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Management consultants are brutally efficient. They not only are taught to do their work fast, but also are very good in selecting the right issues. I know it from first-hand experience as I spent my first 5 years in this hostile environment of top consulting companies. Yes, we worked sometimes 10-15 hours a day; 6-7 days a week but we managed with a small team to do in 3 months what the whole company was not able to do in years. Management consultants’ efficiency stems from 3 things: good organization, efficiency in daily activities and extremely good skills in picking the right topics. I think that those skills are crucial and I will teach how to acquire them.
In this presentation I will show you how to do the right things fast and efficiently so you can enjoy fully your work and life (depending what are your priorities ;) . The presentation is based on my 11 years of experience as a consultant in top consulting companies and as a Board Member responsible for strategy, improvement and turn-arounds in biggest companies from FMCG, SMG, B2B sector that I worked for. On the basis of what you will find in this course I have trained over 100 business analysts and consultants who now are Investment Directors, Senior Analyst, Directors in Consulting Companies, Board Members etc.
I do not like to overcomplicate things so in every lecture I will be quite straightforward. In every lecture I described a different hack and I give examples how to use it, especially in services such as consulting. To every lecture you will find attached (in additional resources) many useful files: examples shown in the lecture, furthers suggestion, exercises etc.. If you don’t find something that you need let me know - I will try to prepare something and I will add to the presentation
In the presentation I use 6 main frameworks: 80/20 rule (Pareto Principle), lean manufacturing, theory of constraints, getting things done, critical chain method, lean startup
Sales Analysis for Management Consultants and Business AnalystsAsen Gyczew
This presentation will help you drastically improve your knowledge and skills in improving and developing sales and marketing through a series of practical cases. It is designed for people who want to become management consultants, business analysts or have to run and optimize sales and marketing on daily bases. In the course you will learn 3 things:
1. How to understand main challenges in sales and marketing
2. How to improve sales and marketing in order to increase margin and profit
3. Where to look for savings and improvements, how to calculate potential savings in Excel and implement them
The presentation is based on my 14 years of experience as a consultant in top consulting companies and as a Board Member responsible for strategy, improvement and turn-arounds in biggest companies from Retail, FMCG, SMG, B2B and services sector that I worked for.
This is part of my online course on Supply Chain for Management Consultants. Check the link to get a discount: http://bit.ly/SalesAnalysisManagementConsulting
Startup opportunity discovery and evaluation. In this presentation the authors of The Smarter Startup demonstrate a systematic approach to surfacing and evaluating startup ideas to increase likelihood of success. This is product strategy for startups.
Personal selling (Selling skills) PPT, it contains full explanation for selling process including sales call process with practical examples to help sales person to handle different situations professionally.
Financial modeling in Excel for Business Analysts and ConsultantsAsen Gyczew
As a business analysts or a consultant you will have to from time to time create financial models. There are a bit different than business models. In business models you go into details of operations and you focus on getting the links on the KPIs. Those models are usually done for internal purposes, to manage in the right direction the business. Financial models on the other hand are more for external users. You concentrate in them on creating the picture of the business in a standardized, understood by everybody way. You also want to create the financial statements: profit & loss statement, balance sheet statement, cash flow statement.
On top of that you use the financial statements for valuation purposes.
The most typical situation when, as a business analyst or a consultant, you will have to prepare such a model are connected with selling or purchasing a company. You may be doing it on the sell side or on the buy side. Financial modeling is done as a part of strategy projects, turn around projects, due diligence.
I will NOT teach you everything on financial modelling because it is simply not efficient (and frankly you don’t need it). This course is organized around 80/20 rule and I want to teach you the most useful (from business analyst / consultant perspective) ways to go as fast as possible from rough description to working model in Excel that you can make more and more complicated.
The aim of this course is that you are able to do a financial model of the business as fast as possible.
Management consultants are brutally efficient. They not only are taught to do their work fast, but also are very good in selecting the right issues. I know it from first-hand experience as I spent my first 5 years in this hostile environment of top consulting companies. Yes, we worked sometimes 10-15 hours a day; 6-7 days a week but we managed with a small team to do in 3 months what the whole company was not able to do in years. Management consultants’ efficiency stems from 3 things: good organization, efficiency in daily activities and extremely good skills in picking the right topics. I think that those skills are crucial and I will teach how to acquire them.
In this presentation I will show you how to do the right things fast and efficiently so you can enjoy fully your work and life (depending what are your priorities ;) . The presentation is based on my 11 years of experience as a consultant in top consulting companies and as a Board Member responsible for strategy, improvement and turn-arounds in biggest companies from FMCG, SMG, B2B sector that I worked for. On the basis of what you will find in this course I have trained over 100 business analysts and consultants who now are Investment Directors, Senior Analyst, Directors in Consulting Companies, Board Members etc.
I do not like to overcomplicate things so in every lecture I will be quite straightforward. In every lecture I described a different hack and I give examples how to use it, especially in services such as consulting. To every lecture you will find attached (in additional resources) many useful files: examples shown in the lecture, furthers suggestion, exercises etc.. If you don’t find something that you need let me know - I will try to prepare something and I will add to the presentation
In the presentation I use 6 main frameworks: 80/20 rule (Pareto Principle), lean manufacturing, theory of constraints, getting things done, critical chain method, lean startup
Sales Analysis for Management Consultants and Business AnalystsAsen Gyczew
This presentation will help you drastically improve your knowledge and skills in improving and developing sales and marketing through a series of practical cases. It is designed for people who want to become management consultants, business analysts or have to run and optimize sales and marketing on daily bases. In the course you will learn 3 things:
1. How to understand main challenges in sales and marketing
2. How to improve sales and marketing in order to increase margin and profit
3. Where to look for savings and improvements, how to calculate potential savings in Excel and implement them
The presentation is based on my 14 years of experience as a consultant in top consulting companies and as a Board Member responsible for strategy, improvement and turn-arounds in biggest companies from Retail, FMCG, SMG, B2B and services sector that I worked for.
This is part of my online course on Supply Chain for Management Consultants. Check the link to get a discount: http://bit.ly/SalesAnalysisManagementConsulting
Startup opportunity discovery and evaluation. In this presentation the authors of The Smarter Startup demonstrate a systematic approach to surfacing and evaluating startup ideas to increase likelihood of success. This is product strategy for startups.
Personal selling (Selling skills) PPT, it contains full explanation for selling process including sales call process with practical examples to help sales person to handle different situations professionally.
Financial modeling in Excel for Business Analysts and ConsultantsAsen Gyczew
As a business analysts or a consultant you will have to from time to time create financial models. There are a bit different than business models. In business models you go into details of operations and you focus on getting the links on the KPIs. Those models are usually done for internal purposes, to manage in the right direction the business. Financial models on the other hand are more for external users. You concentrate in them on creating the picture of the business in a standardized, understood by everybody way. You also want to create the financial statements: profit & loss statement, balance sheet statement, cash flow statement.
On top of that you use the financial statements for valuation purposes.
The most typical situation when, as a business analyst or a consultant, you will have to prepare such a model are connected with selling or purchasing a company. You may be doing it on the sell side or on the buy side. Financial modeling is done as a part of strategy projects, turn around projects, due diligence.
I will NOT teach you everything on financial modelling because it is simply not efficient (and frankly you don’t need it). This course is organized around 80/20 rule and I want to teach you the most useful (from business analyst / consultant perspective) ways to go as fast as possible from rough description to working model in Excel that you can make more and more complicated.
The aim of this course is that you are able to do a financial model of the business as fast as possible.
Sesión flash en ESADE Business School. Oct 1013. Alumni.
Taller 100 % práctico con un buen número de consejos para sacarle el máximo partido al networking profesional para ti y para tu empresa.
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...Alinean, Inc.
You need to arm your sales reps with the right messaging, content and tools to make them more successful, but exactly what works best, and what should you be investing more in this year to assure sales success?
In this presentation, SiriusDecisions reveals important research on just what buyers are looking for from B2B solution providers, and what you can do to meet these needs and get your sales reps to be even more successful.
Nancy Maluso, Research Director for Sales Enablement Strategies at SiriusDecisions exposes the right messaging, content and tools you need to facilitate buyer decision making and drive more wins, especially how more personalized, value-focused and data driven content and tools are now required.
Recommended for:
• Sales Enablement
• Product and Content Marketing
• Sales Leadership
• Value Consultants / Practice Leaders
Presented By: Nancy Maluso, SiriusDecisions Research Director, Sales Enablement Strategies and Tom Pisello, Alinean, CEO and Founder.
Customer Acquisition Plan PowerPoint Presentation Slides SlideTeam
Are you looking for professional templates and slides to outline an impactful presentation on customer acquisition? Well if yes, then download our ready to use customer acquisition plan PowerPoint presentation slides. Use this customer acquisition management PPT presentation to represent a lot of methods used to oversee client prospects and request created by advertising. This customer relationship management presentation comprises a slide on numerous relevant subtopics such as acquisition strategy plan, nurturing, email and marketing automation, and sale enablement checklist. With the help of this readymade customer services plan presentation PPT, you will be able to guide your team members on how to convince customers to purchase the products and services. You can use these presentation slides to explain the idea of customer relationship management, customer experiences, customer retention, consumer attainment, customer services, customer satisfaction, sale growth, and business growth. With the utilization of graphs, chart, Pareto, and pie charts in your PPT, you will be easily able to represent the percentage of satisfied and unsatisfied customers. So, do not delay and quickly download this customer acquisition plan PPT slides. Don't allow instigators a free hand with our Customer Acquisition Plan PowerPoint Presentation Slides. Expose attempts to foment chaos.
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
Plano Municipal de Saneamento Básico de Pedra Preta - MTEdson Damacena
Este Plano Municipal de Água e Esgoto (PMAE) visa estabelecer um sistema de gestão local e integrado das ações e serviços de saneamento, abrangendo os sistemas de abastecimento de água e sistema de esgotamento sanitário, caracterizando-as no que se refere às intervenções e investimentos com vistas à universalização e a prestação adequada dos serviços no município de Pedra Preta, Mato Grosso, tomando-se como base os requisitos contidos na Lei 11.445 de 05/01/2007, que estabelece diretrizes nacionais para o saneamento Básico e suas providências.
O Plano de Saneamento, nos termos preconizados pela Lei Federal Nº 11.445/07, deverá abranger o conjunto de serviços, infraestruturas e instalações operacionais de:
1. Abastecimento de água potável;
2. Esgotamento sanitário;
3. Limpeza urbana e manejo de resíduos sólidos; e
4. Drenagem e manejo das águas pluviais urbanas.
Irão compor neste Plano as vertentes de Água e Esgoto, pois pelo marco legal nacional de saneamento básico, é possível que o Município edite planos separados para um ou mais serviços, conforme prevê expressamente o art. 25, §1º, do Decreto Federal 7.217/10, regulamento da Lei Federal 11.445/07.
Posteriormente o município irá agregar os demais planos elaborados com base nos trabalhos correspondentes à “limpeza urbana e manejo de resíduos sólidos” e à “drenagem e manejo das águas pluviais urbanas”, também a cargo da Prefeitura Municipal de Pedra Preta.
Sesión flash en ESADE Business School. Oct 1013. Alumni.
Taller 100 % práctico con un buen número de consejos para sacarle el máximo partido al networking profesional para ti y para tu empresa.
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...Alinean, Inc.
You need to arm your sales reps with the right messaging, content and tools to make them more successful, but exactly what works best, and what should you be investing more in this year to assure sales success?
In this presentation, SiriusDecisions reveals important research on just what buyers are looking for from B2B solution providers, and what you can do to meet these needs and get your sales reps to be even more successful.
Nancy Maluso, Research Director for Sales Enablement Strategies at SiriusDecisions exposes the right messaging, content and tools you need to facilitate buyer decision making and drive more wins, especially how more personalized, value-focused and data driven content and tools are now required.
Recommended for:
• Sales Enablement
• Product and Content Marketing
• Sales Leadership
• Value Consultants / Practice Leaders
Presented By: Nancy Maluso, SiriusDecisions Research Director, Sales Enablement Strategies and Tom Pisello, Alinean, CEO and Founder.
Customer Acquisition Plan PowerPoint Presentation Slides SlideTeam
Are you looking for professional templates and slides to outline an impactful presentation on customer acquisition? Well if yes, then download our ready to use customer acquisition plan PowerPoint presentation slides. Use this customer acquisition management PPT presentation to represent a lot of methods used to oversee client prospects and request created by advertising. This customer relationship management presentation comprises a slide on numerous relevant subtopics such as acquisition strategy plan, nurturing, email and marketing automation, and sale enablement checklist. With the help of this readymade customer services plan presentation PPT, you will be able to guide your team members on how to convince customers to purchase the products and services. You can use these presentation slides to explain the idea of customer relationship management, customer experiences, customer retention, consumer attainment, customer services, customer satisfaction, sale growth, and business growth. With the utilization of graphs, chart, Pareto, and pie charts in your PPT, you will be easily able to represent the percentage of satisfied and unsatisfied customers. So, do not delay and quickly download this customer acquisition plan PPT slides. Don't allow instigators a free hand with our Customer Acquisition Plan PowerPoint Presentation Slides. Expose attempts to foment chaos.
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
Plano Municipal de Saneamento Básico de Pedra Preta - MTEdson Damacena
Este Plano Municipal de Água e Esgoto (PMAE) visa estabelecer um sistema de gestão local e integrado das ações e serviços de saneamento, abrangendo os sistemas de abastecimento de água e sistema de esgotamento sanitário, caracterizando-as no que se refere às intervenções e investimentos com vistas à universalização e a prestação adequada dos serviços no município de Pedra Preta, Mato Grosso, tomando-se como base os requisitos contidos na Lei 11.445 de 05/01/2007, que estabelece diretrizes nacionais para o saneamento Básico e suas providências.
O Plano de Saneamento, nos termos preconizados pela Lei Federal Nº 11.445/07, deverá abranger o conjunto de serviços, infraestruturas e instalações operacionais de:
1. Abastecimento de água potável;
2. Esgotamento sanitário;
3. Limpeza urbana e manejo de resíduos sólidos; e
4. Drenagem e manejo das águas pluviais urbanas.
Irão compor neste Plano as vertentes de Água e Esgoto, pois pelo marco legal nacional de saneamento básico, é possível que o Município edite planos separados para um ou mais serviços, conforme prevê expressamente o art. 25, §1º, do Decreto Federal 7.217/10, regulamento da Lei Federal 11.445/07.
Posteriormente o município irá agregar os demais planos elaborados com base nos trabalhos correspondentes à “limpeza urbana e manejo de resíduos sólidos” e à “drenagem e manejo das águas pluviais urbanas”, também a cargo da Prefeitura Municipal de Pedra Preta.
19-01-2012 El Gobernador Guillermo Padrés se reunió con el director de CONADE...Guillermo Padrés Elías
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Descripción general de la medición de AdWords
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http://goo.gl/ICLpfd
Realiza una prueba gratuita de ADWORDS aquí:
http://goo.gl/POBEfB
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- Selección de las métricas para maximizar los beneficios
- Logro de la rentabilidad
- Comprensión del impacto del presupuesto en los beneficios
- Conceptos básicos de la estrategia de presupuesto online
Mas info aqui:
http://goo.gl/vMw72F
Realiza una prueba gratuita de ADWORDS aquí:
http://goo.gl/POBEfB
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Está planteada para aproximadamente 1:30 horas y un breve turno de preguntas posterior (2:00 horas en total)
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Entre las novedades introducidas por el Código Aduanero (Ley 22415 y Normas complementarias), quizás la más importante es el articulado referido a la determinación del Valor Imponible de Exportación; es decir la base sobre la que el exportador calcula el pago de los derechos de exportación.
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Cómo estructurar el purchase funnel
1. AVISO IMPORTANTE
Este documento, su texto y gráficos e imágenes, puede ser utilizado bajo una licencia Creative Commons de tipo Atribución, No-Comercial. En caso de utilizarse este material o de la creación de un derivado, la
atribución se debe respetar citando la fuente como “Actívate, Google España 2014” y expresamente, si es posible, mediante un enlace activo a http://google.es/activate. Revisado, marzo 2014.
Una iniciativa de
5. €
Registros
Visitas
CTR
Impactos
LTR
Tasa de
conversión a
ventas (TC)
Ingresos
=
Ventas
*
Pedido medio
El purchase funnel sirve para comprender el proceso comercial
de una tienda online.
Embudo
o
Funneldeventaonline
Conceptos clave y métricas
Imagen: Original de Nacho Somalo y Guillermo de Haro
CPM
Impactos
CPC
Tráfico
CPL
Leads
CPA
Ventas
Fidelización
6. €
Registros
Visitas
CTR
Impactos
LTR
Conversión a
ventas
Branding o marca
Pasa por delante del local
(Tráfico)
Entran al local
(potenciales clientes)
Clientes
q
ue compran
Repiten
(fieles)
€
Interesados
¿Qué %
son…?
Prospects
Algunos…
¡¡Nos
conocen!!
Y un %…
Ingresos
=
Ventas
*
Ticket medio
Embudo de venta online vs. offline: el doble embudo
Ingresos
=
Ventas
*
Ticket medio
Conceptos clave y métricas
Original de Guillermo de Haro estrategassm.blogspot.de/2012/03/la-masa-critica.html
CPM
Impactos
CPC
Tráfico
CPL
Leads
CPA
Ventas
Fidelización
7. “La fórmula” I:
La primera aplicación práctica de la fórmula descrita establece que hay tres
caminos para maximizar las ventas:
• Incrementar las visitas: cuantas más personas vengan a nuestra tienda más
podremos vender.
• Incrementar la tasa de conversión de visita a pedido: esto es conseguir que el
porcentaje de gente que compra de los que entran en nuestra tienda sea
superior.
• Incrementar el pedido medio: cuanto más nos compre cada cliente más
venderemos.
Venta = Visitas x Tasa conversión x Pedido medio
La fórmula que utilizan las empresas de comercio electrónico es la siguiente:
Conceptos clave y métricas
Fuente: Nacho Somalo, “Todo lo que hay que saber de Marketing y Comunicación Online”
8. Venta = Visitas x TC x PM x Frecuencia
En esta fórmula hemos introducido un elemento nuevo:
la FRECUENCIA de compra.
El resto son iguales:
TC = Tasa de conversión
PM= Pedido medio
En este caso al incluir la frecuencia de compra estamos teniendo en cuenta la
fidelización de clientes, es decir, la diferencia entre los clientes que realizan
repetición de compra frente a los que no.
“La fórmula” II:
Conceptos clave y métricas
Fuente: Nacho Somalo, “Todo lo que hay que saber de Marketing y Comunicación Online”
10. Venta = Visitas x TC x PM
Palancas de negocio:
● Nº visitas.
● Calidad de visitas.
● Nº de pedidos.
● PM: valor del pedido medio.
● TC: tasa de conversión.
Claves de la fórmula: Captación
Captación
11. En la cadena de valor:
Captación
Fuente: Original de Nacho Somalo
12. Objetivos de la comunicación
Definir una estrategia:
Branding
Tráfico
Quiero que mis anuncios...
PerformanceBranding
● ...visitas sólo de interesados.
● ...visitas sólo de potenciales clientes.
● ...sólo ventas rentables a corto plazo.
● ...se vean mucho y pagar poco.
● ...generen visitas a mi site.
Captación
Fuente: Nacho Somalo, “Todo lo que hay que saber de Marketing y Comunicación Online”
Leads
Ventas
Rentabilidad
13. ● Quiero que mis anuncios se vean mucho, pagando lo menos posible.
Dar a conocer o reforzar una marca, producto o servicio.
● Quiero que mis anuncios generen visitas al web central de la campaña.
Aquí lo que queremos comunicar precisa más esfuerzo y mayor interactividad.
● Quiero que mis anuncios generen suficiente interés como para finalizar una
transacción online o rellenar un formulario para recibir información adicional o para
autorizarnos a enviar material comercial con posterioridad.
● Quiero que el usuario se implique tanto como para poder ser considerado cliente o, al
menos, cliente potencial.
Esperamos que el cliente se registre o haga una solicitud de prueba del producto.
● Quiero que mis anuncios provoquen ventas con retorno inmediato de la inversión.
Es decir, no estamos dispuestos a que esa venta pueda ser deficitaria.
Definir una estrategia:
Captación
Fuente: Nacho Somalo, “Todo lo que hay que saber de Marketing y Comunicación Online”
16. Conversión
Palancas de negocio:
● Nº visitas.
● Calidad de visitas.
● Nº de pedidos.
● PM: valor del pedido medio.
● TC: tasa de conversión.
Venta = Visitas x TC x PM
18. Conversión
Fuente: e-commerce user experience. Nielsen Norman Group.
Check out/carritoGestión comercial
Debemos entender el proceso y en qué parte del mismo perdemos al
cliente para poder actuar en esas áreas.
19. Conversión
Fuente: E-Commerce User Experience. Nielsen Norman
Group.
Si el embudo nos dice que el problema es la conversión tendremos que
investigar cuál es el motivo que provoca que nuestro cliente abandone el
proceso de compra.
http://www.ontsi.red.es/ontsi/sites/default/files/informe_ecomm_2013.pdf
20. Conversión
Si usamos el buscador es porque estamos más
cerca de la acción de comprar.
La acción responde a una necesidad de
información o compra planificada previamente.
Buscadores:
25. ● Sencillo, claro e intuitivo.
● Generador de confianza.
● Rápido: facilitar la recogida de información.
Proceso de “check out”:
Video “Check out process”: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
Pedido medio
28. Venta = Visitas x TC x PM x Frecuencia
Palancas de negocio:
● Nº de visitas.
● Calidad de visitas.
● Nº de pedidos.
● Valor del pedido medio.
Margen medio.
● Ratio de repetición.
Pedido medio
37. Optimización de la tienda:
● Mejora continua de la tienda.
● Implica gestionar muchos pequeños detalles.
● Es un trabajo constante.
● Midiendo el impacto de las acciones y sus mejoras.
Pedido medio
39. Venta = Visitas x TC x PM x Frecuencia
Palancas de negocio:
● Nº de visitas / Leads.
● Calidad de visitas / Leads.
● Nº de pedidos.
● Valor del pedido medio.
● Margen medio.
● Ratio de repetición.
Fidelización
41. Conseguir que los clientes que ya han
comprado repitan y se conviertan en
fieles.
Fidelización
Satisfecho = Fidelizado/
42. Compra un ordenador.
Se conecta a Internet.
Hace 1ª compra online.
Hace 2ª compra online.
Se vuelve comprador online.
Recomienda comprar online.
No sabría vivir sin comprar online.
Rito “iniciático” del e-comprador:
1
2
3
4
5
6
7
Fidelización
43. ¿Cómo se fideliza online?
● Captar cliente: marketing.
● Dejar satisfecho: producto - servicio.
● Volver a tener oportunidad: Marketing de Bases de Datos
(BBDD).
● Recordarles que existes: impulsar 2ª y 3ª compra.
● Ser siempre la mejor opción.
¿Es fácil fidelizar online?
Fidelización
44. ¿Cuándo existe hábito de compra?
Nuestra experiencia…
¡Con más de 3 compras!
Fidelización
47. Impactos / Branding: 500.000
CPM: ?
Visitas / Tráfico generado: 1.000
CPC: ?
Registros o Leads: 50
CPL: ?
Ventas: 4
CPL: ?
Fidelidad
Inversión en campaña
publicitaria: 1.000€
CTR: ?
LTR: ?
Tasa de conversión
a ventas: ?
Ejercicio
Calculalasmétricas
Ejemplo: Original de Nacho Somalo
48. CPM: Coste (€) / Miles de Impactos
CPC: Coste (€) / Clics
CPL: Coste (€) / Leads
CPA: Coste(€)
----------
Ventas
Fidelidad
Inversión en campaña
publicitaria:
Coste = 1.000€
CTR=(Clics*100) / Impactos
LTR=(Leads*100)/Clics
Tasa de conversión
a ventas:
TC=(Ventas*100)/Leads
Ejercicio
Calculalasmétricas
Ejemplo: Original de Nacho Somalo
49. Resultados de métricas de costes en el embudo:
Ejercicio
Ejemplo: Original de Nacho Somalo
50. Resultados de métricas de eficiencia en el embudo:
Ejercicio
Ejemplo: Original de Nacho Somalo
51. Del embudo al plan de negocios:
Ahora que tenemos las métricas nos faltaría saber el valor del pedido medio.
Con ese dato tendremos la cifra de ventas:
PRECIO x CANTIDAD = INGRESOS
PEDIDO MEDIO x CANTIDAD DE VENTAS CERRADAS.
Ahora podemos ir al plan de negocio y empezar a ver todos los costes en que
hemos incurrido y determinar si el negocio es rentable de este modo.
En el ejemplo anterior, si el margen que nos deja el producto es menor que 250€
perdemos dinero con cada venta.
Ejercicio
53. Conclusiones
● Entender el embudo es vital para poder gestionar nuestro negocio online.
● Las fórmulas nos dan las claves para saber donde tenemos que actuar para
generar ventas, o cómo podemos mejorar el proceso.
● Los procesos de captación y de fidelización, aunque relacionados, son
diferentes.
● Debemos medir y optimizar de manera continuada, para poder aprender y
mejorar con la experiencia.
● Debemos mantenernos al día de las nuevas tendencias y herramientas.
54. Objetivos generales de una tienda:
● Incrementar las visitas, con la mayor calidad posible.
● Mejorar la eficiencia, es decir, las tasas de conversión.
● Subir el pedido medido sin hacer sufrir la relación con el
cliente.
● Conseguir la fidelidad de los clientes, sobre todo de los
mejores.
Conclusiones
56. Bibliografía y recursos web
Bibliografía
● MUÑOZ VERA, GEMMA; ELOSEGUI, TRISTÁN (2011): El arte de medir: manual
de analítica web. Bresca.
● SOMALO PECIÑA, IGNACIO (2011): Todo lo que hay que saber de marketing
online y comunicación digital. Wolters Kluwer.
Recursos web
● Nacho Somalo.
● Paul Greenber: Social CRM.
● Iván García: SEO blog.
● Guía SEO para webmasters.
● El divorcio del cliente con la marca.
64. Presentación oportunista del producto:
● Promociones y ofertas.
● Escaparates, secciones, etc.
● Venta cruzada.
Conversión
Elementos que influyen en la tasa de conversión:
67. Métricas de eficacia:
CTR: Click Through Rate o porcentaje de clics o visitas que recibe una
determinada creatividad o campaña.
LTR: Lead Through Rate o Tasa de Conversión a Leads o registros. Es el
porcentaje de objetivos logrados de las visitas recibidas o clics.
TC o CR: Conversion Rate o Tasa de Conversión. Es el porcentaje de
objetivos logrados de las visitas recibidas o clics. Es también una medida
de efectividad de una campaña. En este caso, mide el objetivo final de la
misma.
ROI: Return of Invesment o retorno de la inversión. Es el porcentaje de
beneficio obtenido por cada euro invertido. Es una medida de rentabilidad
de una campaña.
68. Tasa de conversión:
Por la forma del embudo podemos ver rápidamente cómo gestionamos la relación con el cliente
y en qué parte del proceso tenemos problemas.
Fuente imagen: http://www.juanpedrocabrera.es/wp-content/uploads/2013/05/Funnelmanagement.png
69. Clasificamos clientes según su margen de contribución con 3 factores:
R: Recencia o cómo de recientes es su última compra.
F: Frecuencia de compra, cuántas veces compra en un año por ejemplo.
M: Monto de las compras, cuánto gasta en dinero cuando compra.
Clasificando clientes: MATRIZ RFM
B1 B2 B3
NB2 NB2 NB3
R1 R2 R3
Pedido
Medio
3
2
1
Frecuencia
1 2 3
A cada cliente se les
asigna un valor, por
ejemplo de 1 a 3.
Los clientes con valor más alto en las tres categorías son
los CLIENTES IDEALES:
+ recientemente han comprado, + frecuentemente compran y + gastan.
71. AVISO IMPORTANTE
Este documento, su texto y gráficos e imágenes, puede ser utilizado bajo una licencia Creative Commons de tipo Atribución, No-Comercial. En caso de utilizarse este material o de la creación de un derivado, la
atribución se debe respetar citando la fuente como “Actívate, Google España 2014” y expresamente, si es posible, mediante un enlace activo a http://google.es/activate. Revisado, marzo 2014.
Una iniciativa de