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Netcomm e-Commerce Forum 2010 - Mentire con i numeri

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Massimo Fubini's speech at Netcomm e-Commerce Forum 2010

Publié dans : Technologie
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Netcomm e-Commerce Forum 2010 - Mentire con i numeri

  1. 1. mentire con i numeri <ul><li>Consigli e suggerimenti su come si dovrebbero leggere le statistiche del marketing on-line per non farsi fregare e capire cosa c’e’ dietro un invio di email </li></ul>
  2. 2. Da sempre, le parole, le immagini etc etc sono fonte di fraintendimenti, di opinioni...
  3. 3. Le stesse cose, in contesti diversi possono voler dire cose diverse ritaglio da una pubblicità della Banca HSBC
  4. 4. Per questo motivo quando vediamo dei numeri che riteniamo non possano essere fraintesi, “ abbassiamo le nostre difese”...
  5. 5. le abbassiamo perchè non c’e’ molto da discutere, un “3” per esempio sempre un “3” e’.... non e’ che cambia
  6. 6. ed invece e’ proprio quando si maneggiano i numeri, con le difese abbassate, che si rimane più facilmente fregati
  7. 7. iniziamo facile facile
  8. 8. GIOCHIAMO CON LA MEDIA
  9. 9. GIOCHIAMO CON LA MEDIA Io ho mangiato un pollo, tu non hai mangiato niente. Mediamente abbiamo mangiato mezzo pollo a testa
  10. 10. Questa era semplice... ma cosa c’entrano i polli con le email? ...vediamone un’altra... (sempre semplice)
  11. 11. RESTANDO SULLA MEDIA... Media aperture = (40%+9%+11%+16%)/4= “ La quarta campagna e’ andata 3% SOTTO LA MEDIA” Campagna % Open rate Campagna 1 40% Campagna 2 9% Campagna 3 11% Campagna 4 16% 19%
  12. 12. RESTANDO SULLA MEDIA... Media aperture = (3350/25000)= “ La quarta campagna e’ andata 3% SOPRA LA MEDIA” Campagna Email consegnate Email aperte % Open rate Campagna 1 1000 400 40% Campagna 2 7500 700 9% Campagna 3 8000 850 11% Campagna 4 8500 1400 16% TOTALE 25000 3350 13%
  13. 13. GIOCHIAMO ORA CON LE “SCALE”
  14. 14. % di abbandoni sulle spedite (visione settimanale, per dominio)
  15. 15. % di abbandoni sulle spedite (visione giornaliera, per dominio)
  16. 16. GIOCHIAMO ORA CON I PUNTI DI VISTA?
  17. 17. real life... Bello! Questa campagna e’ andata molto meglio delle altre
  18. 18. Questa campagna ha avuto il piu’ basso tasso di click (sulle aperte) Bello! Questa campagna e’ andata molto meglio delle altre real life...
  19. 19. Questa campagna ha avuto il piu’ basso tasso di click (sulle aperte) Bello! Questa campagna e’ andata molto meglio delle altre Questa aveva il DB piu’ sporco real life...
  20. 20. Questa campagna ha avuto il piu’ basso tasso di click (sulle aperte) Bello! Questa campagna e’ andata molto meglio delle altre Questa sembra avere il tasso di “gradimento” minore Questa aveva il DB piu’ sporco real life...
  21. 21. Questa campagna ha avuto il piu’ basso tasso di click (sulle aperte) Bello! Questa campagna e’ andata molto meglio delle altre Questa sembra avere il tasso di “gradimento” minore Questa aveva il DB piu’ sporco COSA??? #@%$!!!!! La “migliore” e’ quella che ha il piu’ alto tasso di “abbandoni”? real life...
  22. 22. real life...
  23. 23. Grazie STAY IN TOUCH [email_address]
  24. 24. http://www.contactlab.com/ecommercereport

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