45 Main Street #220, Brooklyn, NY 11222Phone. +1 718 625 4843info@hugeinc.com

March 24th, 2011minOnline Webinar – Monetizing Your Online Content

1. Selling On-brand

2. Measure What Matters

3. Vendor Selection

4. Q&A

Agenda.

Marko Hurst.Author, Speaker, & Consultant

• Content Strategy• Web Analytics • Search Analytics • User Experience

Background• Content Strategy Director @ HUGE• 15 years experience• Statistics & Brain Cognitive Science • Practice lead: National & regional levels• Industries: Government, Media, Ecommerce, Financial

Services, Automotive, Technology, Mobile, CPG

Contact• Marko Hurst: mhurst@hugeinc.com• Read my blog: MarkoHurst.com “Insightful Analytics”• Follow me on Twitter: MarkoHurst

Selling on-brand

eCommerce models.

Direct Referral Affiliate

• Greatest control

• Large risk

• Large investment

• Biggest possible rewards

• Medium control

• Minimal risk

• Minimal investment

• Potential for big rewards

• Some / little control

• Minimal risk

• Minimal investment

• Minimal – big rewards

Direct.

Referral.

http://www.albeebaby.com/quinny-zapp-strollers.html?refid=12063&id=40471

Product website URL with referral code

Affiliate.

Selling on-brand.Align your sales program with your brand, reputation, and audience expectations.

Off-brand example.

+

Imagine if the New York Times ‘sold’ condoms from an article on birth control.

On-brand referral example from print.

+www.crest.com/parentingmag

Measure what matters

Metrics are everywhere, so how do you choose the right metrics?

*Far from a complete list of metrics to choose from

Metric Selection Is A Counterintuitive Process:Many begin their measurement programs fretting over what metrics to track.

Instead, if clearly define your goals first the right metrics will often fall into place.

How to define goals.Keep it simple – choose what you want to achieve and by when.

Goals are specific, quantifiable, & time-boxed.No• Increase Average Order Rate• Increase traffic by 5%• Decrease Bounce Rate in next six months

Yes• Increase Average Order Rate by $3 in six months• Increase Traffic on Top 20 keywords by 5% by end of next quarter• Decrease site-wide Bounce Rate by 10% within 30 days of next

design update

The right metrics are those that directly affect your goal.Goal: increase “Average Order Value” by $3 in six months

Metrics Current Value Desired Value

• Average product price

• Yearly Average Orders

• Upsell %

• Cross-sell %

• Product bundle sale %

• $10.50

• 55,350

• .15%

• .25%

• .05%

• $10.50

• 55,350

• .15%

• .25%

• .10%

Key Performance Indicator (KPI): Current AOV* = $17

* AOV (Average Order Value) = Sum of Revenue Generated / Number of Orders Taken

Balanced Scorecards help you easily manage your goals.

Example: Ecommerce Balanced Scorecard

Vendor selection

Vendors are everywhere, so how do you choose the right vendor?

*Vendors listed does not imply endorsement by Marko Hurst

Onsite Search Commerce Engine Web Analytics

Vendor Selection Is A Counterintuitive Process:Most organization typically begin vendor selection by engaging with vendors from the beginning.

Instead, if you define your goals, identify the time and resources necessary to achieve those goals the right vendor often becomes evident very quickly.

ProcessPeople

Vendor

3-step vendor selection process.

ProcessPeople

Vendor

1. Create desired outcome(s)

2. Define KPIs

3. Capture current process (if any)

4. Perform gap analysis

5. Create desired process

Step 1: Define goals & best case usage of the “product”.

ProcessPeople

Vendor

1. Create desired outcome(s)

2. Define KPIs

3. Capture current process (if any)

4. Perform gap analysis

5. Create desired process

1. Capture current resources

2. Capture current resource:• skill-sets• skill level• time allocated

3. External resources

4. Perform gap analysis

5. Perform ROI analysis

Step 2: Capture available resources, skills, and time needed to use the “product”.

ProcessPeople

Vendor

1. Create desired outcome(s)

2. Define KPIs

3. Capture current process (if any)

4. Perform gap analysis

5. Create desired process

1. Capture current resources

2. Capture current resource:• skill-sets• skill level• time allocated

3. External resources

4. Perform gap analysis

5. ROI analysis

Step 3: Select a vendor that best fits your Process & People.

1. Pricing model / cost

2. Technology• platform• features• out of the box• customization

3. Training

4. Resources

5. Relationship / program type

Q&A

Thank you!

www.hugeinc.com45 Main Street, 2nd floorBrooklyn, NY 11201

Call us.Phone: +1 718 625 4843Fax: +1 718 625 5157info@hugeinc.com