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Search Analytics presented by Vivek Bhargava (founder, Communicate2) at OMCAR 2009

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Vivek Bhargava (founder, communicate2) presents on Search Analytics at OMCAR 2009 - The Online Marketing Summit

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Search Analytics presented by Vivek Bhargava (founder, Communicate2) at OMCAR 2009

  1. 1. Analytics The New Mantra of Winning Vivek Bhargava CEO – Communicate 2 India
  2. 2. About Me • Run Communicate2 130 people Paid Search and Analytics firm in India (First GAAC in India) • 11 years in Interactive Marketing • Sempo Chair, Speaker at ad-tech, SES, SMX, I-com etc About you • Know basic math -: 2 + 2 = ? • Know Basic Excel • Can find a 13 digit prime number in the next ten minutes Or • Believe that I am a Analytics Guru
  3. 3. SEMPO ASIA TOUR 15th JUNE MUMBAI !
  4. 4. Will Grow Exponentially
  5. 5. “I know half of my advertising is wasted; I just don’t know which half.” -- John Wannamaker, ca 1910 88 years later...
  6. 6. Analytics is so much FUN! It should be illegal
  7. 7. Analytics - Who is it for Anyway?
  8. 8. “ It is not about numbers”
  9. 9. “It’s Empirical not HiPPO”
  10. 10. It is all about Analytics Research
  11. 11. It is all about Analytics Competitive Review
  12. 12. It is all about Analytics Designing Products
  13. 13. It is all about Analytics Nostradameus
  14. 14. It is all about Analytics Customer Segments
  15. 15. It is all about Analytics It is all about Analytics Consumer Behaviour
  16. 16. It is all about Analytics It is all about Analytics Timing of Call Centre
  17. 17. It is all about Analytics It is all about Analytics Designing Landing Pages
  18. 18. It is all about Analytics It is all about Analytics Testing Creative's – Geo Segmentation
  19. 19. It is all about Analytics It is all about Analytics Customer Retention
  20. 20. Search& Analytics 5 Top indicators to gauge the success of your campaign: PPC SEO • Keywords • Keywords • Bounce Rate • Bounce Rate • Geo Segmentation • Most Popular Pages • Conversion Rate • Navigation / Click Trends • Visits & Conversion • Conversion Rate Trends
  21. 21. Pay Per Click Image Source: www.pjlighthouse.com
  22. 22. Keywords Internal Site Search Spot keywords for inclusion in paid campaigns Keywords from Organic Search
  23. 23. Bounce Rate By Ad Content By Campaigns By Keywords By Region
  24. 24. Geo Segmentation Visits & Conversions Map Overlay Engagement Metrics
  25. 25. Visits & Conversion Trends Visits – Compare 2 months Conversions – Month on Month Hourly Visits
  26. 26. Conversion Rate Compare Conversion Rate between different time periods Top Converting Campaigns Conversion Rate by Keywords
  27. 27. Search Engine Optimization
  28. 28. Keywords Find the Long Tail or volumes around a type of query
  29. 29. Bounce Rate Check which pages have a high bounce rate Keywords with a high bounce rate
  30. 30. Most Popular Pages Most Popular Pages Content Drilldown
  31. 31. Navigation / Click Trends Navigation Summary Funnel Visualization Site Overlay
  32. 32. Conversion Rate Converting By Search Keywords Engine By Browser New vs. Returning
  33. 33. Summary • You love Analytics • Experiment • It is not numbers • Not limited to PPC/SEO • Keep eyes and mind open • Everything is co-related • It is about your Business • Panacea for all Evil
  34. 34. Questions Sources: WAA, Occam’s Razor, Search Engine Land, Marketing Pilgrim, Google Analytics, Google Images

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