"Usage of web analytics to

gain competitive advantage in

tough economic environment"

Tallinn, Estonia

5.11.2008

Pekka Koskinen

Snoobi company overview

• Snoobi Oy founded 2004 by Pekka Koskinen

• 35 employees + partner network

• Offices at Helsinki, Tallinn and Amsterdam

• Fastest growing technology company in Finland

(Technology fast 50 Rising Star, Deloitte

10/2008)

• Web analytics company

• Tracking over 3400 websites

• Finnish market leader

Snoobi web analytics tool

Some Estonian

client

examples:

Challenging economic environment

• Automatic growth has stalled

• Need to retain or increase sales while building cost

efficiency

• Focus from adding resources � smarter operations

• More focus on Internet, away from traditional advertising

– Search engine , mobile and email marketing are biggest growers

• More sales with same resources– Need to increase hit rate in sales

– Demand for better and qualified leads

Internet management process

• Targets of online strategy

– More sales (new and existing customers)

– Cut operating costs

– Build knowledge / brand / marketing

• Means: website with services to target groups

• Effective management of Internet operations based on firm data

– Convert more visitors into customers

– Acquire more good quality visitors

– Improve content, make modifications

– Analyze the impact, plan actions

2. Acquire

1. Convert

3.

Renew

4. Analyze

How web analytics helps?

Sales /

cost

savings

value

Web analytics

Buyers

Contacts

2. Optimize marketing

spent, bid

management,

campaign optimization

Browsers

3. Generate B2B

leads

1. Improve content

and conversion

Who needs web analytics?

Marketing

Sales

Communications,

product managers

IT

Executives

Steering visitors

Before improving conversion , first you have to know what visitors are doing now on the website

Improving conversion

• Improve content

• Add links to ”call to action” pages

• Make sure people find the right content

• Test and measure

Driving visitors to the site

Email campaigns

Directories

Search engines

SEM

Banners

Links / blogs

Direct traffic

Traffic sources

Tracking advertisements

• ALL online advertising can be tracked

– SEO, adwords, email, banners, blogs,

directories

– Clicks, bounce rates, keywords, conversions,

clickpaths, content, companies

• Revenue / cost � ROI

• Optimize marketing budget

• Test, monitor and improve campaigns

Optimizing Google Adwords

Sales advantage

• Know what companies visit your website and

what they do!

Examples how to do smarter sales

• Generate qualified and focused leads:

– Companies that have visited the site within a month

– Companies that have used a specific search term

– Companies that have visited a certain page or section

– Companies that load over 10 pages

– Companies that have reacted to an email campaign

– Companies from a certain country

• Know more about customers activity on your website before meeting

– Has the customer visited our website?

– If yes, what has he done there?

– How many times and how many different people?

– Is the customer showing interest after meeting / during sales process?

Automatic lead filtering and delivery

Management’s KPI view

Our service model

1. Snoobi gives ideas and examples

2. Snoobi very easy to install (generic script), Snoobi gives instructions

3. Snoobi does the configurations

– Readable page names, sectioning, goal pages, internal search engines

– Configurations reflect to historical data

4. Training to users– How Snoobi is used and configured

– How to measure online marketing

5. Local support (technical and business)– Alerts if problems

Snoobi partnership program

Companies in the field of online business can apply

Benefits:

• Free usage of Snoobi technology in own websites

• Can offer clients free Snoobi trials

• Web analytics education and support

altex offers two months free Snoobi trials for all interested participants

Thank you !

Visit: www.snoobi.ee

Further info: pekka.koskinen@snoobi.com