e-Business Accelerator

Theoretical Solution Proposal

25 May 2007 EDHEC MBA Consulting Group 2

Agenda

1. Ten Reasons

2. Customer Life Cycle

3. e-Business Accelerator

4. Three Target Solutions

5. Airline Booking Flow

25 May 2007 EDHEC MBA Consulting Group 3

Ten Reasons

1. Maximise onlinemarketing campaigns

2. Optimize pay-per-clickadvertising

3. Optimize site for organicsearch

4. Assess A/B & A/B/Amarketing campaigns

5. Improve site navigation

6. Increase conversionrates

7. Minimize abandonmentrates

8. Learn customerbehavior patterns

9. Increase cross & upselling

10. Encourage repeatbusiness

25 May 2007 EDHEC MBA Consulting Group 4

Customer Life Cycle

source emetrics report 2000

25 May 2007 EDHEC MBA Consulting Group 5

e-Business Accelerator

25 May 2007 EDHEC MBA Consulting Group 6

Three Target Solutions

1. Online Marketing Optimization

2. Growth & Conversion

3. Yield & Behavior

25 May 2007 EDHEC MBA Consulting Group 7

1. Online Marketing Optimization

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Cost [total]2) Cost per click [ave.]3) Revenue per click [ave]4) Return on investment5) Margin

5) Adword Campaigns[clicks]

1) Standard tags1) Page Visits/Keyword[Paid | Non-Paid]

4) Keywords

1) Standard tags2) utm params in links both internal & external3) utmSetTrans text area from CONF page4) Any relevant cookies

1) Bounce Rate2) % New visits3) % Increase in visits

3) Campaign Conversion

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Visit count/source | medium2) % New visits3) Pages/visit4) Ave. time on site

2) Referring Source

1) Standard tags1) New Vs Returning2) Recency3) Depth

1) Visitor Trends

Tags or ParamsKPI’s MeasuredReports

25 May 2007 EDHEC MBA Consulting Group 8

2. Conversion & Growth

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Goal Verification2) Conversion Rate3) Goal Funnel Visualization4) Abandonment Rate

4) Goal Details

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Page Views | Unique Pages2) Bounce Rate3) % Exits4) $ Index

3) Content by Title

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Revenue2) Transactions

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Revenue2) Conversion Rate3) Per Value Visit

1) All Traffic Sources

Tags or ParamsKPI’s MeasuredReports

25 May 2007 EDHEC MBA Consulting Group 9

3. Yield & Behavior

1) Standard tags1) Clicks4) Site Overview

1) Standard tags2) Any relevant cookies

1) % Clicks2) % Entrances3) % Exits4) Goal Funnel

3) Navigation Summary

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Revenue2) Average Order Value

1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies

1) Product Revenue2) Product SKU’s3) Product Categories

1) Product Performance

Tags or ParamsKPI’s MeasuredReports

25 May 2007 EDHEC MBA Consulting Group 10

Airline Booking Flow

StandardGoogle Tags

X | UP-SellingGoogle Tags

Pay-PageGoogle Tags

Conf.Resv.Google Tags

bottom.html

1. HomepageAirSearch

2. FlexPricerCalender

3. AirAvaila-bility

4. Fare Pricing

5. Passengerdetails

6. Purchase

7. ConfirmReservation

8. Cancel

The same bottom.html file is used tomaintain consistency and easier rollout.

Depending on the relevant page, specificfunctions are called and different data issent via the Urchin scripts to GoogleAnalytics