From Reporting to Profitability
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Jacques WARREN From Reporting to Profitability Are You Serious About ROI?
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Presentation given in Madrid in 2010 discussing how Digital Analytics must be a clear, active part of a business profitability. Too often, analysts contend themselves with pointing out what's wrong instead of ruthlessly pursuing profitability and customer satisfaction.
Transcript of From Reporting to Profitability
Jacques WARREN
From Reporting to Profitability
Are You Serious About ROI?
Bring Your Boss Day
BOSSES
How much? What
for?WHY?
Really?
Again?
Why pay?
NO!
YES!
!
Many companies now use
Web Analytics
Web Analytics is
BORING
There are days…
You promise
d!
NO V
ALUE
!
Beware of the
Web Analytics Trap!
Chasing conversions
“The most important thing, the main focus of Web Analytics, is business, its value to business.”
Jacques WarrenMy clientsYour Boss
Are We Profitable?
Most companies don’t examine their Web profitability
Dig Out Value!
80% !!
WASTE!
73% !!
WASTE!
Who Are YOU?
LET’S BE HONEST
We DON’T care about visitors
We ONLY CARE about Prospects/Customers
Dig Out Value!
Who is on your site?
People who got there by mistake, and leaveProspects who immediately discard you
Identified prospects through specific actions
Current clients who have not identified themselves
Clients who authenticated themselves
Who is on your site?
People who got there by mistake, and leaveProspects who immediately discard you
Identified prospects through specific actions
Current clients who have not identified themselves
Clients who authenticated themselves
NOISE
SIGNAL
Firstfind your
prospects
What are you doing to spot them?
Information Sites
= Citizens, Investors, Prospective employees
Media Sites
= Loyal Audience
Lead Generation Sites
= Prospects
E-Commerce Sites
= Prospects, Clients
Client Support Sites
= Current Clients
What are your baselines?
You should have a good idea of
what you are ready to pay for.
Web SiteTraffic
Results
PPC
SE
Banners
Referrers
Emails
Gross ROI?
Estimate the long-term value of customers…
…you acquired via the Web
Expand Your
Horizon
What about Web Analytics themselves?
Web Analytics can and must prove their contribution to top and bottom lines.
When was the last time…
You found 500,000 Euros
Or even 50,000 Euros
Information Sites
= Transaction Costs Realized Savings
= Increased CPM through better understanding of socio-demographics (segmentation)
Media Sites
= Time to sale Monetary Value (LTV)
Lead Generation Sites
= Value of Customers (LTV) Profitability of Customer Base New Customer Acquisition Rate Health and Growth of CB
E-Commerce Sites
= % Client Base on Self Help Usage Frequency and Rates Correlation Usage - Loyalty
Client Support Sites
TALK MONEY
TOP
BOTTOM
TALK MONEY
SALES
PROFITS
HOW?
Ask Finance. They know.
Visits
Pages
VisitorsConversi
on
Bounce RateSalesPROFITS
Muchas GraciasThank You
