роман осокин (синий зал)

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    09-Aug-2015

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  1. 1. 24.02.2015, Roman Osokin, Ulmart
  2. 2.
  3. 3. : 1. 2. CPM 3. CPC 4. CPO (x) 5. CPO (%) : 1. (?) 2. 3. 4. 5. , : 1. Last click 2. Last paid click 3. Multi-channel attributions 4. Post view ? : 1. CTR, % 2. % 3. TR, % 4. % 5. ROAS, % LTC - LTV - - KPI : 1. , 2. 3. % 4. 5. / EBIT(DA) :
  4. 4. - - CSAT - CTR - % % ( + -) LTV - % CPC - % % % CPO - % - 15 % ROA - TCR - -
  5. 5. LTV / LTC / LTC . , = (EBIT) () = LTV (Life-Time- Value) LTC (Life-Time- Cost) -
  6. 6. ,
  7. 7. : Up-sell Cross-sell LTV %
  8. 8. , : ERP Site CRM , ERP, - CRM 1 : , . 2 ContextDisplay Price Store Ads 3 Tools E-mail Analytics XML feeds Recomme ndations
  9. 9. : 1. . 2. Google.Shopping 3. To@Mail.ru 4. Price.ru 5. Ebay.com 6. Aliexpress : 1. Google.Adwords 2. . 1. Google Display Network 2. . 3. RTB - 1. Vk.com 2. @mail.ru 3. Facebook 1. Youtube / Google Adwords Email 1. Email 2. 1. 2.
  10. 10. Yandex Metrika Google Analytics Other systems CRMERP BI
  11. 11. : Up-sell Cross-sell up-sell
  12. 12. : up-sell Price ads ., Price,ru, Google Shooping, etc Google Shopping Google Shopping Context ads , , Remarketing (, up-sell, , etc) Display Look-a-like, RTB Site , Email Welcome , other Up-sell , Video Look-a-like Remarketing (, up-sell, , etc)
  13. 13. : : Google Analytics : Google Shopping : Google Adwords : Google Display Network / DoubleClick : YouTube : Google Doubleclick For Publishers up-sell CRM, , : Google Marchant Center
  14. 14. : CRM- e-mail : 1. 2. 3. 4. Cross-Device 5. : = LTV (Life-Time-Value) LTC (Life-Time-Cost) LTC (Life-Time-Cost) LTV (Life-Time-Value)