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This was the bSeen presentation held at the 2nd WAW event in Ghent, March 25.
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Waw Segmentation & Profiling
1.
Practical Segmentation
Basic ideas with great results ! door Steve De Veirman, Web Analytics Consultant bSeen info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
2.
Agenda
Situation : Web Analytics a necessity for SEM agencies Actionable Analytics : why segmentation ? Business objective & Key Business Questions Google Analytics Advanced Segmentation Béta 2 Practical cases Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
3.
Agenda
Situation : Web Analytics a necessity for SEM agencies Actionable Analytics : why segmentation ? Business objective & Key Business Questions Google Analytics Advanced Segmentation Béta 2 Practical cases Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
4.
How it was
… focus on the services : SEO and SEA panoramic vision missing KPI’s on target not on business level score reporting / position reports info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
5.
How it is
… a new product for all our customers from SEM agency to internet marketing partner products & services in action plan WA geegs SPOC, projectmanager, business partner info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
6.
How WA bSeen
works … WA for all customers, but different levels : SEO, SEA reporting Basic Analytics = CONCLUSION Advanced Analytics = OPTIMISATION Trendmeasurement, Business Intelligence, UGC, Campaign attribution monitoring, KPI intake & setup , Corporate dashboarding (balanced scorecard), Segmentation & profiling And many more … info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
7.
Agenda
Situation : Web Analytics a necessity for SEM agencies Actionable Analytics : why segmentation ? Business objective & Key Business Questions Google Analytics Advanced Segmentation Béta 2 Practical cases Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
8.
Customer Segmentation
Business Objective: Any idea ? To have effective segmentation & profiling of customers to enable business get maximize customer value and satisfaction, by offering relevant products and services. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
9.
Key Business Questions:
What are different customer segments, relevant to business? How each of these customer segments drives my Strategic objectives? Which customer segments are more important for me and will give me higher return for my investments? What actions I have to do for each customer segment to improve their satisfaction OR value? How to achieve customer segmentation? Which of my customers have affinity to which of my product groups? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
10.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
11.
The Kaushik way
of living : Join PALM (People Against Lonely Metrics) Give your data context Segmentation Rocks ! Enter the matrix … it’s a multi-Dimensional world Think loooooooooooooooooooong tail Web Analytics = testing info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
12.
Only for the
big businesses ? On every site you can find segmentation possibilities It’s about thinking more offline online … Trust your partners, share ideas Think small - ACT BIG If you have the tools … we have ! GA info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
13.
Agenda
Situation : Web Analytics a necessity for SEM agencies Actionable Analytics : why segmentation ? Google Analytics Advanced Segmentation Béta 2 Practical cases Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
14.
Google Analytics Advanced
Segmentation Béta info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
15.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
16.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
17.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
18.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
19.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
20.
Agenda
Situation : Web Analytics a necessity for SEM agencies Actionable Analytics : why segmentation ? Business objective & Key Business Questions Google Analytics Advanced Segmentation Béta 2 Practical cases Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
21.
2 examples info@bseen.be ●
Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
22.
Step 1
New KPI intake meeting beginning 2009 Step 2 data collection to improve site navigation for new website Business Question : is there a need to segment our products ? Step 3 Defining the online segments & implementing in GA Step 4 Segmented modifications on the website : added call to action to increase segment conversion Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of March 2009 info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
23.
In GA :
Long clickpaths Disturbed paterns (not targeted) Many returning navigation High exit percentages on product pages Targetgroups not alligned with products info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
24.
Think offline
2 TOP segments : IT pro > Server Hosting IT starter < Domain hosting How do these target groups act online ? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
25.
Segment ‘COMBELL >
IT starter’ info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
26.
Segment ‘COMBELL >
IT pro’ info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
27.
Conclusions :
Segments indeed lead to the targeted content Even the campaign sources/media can be segmented Possibility to start copywriting the product descriptions into understandable information Better product knowledge Spectacular CTR improvements info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
28.
The result (in
sneak preview …) info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
29.
Step 1
Web Analytics audit 2008, presented on January 7th 2009 showing polluted navigation through undefined product inventory Step 2 KPI Setup : re-defining the online KPI’s based on offline marketing approach. Step 3 Testing & proving that offline segments also are clearly searching the site. Defining the ideal navigational behavior of the different segments online. Step 4 Segmented modifications on the website : added call to action to increase segment conversion Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of March 2009 info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
30.
Clickpath analytics
Technical product + knowledge construction renovation info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
31.
voor uw nieuwbouw
voor uw renovatie
32.
construction info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
33.
renovation info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
34.
35.
36.
Call to
action ? most interesting product under the fold segment identification = missing cross sell / upsell ? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
37.
splash
Toepassingen voor Toepassingen voor Nieuwbouw Renovatie Waarom isoleren ? Energiepremies voor Energiepremies voor Nieuwbouw Renovatie Onbeperkte toepassingen info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
38.
Onbeperkte toepassingen voor
uw nieuwbouw Maar ook voor Kruipkelders, Muren en spouwen, Industriële gebouwen, en vele andere …
39.
And what about
the results ? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
40.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
41.
Analytics offering behavioural
insights order site navigation clickpath based define your most valuable segments and give them their own environment online track segments with GA setvar (custom segmentation) or event tracking these doorway pages offer SEO opportunities As KW repetion and density info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
42.
info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
43.
Q&A info@bseen.be ● Vlaanderenstraat
30/2 ● B-9000 Gent ● ©1998-2009
44.
More information?
Steve De Veirman Web Analytics Consultant Phone: 09 331 55 50 Mobile: 0495 36 36 31 E-mail: stevedv@bseen.be info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
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