Tommaso Galli - Iab Forum 2009 - Intarget Intelligence
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Transcript of Tommaso Galli - Iab Forum 2009 - Intarget Intelligence
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Intarget Intelligence Confidential and Proprietary
La Business Intelligence per il WebTommaso Galli
Managing Director
Milano, 4 Novembre, IAB FORUM 2009
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Search Marketing
Search Advertising
Web Marketing
Intelligence
SocialMedia
Marketing
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Intarget Intelligence Confidential and Proprietary
Raccogliere i dati.[…]
Trarre conclusioni.
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Intarget Intelligence Confidential and Proprietary
Tutto nel web produce dati misurabili
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Intarget Intelligence Confidential and Proprietary
Esempio
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Intarget Intelligence Confidential and Proprietary
Idea
Sito
Visibilità
Nascita di un Progetto
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Intarget Intelligence Confidential and Proprietary
Esiste già qualcosa di simile?Gli utenti ne esprimono il bisogno?Esistono commenti? Cosa dicono?Quanto è difficile diventare Leader?Che investimenti dovrei fare?Che rientri posso aspettarmi?
IDEA
Analisi Mercato / Reputazione
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Intarget Intelligence Confidential and Proprietary
SITOIl design è orientato ad un “obiettivo”?Ci sono elementi di disturbo nella
navigazione?Il layout è orientato al mezzo di
pubblicità che uso?
Eye Tracking, Multivariato
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Intarget Intelligence Confidential and Proprietary
VISIBILITA’Quanto Rendono i miei investimenti?Qual è al variare dell’obiettivo
l’investimento migliore?Quanto costa un obiettivo?
Web Analytics
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Intarget Intelligence Confidential and Proprietary
Questa (secondo noi) è Business Intelligence per
il web.
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Intarget Intelligence Confidential and Proprietary
Oggi parliamo diWeb Analytics
Web Analysis
Mercato Concorrenza
Web Reputation
Conversazioni degli utenti
Web Usability
Interazione con un sito
Internet
Web Analytics
Performance Sito internet
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Intarget Intelligence Confidential and Proprietary
Il 2009 è l’anno della Web Analytics
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Intarget Intelligence Confidential and Proprietary
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Intarget Intelligence Confidential and Proprietary
C’è Grossa Crisi!
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Intarget Intelligence Confidential and Proprietary
Calano i Budget, e si spostano verso il digitale.
Investimenti Pubblicitari gen ’08 – gen ‘09 [fonte Nielsen]Quotidiani -24,7%Periodici -27,3%TV -15,7%Radio -30,9%Affissioni -21,9%Cinema -34,2%Direct Mail -22,5%Internet +1,8 (search +5,4%)
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Intarget Intelligence Confidential and Proprietary
(in teoria)
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Intarget Intelligence Confidential and Proprietary
In pratica?
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Intarget Intelligence Confidential and Proprietary
Sono calcoli Percentuali..
Quindi i budget calano ovunque!
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Intarget Intelligence Confidential and Proprietary
E’ Necessario allocare i Budget in modo più
performante.
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Intarget Intelligence Confidential and Proprietary
C’è un solo modo per farlo.
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Intarget Intelligence Confidential and Proprietary
Attraverso la WA
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Intarget Intelligence Confidential and Proprietary
Qual è il modo migliore per spendere i miei
soldi?
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Intarget Intelligence Confidential and Proprietary
Quale Campagna è più performante in rapporto
ad un obiettivo specifico?
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Intarget Intelligence Confidential and Proprietary
Le piattaforme di Web Analytics permettono di
rispondere a queste domande….
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Intarget Intelligence Confidential and Proprietary
…E identificare punti di forza e criticità in ogni
pianificazione Marketing!
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Intarget Intelligence Confidential and Proprietary
Sembra troppo facile vero?
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Intarget Intelligence Confidential and Proprietary
Infatti
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Intarget Intelligence Confidential and Proprietary
Step 1
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Scegliere La piattaforma
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Intarget Intelligence Confidential and Proprietary
Step 2
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Configurarla
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Intarget Intelligence Confidential and Proprietary
Step 3
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Comprendere i dati!!!Riassumere
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Intarget Intelligence Confidential and Proprietary
Può un Marketing Manager avere il tempo
e le competenze per questo tipo di lavoro?
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Intarget Intelligence Confidential and Proprietary
Un Marketing Manager ha bisogno di pochi dati certi da consultare in 5
minuti, non perdere ore per ottenerli.
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Intarget Intelligence Confidential and Proprietary
Miglior amico del marketing manager:
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L’analista
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Un WEB analista
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Il WEB analista è il ponte tra il Marketing
Management e le piattaforme di Analytics.
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Intarget Intelligence Confidential and Proprietary
Case History
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Intarget Intelligence Confidential and Proprietary
Analisi degli Investimenti
Budget 2008: 300kBudget 2009: 160k
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Intarget Intelligence Confidential and Proprietary
DebriefIl cliente, leader di settore, ha un gruppo di “alcuni” siti sui quali investe su 3 media differenti: Banner, DEM, Adwords.
L’obiettivo è capire qual è il mix di investimenti ideali per diverse tipologie di attività:
– Lanci di nuovi prodotti– Generare Awareness– Concorsi– Raccogliere Contatti
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Intarget Intelligence Confidential and Proprietary
Metodologia di Lavoro• Il cliente utilizzava i report delle centrali media (Click, CTR,
Numero di Aperture , Impression etc..) per prendere le decisioni sugli investimenti.
Osserva Clicca Naviga
PRECLICK
Click, CTR, Aperture
POSTCLICK
Web Analytics
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Intarget Intelligence Confidential and Proprietary
Metodologia di Lavoro• Il cliente utilizzava i report delle centrali media (Click, CTR,
Numero di Aperture etc..) per prendere le decisioni sugli investimenti.
Osserva Clicca Naviga
PRECLICK POSTCLICK
Click, CTR, Aperture Web AnalyticsSi mettono in rapporto
I costi con le abitudini di navigazione
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Intarget Intelligence Confidential and Proprietary
Metodologia di Lavoro• L’analisi è stata condotta con Google Analytics mediante:
– Segmenti Avanzati– Report Personalizzati– Tracking Manuale Campagne
• Abbiamo scelto 1 progetto, con budget più alto, e abbiamo applicato le riflessioni fatte su quel progetto sugli altri siti.
• Abbiamo formalizzato i risultati da ottenere in KPI facilmente identificabili
• Abbiamo calcolato Costo per Kpi
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Intarget Intelligence Confidential and Proprietary
Risultati ( Quarter)2009
• 420.000 Visite• 2.6 Milioni Pagine Visitate• 6.2 Pagine per Visita
2008• 522.000 Visite• 1,9 Milioni Pagine Visitate• 3.8 Pagine per Visita
• 160.000 Spesa in 4 Mesi• 0,38 Costo per ogni Visita
• 303.000 Spesa in 4 Mesi• 0,58 Costo per ogni Visita
Abbiamo identificato correttamente l’investimento migliore al variare della tipologia di attività da promuovere, abbiamo migliorato la resa delle singole visite generando visitatori più consapevoli e interessati ai prodotti.
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Intarget Intelligence Confidential and Proprietary
Risultati (Quarter)
150000 200000 250000 3000000
100,000200,000300,000400,000500,000600,000700,000800,000900,000
1,000,000
Prospetto Visite/Budget
Visite
Investimento
Visite 2008
Budget 2009
Budget 2008
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Intarget Intelligence Confidential and Proprietary
Solo con la Web Analytics…
Calcolando nei costi anche la nostra fee!
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Intarget Intelligence Confidential and Proprietary
Non dovete spendere di più…
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Intarget Intelligence Confidential and Proprietary
Dovete spendereMEGLIO!
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Intarget Intelligence Confidential and Proprietary
Scarica questa presentazione sul nostro blog suwww.intargetintelligence.net