First presentation on our bi-monthly Online Dialogue Thursday knowledge meetings. On November 11th 2010 we explained the model of online communication and how online behavior is influenced. We included the next step: how should you measure these influencers, report on them and take actions to improve the dialogue with your visitor.
Presentation by Bart Schutz & Ton Wesseling
Online Dialogue Model & Method: Online behavior can be measured
1. Model & Method
online behavior can be measured
Bart Schutz & Ton Wesseling
(@BartS)
(@TonWesseling)
Online Dialogue Thursday
November 11th 2010, Utrecht, The Netherlands
3. About Online Dialogue
Online Dialogue has the ambition to get the quality of offline service en
sales dialogues to the online field.
Strategy
Design
Optimization
Our services:
Internet strategy guidance.
Designing the online presence.
Getting structure in online revenue optimization.
33. Your audience as a group
Company
Target
info
audience
Revenue
Hapiness
External afcts
Internal facts
Customers
Wealth
34. Your audience as a group
External survey
Measurement
Price position
Media attention
Attention
Research
Quality position
Advertising pressure
Positive / negative
35. Your audience as a group
Company
Target
info
audience
Survey
Revenue
Hapiness
External afcts
Internal facts
Customers
Wealth
External survey
Measurement
Price position
Media attention
Attention
Research
Quality position
Advertising pressure
Positive / negative
2 – to know your position
36. Make a good start
Time to (re-)design.. if needed
37. Your audience in control
3 – to know if they succeed
Spontaneous
Orientating
Comparing
Buying
Cust. info
Cust. usage
Cust. slae
Targets
Growth
Trend
Conversion
40. Continuous improvement
Structuring
A) Analysis
B) Roadmap & Dashboard
-
Conversion op9miza9on
1) Mass Usability
2) Segments
3) Dynamic
4) 1‐on‐1
41. Objective
Build up groups of customer profiles
segmented on their behavioral influencers
and collect the knowledge of
how to communicate with them
Spontaneous
Orientating
Comparing
Buying
Cust. info
Cust. usage
Cust. slae
Targets
Growth
Trend
Conversion