SMX Sydney: Omniture SearchCenter

[ Omniture SearchCenter ]
Search campaign management and optimisation through advanced analytics

[ Overview ]
The Omniture SearchCenter and SiteCatalyst platform: More effective search campaign management and optimization through advanced analytics.
Conversion funnel 2.0
Additional success metrics
Code maintenance
De-duplication across channels
Success attribution models
Campaign stacking
From organic to paid search
Custom reporting groups
Advanced analysis
30/03/2009
© Datalicious Pty Ltd, www.datalicious.com
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[ Conversion funnel 1.0 ]
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Campaign responses
Conversion funnel
Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping information, order confirmation, etc
Conversion event
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[ Conversion funnel 2.0 ]
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Campaign responses (inbound spokes)
Offline campaigns, banner ads, email marketing, referrals, organic search, paid search, internal promotions, etc
Landing page (hub)
Success events (outbound spokes)
Bounce rate, add to cart, cart checkout, confirmed order, call back request, registration, product comparison, product review, forward to friend, etc
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[ Additional success metrics ]
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Click Through
$
Click Through
Add To Cart
Cart Checkout
?
$
Click Through
Bounce Rate
$
Pages Per Visit
Avg Cart Value
Click Through
Call back requests
Store Searches
[ ... ]
$

[ Reduced code maintenance ]
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[ De-duplication across channels ]
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Paid Search
$
Bid Mgmt
OmniturePlatform
Banner Ads
Ad Server
$
$
Email Blasts
Email Platform
$
$
OrganicSearch
Google Analytics
$
$

[ De-duplication across channels ]
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SAMPLE DATA

[ Success attribution models ]
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Paid Search
Organic Search
Email Blast
$
Last campaign touch point
Banner Ad
Organic Search
$
First campaign touch point
Paid Search
OrganicSearch
ShoppingEngine
Paid Search
$
All campaign touch points (stacking)
SearchTerm 1
SearchTerm 2
SearchTerm 3
$
All campaign search terms (stacking)

[ Campaign stacking by channel ]
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SAMPLE DATA

[ Campaign stacking by ad type ]
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SAMPLE DATA

[ From organic to paid search ]
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Add organic search terms that are performing well to paid search campaigns
SAMPLE DATA

[ Custom reporting groups ]
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Assign search terms to custom reporting groups for analysis of performance across engines, campaigns and ad groups.

[ Advanced analysis ]
Breakdown of campaign reports (e.g. media channel, search engine, ad group, keyword, etc) by other website data such as
Daytime or weekday
Geographic location
Internal search terms
Internal promotions
Products purchased
Customer segments
Age, gender, etc
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30/03/2009
insights@datalicious.com
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