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.

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Why the middle matters - How to analyze your online marketing

  1. 1. the middle why matters Using web analytics to improve your marketing
  2. 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. 3. what is the middle?
  4. 4. what is the middle?
  5. 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?
  7. 8. Your reports are lying to you. #1
  8. 9. Paid Search reporting: SEO Reporting: Impressions Clicks CPC Position Conversion Rankings Visits Conversion
  9. 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
  10. 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!
  11. 12. Paid Search reporting: SEO Reporting: Impressions Clicks CPC Position Conversion Rankings Visits Conversion ? ?
  12. 13. Tool trust issues
  13. 14. data is not knowledge know this:
  14. 15. Regardless of performance, search is your most valuable traffic source. #2
  15. 16. 10-25% 50-75% 20-40% What’s on your mind?
  16. 17. modifiers: reviews, pictures, video, price, size, weight, books, problems, support, etc.
  17. 18. search isn’t just a source of traffic, it’s a source of insight . know this:
  18. 19. More specialization is not better. #3
  19. 21. And the leaddies go to . . . SEO Display Advertising Usability / Design IT
  20. 22. What color are my glasses?
  21. 23. specialists argue with each other because they can’t see the forest. help them! know this:
  22. 24. Using analytics to improve your marketing
  23. 25. Find outliers and understand WHY! keywords engines landing pages products geographies
  24. 26. Use keyword analysis to drive content development reviews instructions videos images geographies
  25. 27. Compare content / products against keywords and message
  26. 28. find out why , and you’ll know what to do about it. know this:
  27. 29. Tools Google Analytics / Omniture / WT CrazyEgg Analytics UserTesting, FeedbackArmy, 5s test Tealeaf Adwords Keyword Tool, trends, insights
  28. 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
  29. 31. @evanlapointe [email_address]

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