Eficienta Campaniilor de Online Marketing

http://ECOMpedia.rohttp://www.linkedin.com/in/LiviuTaloi

Eficienta Campaniilor de

Online Marketing

ECOM

http://ecompedia.ro/


http://www.linkedin.com/in/LiviuTaloi




Analytics







Ecuatia Comertului Online

CA = TR x RC x CM

33% buget – achizitie trafic33% buget – CRO33% buget – marketing de produs






http://ECOMpedia.rohttp://www.linkedin.com/in/LiviuTaloi6

Agenda Prezentarii

1. KPI-urile si legatura cu GA

2. ECOM – eficienta campaniilor de online marketing

3. Perspective de business (insights)







1. KPI-urile unui business online







The Great Outdoors

• Business objective: Promote customers' appreciation of outdoor activity through the acquisition of camping and sporting goods

• Strategy: Sell high-quality camping and sporting equipment that helps customers be comfortable in the outdoors.







Care sunt obiectiveleacestui business?







2. ECOM – eficienta campaniilor de online marketing







CIF

RA

DE

AFA

CER

I

Luna 1 Luna 12

contrar așteptărilor, râul nostru nu își mărește albia, rămâne în matcă…







Luna 1 Luna 12

CIF

RA

DE

AFA

CER

I







Luna 1 Luna 12

adwords

organic & direct

social media

Centre de cost

Centre de cost

Centre de cost

Centre de profit

Centre de profit

Centre de profit

CIF

RA

DE

AFA

CER

I







• CPM = costul per mia de afisari• CPC = costul per click• Conversia = Rata de Conversie (ecommerce conversion rate)• CPS / CPV = cost per sale / cost per vanzare• AOV = average order value, comanda medie

• ROI = Return On Investment = (Margine – Costuri) / Costuri * 100

Canal Mediaunde dau bani, de unde primesc facturi

Costurice scrie acolo pe facturi, in lei de preferinta

Veniturice scrie in raportul specific din Google Analytics, in lei

FACEBOOK Ma uit pe factura, transform in lei

Ma uit in tabelul pe care il verific zilnic pentru clientii mei, unde vad rezultatele financiare ale fiecarui canal media

ADWORDS Ma uit pe factura, e deja in lei Apoi ponderez cu o margine venitul (scad costul marfii, scad alte costuri ale companiei)

SEO - ORGANIC Pe care factura ma uit? Consultantul de seo, instrumentul de seo, omul de la content marketing

La final vad diferenta, in absolut sau procentual, adica ajung la ROI.

Eficienta Campaniilor de Online Marketing = ECOM

% ROI = (Venituri – Costuri) / Costuri * 100







Confidential and Proprietary

Cautam tabelul in rapoartele din GAAchizitie > Tot volumul de trafic > Sursa/Modalitate > Rezumat

• Unde il gasim? Care este cel mai apropiat raport de cel prezentat in imagine?








Ce reprezinta 50%? Care ar fi un KPI important?

Cum a evoluat fata de luna trecuta? Dar fata de anul trecut? Ne-am atins TARGETUL?

Se refera la media pe site? Este ROI-ul pe AdWords, pe Google sau Facebook?







3. Perspective de business (insights)








Conversii > Comert Electronic > Performanta ProdusuluiConversions > E-Commerce > Product Performance








Conversii > Comert Electronic > Performanta Produsului > Comportament la cumparaturiConversions > E-Commerce > Product Performance







Multumesc!ECOMpedia.ro

[email protected]







mailto:[email protected]


Liviu TALOISenior Consultant in e-commerce, usability, analytics, conversion rate optimization and online marketing @ECOMpedia

Liviu is Co-Founder of the ECOMpedia.ro project and Community Manager for GPeC (Gala Premiilor e-Commerce - Romanian e-Commerce Award Gala). He has over 15 years of experience in online marketing and 10 years in e-commerce. He was, among other past jobs, PR Manager at eMAG. In 2005, he founded a web consulting company specialized in e-commerce and sites evaluation, Web Audit.

He is also speaker at conferences and seminars, especially dedicated to electronic commerce, he write articles and market analysis. Skills: e-commerce, site audit, UX, CRO, Analytics, Online Marketing.

Taloi has been selected by Cardinal Path to be a regional trainer of Google Partner Academy Programme in Google Analytics. Taloi has also GAIQ - Google Analytics Individual Qualification certification.

Liviu TALOI has worked with online shops as eMAG, MarketOnline, SigmaNET, F64, FashionUP, TAMOS, Kurtmann, ZorileStore, Vexio.ro, MetaphoraBijoux, Gutuie.ro, eMenAtWork, e-commerce platforms & full digital agencies as Content Speed, Shopmania BIZ, Retargeting.biz, online tourism sites as EXIMTUR, Veltravel, he did usability & conversion rate optmization projects as for BCR - sIT Solutions AT Spardat Gmbh, Bitdefender (USA site), SKIN media, he delivered Google Analytics closed&open trainings as for BrainArt, Siniat, ING NN Asigurari de Viata, Google Partner Academy.

In recent years, Liviu Taloi provided expert advice to more than 100 Romanian online stores in e-commerce, usability, analytics, conversion rate optimization and online marketing. Many of these online companies are now market leaders in their niche.






Eficienta Campaniilor de Online Marketing

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