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Integra(ng Web analy(c into marke(ng strategy Zenodia Charpy, Senior Web Analyst
Stena Line
An interna)onal transport and travel service company
The need of web analy(c
Pre-‐digital : Limited data
Digital (Now): Lots of data
Post digital: Big data
Time
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
• Sta)s)c 24/7 captured • faster, more flexibile • Real )me monitoring • Compe)tor watch
How to integra(ng web analy(c into marke(ng strategy
Social Media
SEO
Website PPC
blogg
Marke(ng Strategy
Execute & monitor performance
Phase 1: All Online Channels integra(on
O P T I M I S E
Phase 1 – some based on insight but mostly base on ins)ncts
Phase 2 – more and more depending on insight + some ins)ncts
Phase 3 – Almost purely based on insight + liMle ins)nct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Web analy(c insight factory
Other
WA
Marke(ng Strategy
Execute & monitor performance
Phase 2: Online + Offline Channels integra(on Phase 1 – some based on insight but mostly base on ins)ncts
Phase 2 – more and more depending on insight + some ins)ncts
Phase 3 – Almost purely based on insight + liMle ins)nct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
BI CRM DB
Sales log
Server log
M E R G e
O P T I M I S E
Phase 3: Predic(ve Analy(cs Phase 1 – some based on insight but mostly base on ins)ncts
Phase 2 – more and more depending on insight + some ins)ncts
Phase 3 – Almost purely based on insight + liMle ins)nct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Next genera(on of WA àPredic(ve analy(cs
Marke(ng Strategy
Execute & monitor performance
O P T I M I S E
Integra(ng Web analy(c into strategic marke(ng decisions Mul(Variant Test = MVT
Book Pass Tickets Cabin Onboard Dest Login Info Pay ThankU
Step 0 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step9
Book Pass Tickets Cabin Onboard Dest Login Info Pay ThankU
Ex 1 (MVT) : 2 business concepts are tested
OLD checkout steps = Linear
New checkout steps = Control Checkout Shopping basket
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Step 0 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step9
Ex 1 (MVT) : New vs. OLD screenshots
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
OLD: Linear New : Control
Ex1 (MVT) : 8 experiences were created
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Ex1 (MVT) : Result valida(ng 1-‐2-‐3 (2) Check margin of error (1) Check +95% Confidence
(3)Sample size
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
(1) (2)
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Ex1 (MVT) : Conclusion !
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
(2) Check margin of error (1) Check +95% Confidence
(3)Sample size
(2)
Keep the Control = the New retail focused checkout steps !
(1)
Ex1 (MVT) : Take away from this example
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Evaluate A/B or MVT
Sample size à test dura)on
Follow 1-‐2-‐3 to validate the result
Example 2 Case Study : integra(ng WA’s insights to formulate email marke(ng strategy
Ex2 : Three Agribu(on Models used First Touch : Ini(ator
Last Touch : Deal closer
Linear Touch – considera(on/returning
First touch – the channels that ini(ate customers’ interests of our offer Linear touch – the channels that assist on the process of our users’ considering of the offer or at least lure them to return to site Last touch – the channels act as deal-‐closer that purge customers to complete purchases Zenodia Charpy - Senior Web Analyst
How to integrate Web Analytic into Marketing Strategy
First touch (ini)ator) – Paid search and Email Linear touch(reconsider) – Paid search and Email Last touch(deal closer) – Organic and Direct
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
First Touch : Ini(ator
Last Touch : Deal closer
Linear Touch – considera(on/returning
Ex2 : Findings about the channels
Ex2 : integrate insights à email strategy
Book now Friends Family Romance Des)na)on
Wed 9-‐11 19-‐22
Monday 10-‐13 15-‐18 20-‐21
Thursday 8-‐11 20-‐22
Fast -‐ same day Medium -‐ 1 7 days Slow – 2 wks 1 mon ͠
Integrate WA insights (WA Factory)
Business knowledge +
͠
Purchasing PaMern Segments
Day vs Time analysis
Reason of Travel
segments
Email marke)ng Strategy
Ex2 : Email strategy for Fast & Medium
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Result (vs LM): 50 % assisted conversion
Book now Friends Family Romance Des)na)on
Fast -‐ same day Medium -‐ 1 7 days Slow – 2 wks 1 mon ͠
͠
Purchasing PaMern Segments
Day vs Time analysis
Reason of Travel
segments
Email marke)ng Strategy
Wed 9-‐11
Result (vs LM): 34 % assisted conversion
Ex2 : Email strategy for Slow
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Book now Friends Family Romance Des)na)on
Monday 10-‐13
Thursday 8-‐11
Fast -‐ same day Medium -‐ 1 7 days Slow – 2 wks 1 mon ͠
Purchasing PaMern Segments
Day vs Time analysis
Reason of Travel
segments
Email marke)ng Strategy
Today’s Summary
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
Integrate WA with a phased appraoch
Do op)miza)on , Do it right !
Case study of integra)ng WA insights to formulate email marke)ng strategy
Zenodia Charpy - Senior Web Analyst How to integrate Web Analytic into Marketing Strategy
