Tiffany Data-driven marketing analysis
28
Tiffany@ HK/ TW/MC Alex MAO, Jenny LV Linus DONG, Natasha R. Tara CHEN, Zoe WANG 2011年3月31日星期四
Transcript of Tiffany Data-driven marketing analysis
Tiffany@HK/ TW/MCAlex MAO, Jenny LVLinus DONG, Natasha R.Tara CHEN, Zoe WANG
2011年3月31日星期四
http://zh.tiffany.com/
First, let’s take a customer journey
2011年3月31日星期四
Expanding Markets & generating LEADS
Branding & awareness
Customer Equity
Increasing Revenue (bRICKS& moRTAR)
E-‐mail MarkeDng:e.g.Third party recommendaDone.g.Thank you leJer
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Displaying product/ company informaDon, leads more customer to physical stores
Discover popularity of products/consumer need or preference to op#mize product mix
2011年3月31日星期四
1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
1 Response RateConversion Rate
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
=E-mail Registration/ Visits
Average open-rate & Average CTR
2Events statistics Popular page, Saved-Item states, Most searched
2011年3月31日星期四
21
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Behavioral Data
Without Conversion
With Conversion
Visits/unique visitors/ PV
Bounce rate, Returning Visitors, Time on page, Most popular page
Open rate（Email）, Bookmark states
Email, SEO, Facebook, apps
2011年3月31日星期四
site usage
17,311 Visits
1.74 Pages/ Visit
58% Bounce Rate
Traffic Source
7%8%
10%
11%
29%
35%Facebook FanpageSEOSEME-‐mail LinkDirect Input Website Link
34,789 Page views
00:23:45 Average Dme on page
34% Returning Visits
Event Statistic
Most Popular Page:
Most Saved Item:
Most Searched Item:
E-mail Statistic
456 RegistraDon/day
78% Average open-‐rate
34% Average Click through
2011年3月31日星期四
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Website UX
Loading speed (esp. product displaying pictures)
Fidelity of the Displaying picturesSocial Environment
Celebrity/Endorser Scandal
Goods& SERVICE
Price, Product Design extra.
2011年3月31日星期四
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Test & Improvement
Without Conversion
With Conversion
UX design1:Landing Page display2:Desire Path Design
EDM design: 1:Call-to-action 2:pics&text display3. UX in buying products.
2011年3月31日星期四
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
Shorten the path between websites&physical Stores by adding lbs
Offer on-line shopping SErvice (@hk,,tw,mc)
Developing a paid membership system (personalized service)
edm lacks call-to-action
2011年3月31日星期四
1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
1
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Develop mobile-optimized version websites
2011年3月31日星期四
2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Offer on-line shopping SErvice (@hk,,tw,mc)Shorten the desire path
Enhancement betweenwebsites&physical Stores by adding LBS
2011年3月31日星期四
Enhancement betweenwebsites&physical Stores by adding LBSOffer on-line shopping SErvice (@hk,,tw,mc)2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Shorten the desire path
2011年3月31日星期四
Enhancement betweenwebsites&physical Stores by adding LBSOffer on-line shopping SErvice (@hk,,tw,mc)2
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Shorten the desire path
2011年3月31日星期四
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
Developing a paid membership system (personalized service)
2011年3月31日星期四
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
edm lacks call-to-action
2011年3月31日星期四
gOALS OF THE WEBSITES
kEY METRICS TO TRACK
segmentation
Key performance drivers
Improvement
edm lacks call-to-action
2011年3月31日星期四
Thank you very much
2011年3月31日星期四
