Optimize your conversation with engagement metrics and segmentation
1. Optimize your conversion with
engagement metrics and segmentation
Remco van der Beek
Senior Consultant
Relationship Marketing Congress, 7 May 2009
2. About Nedstat
• European leader web analytics services
• Founded in 1996
• Amsterdam, Antwerp, Frankfurt, London, Paris, Madrid
• 150 people
• 25% turnover invested in R & D
3. E-commerce in Belgium
3500
3000
3100
+ 4 web shops every working day
2500
2000
2100
1500
1000
500
0
2007 2008
Source: BeCommerce
4. E-commerce in Belgium
• Quality of data & information systems
• Lack of customer knowledge
• Integration of marketing in the organisation
• Lack of quality measurement tools
• Lack of marketing skills
6. Web Scorecard
• Method based on Balanced Scorecard (Kaplan/Norton)
• Balanced performance overview of internet strategy / website
• Translates internet strategy to concrete goals and targets
• Enables continuous improvement proces: measure, analyse,
improve
10. Continuous improvement process
Reaction Reporting
Monitor visitor reaction to Results vs goals
each improvement
Action Analysis
Deploy and evaluate Data analysis to identify
improvements items for improvement
Decision
Rational decision on improvement items
11. Visitors are not the same
Visitor A Visitor B
• Types a keyword in a search • Types a keyword in a search
engine engine
• Clicks to your site • Clicks to your site
• Leaves after 5 seconds • Reads 5 information pages
• Subscribes to your newsletter
12. Web analytics today is about identifying your most valuable visitors
using engagement measures and segmented approaches
13. Measuring engagement
OLD NEW
• Visitors • Events
• Visits • Contributions
• Pageviews • Starts, stops
14. Measuring engagement
“Engagement is an estimate of the degree and depth of visitor
interaction against a clearly defined set of goals.”
(C1 + D1 + R1 + B1 + F1 + I1 + L1 + S1)
VISITOR
46. Segmentation advantages
• Instant focus on behaviour of specific visitor groups
• Better respond to visitor preferences
• Advanced targeting of campaigns and content
49. Optimise any conversion process
• Order process
• Lead generation
• Newsletter subscription
• Subscription to RSS feeds & podcasts
• Content downloads
• Any kind of form
•
50. using engagement and segmentation metrics
• SEO keywords
• SEA keywords
• Email newsletters / promotions
• Bannering
• Navigation paths
• Internal search
• Visitors with a specific profile