Podczas Blueffect - I Ogólnopolskiego Kongresu Efektywności Marteen Berge przedstawił: - jakie korzyści płyną z przyglądania się aktywności użytkowników na stronie www, - jak wiedza z analityki webowej przekłada się bezpośrednio na poprawę wyników i osiąganie celów biznesowych organizacji, - jakie dodatkowe informacje można uzyskać z analizy działań konsumenta i jak je wykorzystać w codziennej pracy związanej z promocją marki w Internecie.

1. Webanaly(cs
as
inspira(on
–
How
to
get
the
message
across?
Blu
effect
conference
Warszaw
-­‐
Poland
By:
@maartenberge
Head
of
Innova(on
iProspect
Norway

2. Oslo
Norway
Office

3. Source:
Unknown

6. Source:
hJp://airlineasia.net/

7. Live
images
engage

9. FBD.no
TV
-­‐
Ad
Case
study
hJp://www.youtube.com/watch?v=HriYM4_ZVy4
hJp://www.iprospect.no/google-­‐analy(cs-­‐real-­‐(me/

10. SIMILAR
CASE
STUDY
BUT
MORE
DETAIL
• Due
to
client
confiden(ality
only
parts
of
the
results
will
be
shared.
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

11. Background
Based
on
the
observa(ons
from
the
bd.no
tv-­‐
ad
/
Google
Analy(cs
case
study;
iProspect
and
Carat
Norway
wanted
to
inves(gate
the
immediate
rela(onship
between
TV-­‐adver(sing
and
traffic
between
a
client’s
website
further.
One
of
the
major
brands
in
consumer
electronics
in
Norway
were
chosen.
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

12. Methodology
/
execu(on
For
two
weeks
iProspect
recorded
the
live
TV-­‐Ads
together
with
the
client’s
Google
Analy(cs
account.
The
recordings
started
30
minutes
before
the
and
30
minutes
aier
the
TV-­‐ads
were
aired.
Wait
un(l
the
presenta(on
Four
metrics
were
recorded
minute
by
minute:
• Number
of
page
views,
accumulated
per
minute
• Number
of
visitors
who
typed
the
domain
name
direct
in
their
browsers
• Number
of
organic
visitors
• Number
of
paid
search
visitors
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

13. The
Results

14. Challenges
• One
of
the
other
previous
campaigns
was
extended
into
the
week
when
the
recordings
took
place
hence
there
was
some
“noise”.
• The
planned
TV-­‐ad
schedule
did
not
always
run
as
planned
and
some
ads
were
not
analyzed.
• The
Mac
used
in
the
experiment
did
on
a
few
occasions
freeze
and
data
was
not
recorded.
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

15. Time
slots
analyzed
• Tuesday
6th
of
December
22:13
–
23:45
• Thursday
8th
of
December
21:20
–
21:49
• Friday
9th
of
December
22:02
–
22:26
• Wednesday
14th
of
December
20:21
–
00:05
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

16. Tuesday
6th
Desember
Product 1 ad
Product 2 ad
Product 3 ad
Total
number
of
visitors
and
direct
traffic
!"#$%#&$'#$%%&()*+,)'-)&.&/01),#)#1$2,,&
+!!"
*!!"
)!!"
(!!"
'!!"
&!!"
%!!"
$!!"
#!!"
!"
$$,#%"
$$,#'"
$$,#)"
$$,#+"
$$,$#"
$$,$%"
$$,$'"
$$,$)"
$$,$+"
$$,%#"
$$,%%"
$$,%'"
$$,%)"
$$,%+"
$$,&#"
$$,&%"
$$,&'"
$$,&)"
$$,&+"
$$,'#"
$$,'%"
$$,''"
$$,')"
$$,'+"
$%,!#"
$%,!%"
$%,!'"
$%,!)"
$%,!+"
$%,##"
$%,#%"
$%,#'"
$%,#)"
$%,#+"
$%,$#"
$%,$%"
$%,$'"
$%,$)"
$%,$+"
$%,%#"
$%,%%"
$%,%'"
$%,%)"
$%,%+"
$%,&#"
$%,&%"
$%,&'"
Visitors
-./01.23." Direct
456.17."
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

17. Tuesday
6th
December
Product 1 ad
Product 2 ad
Product 3 ad
Visits
from
s!"#$%"&'"()*+(#$%(
earch
engines
!*$!!
!)$!!
!($!!
!'$!!
!&$!!
!%$!!
!#$!!
!"!!!!
%%+#&!
%%+#(!
%%+#*!
%%+#,!
%%+%#!
%%+%&!
%%+%(!
%%+%*!
%%+%,!
%%+&#!
%%+&&!
%%+&(!
%%+&*!
%%+&,!
%%+'#!
%%+'&!
%%+'(!
%%+'*!
%%+',!
%%+(#!
%%+(&!
%%+((!
%%+(*!
%%+(,!
%&+$#!
%&+$&!
%&+$(!
%&+$*!
%&+$,!
%&+##!
%&+#&!
%&+#(!
%&+#*!
%&+#,!
%&+%#!
%&+%&!
%&+%(!
%&+%*!
%&+%,!
%&+&#!
%&+&&!
%&+&(!
%&+&*!
%&+&,!
%&+'#!
%&+'&!
%&+'(!
Organic
-./01234!354! Paid
678098!354!
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

18. Tuesday
6th
of
December
Overview
visitors
Product
searches,
paid
search
Brand
searches,
organic
search
Time
frame
when
Brand
searches,
paid
search
the
ads
ran
Product
searches,
organic
search
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

19. Aggregated
performance
per
minute
aier
the
movies
where
shown
)"#$#
)%#$#
("#$#
(%#$#
'"#$#
'%#$#
&"#$#
&%#$#
"#$#
%#$#
%# &# '# (# )# "# *# +# ,# -# &%#
!"#$#
./01234#56#782329#:;1<8;2=;# ./01234#56#782329#>3?;8@;#
./01234#56#782329#A?952318#1<8# ./01234#56#782329#:;@5B@#1<8#
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

20. Case
summary
• Our
analysis
suggest
that
the
known
rela(onship
between
TV-­‐ads
and
website
traffic
exist
for
most
TV-­‐ads
of
the
client
monitored.
• Organic
traffic
from
search
engines
has
the
most
increase
followed
by
paid
search.
Wait
of
n(l
the
pis
due
to
rise
in
brand
– The
cause
u the
increase
resenta(on
related
keywords
and
not
the
products
that
were
adver(sed
• There
is
a
slight
difference
in
traffic
sources
between
the
different
ads
Copyright
©
2011,
iProspect,
Inc.
All
rights
reserved.

21. Source:
hJp://www.mirror.co.uk/

22. Questsions?
o
e@ iprospect.n
ma arten.berg e
aartenberg spectnorway
Twi3er:@m be.com/ipro
utu
Movies:
yo