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IAB FORUM 2008 - Web Analytics Workshop : Actionable KPI

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Intervento di Alessio Semoli allo Iab Forum di Milano il 6 Novembre 2008 dal titolo: "Actionable KPI , per il successo di una iniziativa Web"

Publicada em: Tecnologia
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IAB FORUM 2008 - Web Analytics Workshop : Actionable KPI

  1. 1. Actionable KPI: per il successo di una iniziativa web IABFORUM – Milano - 6 Novembre 2008 Alessio Semoli Managing Director Trackset
  2. 2. CHI SIAMO <ul><li>Trackset , società internazionale del gruppo Goadv ,offre strumenti per la Web Analytics ed il Digital Marketing Management. </li></ul><ul><li>Mission: offrire prodotti semplici e flessibili per il Digital Marketing </li></ul><ul><li>Sedi: Dublin – London – Paris – Milano – Roma – Pisa </li></ul>
  3. 3. PRODOTTI TRACKSET Web Analytics Marketing Management Corporate Member Web Analytics Associations Provider Censuraio certificato Audiweb
  4. 4. DI COSA PARLEREMO OGGI: <ul><li>Della nostra visione della Web Analytics e di come sia importante avere sistemi che permettano di poter non soltanto visualizzare semplici report ma mettere in azione per ottimizzare il proprio business online </li></ul>
  5. 5. COSA NON E’ LA WEB ANALYTICS (secondo noi)
  6. 6. COME VEDIAMO LA WEB ANALYTICS <ul><li>Crediamo in un nuovo modo di fare Web Analytics , fatto da strumenti che siano: </li></ul><ul><li>Easy </li></ul><ul><li>Fast </li></ul><ul><li>Custom </li></ul><ul><li>Actionable </li></ul>Un driver decisionale per le scelte di Marketing online, un assistente strategico che permetta di ricevere risposte veloci ed immediate.
  7. 7. EASY: Report semplici ed immediati per una rapida consultazione
  8. 8. FAST: avere veloce accesso alle consultazione dei dati Report immediati in real-time
  9. 9. CUSTOM: Soluzioni tagliate su misura sulle proprie esigenze
  10. 10. ACTIONABLE: che metta in azione sulle decisioni da intraprendere
  11. 11. ACTIONABLE <ul><li>Occorre uno strumento che possa darci un valore che ci possa mettere in azione </li></ul>+30 ° -5 °
  12. 12. Actionable: Maggiore Incisività sui report
  13. 13. Alcuni esempi di KPI ACTIONABLE
  14. 14. ACTIONABLE KPI 1: Misurare Campagna <ul><li>[Generazione Lead] Quale campagna genera una maggiore Conversion-Rate ? </li></ul><ul><li>[Editoria] Quale campagna pubblicitaria genera maggiori pagine viste? </li></ul><ul><li>[E-Commerce] Quale è il valore medio di Vendita ed il fatturato ? </li></ul><ul><li>[Per Tutti] Quale è il Ritorno dell’investimento ? </li></ul>Action per Settori di Business:
  15. 15. ACTIONABLE KPI 1: Misurare Campagna La definizione di un obbiettivo per una campagna pubblicitaria in funzione di una conversione, permette di avere sempre sott’occhio quanto si è allineati.
  16. 16. ACTIONABLE KPI 2: User Behaviour La User Behaviour ci permette di capire come si muove il visitatore sul nostro sito
  17. 17. ACTIONABLE KPI 2: User Behaviour <ul><li>Quali sono le zone di maggiore interesse </li></ul><ul><li>Come il visitatore utilizza il sito </li></ul><ul><li>Da dove gli utenti abbandonano il sito </li></ul><ul><li>Quali percorsi vengono maggiormente seguiti </li></ul>
  18. 18. ACTIONABLE KPI 2: User Behaviour <ul><li>FORM ANALYSIS </li></ul><ul><li>Quanto tempo un utente trascorre in una form </li></ul><ul><li>Quali sono i campi della form che provocano l’abbandono </li></ul><ul><li>In quale campo c’è maggiore indecisione da parte di un utente </li></ul><ul><li>Quali sono i campi che un utente non compila anche se obbligatori </li></ul>
  19. 19. ACTIONABLE KPI 2: User Behaviour Dove si blocca l’utente? Si deve comprendere dove si blocca l’utente in un percorso ideale che porta alla conversione.
  20. 20. ACTIONABLE KPI 3: User Engagement Non tutti i visitatori sul nostro sito hanno lo stesso peso. In base agli obbiettivi si deve dare un valore ed una importanza ad ogni singolo visitatore.
  21. 21. ACTIONABLE KPI 3: User Engagement
  22. 22. ACTIONABLE KPI 3: User Engagement Video Tracking L’utente con l’avvento del Web 2.0 non è più passivo , ma gioca un ruolo attivo, è necessario misurarlo. <ul><li>I video possono essere misurati su: </li></ul><ul><li>Quanto tempo viene visto in media </li></ul><ul><li>Quanti utenti e quali arrivano in fondo </li></ul><ul><li>L’utilizzo dei pulsanti di comando </li></ul><ul><li>Come viene usato il volume </li></ul><ul><li>In quale punto del filmato si perde la maggiore utenza </li></ul>
  23. 23. ACTIONABLE KPI 3: User Engagement <ul><li>Buzz Analytics L’importanza dell’analisi del passaparola è diventato fondamentale con l’avvento del Web 2.0 </li></ul>
  24. 24. Predictive Analytics <ul><li>SAS è l’azienda leader mondiale nelle soluzioni di Business Intelligence </li></ul>Forecast: prevede l’andamento futuro dei KPI Scorecard: Rispetto a KPI strategici, ne indica i fattori di influenza statisticamente significativi Misurare le performance ed individuare i fattori di influenza
  25. 25. Da adesso per migliorare le performance non si dovrà forzare le statistiche
  26. 26. Adesso dovete decidere se è sufficiente usare la Web Analytics per guardare cosa succede sul vostro sito Se volete , possiamo consigliarvi un prodotto..  oppure cominciare ad agire per fare GOAL!
  27. 27. Grazie per l’attenzione  Alessio Semoli [email_address] http://www.trackset.com Per maggiori informazioni Visitateci al nostro stand n°4

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