Using Analytics to Drive Conversions and Improve ROI

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aluckey

Bildung Technologie

What Gets Measured Gets
Done - Using Analytics to
Drive Conversions

Joe Megibow, Expedia
Jennifer Veesenmeyer, Stratigent

Impressions

Clicks

! Quote starts

Quote submits

Application starts

Application submits

Policy underwritten
!
!
Paid policies

Challenges
Impressions

Clicks
1 Sales occur
. offline
! Quote starts
2 Third party
Quotes received
. quoting
Application starts

Application submits

Policy underwritten
!
!
Paid policies

Paid Search Funnel Challenges
Impressions

Clicks
1 Sales occur
. offline
! Quotes (Event)
2 Third party
Quotes received
. quoting
Application starts
3 No
Application submits
. standardization
Policy underwritten
!
! - Funnel steps
Paid policies - Definitions
- Goals

Display Ad Funnel Challenges
Impressions

Clicks
1 Sales occur
. offline
! Quotes (Page View)
2 Third party
Quotes received
. quoting
Application starts
3 No
Application submits
. standardization
Policy underwritten
!
! - Funnel steps
Paid policies - Definitions
- Goals

Email Funnel Challenges
Emails Received

Emails Opened
1 Sales occur
. offline
! Quotes (Event)
2 Third party
Quotes received
. quoting
Application starts
3 No
Application submits
. standardization
Policy underwritten
!
! - Funnel steps
Paid policies - Definitions
- Goals

Challenges
Emails Received

Emails Opened
1. Sales occur
offline
! Quotes (view/event)
2. Third party
Quotes received
quoting
Application starts
3. No
Application submits
standardizatio
!
!
Policy underwritten
n
Paid policies - Funnel steps
- Definitions

Emails Received

Emails Opened

! Quote starts (View)

Quotes received

Application starts

Application submits

Policy underwritten
!
!
Paid policies

Approach
Impressions

Clicks
1. Enhance cross
domain
! Quote starts
tracking and
Quotes received
campaign
Application starts
tracking
Application submits

Policy underwritten
!
!
Paid policies

Approach
Impressions

Clicks
1. Enhance cross
domain tracking
! Quote starts
and campaign
Quotes received
tracking
Application starts
2. Standardize
Application submits
definitions and
Policy underwritten goals
!
!
Paid policies

BEFORE
Paid Search Display Ads

Quotes 912 1,180

Cost per Quote $11.77 $6.17

BEFORE
Paid Search Display Ads

Quotes 912 1,180

Cost per Quote $11.77 $6.17

LATER
Paid Search Display Ads

Quotes Submitted 912 594

Cost per Quote Submitted $11.77 $12.27

Actions and
Outcomes
Move budget from
display ads to paid search

Improved ROI meant more
than $50K incremental Executives increased the
revenue in 30 days overall marketing budget

Measuring
Cup
Shaker Tequila Lime
Glass
Ice
Salt 1.5 oz Camarena
Reposada
4 oz Costco
Margarita Mix

M MA RY
SU
ize t o the
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Using Analytics to Drive Conversions and Improve ROI

1. What Gets Measured Gets Done - Using Analytics to Drive Conversions Joe Megibow, Expedia Jennifer Veesenmeyer, Stratigent

10.

11.

12.

13.

14.

15.

16.

17. Impressions Clicks ! Quote starts Quote submits Application starts Application submits Policy underwritten ! ! Paid policies

18. Impressions Clicks ! Quote starts Quote submits Application starts Application submits Policy underwritten ! ! Paid policies

19. Challenges Impressions Clicks 1 Sales occur . offline ! Quote starts 2 Third party Quotes received . quoting Application starts Application submits Policy underwritten ! ! Paid policies

20. Paid Search Funnel Challenges Impressions Clicks 1 Sales occur . offline ! Quotes (Event) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals

21. Display Ad Funnel Challenges Impressions Clicks 1 Sales occur . offline ! Quotes (Page View) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals

22. Email Funnel Challenges Emails Received Emails Opened 1 Sales occur . offline ! Quotes (Event) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals

23. Challenges Emails Received Emails Opened 1. Sales occur offline ! Quotes (view/event) 2. Third party Quotes received quoting Application starts 3. No Application submits standardizatio ! ! Policy underwritten n Paid policies - Funnel steps - Definitions

24. Emails Received Emails Opened ! Quote starts (View) Quotes received Application starts Application submits Policy underwritten ! ! Paid policies

25. Approach

26. Approach Impressions Clicks 1. Enhance cross domain ! Quote starts tracking and Quotes received campaign Application starts tracking Application submits Policy underwritten ! ! Paid policies

27. Approach Impressions Clicks 1. Enhance cross domain tracking ! Quote starts and campaign Quotes received tracking Application starts 2. Standardize Application submits definitions and Policy underwritten goals ! ! Paid policies

28. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17

29. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17 LATER Paid Search Display Ads Quotes Submitted 912 594 Cost per Quote Submitted $11.77 $12.27

30. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17 LATER Paid Search Display Ads Quotes Submitted 912 594 Cost per Quote Submitted $11.77 $12.27 AFTER Paid Search Display Ads Paid Policies 147 89 Cost per Paid Policy $73.02 $81.86

31.

32. Actions and Outcomes Move budget from display ads to paid search Improved ROI meant more than $50K incremental Executives increased the revenue in 30 days overall marketing budget

33.

34.

35.

36.

37. M MA RY SU

38. Measuring Cup Shaker Tequila Lime Glass Ice Salt 1.5 oz Camarena Reposada 4 oz Costco Margarita Mix

39. M MA RY SU ize t o the ! 1O bt ptim snnesd ua i dar ge al s iz o !.S doefn’ i ne No fo ttak s int io r an one !2D . wer rfor anew pe Vi s mance in sses ! a ce rate s pleleb ucce !3C