9. Competitive insight
Seizing opportunities
1.VHI
2. Aviva
3. Quinn
Source: Google Insights for search
10. DIT are running a poster campaign
on the Luas for their postgrad in
advertising & digital comms
11. The ad
If you know what this is then you’re already
ahead of the curve. Stay there with a
postgrad in advertising & digital communications.
www.dit.ie/curve
12.
13. How we’ll collect data
http://www.dit.ie/online-
marketing/
?utm_source=luasads
&utm_medium=outdoor
&utm_campaign=admasters
26. “While we're on the subject of international
adventures, it should be noted that Twitter
has officially launched in Japan. We
noticed a significant percent of Twitter
usage consistently originating from
Japan despite the fact that our service
is in English. This highlighted an
opportunity for us to make Twitter better
so we worked with our partner in Japan,
Digital Garage to launch a Japanese
version of Twitter”.
Biz Stone
31. A new definition
• Understanding the impact of your efforts
by analysing "outcomes"
• Understanding your customers’ behaviour
better
• Continuous improvement through
experimentation
32. Analytics maturity
1. Collecting data & some ad hoc reporting
2. Reporting data regularly
3. Deriving some insights
4. Continuous improvement
33. We need an approach to
analytics if we are to be successful
34. Analytics process
• Focus on the right data & outcomes (KPIs)
• Look for insights
• Take action & test
• Measure results
• Repeat
37. KPIs
1. Determine what type of site you have.
2. Determine your unique needs and
objectives. Why does your site exist?
3. Less is more. Make your KPIs simple &
accurate.
4. Make them actionable.
47. Last Monday at 5:13 PM we removed
CAPTCHA from Sampa.
The result: 9.2% improvement on our
conversion rate!
Marcelo Calbucci
http://marcelo.sampa.com/