Snoobi- Online Business Intelligence 5.11.2008

1. quot;Usage of web analytics to
gain competitive advantage in
tough economic environmentquot;
Tallinn, Estonia
5.11.2008
Pekka Koskinen

2. Snoobi company overview
• Snoobi Oy founded 2004 by Pekka Koskinen
• 35 employees + partner network
• Offices at Helsinki, Tallinn and Amsterdam
• Fastest growing technology company in Finland
(Technology fast 50 Rising Star, Deloitte
10/2008)
• Web analytics company
• Tracking over 3400 websites
• Finnish market leader

3. Snoobi web analytics tool
Some Estonian
client
examples:

4. Challenging economic environment
• Automatic growth has stalled
• Need to retain or increase sales while building cost
efficiency
• Focus from adding resources smarter operations
• More focus on Internet, away from traditional advertising
– Search engine , mobile and email marketing are biggest growers
• More sales with same resources
– Need to increase hit rate in sales
– Demand for better and qualified leads

5. Internet management process
• Targets of online strategy
– More sales (new and existing
customers)
– Cut operating costs
– Build knowledge / brand / marketing
2. Acquire
• Means: website with services to target 1. Convert
groups
• Effective management of Internet 4. Analyze 3.
operations based on firm data Renew
– Convert more visitors into customers
– Acquire more good quality visitors
– Improve content, make modifications
– Analyze the impact, plan actions

6. How web analytics helps?
1. Improve content
and conversion
Buyers
Sales /
Contacts cost
Browsers savings
value
Web analytics 3. Generate B2B
leads
2. Optimize marketing
spent, bid
management,
campaign optimization

7. Who needs web analytics?
Executives
Marketing
Sales
IT
Communications,
product managers

8. Steering visitors
Before improving conversion , first you have
to know what visitors are doing now on the
website

9. Improving conversion
• Improve content
• Add links to ”call to action” pages
• Make sure people find the right content
• Test and measure

10. Driving visitors to the site
Search engines
Direct traffic SEM
Directories
Banners
Email campaigns
Links / blogs

11. Traffic sources

12. Tracking advertisements
• ALL online advertising can be tracked
– SEO, adwords, email, banners, blogs,
directories
– Clicks, bounce rates, keywords, conversions,
clickpaths, content, companies
• Revenue / cost ROI
• Optimize marketing budget
• Test, monitor and improve campaigns

13. Optimizing Google Adwords

14. Sales advantage
• Know what companies visit your website and
what they do!

16. Examples how to do smarter sales
• Generate qualified and focused leads:
– Companies that have visited the site within a month
– Companies that have used a specific search term
– Companies that have visited a certain page or section
– Companies that load over 10 pages
– Companies that have reacted to an email campaign
– Companies from a certain country
• Know more about customers activity on your website before meeting
– Has the customer visited our website?
– If yes, what has he done there?
– How many times and how many different people?
– Is the customer showing interest after meeting / during sales process?

17. Automatic lead filtering and delivery

18. Management’s KPI view

19. Our service model
1. Snoobi gives ideas and examples
2. Snoobi very easy to install (generic script), Snoobi gives instructions
3. Snoobi does the configurations
– Readable page names, sectioning, goal pages, internal search engines
– Configurations reflect to historical data
4. Training to users
– How Snoobi is used and configured
– How to measure online marketing
5. Local support (technical and business)
– Alerts if problems

20. Snoobi partnership program
Companies in the field of online business can apply
Benefits:
• Free usage of Snoobi technology in own websites
• Can offer clients free Snoobi trials
• Web analytics education and support
altex offers two months free Snoobi trials for
all interested participants

21. Thank you !
Visit: www.snoobi.ee
Further info: pekka.koskinen@snoobi.com