1. How to get the most out of your SEA thanks to Web Analytics?
October 15th 2015
#DF2015 - @Universem - @hubcy

2. 11www.universem.be
16 experts
Growth accelerator
Google AdWords & Analytics Partner

3. Picture: https://www.flickr.com/photos/koreanet/7696360870/
From simple to advanced tracking of your SEA campaigns

4. White belt

5. SEA can have multiple forms

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Optimisation based on different KPI’s

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Optimisation based on different KPI’s
Do the same at « ad, keyword, landing
page, language, location, … » level

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Visualisation can really help you to go for insights!
Drive insights by taking multiple variables
into consideration

9. Picture: https://www.flickr.com/photos/markjsebastian/13965306323/
Picture: https://www.flickr.com/photos/lendingmemo/11697134804/

10. Orange belt

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ROI of the campaigns: not a sinecure
Source: The Fournaise Marketing Group, 2014
80% OF MARKETERS
STRUGGLE TO PROPERLY
DEMONSTRATE THE
EFFECTIVENESS OF THEIR
MARKETING CAMPAIGNS!

12. Cost Per Acquisition (CPA)
=
How much you are willing to pay for a new
customer?

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Start by calculating your customer acquisition cost (CPA)
SIMPLE EXAMPLE FOR A LEAD GENERATION WEBSITE
1. An average solar panel installation is 20.000€
2. Margin for the marketing: 10%
 2.000€ for Customer acquisition cost
3. One contact/prospect on twenty leads to a contract (Offline
conversion rate)
 100€ for a new prospect

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Include this value in your Web Analytics tool!

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Start optimising on added value not clicks!

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From Customer Acquisition cost (CPA) to maximum Cost Per Click (CPC)
BASED ON YOUR CPA CALCULATE YOUR CPC
1. CPA: 100 €
2. Online conversion rate: 2%
 Maximum 2€ per click
/! Only an average!

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CPA Toolbox by Universem
http://toolbox.universem.be

18. Black belt

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Customers are changing!
Sources: E-Commerce Belgium 2015, Comeos & Insites Consulting & Strategy Analytics
Picture: https://www.flickr.com/photos/68532869@N08/17471462035/
25% of Belgians buys on mobile devices
Number of devices to hit 4.3 per person by 2020

20. From Session-based analytics …
Search on
Mobile
First
purchase
Second
purchase
… to Customer analytics
Search on
Mobile
First
purchase
Second
purchase
Unique user
User id “47834567”

21. Leading Private Sales Bike shop

22. Sales only for members
Great offers on top brands
For a limited time only

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Private sales business model
Visitor Member Customer

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Advanced analysis thanks to user data
Note: all data for information only
COHORT ANALYSIS

25. 26© www.universem.beNote: all data for information only
COHORT ANALYSIS
Advanced analysis thanks to user data

26. 27© www.universem.beNote: all data for information only
Great results: 1. Details on the turnover for each € spent
2. Decision to increase marketing budget
Advanced analysis thanks to user data

27. Going
Further

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Going further
1. Thinks further than clicks & CPC
2. Your customers are changing!
3. Think about multi-channel

30. 31
Gembloux – Parc Créalys
Rue Camille Hubert, 13
5032 Gembloux
Tel: +32 (0)81 713 430
contact@universem.be
Brussels
Avenue H.-Debroux, 40
1160 Brussels
Tel: +32 (0)2 318 23 90
contact@universem.be
Question Time!
Hubert de Cartier
Partner & Project Director
+32 (0) 81 713 431
hubert@universem.be
@hubcy