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Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
Why the middle matters - How to analyze your online marketing
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Why the middle matters - How to analyze your online marketing

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A webinar I put on about analyzing your search marketing (and other online) campaigns to find real performance drivers.

A webinar I put on about analyzing your search marketing (and other online) campaigns to find real performance drivers.

Published in: Technology
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  • 1. the middle why matters Using web analytics to improve your marketing
  • 2. Today: the middle hi Introduce Three things that make the middle important How to use analytics to make more money 1 2 3
  • 3. what is the middle?
  • 4. what is the middle?
  • 5. Where did they enter? What did they see? What happened next? What went into the cart? What did they buy ? What did they expect / intend?
  • 6.  
  • 7. why?
  • 8. Your reports are lying to you. #1
  • 9. Paid Search reporting: SEO Reporting: Impressions Clicks CPC Position Conversion Rankings Visits Conversion
  • 10. Paid Search reporting: Impressions Clicks CPC Position Revenue A B 1,000 55 $1.00 1.8 $1,000 1,000 55 $0.75 1.8 $100
  • 11. Paid Search reporting: Impressions Clicks CPC Position Revenue A B 1,000 55 $1.00 1.8 $1,000 1,000 55 $0.75 1.8 $100 6/25/09 Dell.com $19MM in 8 hours!
  • 12. Paid Search reporting: SEO Reporting: Impressions Clicks CPC Position Conversion Rankings Visits Conversion ? ?
  • 13. Tool trust issues
  • 14. data is not knowledge know this:
  • 15. Regardless of performance, search is your most valuable traffic source. #2
  • 16. 10-25% 50-75% 20-40% What’s on your mind?
  • 17. modifiers: reviews, pictures, video, price, size, weight, books, problems, support, etc.
  • 18. search isn’t just a source of traffic, it’s a source of insight . know this:
  • 19. More specialization is not better. #3
  • 20.  
  • 21. And the leaddies go to . . . SEO Display Advertising Usability / Design IT
  • 22. What color are my glasses?
  • 23. specialists argue with each other because they can’t see the forest. help them! know this:
  • 24. Using analytics to improve your marketing
  • 25. Find outliers and understand WHY! keywords engines landing pages products geographies
  • 26. Use keyword analysis to drive content development reviews instructions videos images geographies
  • 27. Compare content / products against keywords and message
  • 28. find out why , and you’ll know what to do about it. know this:
  • 29. Tools Google Analytics / Omniture / WT CrazyEgg Analytics UserTesting, FeedbackArmy, 5s test Tealeaf Adwords Keyword Tool, trends, insights
  • 30. Start Today! stop letting your reports make decisions get more than money out of your traffic stop giving specialists what they want figure out why do something about it
  • 31. @evanlapointe [email_address]

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