Adobe Speakers @Maria Corcoran @G_Richard_Carey @SLCSEM

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From the SLCSEM.org April 18, 2012 Analytics event

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  • MariaEven chuck norris needs analytics, and yes the conversion rate on this term is infinity. But seriously how do you use analytics to not only set SMARTER Goals but to then move past data paralysis to take action on the optimizations you need to have in place to achieve those goals? Lets start at the beginning, setting goals.
  • Richard
  • Maria Discuss REI as Client X – industry retailer wanting to increase traffic year over year. Traffic to my website is down, fix it. Hard to prove success Can’t optimize efficientlyIncrease traffic year over year is a bad goal and success metric. How do you go about educating your bosses, clients and coworkers that this is not what they should be concerned with?Client X came to me in April, increase my traffic Year over year id down, we need to fix that. After several discussions about the importance of secific goals the client still insisted increase my traffic. I went back to my analytics and was able to prove with solid data that simply by increasing traffic to the website we were not positively impacting their bottom line – revenue. At this point I was able to draw them into a converstaion about setting smarter goalsSpecificBe very specific in the goals you set, using your data Client x – weekly goals for each lever 2010 - $2,973,969 Revenue 2011 goal - $3,807,258 Actions 89,000 Keywords Added based on in-stock inventory9,078 proven keywords added from SQR Turned on Broad Match Modifier MeasureableIs the tracking in place to ensure we can measure thisAttainableIs this goal appropriate? Can we take actions to achieve this Relevant Is this goal realistic?Timely Is there a time line in place for your actions to achieve this goalEvaluateLook at the process you are taking, Reevaluate
  • Richard Identify what you can affect to increase traffic – changes to cpc, ctr, QSIs that enough? Flood the account with traffic? Or be strategic about it Look at Conversion Rate, ROASTweak your goals and understand what is needed inorder to reach your goal, can you realistically achieve this?Ef – Ef has a modeldSpecificBe very specific in the goals you set, using your data Client x – weekly goals for each lever 2010 - $2,973,969 Revenue 2011 goal - $3,807,258 MeasureableIs the tracking in place to ensure we can measure thisAttainableIs this goal appropriate? Can we take actions to achieve this Relevant Is this goal realistic?Timely Is there a time line in place for your actions to achieve this goalEvaluateLook at the process you are taking, Reevaluate
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  • MariaHow do you know if the goals you have set are attainable – looking at last years dataWhat is the most you have ever spent in a week/month – Why? Can we spend that much on a regular weekWhat is your impression shareWhat are your sale datesAre your campaigns tied into other offline marketing campaigns – bbysuperbowl campaign – how did this affect my paid campaigns
  • RichardKeyword level forecasts: our Click Models and Revenue Models predict the number of bids, number of clicks, CPC and revenue at every position for each keyword in the portfolio.Portfolio level forecasts: which predict the tradeoff between spend and the business objective. Since the tradeoff between volume and ROI/CPO is critical for most businesses, portfolio level forecasts enable advertisers to pick their sweet spot - the optimal ROI. When an advertiser has several business objectives, portfolio level forecasts can be combined to calculate the combined tradeoff between spend and the business goal.
  • Maria Sample dashboard, campaigns and keywords have been hidden to protect the innocent. This shows my tend of my goal for each KPI, current month and previous month. Can also be applied YoYetcQuickly identify at a high level how the engine is preforming, highlights campaign and keyword level information to become highly actionableMost important to write it down, set your process
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  • Maria – Prioirtized list -
  • Goal given - Increase TrafficRevised goal – increase Revenue 28%Actions 89,000 Keywords Added based on in-stock inventory9,078 proven keywords added from SQR Turned on Broad Match Modifier Change graph
  • Adobe Speakers @Maria Corcoran @G_Richard_Carey @SLCSEM

    1. 1. @mariacorcoran @mariacorcoran @g_richard_carey @g_richard_careyHow to use Analytics to set goals & move past dataparalysis Paid Search Marketing Manager – Adobe SystemsRichard Carey,Maria Corcoran, Search Marketing Consultant – Omniture Business Unit, AdobeSystems© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    2. 2. Chuck Norris and Analytics @mariacorcoran @g_richard_carey  The conversion rate for ChuckNorris.com is whatever Chuck Norris says it is  Chuck Norris doesn’t need a call to action. Action needs a call to Chuck.  Chuck Norris knows Google’s algorithm  Chuck Norris doesn’t need Web Analytics, he already knows everything about his visitors.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
    3. 3. Data Driven @mariacorcoran @g_richard_carey Data Chuck Driven Norris© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
    4. 4. @mariacorcoran @g_richard_carey Setting Goals based in Analytics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
    5. 5. Setting Goals @mariacorcoran @g_richard_carey  Fake or Misleading Goals  Vague and elusive  Traffic from search is down year over year,  Spend budget more efficiently  Arbitrary goals  Increase traffic 20%  Increase revenue 15%  Properly setting goals  Use your data sets to set your goals  Set SMARTER goals  Specific, Measureable, Attainable, Relevant, Timely… Evaluate & Reevaluate© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
    6. 6. Specific & Measureable @mariacorcoran @g_richard_carey Specific: • Look at your data set, and set specific goals according to your data • Set monthly/quarterly but know what you need to hit weekly • Increase Revenue vs. $3,807,258© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
    7. 7. Measureable @mariacorcoran @g_richard_carey • Ensure you have analytics set up to track all conversions • Profit vs revenue • KPI’s • Micro-conversions • Allocation and Attribution© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
    8. 8. Attainable @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
    9. 9. How to use data and analytics to set your @mariacorcoran goals: Efficient Frontier @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
    10. 10. Evaluate & Reevaluate @mariacorcoran @g_richard_carey • Align your KPIs to you goals and monitor them. • It is ok to make adjustments to your original strategy© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
    11. 11. @mariacorcoran @g_richard_carey Moving out of Data Paralysis using Analytics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
    12. 12. Results @mariacorcoran @g_richard_carey  Omniture.com increased YoY revenue 180% while decreasing the cost per lead by 10%  Life Technologies increased revenue by 70% in four months, and improved team efficiency by more than 20%.  Doba increased leads 15%-20%, and decreased cost per lead up to 20%.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
    13. 13. Performance Gears @mariacorcoran @g_richard_carey • GEO Targeting • Time Parting • Network Distribution • Account Budgets • Campaign Budgets • Keyword Bids • Structure • Keyword Selection • Offers • Ad Relevancy • LP Relevancy© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
    14. 14. Heartbeat Chart @mariacorcoran @g_richard_carey Lever Heartbeat Metric Standard Value Structure Keywords/Ad Group <5 12 Keyword Exact Match Imp >80% 82% Share Coverage Offers Conv/Impressions >1% .95% Ad Relevancy CTR >5% 6% LP Relevancy Bounce Rate <30% 44%© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
    15. 15. Landing Page Example @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
    16. 16. Prioritized List @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
    17. 17. Client X example @mariacorcoran @g_richard_carey Client X Traffic and Revenue 16,000,000 6,000,000 14,000,000 5,000,000 12,000,000 4,000,000 10,000,000 Revenue Traffic 8,000,000 3,000,000 6,000,000 2,000,000 4,000,000 1,000,000 2,000,000 - 0 Revenue 2011 Revenue 2010 Traffic 2011 Traffic 2010  Goal given - Increase Traffic  SMARTER goal – Increase Revenue in September to $3,807,258  Implemented optimization strategy prio© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
    18. 18. @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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