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UK E-commercial Conference 2015: Data driven road to success

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Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way

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UK E-commercial Conference 2015: Data driven road to success

  1. 1. Andraž Štalec @andrazstalec DATA DRIVEN ROAD TO SUCCESS
  2. 2. WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
  3. 3. SEARS BEST BUY AMAZON $899,99 $809,99 currently $870,08
  4. 4. MARKETING WAS NEVER EASY
  5. 5. UNDERSTANDING THE CUSTOMER How to catch the important moments?
  6. 6. SUCCESS RATE Only 15,15 % of website visitors start a checkout process
  7. 7. ONLY 11 % OF VISITORS WHO START A CHECKOUT PROCESS ALSO FINISH IT
  8. 8. WHAT HAPPENS WITH THE OTHERS? 99 % USERS DO NOT FINISH THE PURCHASE
  9. 9. WHAT ARE WE GOING TO DO?
  10. 10. ESTABLISH METRICS TO UNDERSTAND USERS
  11. 11. TRACKING CONSUMER DECISION JOURNEY MICRO AND MACRO CONVERSIONS DATA
  12. 12. Understanding user behavior throughout the entire CDJ Number of interactions Length Transactions
  13. 13. Micro & macro conversions
  14. 14. Micro & macro conversions
  15. 15. Micro & macro conversions matrix NEW FOLLOWERS GALLERIES BROWSED REVIEWS & RATINGS EMAIL SIGNUPS SOCIAL ACTIONS VIDEOS WATCHED PURCHASE CHECK STOCK CATALOGS DOWNLOADED USER REGISTRATION Long term Short term Mid term PURCHASE RESEARCH AWARENESS
  16. 16. 1 2 3 26 % bounce rate 14,42 pageviews per visit 135 % increase in CR 4 45 % increase in number of transactions TENISICE.HR Conversion optimization
  17. 17. TARGETED ADVERTISING THROUGHOUT THE CDJ BETTER PERFORMANCE AND BETTER ROI BETTER UNDERSTANDING OF USER BEHAIVOR Where are the benefits?
  18. 18. GET INSIGHTS
  19. 19. AGGREGATED DATA Metrics like CPA and CR don‘t say a lot…
  20. 20. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  21. 21. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  22. 22. 65,98 % 15,44 % 10,31 % 8,05 % 5,49 % 1,23 % 0,40 % Organic Search Paid Search Direct Referral Email Display Social Income by digital channel
  23. 23. MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC, SOCIAL MEDIA AND DISPLAY ADVERTISING PLAY CRUCIAL ROLE AS ASSISTED CONVERSIONS
  24. 24. 64 % CONVERSION PATHS INCLUDE NON-BRANDED VISITS
  25. 25. Outcomes report
  26. 26. DOTHINKSEE DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL Digital Channels
  27. 27. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  28. 28. Enhanced Ecommerce WEATHER PRODUCT DATA PURCHASE PRICE …
  29. 29. Content quality
  30. 30. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  31. 31. 1x 2x New visitors Returning visitors 1x 2,5x Non-branded visits Branded visits Conversion rate based on user segment
  32. 32. 0,44 % 0,78 % All visitors Visitors who clicked on a specific Ad Influence of ad content on conversions
  33. 33. 1,58 % 1,97 % Visitors who came through channel A Visitors who came through channel B 2,44 % Visitors who came through channel A and B 2,81 % Visitors who came through channel A and C Influence of digital channels on conversions
  34. 34. Influence of weather on conversions
  35. 35. OPTIMIZE USER EXPERIENCE BETTER USER TARGETING Behaviour Outcomes OPTIMIZE DIGITAL MARKETING Acquisition Why?
  36. 36. ULTIMATE GOAL IS TO DECREASE CPA
  37. 37. +159 % +17 % +95 % +122 % +127 % +14 % Revenue Sessions CR Per Session Value Transacions Average Order Value Cost per transaction- 46 % YTD results (2014 vs 2013)
  38. 38. Thank you andraz.stalec@red-orbit.com

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