Optimizing for the 98%<br />May 2011<br />
2%<br />Set title of presentation in footer area on master slide<br />2<br />
98%<br />Set title of presentation in footer area on master slide<br />3<br />
Search = Acquisition<br />4<br />
Search = Discovery Experiences<br />5<br />
Discovery Experiences = Sales and Loyalty<br />6<br />
Do we care about experiences?<br />7<br />
8<br />86% Skip commercials<br />
Optimizing Experiences<br />9<br />
10<br />
Source: Razorfishsearch.com <br />
Visited Store<br />Set title of presentation in footer area on master slide<br />12<br />
Called 800 Number<br />Set title of presentation in footer area on master slide<br />13<br />
No Conversion – Good or Bad Experience<br />Set title of presentation in footer area on master slide<br />14<br />
“Shared”<br />Set title of presentation in footer area on master slide<br />15<br />
Mobile<br />Set title of presentation in footer area on master slide<br />16<br />
Don’t let your inability to measure everything stop you from optimizing the experiences<br />17<br />
Thanks!www.comcast.com <br />
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Sis fri 0830 josh palau

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  • We spend a lot of time on this 2% even though they may be very differentThey may have converted from the same term but be vastly differentYet we focus a lot of attention here
  • This is the real opportunity – what happens to this group? Why didn’t they convert…or did they?But we rarely focus here
  • Sis fri 0830 josh palau

    1. 1. Optimizing for the 98%<br />May 2011<br />
    2. 2. 2%<br />Set title of presentation in footer area on master slide<br />2<br />
    3. 3. 98%<br />Set title of presentation in footer area on master slide<br />3<br />
    4. 4. Search = Acquisition<br />4<br />
    5. 5. Search = Discovery Experiences<br />5<br />
    6. 6. Discovery Experiences = Sales and Loyalty<br />6<br />
    7. 7. Do we care about experiences?<br />7<br />
    8. 8. 8<br />86% Skip commercials<br />
    9. 9. Optimizing Experiences<br />9<br />
    10. 10. 10<br />
    11. 11. Source: Razorfishsearch.com <br />
    12. 12. Visited Store<br />Set title of presentation in footer area on master slide<br />12<br />
    13. 13. Called 800 Number<br />Set title of presentation in footer area on master slide<br />13<br />
    14. 14. No Conversion – Good or Bad Experience<br />Set title of presentation in footer area on master slide<br />14<br />
    15. 15. “Shared”<br />Set title of presentation in footer area on master slide<br />15<br />
    16. 16. Mobile<br />Set title of presentation in footer area on master slide<br />16<br />
    17. 17. Don’t let your inability to measure everything stop you from optimizing the experiences<br />17<br />
    18. 18. Thanks!www.comcast.com <br />
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