Download - Semetis - Conversion Day 2014
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How Torfs capitalized on Google Tools and leveraged technology to reinforce
its Digital Strategy.
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1. Introduction
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2. Digital Path
3. Conclusion
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1. Introduction
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Fact and Figures ‘Schoenen Torfs’ Family Company Pur Sang è Since 1948, 3rd – 4th genera7on
Shoe chain store è 73 shops, 580 employees
Revenue 2012: 107M è Doubled turnover 2006-‐2012 è Online shop since March 2012
1. Introduc?on
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• Best Startup Webshop 2012
• Best 2013
• Best 2013 in the category Shoes
1. Introduc?on
Ecommerce by Torfs
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• To grow and win market share online
• Increase service for Mobile and Smartphone
• Online and offline integra7on
• Expand interna7onally
1. Introduc?on
Challenges
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• To grow and win market share online
• Increase service for Mobile and Smartphone
• Online and offline integra7on
• Expand interna7onally
1. Introduc?on
Challenges
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1. Introduction
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2. Digital Path
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2. Digital Path
ACQUISITION ENGAGEMENT & RETENTION
BRAND STRATEGY
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1. Brand Strategy -‐ Message & Objec?ves
2. Digital Path
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2. Digital Path
1. Brand Strategy -‐ Message & Objec?ves
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2. Digital Path
1. Brand Strategy -‐ Message & Objec?ves
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2. Acquisi?on – Channels & Devices
2. Digital Path
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3. Engagement – Audience – Site Engagement & Sales
2. Digital Path
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4. Business Intelligence – Measurement/Technology
2. Digital Path
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How Adver?sing & Technology did help us all along this Digital Path ?
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1. Introduction
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2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
2.3 Engagement & Measurement
2.4 What’s Next ?
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1. Introduction
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2. Digital Path
2.1 Traffic Acquisition & Measurement
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How Technology helped us understanding Torfs Traffic Acquisi?on ?
2.1 Traffic Acquisi?on & Measurement
ACQUISITION
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A. Traffic Acquisi?on 51% of visits came in Organic Search. 24% of visits came through Paid Search.
2.1 Traffic Acquisi?on & Measurement
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A. Traffic Acquisi?on 51% of visits came in Organic Search. 24% of visits came through Paid Search.
25%
75%
Website Traffic
Other Search
2.1 Traffic Acquisi?on & Measurement
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A. Traffic Acquisi?on 51% of visits came in Organic Search. 24% of visits came through Paid Search.
Search is very important for Torfs
2.1 Traffic Acquisi?on & Measurement
25%
75%
Website Traffic
Other Search
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A. Traffic Acquisi?on We know Search is a Key Channel for Torfs.
What about cross channels impact and the interac?on between
SEA & SEO ?
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
“The Mul>-‐Channel Funnels-‐reports answers how your marke>ng channels work together to create sales and conversions.”
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
People have several visits before buying shoes.
Funnel to conversion:
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
Assis7ng
In this example Paid Search is first in this conversion funnel, Paid Search is assis7ng the other visits.
Funnel to conversion:
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
Closing
Closing
Closing
Assis7ng
Organic Search is oWen last in the customer purchase journey and closes the conversion.
Funnel to conversion:
2.1 Traffic Acquisi?on & Measurement
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Observa?ons in MCF: • Organic Search closed more sales than it assisted.
• Paid Search assisted more sales than they closed and plays an important role in assis7ng the conversions.
Cross Channel
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
2.1 Traffic Acquisi?on & Measurement
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• More detailed analysis on
• Categories (Generic / Torfs / Shoes Brand) • Keyword length (head / mid / long keywords).
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Cross Channel
In combina?on with
• Paid Search • Organic Search
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
• In all different categories we saw that SEA was assis7ng, while SEO was closing conversions in most cases. This means SEA plays a key role in Traffic Acquisi?on.
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
• In all different categories we saw that SEA was assis7ng, while SEO was closing conversions in most cases. This means SEA plays a key role in Traffic Acquisi?on.
• SEO and SEA work complementary for Torfs in all categories as they target different Audiences.
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
Researchers
2.1 Traffic Acquisi?on & Measurement
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Cross Channel
Researchers
Buyers
2.1 Traffic Acquisi?on & Measurement
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How Technology/Adver?sing helped us improving Torfs Traffic Acquisi?on ?
2.1 Traffic Acquisi?on & Measurement
ACQUISITION
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Acquisi?on
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• Focus on New Prospects.
• We did an Acquisi?on Analysis on the behavior of Male Traffic. Male Traffic is less present compared to Female Traffic.
2.1 Traffic Acquisi?on & Measurement
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The market share of Woman Traffic is 3 ?mes higher compared to Male Traffic.
Acquisi?on
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62%
Opportunity to close the gap between the market share of Woman and Male Traffic.
19%
3X
Reach*
*Reach on an approximate yearly basis
Male Traffic Female Traffic
2.1 Traffic Acquisi?on & Measurement
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Acquisi?on
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Male target profile behaves differently:
• Higher conversion rate (+39%)
• Less brand oriented
• Straight to the point
• More price sensi7ve
2.1 Traffic Acquisi?on & Measurement
How to reach male researchers and make them buyers ?
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• Seperate Male centric campaign (Search & Display)
• Media targe7ng adapted to Male
• Website / Landing Pages Adapta7on
• Mailing & Choez magazine
Focus on male researchers traffic acquisi?on:
Male Traffic increased by 33% year on year!
Acquisi?on
2.1 Traffic Acquisi?on & Measurement
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Acquisi?on
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e.g. Banner op?miza?on
2.1 Traffic Acquisi?on & Measurement
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Traffic Acquisi?on Takeaways
Observa>ons • Search is a key channel for Torfs • SEO / SEA interac7on :
o SEA assists sales à researchers / traffic acquisi7on o SEO closes sales à buyers
• Male Traffic has a high poten7al in terms of sales but is under-‐represented
Ac>on • Focus on Male Researchers Traffic acquisi7on through SEA
(and other channels) with an adapted adver7sing strategy o Results : +33% male traffic YoY
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2.1 Traffic Acquisi?on & Measurement
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1. Introduction
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2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
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How Technology helped us understanding Torfs Traffic per Device ?
2.2 Devices & Measurement
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2.2 Devices & Measurement
Cross – Device Measurement
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2.2 Devices & Measurement
Trends
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2.2 Devices & Measurement
What will be our cost per acquisi7on for mobile?
What about ROI?
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2.2 Devices & Measurement
Cross – Device Measurement
At the 7me no cross-‐device measurement with previous version of Google Analy7cs.
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AdWords can es7mate cross-‐device conversions based on people that are logged into their Google Account. AdWords Es?mated Total Conversions:
2.2 Devices & Measurement
CONVERSIONS + ESTIMATED CROSS-‐DEVICE CONVERSIONS = ESTIMATED TOTAL CONVERSIONS
Cross – Device Measurement
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2.2 Devices & Measurement
On average 21 % more conversions can be aoributed to AdWords.
CONVERSIONS + ESTIMATED CROSS-‐DEVICE CONVERSIONS = ESTIMATED TOTAL CONVERSIONS
Cross – Device Measurement
à Actual CPA is much lower à Mobile deserves more focus & investment
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2.2 Devices & Measurement
We did a compari7ve analysis of different devices:
Device Behavior
à Different online behavior à Different purpose of visit à Different posi7on in the purchase funnel
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How Technology/Adver?sing can help us improving Torfs Traffic on Mobile ?
2.2 Devices & Measurement
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2.2 Devices & Measurement
• Mobile specific communica7on e.g. app extensions to promote choez 2.0.
• Mobile bidding adapta7ons
• Improved mobile Website
Ac?ons based on Business Intelligence:
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Mobile Traffic Takeaways
Observa>ons • High importance of Mobile Traffic in a consumer-‐centric
environment • We understand the coockie issue and impact on cost per
acquisi7on • We have a beoer understanding of the Mul?-‐Device
environment
Ac>on • Adapted Marke7ng Communica7on and Adver7sing • Performance based targe7ng
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1. Introduction
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2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
2.3 Engagement & Measurement
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How Technology helped us understanding User Naviga?on Behaviour ?
2.3 Engagement & Measurement
ENGAGEMENT & RETENTION
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What did we do?
2.3 Engagement & Measurement
• Landing pages analysis
• Search Engine Op7misa7on (technical, on the page,…)
• Advanced Keyword analysis (brand keywords, Torfs keywords, generic keywords)
• Naviga7on Behavior analysis
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Naviga?on Behaviour
53% of product page visits had No Interac?on with the product pages
53% 47%
Product page Interac?on
No engagement
Engagement
• AWer analysis we discovered that some elements/buoons/tools were not used a lot (not clear, not at the right place or not interes7ng for the user).
Product page behaviour analysis while tracking the different buoons.
2.3 Engagement & Measurement
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Naviga?on Behaviour
• Some interac7on elements are below the fold.
Directly Visible
2.3 Engagement & Measurement
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Naviga?on Behaviour
• Some interac7on elements are below the fold.
Directly Visible
New to scroll – Below the fold
2.3 Engagement & Measurement
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Naviga?on Behaviour
• From the used elements it were mostly pictures that engaged people.
2.3 Engagement & Measurement
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Naviga?on Behaviour
• Interac7on with product pages increased conversion rate with up to 247%.
• From the used elements it were mostly pictures that engaged people.
2.3 Engagement & Measurement
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How Technology can help us improving user experience ?
2.3 Engagement & Measurement
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ENGAGEMENT & RETENTION
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Naviga?on Behaviour
Op7mize user experience on the web site.
2.3 Engagement & Measurement
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User Experience Improvements
• Matched Landing pages and created Op7mised landing pages for SEO results.
• Created specific landing pages for keywords that had a high bounce rate.
• Improved funnel flow and website structure based on naviga7on analysis.
2.3 Engagement & Measurement
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Engagement & Measurement Takeaways
Observa>ons • Landing Pages are very important as they are the entry
point on your website • Keyword Analysis helps to beoer understand consumer
interest • Naviga7on and product page analysis helps to understand
Conversion Behavior
Ac>on • Landing page op7miza7on • SEO op7miza7ons based on keyword analysis • Product Page & Op7miza7on of naviga7on elements
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1. Introduction
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2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
2.3 Engagement & Measurement
2.4 What’s Next ?
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2.4 What’s Next ?
Today’s consumer is fast and fickle Many channels to interact with him all along his
purchase path
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2.4 What’s Next ?
Today’s consumer is fast and fickle Many cross channels devices to interact with him all
along his purchase path
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
Adver7sing Technological Plasorm
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Adver?sing Technological Plamorms Benefits
Integra7on Reach
Single Cookies Efficiency
2.4 What’s Next ?
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Adver?sing Technological Plamorm
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2.4 What’s Next ?
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
Social Retarge7ng
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Social Retarge?ng
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2.4 What’s Next ?
The social dimension cannot be skipped anymore and is an integral part of any digital strategy.
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
User Centric Tracking
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Main advantage: Unique Iden7fier (UID) 3 unique visitors à 1 (logged) unique visitors
Classical Analy?cs
Universal Analy?cs
2.4 What’s Next ?
Universal Analy?cs
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Unique Iden7fier (UID)
What does it mean ?
• We follow user all allong his naviga?on • We can beoer understand user naviga7on & purchase path • We can take ac?ons based on those insights (website improvement, digital adver7sing improvement, etc)
2.4 What’s Next ?
Universal Analy?cs
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
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2.4 What’s Next ?
How can technology help Torfs dealing with this fast and fickle
consumer?
Tag Management
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To follow this fast and fickle consumer we need more and more tracking.
How to deal with this tracking complexity ?
2.4 What’s Next ?
A Tag Management tool is a single interface that allows to manage all the tags on a website.
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2.4 What’s Next ?
How does it work?
No more several tags on several pages Remarke7ng Tag, Analy7cs Tag, E-‐commerce Tag, Doubleclick Pixel, etc.
Only one container tag on all pages The container integrates the informa7on about all the others. The implementa7on of the other tags is managed through the Tag Management Tool interface.
Tag Management Tool
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Tag Management Tool
• Only one tag = container of all tracking
• We can create new events / tracking with only a few clicks
• We can fastly add/modify tags (ie: remarke7ng)
à It gives a broad flexibility and saves a lot of 7me
Benefits
2.4 What’s Next ?
Flexibility
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• Fast & Intui7ve : no need to change hard code far any new tracking. It can be easily implemented through Tag Manager interface so we skip the development part and save lots of 7me.
• Very easy to use
à Even more flexible !
Benefits
2.4 What’s Next ?
Time Saving
Tag Management Tool
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2.4 What’s Next ?
Tag Management Tools :
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Why Implemen?ng a Tag Management Tool ?
1. Simplified & Improved Tracking
2. Allow Technological Advances / Ini7a7ves:
o DoubleClick
o Universal Analy7cs
o More precise Audience Tracking à Remarke7ng
o Allow us to focus on Business Intelligence
2.4 What’s Next ?
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BUT…
• Tag Management Tool implementa7on is very technical
• You need a strong process
• You need a specialist.
2.4 What’s Next ?
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1. Introduction
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2. Digital Path
3. Conclusion
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What’s in it for me ?
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What’s in it for me ?
• Digital path is complex • Consumer is fast & fickle
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What’s in it for me ?
• Technology allows you digital understanding & concrete improvement based on robust analysis.
à Traffic Acquisi7on à User Segmenta7on (profiling, purchase funnel) à User Engagement
How to face that situa?on ?
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What’s in it for me ?
• BUT due to the environment complexity you need specialist & project managers.
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How Torfs capitalized on Google Tools and leveraged technology to reinforce
its digital strategy.
Frederick Vijverman eBusiness Consultant
Doriane Magnus eBusiness Consultant [email protected]