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Using Analytics to Make Revenue More “Real”
1.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Using Analytics to Make Revenue More “Real” Justin Grover – Product Manager Analytics Platform
2.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Intro 2
3.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Intro 3
4.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Intro 4 • APIs • Authentication Authorization • Integration
5.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. A Focus on Real Revenue Revenue – (Returns, Cancelations and Exchanges) 5
6.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
7.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
8.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
9.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
10.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategies More accurate Revenue for your paid search campaigns 11
11.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. General Adjustment 1. Find out what your return/cancelation/exchange rate is for the company as a whole 2. Revenue – (returns + cancelations + exchange costs)/revenue eg. $100 – ($5 + $3 + $2)/ $100 = 90% 3. Multiply all revenue numbers by the resulting percentage e.g. $150 * .9 = $135 (Real Revenue) 12 Pros • Make sure margins aren’t negative
12.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Record Marketing Channel in System of Record 1. Capture the marketing channel when visitors come to the site (usually a cookie) 2. When a user makes a purchase, record the marketing channel in the order management system 3. Export all orders with marketing channel 4. Analyze what the return/cancelation/exchange rate is for each marketing channel 13 Pros • Make sure margins aren’t negative • Can break out “Real” revenue by channel
13.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Upload Returns/Cancelations/Exchanges to Analytics 1. Make sure the order number/ID is being captured in the analytics tool (Transaction ID in SiteCatalyst) 2. Upload Return/Cancelation/Exchange amounts to the analytics 3. Establish a base line return/cancelation/exchange rate 4. Analyze marketing campaigns to for opportunities a. Look for campaigns that bring in customers with higher than average return rates b. Look for products/landing pages to higher than average 14 Pros • Make sure margins aren’t negative • Can break out “Real” revenue by channel • Can find campaigns that bring in expensive customers • Can find products/landing pages that mismatch expectations
14.
© 2012 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Questions? 15
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Cheaper Product
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