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BUILDING CUSTOM 
EXPERIENCES WITH THE 
CONDUCTOR API 
Brian Pasch 
PCG Consulting
#C3NY 
2 
CREATING A COMPREHENSIVE WPM DISCUSSION 
What could your agency do with the Conductor API to educate clients? 
•...
#C3NY 
3 
EMBRACING WEB PRESENCE MANAGEMENT 
Consumer conversations are happening on multiple platforms and channels 
“Mar...
#C3NY 
4 
CONTENT PUBLISHING CHOICES 
New platforms & strategies are available connect your content with consumers
#C3NY 
5 
THE MANY MOVING PIECES 
Collecting the KPIs across a multi-vendor operating environment is challenging 
• Websit...
#C3NY 
6 
ELEMENTS OF WPM ARE STRONGLY LINKED 
Organic web traffic is directly associated with Google “My Business” Review...
#C3NY 
7 
WE RELY ON REPORTING TO EVOLVE OUR STRATEGY 
The agency and the client benefit from the reporting process 
• Rep...
#C3NY 
8 
Our Current Reports Don’t Seem To Be Working
#C3NY 
9 
THE STRUGGLE TO DEFINE ROI 
7 out of 10 Marketing Executives Struggle to Measure Marketing Impact 
Graphic from ...
#C3NY 
10 
MORE IS NOT BETTER 
It’s time to rethink our reporting strategy to connect with our clients 
“Embrace and optim...
#C3NY 
11 
HOW WE COMMUNICATE ROI HAS TO CHANGE 
Agency: "What would you change 
about the way we communicate with 
your b...
#C3NY 
12 
Your agency’s SEO report is 
squeezed in here
#C3NY 
13
#C3NY 
14 
INTERACTIVE REPORTS INCREASE CLIENT RETENTION
#C3NY 
15 
BREAKING DOWN SILOS TO SPUR COLLABORATION 
The collaboration is not just inside your agency, it’s with your cli...
#C3NY 
16 
MANAGERS NEEDS BETTER VISIBILITY 
Instant inspection of multiple marketing channels, including Conductor SEO 
•...
#C3NY 
17 
SEO 
BUDGETS 
SOCIAL 
CALLS & 
CHATS 
CRM 
WPM 
Team Console REVIEWS 
GA/WMT 
PAID 
Placing your earned 
media ...
#C3NY 
18 
WE NEED TO TO REDUCE DATA OVERLOAD 
Agencies must define the KPIs that really matter and focus on them with cli...
#C3NY 
20 
EXAMPLE: OPTIMIZED CONTENT FOR WEBSITE 
Content is created to position client’s website for a high value keywor...
#C3NY 
21 
EXAMPLE: FACEBOOK SOCIAL MEDIA ROI REPORT 
Earned social media campaigns are driving traffic to client website ...
#C3NY 
22 
CHARTER MEDIA TARGETED CONTENT 
6 hours of customized automotive video content: massive library. 
• The ability...
#C3NY 
23 
RETHINKING PAID SEARCH KPI 
The automotive industry has been looking at the wrong metrics 
• Marketing reports ...
#C3NY 
24 
INTERACTIVE REPORTING WITH NEW KPI 
What happens when your agency creates integrated reports with real value? 
...
#C3NY 
25 
INSPECT REFERRAL TRAFFIC BASED ON CUSTOM KPI 
Is your offsite published content generating quality visitor traf...
#C3NY 
27 
MARKETING HEALTH SCORE 
A unified marketing dashboard will 
allow your agency to set KPIs for 
each marketing i...
#C3NY 
28
#C3NY 
29 
PROACTIVE ALERTS 
A unified marketing dashboard 
will allow your agency to email 
alerts to your team when KPI ...
#C3NY 
31 
CONDUCTOR API CAN ENHANCE DATA DASHBOARDS 
Select the KPIs that are most helpful to clients and simplify report...
#C3NY 
32 
COMPETITOR TRENDING 
Clients are competitive 
and the trending charts 
available through the 
Conductor API are...
#C3NY 
33 
KEYWORD PIPELINE 
The keyword pipeline 
report was one of the 
elements that we 
brought into the 
dashboard be...
#C3NY 
34 
KEYWORD CHANGES 
The “Biggest Winners” 
and “Highest Ranking” 
keyword lists are also 
helpful with discussions...
#C3NY 
35 
WHAT DO YOU DO WHEN AN API IS NOT AVAILABLE? 
The key is to store the data 
centrally so that your WPM 
team ca...
#C3NY 
36
#C3NY 
37 
LIVE DEMONSTRATION 
A quick look at the API integration of marketing data in ROI-BOT 
Empowering Better Decisio...
#C3NY 
38 
WORKSHOP TAKEAWAYS 
Throw those standalone PDF reports in the garbage 
• Avoid becoming a silo of SEO reporting...
#C3NY 
39 
WORKSHOP TAKEAWAYS 
Become more proactive and engaged 
• An integrated dashboard will alert your Web Presence 
...
BRIAN PASCH 
Cell: 732.672.2356 
brian.pasch@me.com 
@automotiveseo 
www.linkedin.com/in/brianpasch
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Founder, PCG Consulting
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Founder, PCG Consulting
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Founder, PCG Consulting
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Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Founder, PCG Consulting

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At C3 2012, Conductor announced the first open and extensible SEO API platform; since then partners have created dozens of app experiences – from business intelligence dashboards to multi-touch interfaces. Join Brian Pasch, CEO of PCG Consulting, as he shows how the Searchlight API allows agencies to create customized solutions to solve business needs, from providing key data to C-level Executives to organizing KPIs all in one place. Discover how you can take advantage of the Conductor API integration to get the most value out of your brand’s Searchlight data.

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Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Founder, PCG Consulting

  1. 1. BUILDING CUSTOM EXPERIENCES WITH THE CONDUCTOR API Brian Pasch PCG Consulting
  2. 2. #C3NY 2 CREATING A COMPREHENSIVE WPM DISCUSSION What could your agency do with the Conductor API to educate clients? • WPM Expands Data Collection Requirements • Could Your Client Facing Reports Be Diminishing Your Value? • Empowering Your WPM Manager • Creating A Collaborative Discussion • Using The Conductor API • Demonstrating An Integrated Dashboard • Final Notes
  3. 3. #C3NY 3 EMBRACING WEB PRESENCE MANAGEMENT Consumer conversations are happening on multiple platforms and channels “Marketers know that consumers are having conversations online on their own terms. They know they’ve got to be involved in those conversations. But rather than earning their way into them by appearing in natural search and social where the majority of clicks occur, they throw money at advertisements.” Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
  4. 4. #C3NY 4 CONTENT PUBLISHING CHOICES New platforms & strategies are available connect your content with consumers
  5. 5. #C3NY 5 THE MANY MOVING PIECES Collecting the KPIs across a multi-vendor operating environment is challenging • Website Traffic • Chat Sessions • Lead Submissions • Ecommerce Transactions • Phone Calls • Content Engagement & Sharing • Social Media Engagement • Image Views and Shares • Video Views & Channel Subscriptions • Backlinks
  6. 6. #C3NY 6 ELEMENTS OF WPM ARE STRONGLY LINKED Organic web traffic is directly associated with Google “My Business” Reviews When reviews dropped, they lost 2,700 organic visits a month!
  7. 7. #C3NY 7 WE RELY ON REPORTING TO EVOLVE OUR STRATEGY The agency and the client benefit from the reporting process • Reporting helps marketers find trends they can use to tweak campaigns • Reporting helps marketers come up with strategies and tactics they can try out on other clients as well • Reporting helps improve your ability to make educated guesses • Reporting gives you the ability to tie your work to ROI and validate your job • Reporting helps you come up with areas of opportunity that could improve the marketing mix which might otherwise go unnoticed forever “Making Better SEO Reports For Your Clients” by Bill Sebald August 2014
  8. 8. #C3NY 8 Our Current Reports Don’t Seem To Be Working
  9. 9. #C3NY 9 THE STRUGGLE TO DEFINE ROI 7 out of 10 Marketing Executives Struggle to Measure Marketing Impact Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
  10. 10. #C3NY 10 MORE IS NOT BETTER It’s time to rethink our reporting strategy to connect with our clients “Embrace and optimize your SEO reports, but make sure you’re keeping the goals of these reports in mind all along. Once completed, the time should be spent analyzing the data and creating strategies, not creating the reports themselves. If your goals aren’t to empower your clients and empower yourselves, while holding your own feet to the fire to achieve results, you’re probably doing it wrong. Creating the right reports should be for educating both you and your clients, thus helping you really learn your chops as a marketer, while allowing the client to see the benefits of your great work.” “Making Better SEO Reports For Your Clients” by Bill Sebald August 2014
  11. 11. #C3NY 11 HOW WE COMMUNICATE ROI HAS TO CHANGE Agency: "What would you change about the way we communicate with your business?” Client: "Stop emailing me reports I don't understand."
  12. 12. #C3NY 12 Your agency’s SEO report is squeezed in here
  13. 13. #C3NY 13
  14. 14. #C3NY 14 INTERACTIVE REPORTS INCREASE CLIENT RETENTION
  15. 15. #C3NY 15 BREAKING DOWN SILOS TO SPUR COLLABORATION The collaboration is not just inside your agency, it’s with your clients We believe that the future marketing team breaks the silo between creativity and analysis, and inbound marketers can work together even if they’re not in the same room: sharing metrics, insight, and ideas in collaborative digital workspaces. Rather than separate the search, social, content and analysis teams, we believe the most successful companies will pull their inbound marketers together into a web presence team. Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
  16. 16. #C3NY 16 MANAGERS NEEDS BETTER VISIBILITY Instant inspection of multiple marketing channels, including Conductor SEO • To effectively manage their client’s needs, WPM Managers need access to a host of different data sets that are all housed in their own silos. • Having everyone work off the same “playbook” accelerates collaboration within the web presence management team. Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
  17. 17. #C3NY 17 SEO BUDGETS SOCIAL CALLS & CHATS CRM WPM Team Console REVIEWS GA/WMT PAID Placing your earned media strategy (WPM) in context with the client’s broader marketing investments, brings value and relevance to your team.
  18. 18. #C3NY 18 WE NEED TO TO REDUCE DATA OVERLOAD Agencies must define the KPIs that really matter and focus on them with clients • Creating a clear list of KPIs for each client helps to facilitate a monthly marketing review • Showing how your WPM strategy impacts related business’s KPIs are critical for client retention • Automating this review is not only possible, but a requirement to stay relevant.
  19. 19. #C3NY 20 EXAMPLE: OPTIMIZED CONTENT FOR WEBSITE Content is created to position client’s website for a high value keyword • How is my content ranking in SRPs? (Conductor) • How is my web presence vs. competitors (Conductor) • How many times was the page visited (GA) • What was the average TOS and Number of Page Views (GA) • Where were they from and what devices were they using? (GA) • How many phone calls were generated? (Call Tracking) • How many chat sessions were initiated? (Chat Reports) • How many lead forms were submitted (CRM Reports or GA) • How much did they spend? (Ecommerce Platform) • How many coupons were redeemed? (HookLogic)
  20. 20. #C3NY 21 EXAMPLE: FACEBOOK SOCIAL MEDIA ROI REPORT Earned social media campaigns are driving traffic to client website • How many impressions did my post receive? (Facebook) • Which post attracted the click? (Facebook and GA) • What were those visitors doing on the website? (GA) • Did they view the video(s)? YouTube • Where were they from and what device were they using? (GA) • How many phone calls were generated? (Call Tracking) • How many chat sessions were initiated? (Chat Reports) • How many lead forms were submitted (CRM Reports or GA) • How much did they spend? (Ecommerce Platform)
  21. 21. #C3NY 22 CHARTER MEDIA TARGETED CONTENT 6 hours of customized automotive video content: massive library. • The ability to share videos on social media or enhance website landing pages is great, however… • We need additional data to get a better ROI from these 300+ videos! • Reasonable ROI Questions: • Where did the videos play? • What happened to TOS? • How has the introduction of videos on landing pages impacted leads, calls, and chats.
  22. 22. #C3NY 23 RETHINKING PAID SEARCH KPI The automotive industry has been looking at the wrong metrics • Marketing reports have been focused on Cost per Click (CPC), Cost per Impression (CPM), and Cost per Lead (CPL). • A more accurate predictor of future car sales in the number of vehicle Detail Page Views (VDP) and time on VDP. • This KPI also applies to earned traffic, so bring the discussion to the client
  23. 23. #C3NY 24 INTERACTIVE REPORTING WITH NEW KPI What happens when your agency creates integrated reports with real value? With integrated data your agency can present a holistic summary of how your WPM strategy is impacting the KPIs that are most directly related to sales.
  24. 24. #C3NY 25 INSPECT REFERRAL TRAFFIC BASED ON CUSTOM KPI Is your offsite published content generating quality visitor traffic? Referring URL of Content Visit s Page Views TOS SRP Views VDP Views Goal Completes Linkedin.com/article/content1 174 3.21 1:67 3 3 0 YouTube.com/video1 77 4.5 2:45 6 8 3 Facebook.com/post1 763 1.74 1:35 0 0 0 Pinterest.com/photo1 66 3.6 2:75 4 20 6
  25. 25. #C3NY 27 MARKETING HEALTH SCORE A unified marketing dashboard will allow your agency to set KPIs for each marketing investments and have the data graded automatically to allow your team to focus on actionable tasks. Like a Blood Test For Your Marketing Strategy
  26. 26. #C3NY 28
  27. 27. #C3NY 29 PROACTIVE ALERTS A unified marketing dashboard will allow your agency to email alerts to your team when KPI exceed accepted limits, turning your agency into a PROACTIVE partner instead of a REACTIVE help desk.
  28. 28. #C3NY 31 CONDUCTOR API CAN ENHANCE DATA DASHBOARDS Select the KPIs that are most helpful to clients and simplify reporting • Keyword Rankings • Relative Keyword Changes • Competitor Rankings • Linking Reports* • Content Insights* * Not currently in the production release of the Conductor API.
  29. 29. #C3NY 32 COMPETITOR TRENDING Clients are competitive and the trending charts available through the Conductor API are a popular tab to view when on a call with clients.
  30. 30. #C3NY 33 KEYWORD PIPELINE The keyword pipeline report was one of the elements that we brought into the dashboard because it was easy for everyone to discuss results over time.
  31. 31. #C3NY 34 KEYWORD CHANGES The “Biggest Winners” and “Highest Ranking” keyword lists are also helpful with discussions with clients regarding progress reports.
  32. 32. #C3NY 35 WHAT DO YOU DO WHEN AN API IS NOT AVAILABLE? The key is to store the data centrally so that your WPM team can work collaboratively. Direct API File Loader Even custom reports should be loaded into the dashboard to unify the “eyeballs” looking at the simplified data
  33. 33. #C3NY 36
  34. 34. #C3NY 37 LIVE DEMONSTRATION A quick look at the API integration of marketing data in ROI-BOT Empowering Better Decisions
  35. 35. #C3NY 38 WORKSHOP TAKEAWAYS Throw those standalone PDF reports in the garbage • Avoid becoming a silo of SEO reporting that confuses your clients and most likely will be ignored. • Web Presence Management reporting can be enhanced with Conductor Searchlight software and API • Integrate SEO data into an optimized KPI dashboard that reflects the complete online and offline marketing strategies used by your clients. • Dashboards allow for your team to collaborate with each other and your clients regardless of their physical location.
  36. 36. #C3NY 39 WORKSHOP TAKEAWAYS Become more proactive and engaged • An integrated dashboard will alert your Web Presence Management (WPM) team when any KPI is off track. • By looking at data not DIRECTLY involved with your services, you add value as a true partner that is looking after the ROI of all marketing investments. • Proactive insights gets your team out of the SEO doghouse and into a much richer conversation of paid and earned media strategies. • Simplifying your reports and making them interactive is smart.
  37. 37. BRIAN PASCH Cell: 732.672.2356 brian.pasch@me.com @automotiveseo www.linkedin.com/in/brianpasch

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