Beyond the last click - Dara Fitzgerald - #BrightonSEO

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My 20x20 presentation from BrightonSEO. For a full transcript and video of the presentation please see this post on the Fresh Egg blog - http://bit.ly/mPoyCr.

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  • This is my 20x20 presentation from BrightonSEO. For a full transcript and video of the presentation please see this post on the Fresh Egg blog - http://bit.ly/mPoyCr.
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Beyond the last click - Dara Fitzgerald - #BrightonSEO

  1. 1. Beyond the last click:<br />Finding hidden SEO value with Multi-Channel Funnels.<br />Dara Fitzgerald<br />Head of Insight<br />dara@freshegg.com<br />www.freshegg.com<br />
  2. 2. Modern digital landscape.<br />Social<br />Email<br />Display<br />Affiliate<br />Mobile<br />
  3. 3. Last click attribution.<br />Visit 1<br />No conversion<br />Visit 2<br />No conversion<br />Visit 3<br />CONVERSION<br />Organic non-brand (generic)<br />Paid brand term<br />Organic non-brand (specific)<br />CLOSER<br />GETS THE CREDIT<br />
  4. 4. First click attribution.<br />Visit 1<br />No conversion<br />Visit 2<br />No conversion<br />Visit 3<br />CONVERSION<br />Organic non-brand (generic)<br />Paid brand term<br />Organic non-brand (specific)<br />INTRODUCER<br />GETS THE CREDIT<br />
  5. 5. First/last click attribution flaws.<br />20 assists<br />20 goals<br />
  6. 6. Issues with single interaction attribution.<br />Awareness<br />Category keywords<br />e.g. ‘laptops’<br />Interest<br />Product keywords <br />e.g. ‘dell vostro 3350’<br />Selection keywords <br />e.g. ‘Best deal on dell vostro 3350’<br />Desire<br />Converting keywords<br />e.g. ‘Laptops r’ us’<br />Action<br />
  7. 7. Multi-Channel Funnels. <br />
  8. 8. Path length.<br />
  9. 9. Time lag.<br />
  10. 10. Assisted conversions.<br />
  11. 11. First interaction conversions.<br />
  12. 12. Top conversion paths.<br />
  13. 13. Custom channel groupings.<br />
  14. 14. Conversion segments.<br />
  15. 15. Points to note.<br />30 days<br />Conversion<br />Organic<br />Direct<br />Paid<br />Paid<br />Counts as 1 assist for Paid<br />Not included in MCF<br />Not ignored in MCF<br />Gets the credit in standard reports<br />
  16. 16. Use cases.<br />Non-brand vs. brand<br />Saucony running shoes<br />Saucony ProGrid ShoeRetailer<br />Running shoes<br />0.3% conv. rate<br />2% conv. rate<br />6% conv. rate<br />
  17. 17. Use cases.<br />Non-brand vs. brand<br />AND<br />AND<br />AND<br />Assisted conversions: 79 Assisted conversion value: £18,525 <br />
  18. 18. Use cases.<br />Organic vs. paid<br />Organic specific<br />Paid brand<br />Organic generic<br />0.3% conv. rate<br />3% conv. rate<br />6% conv. rate<br />AND<br />Assisted conversions: 95 Assisted conversion value: £24,515<br />
  19. 19. Campaign tagging.<br />http://www.abc.com/?utm_source=eshot&utm_campaign=email&utm_campaign=sep11<br />Email<br />
  20. 20. Summary.<br />
  21. 21. Thank You!<br />

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