AgrifoodAgrifood MarketingMarketing

Rolan Micallef Attard

www.yesitmatters.com

University of Malta

Course: BSc (Hons.) Mediterranean Agro-Ecosystems Management

On-line Marketing 2009

eMarketing/Online Marketing

“The application of the

Internet and related digital

technologies to achieve

marketing objectives”

- Chaffey et al., 2000

eMarketing strategy process

Source: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/Web-marketing-strategy-process/

Website marketing online types

No web presence

Domain & email no site - (www.mydomain.com)

Static website - brochureware

Interactive site – Search, queries, product availability, prices

Interactive site with transaction processing

Fully interactive site with relationship marketing

Online initiatives

Product trading - shops

Auctions - flowers

Product tracking – movement of product at any time

Networking – voice-over-IP

Electronic data interchange – EDI orders/invoices forms

Payment processing gateways – 24 x 7 business

Data collection and storage

On-line training

On-line auction

Product selling

Directory

Bookstore

Its all about customerIts all about customer--centric measurementcentric measurement

Web Metrics are measurement techniques utilised to track and identify what is happening on the Internet and on your website

Web Analytics is a discipline aimed at understanding your website visitor’s on-line experience, seeking methods that meet your user’s requirements, and optimising your organisation’s ultimate goals

Web metrics & analytics

Tracking trolleys vs. tracking clicks Tracking trolleys vs. tracking clicks

Customer tracking

Its all aboutIts all about……

Increasing sales

Reducing costs

Improving return on investment (ROI)

Fine tuning online marketing strategies

Outperforming your competition

Knowing who’s behind the browser

eMarketing objectives

Do you measure ?Do you measure ?Online website traffic

How traffic arrives to your website

Where visitors come from

What users do on your website

Your online advertising campaigns

Technology users use

How well your site is performing technically

User visits

Website paths

Website visits

Complete browsing history by unique visitor analysis

Measurement

ee--Metrics customerMetrics customer--centric sophisticationcentric sophistication

1st Generation e-Metrics

Website Website

StatisticsStatistics

Hits

Visits

Sessions

Page Views

Accessed pages

Site referrals

Unique visitors

etc. etc. etc.

2nd Generation e-metrics

ee--BusinessBusiness

intelligenceintelligence

RFM

Acquisition costs

Conversion rates

Sales trends

Average basket size

Click-through rates

Repeat visits

etc. etc. etc.

3rd Generation e-metrics

ee--CustomerCustomer

intelligenceintelligence

Segmentation

Path analysis

Loyalty/churn

Propensity

1 to 1 relationship

ROI per customer

Custom metrics

etc. etc. etc

e-Metric generations

CustomerCustomer--centric web metrics evolutioncentric web metrics evolution

2nd Generation

e-metrics

(e(e--BusinessBusiness

intelligence)intelligence)

3rd Generation

e-metrics

(e(e--CustomerCustomer

intelligence)intelligence)

1st Generation

e-metrics

(Website (Website

Statistics)Statistics)

Persistent user

Identifier

Anonymous user

Profile

Discreet user

Identity

User Cat. 1 User Cat. 2 User Cat. 3 User Cat. 4

Customer-centricity

Its all about customer loyalty & reducing dropoutsIts all about customer loyalty & reducing dropouts

Online Customer Life Cycle frameworkOnline Customer Life Cycle framework

Reach Acquire Convert Retain Loyalcustomers

AbandonmentAttrition

Churn

Leakage

Website users dropout patternsWebsite users dropout patterns

Loyalty funnel

Optimisation of Reach through web analyticsOptimisation of Reach through web analytics

Reach is an activity aimed at attracting the attention of your target audience to your website through a specific activity

Measuring the ROI of Reach techniques through:Pay-per-click AnalysisAdvertising Revenue AnalysisSelf-Service Analysis

PayPay--perper--click analysis click analysis –– Search engine campaignSearch engine campaign

Web metrics revealed that website visitors, having typed general phrases in a pay-per-click search engine, browsed only for a short time and contributed to no significant revenue, while visitors who typed specific words browsed longer, viewed more pages and shopped online.

Kalmbach reduced $4,000 per month promotional partner’s costs

Advertising revenue analysis Advertising revenue analysis –– Banner adsBanner ads

Web metric results from banner ad click-throughs for easyJet

40% booked 1st visit

17% booked same day

20% took over 2 weeks

Marketing ROI increased by 86% in one month by refining banner ad media strategy, by analysing performance, creativity and timing

Optimisation of Acquisition through web analyticsOptimisation of Acquisition through web analytics

Acquisition is the stage when your target audience has been successfully reached and

persuaded to visit your website

Measuring the ROI of Acquisition techniques through:Affiliate Marketing Analysis

Landing Page Analysis

Email Marketing Analysis

Search Engine Marketing

Analysis

Landing page analysis Landing page analysis –– leading visitors to your goalleading visitors to your goal

Web metrics revealed that visitors were landing on pages considered ‘less important’. Inserting the necessary leads on these pages increased conversion

by 33% through newsletter signups and form-filling

Email marketing analysis Email marketing analysis –– FollowFollow--up emailsup emails

Web metric results revealed that emails sent immediately after registration generated 9.4% click-throughs, while 3 timed (4 days – 1 week –1 week) follow-up emails generated 5.4% click-throughs from the unconverted.

Knowing how frequently to deliver follow-up emails to entice prospective clients to engage in online activities, improved ROI by 125%.

Search engine analysis Search engine analysis –– Search engine indexingSearch engine indexing

Investigating search behaviour and linguistic patterns

Facilitating the indexing of each page by search engines

Modifying its single dynamic site to a multi-page static site.

FordDirect.commanaged to increase its search engine rankings and its search engine referrals by 940% and 4,838% equivalent to 73,000 visitors per month.

Optimisation of Conversion through web analyticsOptimisation of Conversion through web analytics

Conversion is the stage of leading potential customers to your website’s predetermined

goal

Measuring the ROI of Conversion techniques through:

On-Line Analysis

Lead Generation Analysis

OnOn--Line Analysis Line Analysis –– ‘‘The Moment of TruthThe Moment of Truth’’

Lead generation analysis Lead generation analysis –– Activity schemesActivity schemes

On-line registration is essential for marketing purposes.

Black & Decker increased leads by 40% by changing the position of the registration icon.

Optimisation of Retention through web analyticsOptimisation of Retention through web analytics

Retention is the stage of turning your website users into loyal customers making them return over and

over again, preventing their migration to competition

Measuring the ROI of Retention techniques through:

Recency, Frequency

and Monetary Value Analysis

Path Analysis

Content Analysis

Content analysis Content analysis –– SegmentationSegmentation

Web metrics revealed that visitors interested in skiing, browsed the ski gear pages, while retained visitors who had previously purchased ski gear were more interested in purchasing expensive skis. Delivering selected content to

repeat customers increases repeat purchases

Web analytics that contribute to RevenueWeb analytics that contribute to Revenue

Number of

Clients

Website

turnover

Average

cart value

Number of

user visits

Conversion

Rate

3%10,000 300 €190 €57,000* *= =Point of departure

↑↑↑↑ Reach techniques

↑↑↑↑ Acquisition techniques

↑↑↑↑ Retention techniques

3%11,000 330 €190 €62,700* *= =

Up-sell

Cross-sell3%10,000 300 €200 €60,000* *= =

↓↓↓↓ Dropouts rates

↓↓↓↓ Trolley abandonment

↑↑↑↑ Personalisation

↑↑↑↑ Website Usability

4%10,000 400 €190 €76,000* *= =

MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (1)survey findings (1)

Popularity

Tourism

Telecom,

media,

publishing

Government

organisations

MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (2)survey findings (2)

42% take a reactive

approach to changing

on-line strategies

based on Web

Analytics for the

purposes of ROI, yet

the level of

sophistication of web

analytic applications is

low.

MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (3)survey findings (3)

MBA (MBA (eBusinesseBusiness) Dissertation ) Dissertation -- survey findings (4)survey findings (4)

71% of organisations with access to Web tracking applications have

identified the following factors to be a limiting factor in maximising their Web

analytics potential

Lack of Time

Budget Limitations

Lack of specialised personnel

The way forward The way forward ……………………....

Invest in the right web analytic solution that suits your needs and budget, and that will allow you to achieve your goals

Invest in staff training, or outsource interpretation of web metrics to web analysts that understand your business

Focus on business critical aspects of your website to improve its overall performance and prevent the migration of your customers to your competitors

Case study:

Keyword and Campaign Comparison

Track and compare all your ads, email newsletters,

affiliate campaigns, referrals, paid links, and

keywords on Google and other search engines.

Dashboard

Put all the information you need on a custom

Dashboard that you can email to others.

AdWords Integration

Buy keywords on Google AdWords and use Google

Analytics to learn which keywords are most profitable

to your business