Using Web Analytics for Segmentation & /Display re-targeting

Transcription

1 Using Web Analytics for Segmentation & /Display re-targeting

2 We combine the maps, schedules and fares for over 50 different train companies across Europe, creating one stop to plan and book your European rail travel.

3 A Niche Market: 312 M. U.S. Population 10 M. U.S. Travelers to Europe / year

4 A Long Purchasing Funnel: For 30% of our customers, it takes more than 14 days from their first visit to the site until they convert.

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10 <script type="text/javascript"> var _gaq = _gaq []; _gaq.push(['_setaccount', 'UA-XXXXXX-XX']); _gaq.push(['_setcustomvar', 1, 'Visitor ID', ' ', 1 ]); _gaq.push(['_trackpageview']); (function() { var ga = document.createelement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = (' == document.location.protocol? ' : ' + 'stats.g.doubleclick.net/dc.js'; var s = document.getelementsbytagname('script')[0]; s.parentnode.insertbefore(ga, s); })(); </script>

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12 7. Privacy. You will not (and will not allow any third party to) use the Service to track, collect or upload any data that personally identifies an individual (such as a name, address or billing information), or other data which can be reasonably linked to such information by Google. You will have and abide by an appropriate Privacy Policy and will comply with all applicable laws and regulations relating to the collection of information from Visitors. You must post a Privacy Policy and that Privacy Policy must provide notice of Your use of cookies that are used to collect traffic data, and You must not circumvent any privacy features (e.g., an opt-out) that are part of the Service.

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15 Segments User Activities / Characteristics Message Planning Shopping View destination pages, use interactive map Checked fares and schedules, added products to itinerary but didn t start check out Travel inspiration and things to do at the destination of interest. Current Deals and product highlights based on products of interest Booking Started check-out but didn t convert Discount code depending on order value Pre-Travel Made a purchase and first trip date has not passed Cross-sell offers for the destination booked by the traveler Travel First trip date has passed Events & Things to do at the destination. Post-Travel Most recent trip date was a month ago Welcome Home with offer valid for next purchase or referral.

16 Users that: - View destination pages - Use interactive map

17 Users that: - View Product Page - Search Rail Fares & Schedules - Use Passfinder

18 Re-targeting ad for users that have searched fares and schedules for trains between London & Paris

19 Users that: - Add product to itinerary - Start Checkout

20 Re-Targeting Message Custom Events Segments Display Retargeting

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22 Prioritize to avoid spamming Country specific for planners Priority 3 Product Specific offer for shoppers Priority 2 Add User to suppression list for 14 days after sending Conversion incentive for bookers Priority 1 Post Booking Always Send Pre-Travel Always Send Post Travel Always Send

23 Scoring Users High Potential Value Medium Potential Value Low Potential Value $134 $89 $150 Paris to London Amsterdam to London Paris to Amsterdam $87 Paris to Lyon London to Manchester Berlin to Munich

24 Scoring Users High Potential Value Medium Potential Value Low Potential Value $ pt $89 89pt $ pt Paris to London 1pt $87 87pt Amsterdam to London 1pt Paris to Lyon 1pt Paris to Amsterdam 1pt London to Manchester 1pt Berlin to Munich 1pt 376pt 89pt 1pt

25 Create a goal based on custom events Link multiple events to the goal Event value carried over to the goal value

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27 Create a filter for users that have a Goal Value greater than 10

28 Results $1 M from re-targeting 8.44% conversion rate $500k from display re-targeting 1.5% conversion rate

29 How to use Web Analytics for Segmentation & /Display re-targeting 1. Send a visitor ID to your Analytics tool to aggregate activity at the user level 2. Tag Custom events and segment users based on their activity pattern 3. Create targeted messages for each stage of the customer lifecycle 4. Use goals to score your visitors and focus your targeting efforts on users with the highest business value