Системный подход к измерениям в Интернет-маркетинге

  • Published on
    20-Aug-2015

  • View
    2.850

  • Download
    3

Embed Size (px)

Transcript

  1. 1. , " (completo.ru) - -
  2. 2. . . -
  3. 3. - 1998 -> 2001 -> 2007 -> 2013c - seo- - - - - B2B B2C ( )
  4. 4. - 2007
  5. 5. - , , -10
  6. 6. -
  7. 7. -
  8. 8. -
  9. 9. - B2B B2C
  10. 10. - " - " - | | | |
  11. 11. - " - "
  12. 12. - " - " , ,
  13. 13. - " - "
  14. 14. - " - "
  15. 15. - " - " , , ()
  16. 16. - 99% .
  17. 17. -
  18. 18. -? -
  19. 19. , , ROI -
  20. 20. -
  21. 21. -
  22. 22. - . , .
  23. 23. - 1. - , (, , ). (, ) / (, , , ). . .
  24. 24. - 2. - , . , , , rich-media ( 10, 15, 25 rich-media). , - (, ), , , . , . , "" / - , . ""
  25. 25. - 3. . , ( , ). , - . ( ) - . "".
  26. 26. - 4. ( ). (), (, CRM) -. , , , (CLV). , CLV (, email-, , - ..). - CRV - customer recommendation value - ( , ) - , email Facebook .
  27. 27. - , , , , (CRM/xRM/ERP, , 1)
  28. 28. - , , , , , , , , ( , ) , , , , (CRM/xRM/ERP, , 1)
  29. 29. - , , 30% ( ) . , , . , , , , (CRM/xRM/ERP, , 1)
  30. 30. -
  31. 31. - , user_id , . - CRM, ( ). , , , , (CRM/xRM/ERP, , 1)
  32. 32. - CRM , . . , -. , , , , (CRM/xRM/ERP, , 1)
  33. 33. - , , , (, CRM )
  34. 34. - , ? , ! : + , , , -10, CTR / -, / -
  35. 35. - 5 - ( - - )
  36. 36. - - , ... i. ii. iii. iv.
  37. 37. - 1 SEO- . SEO- , - 10. , - -13% .
  38. 38. - " ", -... i. () ii. iii. iv. v.
  39. 39. - " ", -...
  40. 40. - " ", -...
  41. 41. - " ", -...
  42. 42. - , ! i. ii. iii. iv.
  43. 43. - , !
  44. 44. - , !
  45. 45. -
  46. 46. -
  47. 47. -
  48. 48. - , , ! ! 1. - () 2. , // - ----------------------------------------------------------------------------------- 3. - 1 CRM ( ) a. 1, b. CRM,
  49. 49. - , , ! ! Google Analytics ,
  50. 50. - , , ! ! Google Analytics
  51. 51. - , , ! !
  52. 52. - Google Analytics, , , Tableau . . .
  53. 53. - , , ! ! ( . insight , , , , ) , , , , , .
  54. 54. - , , ! ! ?
  55. 55. - , , ! !
  56. 56. - , , ! ! - , -
  57. 57. - CRM . , , . -.
  58. 58. - - - (!) (CRM/ERP) -. , .
  59. 59. - , , ! ! , , : + + -> -> / -> -> -> ROI (ROMI)
  60. 60. - , , ! ! . . . . : . . . . , - CRM ( ) - - - - , .
  61. 61. - , , ! ! , , -, - . , ( , , ) .
  62. 62. - a. (CLV) - , . b. ROI (ROMI) - , , c. CLV- ,
  63. 63. - : 1. ? ? 2. / ? ? ? 3. ? ? 4. ? ? 5. ? ? 6. ? , ? 7. ? ? 8. ?
  64. 64. - ROMI/ROI - , , , . ( ) -"" :( , . - . !
  65. 65. - ( ) 100 - , SEO, , , .. 1000 5 2 "" 5, 1 Email- "" 4, 1 : 4 150 ROMI (ROI): 50%
  66. 66. - . GA Google Docs ( Google Analytics). ,
  67. 67. - ROMI (ROI) : a. , 1000 , ? b. , ? c. - ? d. 2-3 (, )? e. , 2-3-4 , ? f. : , ? g. B2B 80 - ? h. 1-1,5 ? ?
  68. 68. - - , ROMI/ROI , , .
  69. 69. - ""
  70. 70. - ""
  71. 71. - ROMI (ROI) - !
  72. 72. - ROMI (ROI) - !
  73. 73. (cohort) - , () . ROMI (ROI) - !
  74. 74. ROMI (ROI) - !
  75. 75. ( ). / (-, ) , -. 1 3 1 0 70% email- 0 1 2 1 1 , 0 1 ROMI (ROI) - !
  76. 76. , , (cos) . , (, ), . ROMI (ROI) - !
  77. 77. . : -1 ( 180, ), 0 ( 90, ), 1 ( 0, ). , : http://www.appliedsoftwaredesign. com/archives/cosine-similarity-calculator = 0.41 ROMI (ROI) - !
  78. 78. 0.57 0,82 1 0,7 0,7 0,41 0,57 0,82 0 0,57 0,82 0,41 0,57 0 0,7 1 ROMI (ROI) - !
  79. 79. - ROMI (ROI) - ! . , , ( i , , , ), , , , .
  80. 80. - , ?
  81. 81. - 1. - , .
  82. 82. . - , , - , .
  83. 83. : 2 - - 20% , , 10% - 30% 15% 10 000 (, ) - ( , ): -, -10, , , , , , , .
  84. 84. - : , .. ( ) - .. . , -. . . . . , . - ( ) -. . , , .
  85. 85. - , CTR , , ( ) , ( ) , Post-view , () , /, , .. Post-click Email , () Rich-media, , , () : , , , Email, , -PR, gross rating point (GRP) , X ROI, / ROI, /
  86. 86. . -, . / ( rich media) CTR (click through rate) post-view post-click ( , ( ) , ( )
  87. 87. . -, . , , ( email-) ( , email-) -PR gross rating point (GRP) - , X
  88. 88. . -, . () ROI ( - ) ROI (/ ) ()
  89. 89. -
  90. 90. - B2B - Google Analytics, , .
  91. 91. - 2. .
  92. 92. - 3. CRM/ERP.
  93. 93. - 4. - -, .
  94. 94. - - = - + - +
  95. 95. - - , : Google Analytics ..
  96. 96. - - Google Analytics ( .), , , , .
  97. 97. - 5. . Google Analytics. - KPI , BI - .
  98. 98. - 5. . Google Analytics. - KPI , BI - .
  99. 99. - 6. - comScore Digital Analytix Clicky Unica NetInsight Piwik Woopra Snoobi Quantcast measurement Webtrends Analytics Yahoo! Web Analytics Histats Hitslink VisitorVille Webtrekk's Q3 (SaaS) AT Internet AnalyzerNX KISSmetrics Chartbeat Celebrus (Speed-Trap) Open Web Analytics Nielsen SiteCensus Econda Site Monitor LiveBall StatCounter etracker Optify Performancing Metrics Onestat eXTReMe Tracking Marketo Wysistat eVisit Analyst SAS Web Analytics Compete GoStats Wiredminds OpenTracker Web-Stat Google Analytics Premium HubSpot VisiStat Reinvigorate Adobe (Omniture) Discover Mint iPerceptions' webValidator Advanced Web Stats Site Meter iStats SmarterStats FoxMetrics WebSTAT ShinyStat GoSquared LiveStat Gomez MixPanel Open Stat .
  100. 100. - - ?
  101. 101. - , 2-3
  102. 102. - /
  103. 103. - (- , ) Google Analytics , -. , , B2B, , , , SaaS .
  104. 104. - , 2-3 ( 2-3 ) . Google Analytics , .
  105. 105. - Google Analytics : . ( Google) . -, / , . . Google Analytics , /, , . , ( )
  106. 106. - Google Analytics : . ! . ( ). . - , , . . , . dig data .
  107. 107. - Universal Analytics : - (client_id), - , - - ( ) UA : - Kissmetrics - Woopra - Snowplow - Openstat - Omniture - UA , : - - (, ) - - - - - - CRM ( client_id CRM)
  108. 108. - - - . - - . - - , -, , - - .
  109. 109. - -? - , - - - , , -, - . (!) - : 1. - - 2. (-) - / 3. - - , - , - 4. ( OLAP-, , , ) - -, - 5. , : ,
  110. 110. - 4 , - - : 1. , , 2. - - ( , -, -, ) 3. 4.
  111. 111. - - , -. , . - - (, , , , ) - . , ( , -/ ), - - B2B B2C .
  112. 112. - 1. - , . 2. , , , . 3. - , 4. - (, ) 5. - 6. -, 7.
  113. 113. - ! http://www.facebook.com/davydov.vladimir
  114. 114. http://www.facebook. com/davydov.vladimir dv@completo.ru

Recommended

View more >