Eficienta Campaniilor de Online Marketing

http://ECOMpedia.ro
http://www.linkedin.com/in/LiviuTaloi
Eficienta Campaniilor
de
Online Marketing
ECOM

http://ECOMpedia.ro

http://ECOMpedia.ro
Analytics

http://ECOMpedia.ro
Ecuatia Comertului Online
CA = TR x RC x CM
33% buget – achizitie trafic
33% buget – CRO
33% buget – marketing de produs

http://ECOMpedia.ro
Agenda Prezentarii
1. KPI-urile si legatura cu GA
2. ECOM – eficienta campaniilor de online
marketing
3. Perspective de business (insights)
6

http://ECOMpedia.ro
1. KPI-urile unui business online
7

http://ECOMpedia.ro
http://www.linkedin.com/in/LiviuTaloi8
The Great Outdoors
• Business objective:
Promote customers'
appreciation of outdoor
activity through the
acquisition of camping and
sporting goods
• Strategy: Sell high-quality
camping and sporting
equipment that helps
customers be comfortable in
the outdoors.

http://ECOMpedia.ro
http://www.linkedin.com/in/LiviuTaloi10
Care sunt
obiectivele
acestui
business?

http://ECOMpedia.ro
2. ECOM – eficienta campaniilor
de online marketing
11

http://ECOMpedia.ro
CIFRADEAFACERI
Luna 1 Luna 12
contrar așteptărilor, râul nostru nu își
mărește albia, rămâne în matcă…

http://ECOMpedia.ro
Luna 1 Luna 12
CIFRADEAFACERI

http://ECOMpedia.ro
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
CIFRADEAFACERI

http://ECOMpedia.ro
• 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 
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
ADWORDS Ma uit pe factura, e deja in lei Apoi ponderez cu o margine
venitul (scad costul marfii,
scad alte costuri ale
companiei)
SEO - ORGANIC Pe care factura ma uit?
Consultantul de seo,
instrumentul de seo, omul de
La final vad diferenta, in
absolut sau procentual, adica
ajung la ROI.
Eficienta Campaniilor de Online Marketing = ECOM
% ROI = (Venituri –
Costuri) / Costuri * 100

http://ECOMpedia.ro
http://www.linkedin.com/in/LiviuTaloiConfidential and
Proprietary
Cautam tabelul in rapoartele din GA
Achizitie > Tot volumul de trafic > Sursa/Modalitate > Rezumat
• Unde il gasim? Care este cel mai apropiat raport
de cel prezentat in imagine?

http://ECOMpedia.ro
Proprietary
Ce reprezinta 50%?
Care ar fi un KPI important?
Cum a evoluat fata de luna trecuta?
Dar fata de anul trecut? Ne-am atins TARGETUL?
Se refera la media pe site?
Este ROI-ul pe AdWords, pe Google sau Facebook?

http://ECOMpedia.ro
3. Perspective de business (insights)
18

http://ECOMpedia.ro
Proprietary
Conversii > Comert Electronic > Performanta Produsului
Conversions > E-Commerce > Product Performance

http://ECOMpedia.ro
Proprietary
Conversii > Comert Electronic > Performanta Produsului >
Comportament la cumparaturi
Conversions > E-Commerce > Product Performance

http://ECOMpedia.ro
Multumesc!
ECOMpedia.ro
Liviu.Taloi@ECOMpedia.ro

http://ECOMpedia.ro
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.

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