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Hunt Search Gets The Credit

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Presentation from SES Chicago related to attribution of search marketing activities. Ideas on how to start to organize the data integration necessary to apply attribution credit.

Presentation from SES Chicago related to attribution of search marketing activities. Ideas on how to start to organize the data integration necessary to apply attribution credit.

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  • To even have the basics right? Do you have goals defines? What is bounce rate? People need to have the model of identifying the valuie of actions. Need to get it set. What are the best practices and tips? Start thinking about it? Connect the various metrics

Hunt Search Gets The Credit Hunt Search Gets The Credit Presentation Transcript

  • Presented by: Bill Hunt, Back Azimuth Consulting Twitter: billhunt Why Does Search Get all the Credit?
  • Solving the “real” issues?
    • Most activities are done in silos resulting in competition for resources and now credit
    • No single owner of advertising workflow
    • Few advertisers will spend the money to track everything
  • Reasons for lack of coordination Source: Jupiter Research SEM Executive Survey 08/08
  • Tip #1 Identify Points of Intersection
  • Maximize Searcher Stimuli Drive to Search Social & Word of Mouth Mass Media Need or Wants
      • Motivating people to seek out “more information”
  • Show Digital Influence
    • “ A phrase introduced in mass media which can be leveraged to measure digital influence ”
    Integrate a “byte phrase”?
  • “ Accident Forgiveness”
  • “ Affordable Disney”
  • “ 3 rd Generation Prius” Source: Toyota Mailer 7/5/09
  • “ 3 rd Generation Prius”
  • “ Touch Tracer Display” Source: Toyota Mailer 7/5/09
  • “ Touch Tracer Display” Source: Toyota Mailer 7/5/09 Nothing from Toyota
  • “ Touch Tracer Display” 20,975 views Questions Did the views increase after mailing? Did the site visits increase? Did they decrease once paid search added?
  • Tip #2 Start with Integration then Attribution
  • Integrate PPC & eMail
    • Tested subject lines with PPC
      • 220% increased open rate with best PPC ad copy
    • Paid Search  CRM  Intent  eMail Retargeting
      • 45% increase in leads going to next step of conversion
    • $1.7 million in new revenue
    • Attribution Shared 50/50
  • Tip #3 Develop a Workflow and Share it
    • The success of an attribution model is strongly tied to:
    • Clear articulation of the opportunity and the desired actions by the target market
    • By delivering messages that matter to our prospects at each touch point that encourage the next level of engagement
    • For the various tactics to collaborate with one another and “make” the handoff part of the plan
    • Leverage time and message to demonstrate connections
    • By understanding the handoffs and desired and potential actions we can measure both which gives more accurate lens into the collaborative impact.
    Attribution Workflow By understanding the synergies of key touch points and managing them accordingly, we can create a compelling experience that is measurable and repeatable Opportunity & Actions for Tactics Expected Stimuli Desired & Measured Actions Develop Logical Handoffs Goal
  • Tips for Success
    • Find the handoff between tactics
    • Show how you add value to them
    • Look for cause & effect with other tactics
    • Start small and expand out
    • Thank You
    Bill Hunt [email_address] Twitter: billhunt