Prezentare sustinuta la conferinta "Lideri cu Stil", Galati, 22 iunie 2018, despre succesul unui business cu prezenta online -https://ecompedia.ro/google-analytics/

1. Ecuatia Succesului Online – Lideri cu Stil
Liviu TALOI, liviu.taloi@ECOMpedia.ro, Galati, 22 iunie 2018

2. De mic mi-a plăcut matematica…

3. În 1994-1995 am descoperit Internet-ul...

4. Începând cu 2005 am consiliat aproximativ 200 magazine online...

5. 2012 ECOMpedia – portal despre e-commerce & marketing digital

7. Ecuatia Succesului Online
Ce trebuie sa facem sa crestem cifra de afaceri? Ce masuram in Google
Analytics?

8. Confidential and Proprietary
Ecuatia Succesului Online
CA = Tr x Rc x Cm
http://bit.ly/ecuatia
click to tweet

9. Confidential and Proprietary
Ecuatia Oricarui Business Online

10. Metafora cu râul
Analiza la nivel macro si la nivel de segmente. Centre de cost / profit. ROI

11. Confidential and Proprietary
CifradeAfaceri/Alt
KPI
Luna 1 Luna 12
contrar așteptărilor, râul nostru nu își
mărește albia, rămâne în matcă…

12. Confidential and Proprietary
CifradeAfaceri/Alt
KPI
Luna 1 Luna 12

13. Confidential and Proprietary
CifradeAfaceri/Alt
KPI
Luna 1 Luna 12
adwords
organic & direct
social media
Centre de cost
Centre de cost
Centre de cost
Centre de profit
Centre de profit
Centre de profit

14. CPM = costul per mia de afisari
CPC = costul per click
Conversia = Rata de Conversie (ecommerce conversion rate)
CPS / CPV = cost per sale / cost per vanzare
AOV = average order value, comanda medie
ROI = Return On Investment = (Margine – Costuri) / Costuri * 100
Canal Media
unde dau bani, de unde
primesc facturi
Costuri
ce scrie acolo pe facturi,
in lei de preferinta
Venituri
ce scrie in raportul
specific din Google
Analytics, in lei 
ROI %
(margine calculata –
costuri de marketing) /
costuri de mktg
FACEBOOK Ma uit pe factura,
transform in lei
Ma uit in tabelul pe care
il verific zilnic pentru
clientii mei, unde vad
rezultatele financiare ale
fiecarui canal media
0% = tanda pe manda,
nici nu castig nici nu pierd
bani
ADWORDS Ma uit pe factura, e deja
in lei
Apoi ponderez cu o
margine venitul (scad
costul marfii, scad alte
costuri ale companiei)
-50% = pierd bani,
veniturile aduse nu
acopera costurile
operationale si cele cu
marfa
SEO - ORGANIC Pe care factura ma uit?
Consultantul de seo,
instrumentul de seo, omul
La final vad diferenta, in
absolut sau procentual,
adica ajung la ROI.
+50% = castig bani, la
fiecare leu investit in seo
castig 1.5 lei
Eficienta* Campaniilor de Online Marketing = ECOM
*tabel facut periodic, LUNAR, Saptamanal, Trimestrial

15. Ce urmarim intr-un business online?
Despre KPI-uri (key performance indicators)

16. Confidential and Proprietary
Obiectivul companiei:
Promovarea dorintei clienților cu
privire la activitatea în aer liber prin
achiziționarea de camping și mărfuri
sportive
Strategie: Vindem echipament de
camping și echipament sportiv de
înaltă calitate, care ajută clienții să
se simtă confortabil în aer liber.
The Great Outdoors
Sursa: Google Analytics Academy

17. Confidential and ProprietarySursa: Google Analytics Academy

18. Confidential and Proprietary
Care sunt obiectivele
acestui business?
Sursa: Google Analytics Academy

19. Multumesc
Q&A
Liviu TALOI
liviu.taloi@ECOMpedia.ro

20. Confidential and Proprietary
Intra acum pe ECOMpedia.ro
si pune intrebarea la care vrei raspuns
usability, marketing, analytics, e-commerce

21. Liviu TALOI
Senior Consultant in e-commerce, usability, analytics, conversion rate optimization and online
marketing @ECOMpedia
Liviu is Co-Founder of the ECOMpedia.ro project and Community Manager for GPeC (Gala Premiilor e-
Commerce - Romanian e-Commerce Award Gala). He has over 15 years of experience in online
marketing and 10 years in e-commerce. He was, among other past jobs, PR Manager at eMAG. In 2005,
he founded a web consulting company specialized in e-commerce and sites evaluation, Web Audit.
He is also speaker at conferences and seminars, especially dedicated to electronic commerce, he write
articles and market analysis. Skills: e-commerce, site audit, UX, CRO, Analytics, Online Marketing.
Taloi has been selected by Cardinal Path to be a regional trainer of Google Partner Academy
Programme in Google Analytics. Taloi has also GAIQ - Google Analytics Individual Qualification
certification.
Liviu TALOI has worked with online shops as eMAG, MarketOnline, SigmaNET, F64, FashionUP,
TAMOS, Kurtmann, ZorileStore, Vexio.ro, MetaphoraBijoux, Gutuie.ro, eMenAtWork, e-commerce
platforms & full digital agencies as Content Speed, Shopmania BIZ, Retargeting.biz, online tourism sites
as EXIMTUR, Veltravel, he did usability & conversion rate optmization projects as for BCR - sIT
Solutions AT Spardat Gmbh, Bitdefender (USA site), SKIN media, he delivered Google Analytics
closed&open trainings as for BrainArt, Siniat, ING NN Asigurari de Viata, Google Partner Academy.
In recent years, Liviu Taloi provided expert advice to more than 100 Romanian online stores in e-
commerce, usability, analytics, conversion rate optimization and online marketing. Many of these online
companies are now market leaders in their niche.