How to optimize your website acquisition

HOST AND PRESENTERS

PresenterSimon Kvist Gaulshøj

Global Publishing DirectorAudienceProject

HostRune Werliin

Head of Marketing and Communications

AudienceProject

PresenterAlexander Widmark

CEOLess Friction

AUDIENCEPROJECT IN SHORT

COMPANY

Founded in 2010

Privately owned

+40 employees, offices in Denmark, Ukraine, Vietnam, UK and Germany

DATA COMMUNITY

+43 million cookies with data

+1 mio panelists – 6000 new panelists daily

+15.000 websites

TECHNOLOGY

Proprietary analytics, prediction and cross device technology

Asynchronous and fully scalable

GLOBAL FOOTPRINT

Technology operational in 80 countries

Strongest foothold in the Nordics

Alexander Widmark | CEO @ Less Friction

Conversion optimization- A/B testing- Eye tracking- Personalization

Tracking, Reporting & Analysis - Tracking implementation- Funnel analysis- Dashboards & leaderboards- Advanced analytics & prognosis

Less Friction - What we do

Business Development- Digital Strategy- Infrastructure- Perfomance Index

Other Services- SEO- Kravställning för IT utveckling- Dynamisk retargeting

Clients.

System & PlatformMedia agency Less Friction

Strategic partners.

Through education increase competence and usage of the system results will improve over time.

Delivers a technical platform for business enhancement.

Optimizing acquisition and delivers traffic to website.

By analyzing and better understanding the impact and effect of bought media we are able to improve the performance of all traffic channels.

+

USER REPORT VALUE PROPOSITION

UserReport is an integrated app center of cross device audience analytics apps, enabling marketers to generate and monetize trusted audience insights and data.

COMBINE USERREPORT AND GOOGLE ANALYTICS DATA

GOOGLE ANALYTICS DATA IN USERREPORT

FUSED BYOCCUPATION INCOME KIDS

EDUCATION HOUSEHOLD SIZE

GENDER/AGE

PETS CARS OPINIONS

SOCIODEMO

GRAPHICS

FREESTYLE

SURVEY DATA + BEHAVIORAL DATA

Gender

Age

Do you have a car?

People in household

ECOMMERCE DATA IN USERREPORT

ACQUISITION DATA IN USERREPORT

Referral sources – Household size Source / Medium – Children in family

PROFILING OF USERS

Most buys

Woman35-55

UniversityIn work

2 persons in household200 orders (life time)

Biggest basket Smallest basket

Woman18-34

High schoolStudent

2 persons in household678,56 kr. / order

Woman55+

Elementary schoolRetired

2 persons in household134,93 kr. / order

TARGET SEGMENTS WITH USERREPORT AND GOOGLE ANALYTICS DATA

TAKE ADVANTAGE OF PROFILING FOR TARGETING

Most buys

Woman35-55

UniversityIn work

2 persons in household200 orders

Biggest basket

Woman18-34

High schoolStudent

2 persons in household678,56 kr. / order

PERSONALIZATION OF CONTENT

The case study

The BOXER case study.In this case we reveal:How we used the UserReport integration in Google Analytics to connect website activity with digital marketing. How we created an interactive dashboard to quickly find actionable insights.

We will also reveal: How this impacted the acquisition strategy when we where able to apply these insights on the programmatic buying in close to real time.

‹#›

✓ Boxer is one of Sweden’s largest TV operators ✓ Investing to grow their digital presence ✓ TVE offering as well as traditional linear broadcast

As Boxer’s Google Analytics partner we help them maintaining a solid analytics platform, as well as conducting various analyses of their website and marketing.

september oktober november december

Google Analytics & Tag Manager

Del 1

Now Interact analys

Förstudie personalisering

Affiliate analys

Del 2

Kampanjanalys

kvantitativ analys som utgår från Google Analytics. Förväntas ta ca 1,5 - 2 veckor. Avstämning kring fynd varje vecka för att iterera fokus och vidare väg framåt.

kvalitativ analys med webbenkät. Datainsamling pågår ca 3 - 4 veckor. Därefter sammanfattning och presentation

Our work with boxer.

‹#›The team.

Finding and fixing conversion barriers Insights & Analysis

Acquisition strategy Media buying Camping management

Goals Campaigns Strategy Insights on target groupsApart from the in-house team at Boxer

We worked close together with the Media agency

Looping back insights to Boxer and then back to media agency

We all had a pretty good understanding of our own metrics

‹#›Whats happening on the website?

All about the what and not about the who!

‹#›What did we want to achieve?

✓ We needed to develop an analysis model that we could use across the entire team ✓ Easy to use and understand ✓ Easy access for non GA users ✓ Actionable!

With all the different stakeholders it was imperative that everyone was working in the same direction

‹#›Where did we start?

User data/BI Existing segment models

Media strategy Targeting data

Website data

We needed to connect the dots between website data and marketing. Finding a common set of dimensions and metrics.

‹#›

Demographic dimension • Age • gender

Across our different data silos we needed to find a set of attributes

A common set of dimensions.

✓ Understand the impact of communication ✓ Validate reach ✓ Identify new valuable taget groups

‹#›The approach.

✓ Sessions ✓ Conversion rate ✓ Session Value

+ Timelaps

Once we had identified our common set of attributes we could start working on a set of performance metrics.

It was important that the set of metrics were easy to understand and could evaluate both onsite performance as well as acquisition strategy.

‹#›The build.✓ Data from the UserReport survey complemented GA data ✓ All data sources were properly tagged in GA ✓ We exported the data to Google sheets using a plugin ✓ We made the analysis accessible by publishing it on a team website

‹#›The model.

X axis = Number of sessions Y axis = Conversion rate Bubble Size = Session Value

We made the chart interactive so we could spot movements over time

‹#›

Good place!

We want to move our target groups to this quadrant by increasing traffic and conversion rate

High value prospect

High potential audienceBad place! Stay away

‹#›

Make more profitable!Increase traffic!

Increase conversion rate!Evaluate strategy!

‹#›

✓ Identified high value target groups ✓ Increase and allocate budget to those

areas to increase number of sessions ✓ Created a landing page catered for that

specific target group ✓ Monitor CVR

When and what did we do?

‹#›

We managed to attract more high converting sessions over a period of time resulting in more sales from a previously untapped target group

And by constantly monitoring the target group and their behaviour we could make sure we didn't miss an opportunity

How did this increases value?

‹#›How did we develop the model?

✓ We created various subsets of dashboards on more granular dimensions ✓ Mapped campaign events to the timeline ✓ Continued to use it to align and validate the acquisition strategy

Thank you!+ 46 761 012 250

alexanderwidmark1

Alexander WidmarkLess Friction

alexander@lessfriction.se

twitter.com/lessfriction