Jacques WARREN From Reporting to Profitability Are You Serious About ROI?
Bring Your Boss Day
BOSSES
How much? What for? WHY? Really? Again? Why pay?
NO!
YES! !
Many companies now use Web Analytics
Web Analytics is BORING
There are days…
You promised!
NO VALUE!
Beware of the Web Analytics Trap!
Chasing conversions
“The most important thing, the main focus of Web Analytics, is business, its value to business.” Jacques Warren My clients Your Boss
Are We Profitable?
Most companies don’t examine their Web profitability
Dig Out Value!
80% !! WASTE!
73% !! WASTE!
Who Are YOU?
LET’S BE HONEST
We DON’T care about visitors
We ONLY CARE about Prospects/Customers
Dig Out Value!
Who is on your site? People who got there by mistake, and leave Prospects who immediately discard you Identified prospects through specific actions Current clients who have not identified themselves Clients who authenticated themselves
Who is on your site? People who got there by mistake, and leave Prospects who immediately discard you Identified prospects through specific actions Current clients who have not identified themselves Clients who authenticated themselves NOISE SIGNAL
First find your prospects
What are you doing to spot them?
Information Sites = Citizens, Investors, Prospective employees
Media Sites = Loyal Audience
Lead Generation Sites = Prospects
E-Commerce Sites = Prospects, Clients
Client Support Sites = Current Clients
What are your baselines?
You should have a good idea of what you are ready to pay for.
Web Site Traffic Results PPC SE Banners Referrers s
Gross ROI?
Estimate the long-term value of customers… …you acquired via the Web
Expand Your Horizon
What about Web Analytics themselves?
Web Analytics can and must prove their contribution to top and bottom lines.
When was the last time…
You found 500,000 Euros
Or even 50,000 Euros
Information Sites = Transaction Costs Realized Savings
= Increased CPM through better understanding of socio-demographics (segmentation) Media Sites
= Time to sale Monetary Value (LTV) Lead Generation Sites
= Value of Customers (LTV) Profitability of Customer Base New Customer Acquisition Rate Health and Growth of CB E-Commerce Sites
= % Client Base on Self Help Usage Frequency and Rates Correlation Usage - Loyalty Client Support Sites
TALK MONEY TOP BOTTOM
TALK MONEY SALES PROFITS
HOW?
Ask Finance. They know.
PROFITS
Muchas Gracias Thank You