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Webmarketing
5-6 AnalyticsMatthieu BRUCKERT
2016
1. KPI
1. KPI
Key Performance Indicator
(Indicateur Clé de Performance)
Goals / Measures
How can you improve what you cannot measure?
The KPI?
The KPI ?
Result!
€
€ = ?
• Revenue• Margin• Market Share
Forecast…
• Lead?• Prospect?• Customer?
Lead / Prospect / Customer
• Lead = Suspect• Prospect (Potential Customer)
• Customer
Pipeline & Sales Funnel
1. Prospection (Prospect)
2. Opening Relationship
3. Qualifying Needs
4. Sales Proposal
5. Négociation
6. Closing (Customer)
Pipeline (Lead)
KPI Edition / Press
• Number of visitors• Engagement• Pages• Conversion Rate• …
Social NetworksNumber of interactions (Engagement rate per page)
Page Views from Social Networks
Incoming Links
…
Klout Score
2. Google Analytics
Google Analytics
• Web audience analysis• 80% world market…
Google Analytics
Home1. Menus
2. Account
3. Reports
4. Report Title
5. Segmentation
6. Tabs
7. Graphique
8. Data
Web Configuration Tracking ID to implant in the website code
Report Types
• Audience• Acquisition• Behavior
Audience
Visits• Number of Visitors
• Number of Unique Visitors
Pages/Visit
Is your website interesting?
Visit duration
Can you catch the attention of your visitors?
Google AnalyticsBounce Rate
Stopped on first page
Good Bounce Rate = 70%
(Bounce Rate email = non delivery)
Acquisition
1. Direct Access2. Search Engine3. Links4. Adwords
Google AnalyticsConversion Rate
Direct access (none)
• Website notoriety• Brand notoriety
Search engines
Organic Trafic /natural SEO
Keywords precision
Links (referral)Direct Links
AdWordsGoogle/CPC
Trafic coming from AdWords Campaigns
Social Networks
1.Facebook2.t.Co (Twitter)
Google AnalyticsSocial Networks Activity
Mobile
Analytics also exists for Apps
Google AnalyticsTargeting
Real Time
3. eCommerce
THE KPI?
THE KPI ?
Result!
€
€ = ?
• Revenue• Margin• Market Share
eCommerceConversion Rate (Lead 2 Customer)
Cost per Lead
Customer Journey (Need for an eCRM)
Repeated Visits (Loyalty)
Basket Drop-off rate
Average basket
?
Average basket
Revenue---------------------
Number of Orders
Increase Average Basket
• Up-selling: options, warranties• Cross-selling: complementary
products in other range• Packs, Bundles• Promotions, Advantages, Gifts
Improve product sheetsDescription
pictures, Vidéo, 360°
Advice / Testimonies / Storytelling
Click 2 Chat / Call / etc…
Promotions / Incentives
A/B testing