GABC 2013: Semetis Presentation: Branding and offline with GA multi-channel and attribution

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Branding & Offline with Google Analytics: Multi-Channel & Attribution"
97 out 100 visits on a website won't convert ... online. Does it mean we should not care about these 97 visits?

This presentation will help marketeers and ecommerce managers sharpen their consumer knowledge in order to improve their strategies!

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GABC 2013: Semetis Presentation: Branding and offline with GA multi-channel and attribution

  1. 1. Branding & Offline / Multi-Channels & Attribution#branding#offline#multichannels#attribution
  2. 2. Back to the Future
  3. 3. OoooMG! I feel it
  4. 4. Nike & Technology
  5. 5. #branding#offlineBranding & Offline / Multi-Channels & Attribution#multichannels#attribution
  6. 6. The Ongoing ShiftVisit Visitor
  7. 7. PreviouslyConversion Paths
  8. 8. Conversion PathsNow
  9. 9. Assisted Conversions
  10. 10. Assisted Conversions60% of Conversionsare assisted** Based on Semetis internal data
  11. 11. PreviouslyAttribution Modeling€€€
  12. 12. NowAttribution Modeling€€€
  13. 13. SEO and SEA relationship?In Action1. SegmentationAdvertiser Brand KeywordsBrands KeywordsGeneric Keywords
  14. 14. SEO and SEA relationship?In Action2. Assisting RatioNumber of visits that assisted a conversionNumber of visits when the conversion occurred
  15. 15. SEO and SEA relationship?In Action3. Assisting Ratio Per Segment: SEA vs SEOAdvertiser Brand KeywordsBrands KeywordsGeneric Keywords +150%+0%+30%
  16. 16. SEO and SEA relationship?In Action4. Answering a business questionShould I stop spending €€€ in Search Advertising?Nope! Both are working together
  17. 17. SEO and SEA relationship?In Action5. Answering another business question
  18. 18. TakeawaysWhat’s in it for me?1. More data and new metrics3. Better understanding: Conversion Path, Channels &, … the CLIENTS2. New Tools!
  19. 19. Are We Satisfied Now?
  20. 20. NO!
  21. 21. 90% Missing
  22. 22. #multichannels#attributionBranding & Offline / Multi-Channels & Attribution#branding#offline
  23. 23. 90%???#charlesminard
  24. 24. Segmentation is key90%???Bounce RateWhat about the Bounces?That’s about 30% though!
  25. 25. 10/30/60 Segmentation10/30/60SalesBouncedEngagedThree Point of Views60%30%10%
  26. 26. The 2nd Ongoing Shift
  27. 27. Offline Activity
  28. 28. Hello World!
  29. 29. Marketing PerspectiveHello World!New questionsWhat about the visitors who came for the 1st timeduring the national TV campaign ?What about the visitors who tried at least one timeour online simulator ?…
  30. 30. TakeawaysWhat’s in it for me?1. More data and new metrics3. Better understanding: Conversion & Visitors Path, Channels &, … the CLIENTS and VISITORS2. New Tools?
  31. 31. Wait a Minute!
  32. 32. Where Are The Tools?
  33. 33. 1. Fragmentation is here to stay
  34. 34. 2. Web Analytics
  35. 35. 3. Perspective

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