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Analytics vendors and_package-richard_zwicky

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  • 1. SEARCH Analytics Pubcon 2008 Richard Zwicky [email_address]
  • 2. Industry Recognition “ Enquisite’s unique and focused approach to search visitor intent was invaluable to me during my agency days. Now, as the first-ever, in-house SEO Strategist for the Wall Street Journal, I’ll be relying on Enquisite to help me propel our visibility in search for high value terms that convert.” Alex Bennert, Wall Street Journal - August 2008 August 2008 SES Award Winner “Technology Platform Search Marketers Can’t Live Without”
  • 3. The Search Marketplace Organic: Search Engine Optimization (SEO) Paid: Pay-Per-Click (PPC)
  • 4. The Search Relationship Advertiser Agency Google / Yahoo!/MSN Retains an Agency Buy Ads on Client’s Behalf Ad Buying Function Television Radio Internet LOCATION Geographic Geographic Geographic DEMOGRAPHICS Show Segment Keywords PLACEMENT ABC/NBC/HBO NPR/CBS Google/Yahoo!/MSN CREATIVE Commercials Spots Text Listings PPC AUDIT SEARCH ANALYTICS WEB ANALYTICS Nielsen Arbitron PPC Assurance Enquisite, Compete Google, Omniture GOAL Monetize Monetize Monetize
  • 5. Different Analytics Reporting for Different Functions © 2008
  • 6. Market Drivers
    • SEM was a $12.2 billion industry in North America in 2007, and will grow to $25.2 billion in 2011.
    • SEM is poaching budget from other marketing channels – including both online (e.g. web site development) and off-line (e.g. print, TV) channels.
    • The market will continue to grow , and become more challenging / specialized to measure .
    *Sources: SEMPO – March 2008 79% 75% 71% Engagement in Search Engine Marketing (SEM) Programs
  • 7. The Analytics Ecosystem
  • 8. Track the Lifecycle of each Visitor © 2008 Unique Visitor
  • 9. Tracking Your Visitors
    • <script language=&quot;javascript&quot; type=&quot;text/javascript&quot;>
    • //<![CDATA[
    • var enqsiteid = 'enquisite';
    • var enqhost = (window.location.protocol == &quot;https:&quot;) ? &quot;https://logssl&quot; : &quot;http://log&quot;;
    • document.writeln('<script language=&quot;javascript&quot; src=&quot;'+ enqhost +'.enquisite.com/log.js?id='+ enqsiteid +'&quot; type=&quot;text/javascript&quot;></script>');
    • //]]>
    • </script>
    © 2008
  • 10. Tracking Your Visitors © 2008 <!-- SiteCatalyst code version: H.0. Copyright 1997-2005 Omniture, Inc. More info available at http://www.omniture.com --> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot;> var s_account = &quot;nikeall&quot;; var s_currencyCode=&quot;USD&quot;; var s_charSet=&quot;UTF-8&quot;; //--></script> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot; src=&quot;http://www.nike.com/nikeos/global/js/s_code.js&quot;></script> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot;> // following causes issues for LT s.pageName = &quot;GLGW>lang_selector>main&quot;; //end issue s.server = &quot;nikeuslanding&quot;; s.channel = &quot;nike.com&quot;; s.prop17 = &quot;language_selector&quot;; s.prop18 = &quot;language_selector&quot;; s.prop21 = &quot;language_selector&quot;; s.prop22 = &quot;non-id&quot;; // following causes issue for LT // end issue s.trackExternalLinks=true; s.linkInternalFilters=&quot;javascript:,nike,rga&quot;; /************* DO NOT ALTER ANYTHING BELOW THIS LINE ! **************/ var s_code=s.t();if(s_code)document.write(s_code)//--> </script> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot;><!-- if(navigator.appVersion.indexOf('MSIE')>=0)document.write(unescape('%3C')+'!-'+'-') //--></script> <!-- End SiteCatalyst code version: H.15.1. -->
  • 11. Pains of Pay-Per-Click Campaign Compliance
    • Advertiser and Agency
    • The need to reach to specific audiences poses new challenges & problems:
      • No guarantee that ads appear where and when specified
      • Highly targeted campaigns are more costly
      • Requires more man hours for management
      • Higher risk of clicks happening outside of set parameters.
    • Auditing is cumbersome:
      • Other solutions on the market today focus only on click fraud
      • Manual detection of invalid clicks is time intensive
      • Refund process is tough to manage and unpredictable
  • 12. Tracking Compliance
    • You buy ads with a focus
    • How do you verify that they execute properly?
    © 2008
  • 13. Items to Track for Organic (& Paid) Campaigns © 2008
  • 14. Pains of Analytics for Search Engine Optimization
    • Advertiser
    • Want more revenues
    • Would invest more if they could quantify returns
    • Performance is not easily measured
    • Agency
    • Needs better way to participate in digital marketing revenue streams
    • Current model is contract based, not performance based
    • Performance is not easily measured, thus not properly rewarded
    • No real incentive to go above and beyond contractual obligations
  • 15. The Analytics Ecosystem
  • 16. Goals of Advertiser / Agency / SEM / SEO © 2008
  • 17. SEARCH Analytics Richard Zwicky [email_address] LEARN MORE - VISIT US AT OUR BOOTH