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Actionable KPI:  per il successo  di una iniziativa web  IABFORUM  – Milano - 6 Novembre 2008  Alessio Semoli  Managing Di...
CHI SIAMO <ul><li>Trackset , società internazionale del gruppo Goadv ,offre strumenti  per la Web Analytics ed il Digital ...
PRODOTTI TRACKSET Web Analytics Marketing Management Corporate Member  Web Analytics Associations  Provider Censuraio cert...
DI COSA PARLEREMO OGGI: <ul><li>Della nostra visione della Web Analytics e di come sia importante avere sistemi che permet...
COSA NON E’ LA WEB ANALYTICS (secondo noi)
COME VEDIAMO LA WEB ANALYTICS <ul><li>Crediamo in un nuovo modo di fare Web Analytics , fatto da strumenti che siano: </li...
EASY: Report semplici ed immediati per una rapida consultazione
FAST: avere veloce accesso alle consultazione dei dati  Report immediati in  real-time
CUSTOM: Soluzioni tagliate su  misura sulle proprie esigenze
ACTIONABLE: che metta in azione sulle decisioni da intraprendere
ACTIONABLE <ul><li>Occorre uno strumento che possa darci un  valore  che ci possa  mettere in azione </li></ul>+30 ° -5 °
Actionable:  Maggiore Incisività sui report
Alcuni esempi di  KPI ACTIONABLE
ACTIONABLE KPI 1:  Misurare Campagna <ul><li>[Generazione Lead]  Quale campagna genera una maggiore Conversion-Rate ? </li...
ACTIONABLE KPI 1:  Misurare Campagna La definizione di un obbiettivo per una campagna pubblicitaria in funzione di una con...
ACTIONABLE KPI 2:  User Behaviour La  User Behaviour  ci permette di  capire come si muove il visitatore sul nostro sito
ACTIONABLE KPI 2:  User Behaviour <ul><li>Quali sono le zone di maggiore interesse </li></ul><ul><li>Come il visitatore ut...
ACTIONABLE KPI 2:  User Behaviour <ul><li>FORM ANALYSIS </li></ul><ul><li>Quanto tempo un utente trascorre in una form </l...
ACTIONABLE KPI 2:  User Behaviour Dove si blocca l’utente? Si deve comprendere dove si blocca l’utente in un percorso idea...
ACTIONABLE KPI 3:  User Engagement Non tutti i visitatori sul nostro sito hanno lo stesso peso. In base  agli obbiettivi  ...
ACTIONABLE KPI 3:  User Engagement
ACTIONABLE KPI 3:  User Engagement Video Tracking L’utente con l’avvento del Web 2.0 non è più passivo , ma gioca un ruolo...
ACTIONABLE KPI 3:  User Engagement <ul><li>Buzz Analytics L’importanza dell’analisi  del passaparola è diventato fondament...
Predictive Analytics <ul><li>SAS è l’azienda leader mondiale nelle soluzioni  di  Business Intelligence  </li></ul>Forecas...
Da adesso per migliorare le  performance non si dovrà forzare le statistiche
Adesso dovete decidere se è sufficiente usare la  Web Analytics per guardare cosa succede sul vostro sito Se volete , poss...
Grazie per l’attenzione   Alessio Semoli [email_address] http://www.trackset.com   Per maggiori informazioni Visitateci a...
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IAB FORUM 2008 - Web Analytics Workshop : Actionable KPI

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Intervento di Alessio Semoli allo Iab Forum di Milano il 6 Novembre 2008 dal titolo: "Actionable KPI , per il successo di una iniziativa Web"

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IAB FORUM 2008 - Web Analytics Workshop : Actionable KPI

  1. 1. Actionable KPI: per il successo di una iniziativa web IABFORUM – Milano - 6 Novembre 2008 Alessio Semoli Managing Director Trackset
  2. 2. CHI SIAMO <ul><li>Trackset , società internazionale del gruppo Goadv ,offre strumenti per la Web Analytics ed il Digital Marketing Management. </li></ul><ul><li>Mission: offrire prodotti semplici e flessibili per il Digital Marketing </li></ul><ul><li>Sedi: Dublin – London – Paris – Milano – Roma – Pisa </li></ul>
  3. 3. PRODOTTI TRACKSET Web Analytics Marketing Management Corporate Member Web Analytics Associations Provider Censuraio certificato Audiweb
  4. 4. DI COSA PARLEREMO OGGI: <ul><li>Della nostra visione della Web Analytics e di come sia importante avere sistemi che permettano di poter non soltanto visualizzare semplici report ma mettere in azione per ottimizzare il proprio business online </li></ul>
  5. 5. COSA NON E’ LA WEB ANALYTICS (secondo noi)
  6. 6. COME VEDIAMO LA WEB ANALYTICS <ul><li>Crediamo in un nuovo modo di fare Web Analytics , fatto da strumenti che siano: </li></ul><ul><li>Easy </li></ul><ul><li>Fast </li></ul><ul><li>Custom </li></ul><ul><li>Actionable </li></ul>Un driver decisionale per le scelte di Marketing online, un assistente strategico che permetta di ricevere risposte veloci ed immediate.
  7. 7. EASY: Report semplici ed immediati per una rapida consultazione
  8. 8. FAST: avere veloce accesso alle consultazione dei dati Report immediati in real-time
  9. 9. CUSTOM: Soluzioni tagliate su misura sulle proprie esigenze
  10. 10. ACTIONABLE: che metta in azione sulle decisioni da intraprendere
  11. 11. ACTIONABLE <ul><li>Occorre uno strumento che possa darci un valore che ci possa mettere in azione </li></ul>+30 ° -5 °
  12. 12. Actionable: Maggiore Incisività sui report
  13. 13. Alcuni esempi di KPI ACTIONABLE
  14. 14. ACTIONABLE KPI 1: Misurare Campagna <ul><li>[Generazione Lead] Quale campagna genera una maggiore Conversion-Rate ? </li></ul><ul><li>[Editoria] Quale campagna pubblicitaria genera maggiori pagine viste? </li></ul><ul><li>[E-Commerce] Quale è il valore medio di Vendita ed il fatturato ? </li></ul><ul><li>[Per Tutti] Quale è il Ritorno dell’investimento ? </li></ul>Action per Settori di Business:
  15. 15. ACTIONABLE KPI 1: Misurare Campagna La definizione di un obbiettivo per una campagna pubblicitaria in funzione di una conversione, permette di avere sempre sott’occhio quanto si è allineati.
  16. 16. ACTIONABLE KPI 2: User Behaviour La User Behaviour ci permette di capire come si muove il visitatore sul nostro sito
  17. 17. ACTIONABLE KPI 2: User Behaviour <ul><li>Quali sono le zone di maggiore interesse </li></ul><ul><li>Come il visitatore utilizza il sito </li></ul><ul><li>Da dove gli utenti abbandonano il sito </li></ul><ul><li>Quali percorsi vengono maggiormente seguiti </li></ul>
  18. 18. ACTIONABLE KPI 2: User Behaviour <ul><li>FORM ANALYSIS </li></ul><ul><li>Quanto tempo un utente trascorre in una form </li></ul><ul><li>Quali sono i campi della form che provocano l’abbandono </li></ul><ul><li>In quale campo c’è maggiore indecisione da parte di un utente </li></ul><ul><li>Quali sono i campi che un utente non compila anche se obbligatori </li></ul>
  19. 19. ACTIONABLE KPI 2: User Behaviour Dove si blocca l’utente? Si deve comprendere dove si blocca l’utente in un percorso ideale che porta alla conversione.
  20. 20. ACTIONABLE KPI 3: User Engagement Non tutti i visitatori sul nostro sito hanno lo stesso peso. In base agli obbiettivi si deve dare un valore ed una importanza ad ogni singolo visitatore.
  21. 21. ACTIONABLE KPI 3: User Engagement
  22. 22. ACTIONABLE KPI 3: User Engagement Video Tracking L’utente con l’avvento del Web 2.0 non è più passivo , ma gioca un ruolo attivo, è necessario misurarlo. <ul><li>I video possono essere misurati su: </li></ul><ul><li>Quanto tempo viene visto in media </li></ul><ul><li>Quanti utenti e quali arrivano in fondo </li></ul><ul><li>L’utilizzo dei pulsanti di comando </li></ul><ul><li>Come viene usato il volume </li></ul><ul><li>In quale punto del filmato si perde la maggiore utenza </li></ul>
  23. 23. ACTIONABLE KPI 3: User Engagement <ul><li>Buzz Analytics L’importanza dell’analisi del passaparola è diventato fondamentale con l’avvento del Web 2.0 </li></ul>
  24. 24. Predictive Analytics <ul><li>SAS è l’azienda leader mondiale nelle soluzioni di Business Intelligence </li></ul>Forecast: prevede l’andamento futuro dei KPI Scorecard: Rispetto a KPI strategici, ne indica i fattori di influenza statisticamente significativi Misurare le performance ed individuare i fattori di influenza
  25. 25. Da adesso per migliorare le performance non si dovrà forzare le statistiche
  26. 26. Adesso dovete decidere se è sufficiente usare la Web Analytics per guardare cosa succede sul vostro sito Se volete , possiamo consigliarvi un prodotto..  oppure cominciare ad agire per fare GOAL!
  27. 27. Grazie per l’attenzione  Alessio Semoli [email_address] http://www.trackset.com Per maggiori informazioni Visitateci al nostro stand n°4

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