• Offline
– ERP / Back Office / Financial Systems
– POS
– Call Centre
– Direct Marke1ng
– Foohall
10. Online Data, How can it help?
• Conversion Rate
• Cost Per Visitor (CPV)
• Average Order Values
• New Visitor %
• Ra1o New Vs Returning Visitors
• S1ckiness
• Life Time Value
• Effec1ve on offline sales
• Conversion Analysis
• New Account Signups
13. Web Analy1cs
• 29% of companies using Google Analy1cs exclusively are unsure if their
installa1on of Google Analy1cs is properly configured. Of those that don’t
use Google Analy1cs exclusively, only 61% think their installa1on is
correctly configured
• 87.3% of UK consumers spend at least 24 hours researching a purchase of
over £200. Comparably only 6 minutes is spent on retailer product pages
• In the UK £5.3Bn was spent online during May 2011, a year‐on‐year
increase of 18%
• 4pm Wednesday ‘is peak‐1me for workplace shopping’. The largest
shopping rush comes when employees are celebra1ng the ‘hump’
of the week seeing a 75% increase of Shopping
17. Social Media
• In the UK Facebook accounted for more than 53% of internet
visits during June 2011
• Only 7% of marketers are measuring the impact of social
media and genera1ng ROI
• Social networks increase traffic sent to online retailers by 13%
• 68% of UK marketers deliver mul1channel marke1ng messages
based on customer segments, but only 35% actually know
which channels their customers prefer
20. Social Media – Key set‐ups for YouTube
• Brand your presence
• Op1mise your submission for search relevancy
• Make your video engaging and professional
• Ensure your visibility serngs are correct
21. Social Media – Key set‐ups for Blogs
• Keep content fresh
• Op1mise for search
• Set as a source in your analy1cs
• Monitor your blog as you would your main
site
28. MVT Marke1ng
• Only 17% of online marketers are currently using MVT, but
42% intend to use it in order to improve conversion rates
• Of those using MVT, 95% felt it was either highly valuable or
quite valuable in improving conversion rates
• A 30% increase on conversion can be easily achieved with the
use of MVT
• Only 10 – 20% of marketers that would generate great ROI
from MVT are ac1vely using MVT
32. Some KPI’s
• Conversion Rate
• Cost Per Visitor
• Average Order Value
• New Visitor Percentage
• Ra1o of New Vs Returning Visitors
• Life Time Value
• Conversion Journey Analysis
• Landing Page S1ckiness
• New Account sign ups
• Added items in basket (and abandonment)
• Effect on Offline Sales
35. Balanced Scorecard
• Kaplan & Norton from Harvard Business School realised that measuring
the health of an organisa1on merely by its financial results was flawed.
Financial results (in par1cular Sales Revenue) tells the story of past events
without providing indicators to the future success of an organisa1on
• They suggested analysing other measures, that should be combined with
the Financial perspec1ve including training, HR, business processes to give
a ‘balanced’ view of an organisa1ons health
• We can apply the same concepts to our online strategy, balancing the
conversion rate with your email address acquisi1on rate, balancing your
online sales with the cost of PPC campaigns, balancing revenues from
affiliates with the number of returns.
39. Scorecard Example
Top Trumps
• Different cars have different
strengths such as speed. Which are
‘round winning’ individually
• However to increase the likelihood of
winning you’ll need cards which have
many proper1es above average
making it a valuable asset in a game
• Create a Top Trump summary card
for your business which can be
updated frequently as a
health check
40. Balanced Scorecard
• Create an execu1ve dashboard which displays a graphical representa1on
of your KPI’s and we suggest it should be the single access point for
management teams to view the success or see which areas are failing in
your organisa1on
• A single traffic light display can show a weighted representa1on of the
importance of your scores – green is good!
45. Google Analy1cs
• hpp://www.google.com/
analy1cs/
Custom Reports
Ecommerce repor1ng
Track Goals
Visualisa1on Data
Integrated with AdWords and
AdSense
Many more features...
48. Google Website Op1mizer
• www.google.com/
websiteop1mizer
Choose the pages and
content to test
Test these changes with your
visitors
Learn what changes drive the
most conversions
49. Sitespect
• Maginus is the UK partner
No tagging or development
needed to integrate the tool
No need to create en1re
pages, works as a find &
replace.
Great for complex MVT
Test and target
51. Summary
• Take care of your data ensure it’s accurate
• Learn what works and repeat un1l it doesn’t
• Act on Data and Re‐act on results
• Ensure you give target
52. Thank you!
Contact Details Credits…
• George Ioannou • Econsultancy.com
(For the Sta1s1cs in this presenta1on)
• Email: George@maginus.com
• Tel: 0161 946 3851
• Twiper: @georgeioannou