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Turbo charge your Internet Marketing
1. 23 – 26 September | Dublin, Ireland
The essential global youth
travel industry event
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
Strategies for delivering ROI online
Turbo-charge your internet marketing:
26-09-2014
2. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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What is SEARCH today?
3. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
32000: HOW DOES THE USER SEARCH AND HOW DOES
GOOGLE SHOW THE RESULTS
5. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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AND WE KNOW, THIS MEANS CHANGE
IA, 10 years
Education/travel , growing competition and sofistication
Fragmentation vs specialization
You need more resources, so you need to make them worth-it
6. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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5 “BUZZ WORDS” THAT SHOULD RESONATE IN
YOUR STRATEGY
18. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
18SEM: getting really expensive for traveling.
• Use it only for long tail only (indication of number of keywords in a
campaign)
21. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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Measure local, Analyze Global
ROI
IOR : impact of relationship
Savings:
- advertising
- customer service
- ….
22. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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THINK ABOUT YOUR PURCHASE FUNNEL
Who buys your product?
Who makes the decision?
How long does it take?
When/how do they start researching?
Buying/comsuption scenaries
23. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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MAKE SURE YOUR DATA IS “SPEAKING”
Be careful about “department silos”
and power war
Make inventory of your data
Think about possible relations and
causations
24. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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DEFINE YOUR KPI
Create meaningful KPIs
Think about business, not about “online”
25. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
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DESIGN A DASHBOARD
Simple or sofisticated, the important part is that
EVERYONE can access the data that they need
And… that they understand it.
La posición se sitúa teniendo en cuenta el ratio de asistencia/última interacción. En general, si es menos que uno indica que el canal actúa más como la última interacción, mientras que si es mayor que uno significa que asite a la interación.