ntu mba - data-driven insights - 2011-10-14.ppt

Understanding the World through Data NTU MBA 14 Oct 2011 Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia

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Google’s Mission: It’s all about Information

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To organize the world’s information and make it universally accessible

and useful.

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Agenda: 3 Tools for Insights

1 Google Analytics

2 Google Insights for Search

3 DoubleClick Ad Planner

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Google Analytics

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Google Analytics

To organize your website visits’ information and make it universally accessible and useful within your entire organisation

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Source: Google Analytics Benchmarking Data (Feb 2011)

Pages/Visit (Nov 2010 – Feb 2011)

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YoY Change: Pages/Visit

Source: Google Analytics Benchmarking Data (Feb 2011)

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YoY Change: Average Time on Site

Source: Google Analytics Benchmarking Data (Feb 2011)

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YoY Change: Ecommerce Conversion Rates

Source: Google Analytics Benchmarking Data (Feb 2011)

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General Observations

•  For every market, the number of visits and ecommerce transactions have risen significantly, yet ecommerce conversion rates and goal conversion rates have not changed significantly. This signals that while website owners are becoming better at acquiring new traffic, they are not taking steps to improve the efficiency at which they convert their traffic. There are significant ROI gains to be made by investing effort in conversion optimisation.

•  Across most markets, there has been a drop in the average time on site and pages per visit. Consumers are becoming less engaged in the content. Thus there is an urgent need to make your messaging more efficient on the site and shorten your purchase/conversion funnels.

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google.com/analytics

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Track Behaviour

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Entry Exit

Behaviour

Engagement Reports on 125+ standard metrics and dimensions

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Swissotel Hotels & Resorts Case Study

Running AdWords Search campaigns to generate bookings for their properties across the globe

Running a series of campaigns to generate bookings for Swissotel The Stamford in Singapore

3 campaigns targeting the US, UK, and Australia

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Segmented Audience for Insights

Advanced segmentation allows for segmenting of audience based upon your criteria

Swissotel created segments to be able to better understand the intentions and behaviour of their visitors from the US, UK, and Australia

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Identify high-value segments

Able to assess that UK visitors spent 2x their AU and US counterparts.

However volume of visitors from the UK is lower.

Action Increase volume of visitors from the UK and enhance offerings for their tastes

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Understanding the wants of UK & AU visitors

UK visitors spend more time viewing pages on rooms and restaurants.

Action Tailor ad text and landing pages around the theme of “beautiful rooms and suites” for UK visitors.

AU visitors are seeking promotions and viewing packages.

Action Tailor ad text and landing pages around the theme of “great deals” for Australian visitors.

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The Results

After 6 months of continued reviews and optimisation...

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67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI

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Intelligence Alerts

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Real-Time Insights

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Google Insights for Search

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Google = Database of Intentions

Search = Intent

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Location trends

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Time series trends

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DoubleClick Ad Planner

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In Summary …

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Predicting user behaviour:

•  What does my visitor want? – Google Analytics

•  Who are my visitors? – DoubleClick Ad Planner

•  What does the world want? – Google Insights for Search

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THANK YOU

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