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AgrifoodAgrifood MarketingMarketing
Rolan Micallef Attard
www.yesitmatters.com
University of Malta
Course: BSc (Hons.) Mediterranean Agro-Ecosystems Management
On-line Marketing 2009
eMarketing/Online Marketing
“The application of the
Internet and related digital
technologies to achieve
marketing objectives”
- Chaffey et al., 2000
eMarketing strategy process
Source: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/Web-marketing-strategy-process/
Website marketing online types
No web presence
Domain & email no site - (www.mydomain.com)
Static website - brochureware
Interactive site – Search, queries, product availability, prices
Interactive site with transaction processing
Fully interactive site with relationship marketing
Online initiatives
Product trading - shops
Auctions - flowers
Product tracking – movement of product at any time
Networking – voice-over-IP
Electronic data interchange – EDI orders/invoices forms
Payment processing gateways – 24 x 7 business
Data collection and storage
On-line training
On-line auction
Product selling
Directory
Bookstore
Its all about customerIts all about customer--centric measurementcentric measurement
Web Metrics are measurement techniques utilised to track and identify what is happening on the Internet and on your website
Web Analytics is a discipline aimed at understanding your website visitor’s on-line experience, seeking methods that meet your user’s requirements, and optimising your organisation’s ultimate goals
Web metrics & analytics
Tracking trolleys vs. tracking clicks Tracking trolleys vs. tracking clicks
Customer tracking
Its all aboutIts all about……
Increasing sales
Reducing costs
Improving return on investment (ROI)
Fine tuning online marketing strategies
Outperforming your competition
Knowing who’s behind the browser
eMarketing objectives
Do you measure ?Do you measure ?Online website traffic
How traffic arrives to your website
Where visitors come from
What users do on your website
Your online advertising campaigns
Technology users use
How well your site is performing technically
User visits
Website paths
Website visits
Complete browsing history by unique visitor analysis
Measurement
ee--Metrics customerMetrics customer--centric sophisticationcentric sophistication
1st Generation e-Metrics
Website Website
StatisticsStatistics
Hits
Visits
Sessions
Page Views
Accessed pages
Site referrals
Unique visitors
etc. etc. etc.
2nd Generation e-metrics
ee--BusinessBusiness
intelligenceintelligence
RFM
Acquisition costs
Conversion rates
Sales trends
Average basket size
Click-through rates
Repeat visits
etc. etc. etc.
3rd Generation e-metrics
ee--CustomerCustomer
intelligenceintelligence
Segmentation
Path analysis
Loyalty/churn
Propensity
1 to 1 relationship
ROI per customer
Custom metrics
etc. etc. etc
e-Metric generations
CustomerCustomer--centric web metrics evolutioncentric web metrics evolution
2nd Generation
e-metrics
(e(e--BusinessBusiness
intelligence)intelligence)
3rd Generation
e-metrics
(e(e--CustomerCustomer
intelligence)intelligence)
1st Generation
e-metrics
(Website (Website
Statistics)Statistics)
Persistent user
Identifier
Anonymous user
Profile
Discreet user
Identity
User Cat. 1 User Cat. 2 User Cat. 3 User Cat. 4
Customer-centricity
Its all about customer loyalty & reducing dropoutsIts all about customer loyalty & reducing dropouts
Online Customer Life Cycle frameworkOnline Customer Life Cycle framework
Reach Acquire Convert Retain Loyalcustomers
AbandonmentAttrition
Churn
Leakage
Website users dropout patternsWebsite users dropout patterns
Loyalty funnel
Optimisation of Reach through web analyticsOptimisation of Reach through web analytics
Reach is an activity aimed at attracting the attention of your target audience to your website through a specific activity
Measuring the ROI of Reach techniques through:Pay-per-click AnalysisAdvertising Revenue AnalysisSelf-Service Analysis
PayPay--perper--click analysis click analysis –– Search engine campaignSearch engine campaign
Web metrics revealed that website visitors, having typed general phrases in a pay-per-click search engine, browsed only for a short time and contributed to no significant revenue, while visitors who typed specific words browsed longer, viewed more pages and shopped online.
Kalmbach reduced $4,000 per month promotional partner’s costs
Advertising revenue analysis Advertising revenue analysis –– Banner adsBanner ads
Web metric results from banner ad click-throughs for easyJet
40% booked 1st visit
17% booked same day
20% took over 2 weeks
Marketing ROI increased by 86% in one month by refining banner ad media strategy, by analysing performance, creativity and timing
Optimisation of Acquisition through web analyticsOptimisation of Acquisition through web analytics
Acquisition is the stage when your target audience has been successfully reached and
persuaded to visit your website
Measuring the ROI of Acquisition techniques through:Affiliate Marketing Analysis
Landing Page Analysis
Email Marketing Analysis
Search Engine Marketing
Analysis
Landing page analysis Landing page analysis –– leading visitors to your goalleading visitors to your goal
Web metrics revealed that visitors were landing on pages considered ‘less important’. Inserting the necessary leads on these pages increased conversion
by 33% through newsletter signups and form-filling
Email marketing analysis Email marketing analysis –– FollowFollow--up emailsup emails
Web metric results revealed that emails sent immediately after registration generated 9.4% click-throughs, while 3 timed (4 days – 1 week –1 week) follow-up emails generated 5.4% click-throughs from the unconverted.
Knowing how frequently to deliver follow-up emails to entice prospective clients to engage in online activities, improved ROI by 125%.
Search engine analysis Search engine analysis –– Search engine indexingSearch engine indexing
Investigating search behaviour and linguistic patterns
Facilitating the indexing of each page by search engines
Modifying its single dynamic site to a multi-page static site.
FordDirect.commanaged to increase its search engine rankings and its search engine referrals by 940% and 4,838% equivalent to 73,000 visitors per month.
Optimisation of Conversion through web analyticsOptimisation of Conversion through web analytics
Conversion is the stage of leading potential customers to your website’s predetermined
goal
Measuring the ROI of Conversion techniques through:
On-Line Analysis
Lead Generation Analysis
OnOn--Line Analysis Line Analysis –– ‘‘The Moment of TruthThe Moment of Truth’’
Lead generation analysis Lead generation analysis –– Activity schemesActivity schemes
On-line registration is essential for marketing purposes.
Black & Decker increased leads by 40% by changing the position of the registration icon.
Optimisation of Retention through web analyticsOptimisation of Retention through web analytics
Retention is the stage of turning your website users into loyal customers making them return over and
over again, preventing their migration to competition
Measuring the ROI of Retention techniques through:
Recency, Frequency
and Monetary Value Analysis
Path Analysis
Content Analysis
Content analysis Content analysis –– SegmentationSegmentation
Web metrics revealed that visitors interested in skiing, browsed the ski gear pages, while retained visitors who had previously purchased ski gear were more interested in purchasing expensive skis. Delivering selected content to
repeat customers increases repeat purchases
Web analytics that contribute to RevenueWeb analytics that contribute to Revenue
Number of
Clients
Website
turnover
Average
cart value
Number of
user visits
Conversion
Rate
3%10,000 300 €190 €57,000* *= =Point of departure
↑↑↑↑ Reach techniques
↑↑↑↑ Acquisition techniques
↑↑↑↑ Retention techniques
3%11,000 330 €190 €62,700* *= =
Up-sell
Cross-sell3%10,000 300 €200 €60,000* *= =
↓↓↓↓ Dropouts rates
↓↓↓↓ Trolley abandonment
↑↑↑↑ Personalisation
↑↑↑↑ Website Usability
4%10,000 400 €190 €76,000* *= =
MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (1)survey findings (1)
Popularity
Tourism
Telecom,
media,
publishing
Government
organisations
MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (2)survey findings (2)
42% take a reactive
approach to changing
on-line strategies
based on Web
Analytics for the
purposes of ROI, yet
the level of
sophistication of web
analytic applications is
low.
MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (3)survey findings (3)
MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (4)survey findings (4)
71% of organisations with access to Web tracking applications have
identified the following factors to be a limiting factor in maximising their Web
analytics potential
Lack of Time
Budget Limitations
Lack of specialised personnel
The way forward The way forward ……………………....
Invest in the right web analytic solution that suits your needs and budget, and that will allow you to achieve your goals
Invest in staff training, or outsource interpretation of web metrics to web analysts that understand your business
Focus on business critical aspects of your website to improve its overall performance and prevent the migration of your customers to your competitors
Case study:
Keyword and Campaign Comparison
Track and compare all your ads, email newsletters,
affiliate campaigns, referrals, paid links, and
keywords on Google and other search engines.
Dashboard
Put all the information you need on a custom
Dashboard that you can email to others.
AdWords Integration
Buy keywords on Google AdWords and use Google
Analytics to learn which keywords are most profitable
to your business