10 Analytics TipsActivation for conversion

Evaldas Svaravicius (NL), John Wyllie (UK)

What we believe

Measure your site or campaign’s performance

Report the relevant information

Optimise your site based on data, not gut-feel

Analyse visitor behavior

Datatrumpsintuition

≈≈

Creative

MediaTechnology

Strategy

Analytics

CreativeDesign Experience

Architecture

UserResearch

Media

Planning

ProjectManagement

BusinessConsulting

CRMVisual Design

ePR

#1

So What?

Customer Loyalty

Product Awareness

Brand Positioning

Brand Visibility

External:Media/Search

On site:Q&ATipsVideos

On site:Product Info

On site:NewslettersSavings Points

site.nl

External:Media/Search

On site:Q&ATipsVideos

On site:Product Info

On site:NewslettersSavings Points

Unique VisitorsDirect VisitsSearch Visits

Asked QsTip ViewsVideo Views

Product Views News Sign upsNews VisitsProduct ViewsReturning visits

Mother of preschooler

Mother of toddler

Mother of young Baby

Pregnant mother

Unknown

Customer Loyalty

Product Awareness

Brand Positioning

Brand Visibility

Mother of preschooler

Mother of toddler

Mother of young Baby

Pregnant mother

Unknown

Unique VisitorsDirect VisitsSearch Visits

Asked QsTip ViewsVideo ViewsCTR to new tips

Product ViewsCTR to new products

News Sign upsNews VisitsProduct ViewsReturning visits

Unique VisitorsDirect VisitsSearch Visits

Asked QsTip ViewsVideo ViewsCTR to new tips

Product ViewsCTR to new products

News Sign upsNews VisitsProduct ViewsReturning visits

Unique VisitorsDirect VisitsSearch Visits

Asked QsTip ViewsVideo ViewsCTR to new tips

Product ViewsCTR to new products

News Sign upsNews VisitsProduct ViewsReturning visits

Unique VisitorsDirect VisitsSearch Visits

Asked QsTip ViewsVideo ViewsCTR to new tips

Product ViewsCTR to new products

News Sign upsNews VisitsProduct ViewsReturning visits

Unique VisitorsDirect VisitsSearch Visits

Asked QsTip ViewsVideo ViewsCTR to new tips

Product ViewsCTR to new products

News Sign upsNews VisitsSaving Product ViewsReturning visits

Right KPIs

Right metrics

Page Views Visits PVs per Visit Video Views Video Views

per VisitPregnant 400.000 100.000 4,0 30.000 0,3Toddler 1.000.000 200.000 5,0 60.000 0,3

Not actionable

Page Views Visits PVs per Visit

Video Views Video Visits Video Visits % Video Views

per Video VisitPregnant 400.000 100.000 4,0 30.000 5.000 5% 6,0Toddler 1.000.000 200.000 5,0 60.000 50.000 25% 1,2

Actionable

Brand Positioning

#2

AndTargets

Alerts

Assigning Targetssite.nl

Pregnant mother

<Targets>

<Actuals>

Brand Positioning

13461280.1%

8291180.085%

Asked QsTip ViewsVideo ViewsCTR to new tips

61%63%92%85%

• Daily targets/thresholds

• Daily alerts for• 404 pages• Failed searches• eBasket errors• Out-of-stock errors

• No rear-view mirror

Alerts in Action

#3

AssignOwnership

Stake Holder Centricity

Customer Experience

Mark. Executive

eCRM Manager

Campaigns / Branded content

Newsletters / Products

RoleStake Holder

Customer Experience

Mathijs Mariet MarietMathijsMariet

Alex

#4

Visualize & Identify

Learn them all

Visibility

Utilization

#5

NotPull

Push

#6

TheQuantify

Opportunity

$$$ is a common language

“Every day you DON’T make this change, you’re missing out on

£20,000 of additional revenue”

#7

Impact ofMeasure

Changes

Analytics as a profit centre

£36,000+ extra revenue since change was

made

#8

TopDown

Focus on quick wins

#9

Stop AnalysingStart Testing

Test and Learn

VS.

#10

NotPeople

Technology

Investment in people

Internal staff 42% +6%Technology 38% -7%Consulting 18% 0%

YoY 2009

#11

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