1. Welcome! I am David Bintein http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be

2. What I do? I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar. Tip: www.lodestar.be

3. My DNA? computer scientistmarketeerentrepreneur

4. Who are you? B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?

5. What is mymessagetoday? Get yourfunnel (?) right Segment, compare & improve Funnel: a tube which is wide-mouthed at one end and narrow-mouthed at the other

6. Assumptions Your “online” goals are set and are alignedwithyour business You have a clear view on your target audience Youknowwhatyou want toachieve Tip: Do not underestimate this.

7. First things first! Strategic goals: become the biggest online retailer of…, … Tactical/operational goals: increase online sales with 30%, … KPI’s: number of orders, average order value, … Measure points: thankyou.html, … Tip: start with your company Goals! Someexamples of goals: leads User engagement brand engagement sale …

8. Funnel: work backwards Tip: Minimize the rest! It is dead Weight… The Internet Visitors: 100% Product: 50% product > details > … Cart: 20% Add > size > … Checkout: 8% Addresse > … Pay: 2%

10. A/B

11. Common sense

12. …Tip: Do this first; It’s cheap…

13. Question: Q: I have more than 1 goal. A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $) Tip: Someanalytics tools show you the Value of each page. Leads & sales different unitsSolution = Calculate the sales value of a lead/

15. Product

16. Keyword

17. Language

18. Version 1 / version 2

19. …Organic Search Paid Search Direct Referral EMEA Americas Asia Other Tip: Youcanalso segment on other dimensions

21. Search - Organic

22. Search - Paid

23. Ref. - Social Media

24. Ref. - Bannering

25. Ref. - E-Mail Internal

26. Ref. - E-Mail External

27. OtherInteresting Ratio: Performance per segment. Ex. below

28. Question: Q: Are we set now? A: Not really. We have control of the flow & we know the visit sources. But we do not know how much a visit (or a visitor achieving a goal) costs. Tip: Start with the media cost Q: True, how do I measure costs? A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor. Interesting Ratio: Costper segment per conversion

29. Ratio example: Tip: Excel

31. Sources: 8

32. Targets: 5

33. Geo markets: 5

34. Campaigns: 4

35. When? Monthly of course: 12

36. Years? At least 2

37. Representation? $ or €, #, in %: 3Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 values Note: we are not even talking about cost or quality parameters… Tip: Minimize & Focus on the important stuff

39. Quality

40. Cost

41. Return

42. Offline: sales, …

43. CompetitionTip: Dareto summarize

45. Be neutral & clear: the reports will be used to get better supplier performance

46. Trend or funnel: Both but not in the same report

47. Ideal time interval: monthly

48. Find good ratios

49. Create good graphs

51. Get your funnel right!Don’t forget the funnel starts outside you site

52. Segment, compare & improve

53. Tweak performance

54. Report monthly on the important KPI’s to all levels (even suppliers)Tip: 

55. Thankyou, questions? Tip: Follow me! I likeit ;-) http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be +32 9 235 82 82 Tip: Give me yourcard. I’llsendyouthispresentation