8. Cele Strategiczne
• Ważne odpowiedzi na podstawowe
pytania:
• Po co istnieje Nasza strona?
• Co zamierzamy osiągnąć przez
internet?
• Jakie są 3 najważniejsze funkcje
strony?
• inne
9. Cele strategiczne - przykład
1. Budowanie marki
2. Zwiększenie zasięgu
3. Budowanie świadomości szkoleń
nie do
i e go
tap iko
e n ;)
m y
ty m ne go
a za
N c cz
lity produktów
sz anaSprzedaż marketing internetowy
1.
pu zia 2. Efektywny zaufania
do ęd 3. Budowanie
nar z
10. Cele marketingowe
• To odpowiednie działania, które pozwolą
osiągnąć cele strategiczne.
Cele strategiczne Cele marketingowe
Sprzedaż produktów Wzrost zysków
zwiększenie ilości sprzedanych produktów
Efektywny marketing Budowa bazy potencjalnych klientów
internetowy
Budowa marki Zwiększenie chęci do zakupów
Zwiększenie zaangażowania
11. Główne wskaźniki sukcesu
Cele Cele marketingowe KPI
strategiczne
a
nTotal Revenue
Sprzedaż Wzrost zysków
oż
m iać
pie pn /1 odwiedziny
produktów
zwiększenie ilości sprzedanych
e
produktówta tę
wartość
t d os
ym potencjalnych y
Budowa bazy ć u
Efektywniejszy
a
o rt
Liczba osób
marketing
N z ą zarejestrowanych
ac rap
internetowy klientów
z
(zrealizowanych celów)
Zwiększenie chęci do zakupów Wskaźnik konwersji
Budowa marki
Zwiększenie zaangażowania Czas na stronie
12. Plany KPI
Cele strategiczne Cele KPI Założenia
marketingowe KPI
Total Revenue
Wzrost zysków 20 000zł / mieś
Sprzedaż
produktów zwiększenie ilości
Wartość 100 zł
sprzedanych
odwiedzin Per visit Value/
produktów
Efektywny
Budowa bazy Liczba nowych
marketing 1000
potencjalnych osób
internetowy rejestracji / mieś
klientów zarejestrowanych
Zwiększenie chęci Wskaźnik
2%
do zakupów konwersji
Budowa marki
Zwiększenie
Czas na stronie > 1 minuta
zaangażowania
13. Od słów do czynów
KPI Pytania do rozwiązania
Skąd bierze się moja sprzedaż?
Zyski Gdzie tracę potencjał?
Które odwiedziny są najbardziej
zyskowne?
Wartość odwiedzin Jaka cześć serwisu ma wpływ na
przychody?
Rejestracje Skąd biorą się rejestracje?
Czy ścieżka rejestracji jest
Wskaźnik konwersji optymalna?
Czas na stronie/głębokość Którzy użytkownicy są najdłużej?
Jak wyciągać wnioski z danych w Google Analytics? Jak prezentować raporty przełożonym? Jak wybierać wskaźniki efektywności witryny i analizować dane na ich podstawie? Czy potrzebuje wszystkich raportów? Jedne są ważniejsze inne mniej
W zależności od szczebla im wyżej tym raporty powiny być prostsze.
Bez znajmości szczegółów można wyciągać fałszywe wnioski. Zresztą prezesi nie lubią skompikowanych raportów.
90% of the failures in web analytics, the reasons companies are data rich and information poor, is because they don't have DUMB objectives. Business Objectives: This is the answer to the question: "Why does your website exist?" Or: "What are you hoping to accomplish for your business by being on the web?" Or: "What are the three most important priorities for your site?" Or other questions like that. Without a clearly defined list of business objectives you are doomed, because if you don't know where you are going then any road will take you there. The objectives must be DUMB : Doable. Understandable. Manageable. Beneficial. 90% of the failures in web analytics, the reasons companies are data rich and information poor, is because they don't have DUMB objectives. Or they have just one (DUMB) Macro Conversion defined and completely ignore the Micro Conversions and Economic Value . Your company leadership (small business or fortune 100) will help you identify business objectives for your online existence. Beg, threaten, embarrass, sleep with someone, do what you have to get them defined. Point of confusion: People, like me, often also use the term Desirable Outcomes to refer to business objectives. They are one and the same thing. [Full disclosure: Depending on the specificity of your business objectives my asking you for your "desirable outcomes" could refer to "what are your goals". See below...] Read more: http://www.kaushik.net/avinash/2010/04/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets.html#segment#ixzz0orPvyVMS
Goals: Goals are specific strategies you'll leverage to accomplish your business objectives. Business objectives can be quite strategic and high level. Sell more stuff. Create happy customers. Improve marketing effectiveness. Goals are the next level drill down. It goes something like this. . . Sell more stuff really means we have to: 1. do x 2. improve y 3. reduce z Improve marketing effectiveness might translate into these goals because currently they are our priorities: 1. identify broken things in m 2. figure out how to do n 3. experiment with p type of campaigns Get it? The beauty of goals is that they reflect specific strategies. They are really DUMB. They are priorities. They are actually things almost everyone in the company will understand as soon as you say them. I would not have included the step of identifying Goals were it not for the fact that almost every C level executive, every VP and SVP, give very high level nearly impossible to pin down business objectives. Point of confusion: Many web analytics tools, like Google Analytics , have a feature that encourages you to measure Goals . Like so. . . It is possible that some Analytics Tool Goals directly measure your business objectives or goals. Usually though Analytics Tool Goals do not rise to the strategic importance so as to measure either your business objectives or your goals. For example only one of the above, Subscribers, is an actual goal ("increase persistent reach")for me that lines up directly with a business objective ("effective permission marketing"). Others are nice to know. So to be clear: Just because you have Goals in your analytics tool defined is not a sure sign that you know what your business objectives or goals are. Before you touch the data make sure your business objectives (usually 3, or 5 max) are clearly identified and you have drilled down to really DUMB goals! Read more: http://www.kaushik.net/avinash/2010/04/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets.html#segment#ixzz0orS2zOPR
Proponowane raporty, które warto obejrzeć na zebraniach z HIPPO
index
Segments: A segment contains a group of rows from one or more dimensions. In aggregate almost all data is useless (like # of Visits). The best way to find insights is to segment the data using one or more dimensions (like # of Visits from: USA, UK, India as a % of All Visits). You segment by dimensions and report by metrics. Here are some examples of segments I use in my Google Analytics account: Checkout the dimensions I am using to segment my website traffic to understand performance better. Analyzing people just from North Carolina (because there was an ad campaign targeted just to NC) People who spend more than one minute on the site People who click on the link to go to Feedburner to sign up for my RSS feed People who come from images.google.com and smart mobile phones People who visit from one source, Wikipedia, AND only one page on Wikipedia (the bounce rate article) These are just a few of the 28 advanced segments I have created in my analytics profile. And I am not even a real business. Think of how many segments I would analyze to truly analyze my Key Performance Indicators to understand causes of success or failure of my Business Objectives! The Analysis Ninja rallying cry: Segment or Die! : ) So now you know the seven most fundamental, yet critical, things you need to know about online analytics. If you fee that you did not understand it all, please go back and re-read it. You are very welcome to ask questions or for clarification via comments. Whatever it takes, make sure you are able to internalize this. Let's move to the last step. . . Web Analytics Measurement Framework As promised I want to wrap up this post with a couple of examples that pull this whole thing together. Let's say I am responsible for the National Council of La Raza (a wonderful organization I support). Here is how the measurement framework could possibly look for me. . . Read more: http://www.kaushik.net/avinash/2010/04/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets.html#segment#ixzz0orTSDS26
Understand which segments are profitable and which are not. Then adjust your approach to each. Web Analytics Understand which PHASES of different segments are profitable and which are not. Then adjust your approach to each.