e-Business Accelerator
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Transcript of e-Business Accelerator
e-Business Accelerator
Theoretical Solution Proposal
25 May 2007 EDHEC MBA Consulting Group 2
Agenda
1. Ten Reasons
2. Customer Life Cycle
3. e-Business Accelerator
4. Three Target Solutions
5. Airline Booking Flow
25 May 2007 EDHEC MBA Consulting Group 3
Ten Reasons
1. Maximise onlinemarketing campaigns
2. Optimize pay-per-clickadvertising
3. Optimize site for organicsearch
4. Assess A/B & A/B/Amarketing campaigns
5. Improve site navigation
6. Increase conversionrates
7. Minimize abandonmentrates
8. Learn customerbehavior patterns
9. Increase cross & upselling
10. Encourage repeatbusiness
25 May 2007 EDHEC MBA Consulting Group 4
Customer Life Cycle
source emetrics report 2000
25 May 2007 EDHEC MBA Consulting Group 5
e-Business Accelerator
25 May 2007 EDHEC MBA Consulting Group 6
Three Target Solutions
1. Online Marketing Optimization
2. Growth & Conversion
3. Yield & Behavior
25 May 2007 EDHEC MBA Consulting Group 7
1. Online Marketing Optimization
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Cost [total]2) Cost per click [ave.]3) Revenue per click [ave]4) Return on investment5) Margin
5) Adword Campaigns[clicks]
1) Standard tags1) Page Visits/Keyword[Paid | Non-Paid]
4) Keywords
1) Standard tags2) utm params in links both internal & external3) utmSetTrans text area from CONF page4) Any relevant cookies
1) Bounce Rate2) % New visits3) % Increase in visits
3) Campaign Conversion
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Visit count/source | medium2) % New visits3) Pages/visit4) Ave. time on site
2) Referring Source
1) Standard tags1) New Vs Returning2) Recency3) Depth
1) Visitor Trends
Tags or ParamsKPI’s MeasuredReports
25 May 2007 EDHEC MBA Consulting Group 8
2. Conversion & Growth
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Goal Verification2) Conversion Rate3) Goal Funnel Visualization4) Abandonment Rate
4) Goal Details
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Page Views | Unique Pages2) Bounce Rate3) % Exits4) $ Index
3) Content by Title
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Revenue2) Transactions
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Revenue2) Conversion Rate3) Per Value Visit
1) All Traffic Sources
Tags or ParamsKPI’s MeasuredReports
25 May 2007 EDHEC MBA Consulting Group 9
3. Yield & Behavior
1) Standard tags1) Clicks4) Site Overview
1) Standard tags2) Any relevant cookies
1) % Clicks2) % Entrances3) % Exits4) Goal Funnel
3) Navigation Summary
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Revenue2) Average Order Value
1) Standard tags2) utmSetTrans text area from CONF page3) Any relevant cookies
1) Product Revenue2) Product SKU’s3) Product Categories
1) Product Performance
Tags or ParamsKPI’s MeasuredReports
25 May 2007 EDHEC MBA Consulting Group 10
Airline Booking Flow
StandardGoogle Tags
X | UP-SellingGoogle Tags
Pay-PageGoogle Tags
Conf.Resv.Google Tags
bottom.html
1. HomepageAirSearch
2. FlexPricerCalender
3. AirAvaila-bility
4. Fare Pricing
5. Passengerdetails
6. Purchase
7. ConfirmReservation
8. Cancel
The same bottom.html file is used tomaintain consistency and easier rollout.
Depending on the relevant page, specificfunctions are called and different data issent via the Urchin scripts to GoogleAnalytics