Analytics You're Ignoring: The Indirect Value of Your Content - #SPARK15

© 2015 Seer Interactive • All Rights Reserved • Page 1
https://www.flickr.com/photos/williambrawley/
ANALYTICS YOU’RE
IGNORING
The Indirect Value
of Your Content
Seer Interactive @McGswagg

Mark Wahlberg

Free Hamburgers
Photobombing Co-workers

meanwhile…

Don’t miss out on the indirect value of
your content,
like I missed out on Mark Wahlberg…. and
hamburgers.

How do you measure the
success of your content?

Jan-Aug 2015:
9,900 Visits

I used to think this was
‘value’
https://www.flickr.com/photos/31151995@N04/
search volume
drive traffic

https://www.flickr.com/photos/46430981@N02/
uhhhh…..

Jan-Aug 2015:
9,900 Visits
Conversions: 0

Jan-Aug 2015:
340 Visits
Conversions: 36

LET’S FOCUS ON CONTENT
THAT CONVERTS
and how it converts.

http://www.theguardian.com/money/2013/dec/27/1500-file-tax-returns-
christmas-day-hmrc#img-1

Visitor Path
Visitor
Reaches Your
Content
Visitor
Converts
How some see the visitor path…
Visitor Clicks
Through to
Your Ranking

https://www.flickr.com/photos/butterflysha/

The reality.
Visitor Reaches
Your Content
EXIT
1 week later
Visitor Reaches
Your Content
EXIT
2 days later Visitor Reaches
Your Content
EXIT
DIRECT
VISIT
Visitor Reaches
Your Content
Visitor
Converts
1 day later

Viewing the
value of your content
based on a direct visitor path
gives you only
half the picture

How do we see past the direct visitor path?
Analytics.

Let’s look at how your content is
measured by default:
The page
on which
the visitor
entered
the site

Let’s change the way we view our data.
The page on
which the
visitor
entered and
then at
some point
in their
session
converted

But even this view only lets
you see what converted
directly.
https://networkedmedia.files.wordpress.com/2013/04/bokbild20.jpg

What about content that may have
assisted
with a conversion?

Visitor Reaches
Your Content
EXIT
1 week later
Visitor Reaches
Your Content
EXIT
2 days later Visitor Reaches
Your Content
EXIT
DIRECT
VISIT
Visitor Reaches
Your Content
Visitor
Converts
1 day later
This content didn’t convert on its own, but it
contributed to the final conversion.

Assisted Conversions Report
If a channel appears anywhere, except as the final interaction, on
a conversion path, it is considered an assist for that conversion.

We can see how your channels resulted
in assisted conversions.
Let’s do the same with your content.

Viewing Direct Value
Newsletter Sign Ups: 0
Jul – Sep 2015:
2,860 Visits

Setup a custom channel for this
content

Viewing Indirect Value
Jul – Sep 2015:
2,860 Visits
Newsletter Sign Ups: 3

Content that’s
‘never’ converted
actually has.

What about content that you
already know converts?

Jul – Sep 2015:
6,140 Visits
Quote Requests: 74

Create a Custom Channel Grouping

Viewing Indirect Value
Jul – Sep 2015:
6,140 Visits
Quote Requests: 138

You’re under-reporting
value by
46%
The content you already knew was valuable
is actually more valuable than you originally thought.

What about PDFs or Resources?

These often result in the most indirect value.
Direct Leads: 1
Assisted Leads: 21

Giving away content
for free
can eventually result in
revenue.

Lets take it one step further….
How is your content interacting
with other channels?

Under reporting by 184%

So if you’re content is
assisting this much,
what other channels
is it involved with?

Let’s look at just organic
visitors reaching this content.

Default channel
groupings
The Top Conversion Path Report

Let’s drill down to see how our
specific content is interacting
with these channels….

How do
organic
visitors to
your ‘Things
To Do’
content
interact
with….
…your other
top channels

All possible
mediums your
content can
interact with:
• Direct
• Paid
• Referral
• Email
• Maps
Visitors reaching your content are most likely to
convert after returning directly or through a paid ad.

Understanding the marketing mix
most likely to convert,
helps determine which channels to use
in combination with your
content.

Don’t underestimate your content.
Make sure to uncover the value you
may be overlooking. https://www.flickr.com/photos/fatedenied/

Analytics You're Ignoring: The Indirect Value of Your Content - #SPARK15

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