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The Inbounder London - 2. May 2017 Russell Mc Athy

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The Inbounder London - 2. May 2017 Russell Mc Athy

  1. 1. RUSSELL MCATHY Using Machine Learning To Forecast Future Sales, the SEO Way! @therustybear
  2. 2. Russell McAthy @therustybear CEO of CUBED 14 years of.. Prev. Consultant to enterprise Prev. Agency Director Prev. Digital Strategist/Analyst “Managed“ well over £1B media spend CUBED.ai | #inbounder | @therustybear
  3. 3. Accountable Actionable Successful CUBED.ai | #inbounder | @therustybear
  4. 4. Data & Analytics Programmatic Creative CUBED.ai | #inbounder | @therustybear
  5. 5. The biggest issues SEO’s face is NOT Google CUBED.ai | #inbounder | @therustybear
  6. 6. SEO’s biggest issue is their inability to showcase their SUCCESS CUBED.ai | #inbounder | @therustybear
  7. 7. • Bottom funnel • Instant Impact • Very low CPA CUBED.ai | #inbounder | @therustybear
  8. 8. • Mid funnel • Brand, Product • Mid term Impact • Mid Level CPA • Bottom funnel • Instant Impact • Very low CPA • Top of funnel • Brand Advertising • Long term Impact • Very High CPA CUBED.ai | #inbounder | @therustybear
  9. 9. • Mid funnel • Brand, Product • Mid term Impact • Mid Level CPA • Bottom funnel • Instant Impact • Very low CPA • Top of funnel • Brand Advertising • Long term Impact • Very High CPA YOU NEED TO UNDERSTAND THIS YOUR BIGGEST OPPORTUNITY YOU OPTIMISE THIS ALREADY CUBED.ai | #inbounder | @therustybear
  10. 10. Getting Started in GA CUBED.ai | #inbounder | @therustybear
  11. 11. Micro Conversions – Comparison Values Signed up for Newsletter 14 Scrolled past 40% in blog post 7 Read two blog posts 10 Added item to basket 25 Searched for Store Location 15 Started the booking process 50 CUBED.ai | #inbounder | @therustybear
  12. 12. Common Journeys CUBED.ai | #inbounder | @therustybear
  13. 13. Last Click (Last Non Direct Click) First Click / Interaction Distributed Bathtub Time Sequence CUBED.ai | #inbounder | @therustybear
  14. 14. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display CUBED.ai | #inbounder | @therustybear
  15. 15. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA £ 0 CUBED.ai | #inbounder | @therustybear
  16. 16. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA £ 0 £ 2 CUBED.ai | #inbounder | @therustybear
  17. 17. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA Actual Costs Attributed Revenue £ 0 £ 0 £ 2 £ 0.05 £ 0.5 £ 10 £ 0.2 £ 0.10 £ 2 £ 9.8 £ 10.1 £ 0.7 £ 1.6 £ 8.3 £ 9.3 £ 0.2 CUBED.ai | #inbounder | @therustybear
  18. 18. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display ⭐ CUBED.ai | #inbounder | @therustybear
  19. 19. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display ⭐ ⭐ ⭐ ⭐ ⭐ Converting Journeys CUBED.ai | #inbounder | @therustybear
  20. 20. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display ⭐ ⭐ ⭐ ⭐ ⭐ Converting Journeys Non-Converting Journeys % % % % % CUBED.ai | #inbounder | @therustybear
  21. 21. Visit ID Events Datetime Sale Datetime Probability 337,148 (16),(19),(19),(19),(19) 2017-02-08 14:04:32 45.71% 451,231 (19),(17),(18),(17),(16) 2017-02-14 18:53:17 37.94% 563,727 (19),(16),(19),(17),(16),(19),(16),(19),(16) 2017-02-18 13:27:02 63.75% 823,716 (16),(19),(17),(17),(16),(19),(17),(16),(19),(1),(5) 2017-02-22 15:26:09 2017-02-22 15:55:12 CUBED.ai | #inbounder | @therustybear
  22. 22. Channel Value – Client Example Channel LC Sales CUBED Sales Variance % Affiliates 4,496 4,623 2.82% Direct 52,685 50,448 -4.25% Display RM 856 983 14.8% Email 17,073 16,496 -3% PPC 20,176 21,837 8.23% Referral 17,429 17,508 0.46% SEO 5,493 6,227 13.4% Social Organic 2,152 2,235 3.9% CUBED.ai | #inbounder | @therustybear
  23. 23. Channel Value – Client Example Channel LC Sales Affiliates 4,496 Direct 52,685 Display RM 856 Email 17,073 PPC 20,176 Referral 17,429 SEO 5,493 Social Organic 2,152 CUBED.ai | #inbounder | @therustybear
  24. 24. Channel Value – Client Example Channel LC Sales Affiliates 4,496 Direct 52,685 Display RM 856 Email 17,073 PPC 20,176 Referral 17,429 SEO 5,493 Social Organic 2,152 SEO +48 +502 +28 +16 +175 +548 +85 +1402 CUBED.ai | #inbounder | @therustybear
  25. 25. Channel Value – Client Example Channel LC Sales Affiliates 4,496 Direct 52,685 Display RM 856 Email 17,073 PPC 20,176 Referral 17,429 SEO 5,493 Social Organic 2,152 SEO CUBED Sales 4,623 50,448 983 16,496 21,837 17,508 6,227 2,235 +48 +502 +28 +16 +175 +548 +85 -3 -101 -15 -58 -181 -225 -85 -668+1402 CUBED.ai | #inbounder | @therustybear
  26. 26. Channel Value – Client Example Channel LC Sales Affiliates 4,496 Direct 52,685 Display RM 856 Email 17,073 PPC 20,176 Referral 17,429 SEO 5,493 Social Organic 2,152 SEO CUBED Sales 4,623 50,448 983 16,496 21,837 17,508 6,227 2,235 +48 +502 +28 +16 +175 +548 +85 -3 -101 -15 -58 -181 -225 -85 -668+1402 CUBED.ai | #inbounder | @therustybear Channel Variance % Variance Affiliates +45 5.0% Direct +401 44.4% Display RM +13 1.4% Email +170 18.8% PPC +323 35.7% Referral -6 -0.7% Social Organic -42 -4.6% CUBED.ai | #inbounder | @therustybear
  27. 27. Channel Value – Client Example Channel LC Sales Affiliates 4,496 Direct 52,685 Display RM 856 Email 17,073 PPC 20,176 Referral 17,429 SEO 5,493 Social Organic 2,152 SEO CUBED Sales 4,623 50,448 983 16,496 21,837 17,508 6,227 2,235 +48 +502 +28 +16 +175 +548 +85 -3 -101 -15 -58 -181 -225 -85 -668+1402 CUBED.ai | #inbounder | @therustybear Channel Variance % Variance Affiliates +45 5.0% Direct +401 44.4% Display RM +13 1.4% Email +170 18.8% PPC +323 35.7% Referral -6 -0.7% Social Organic -42 -4.6% CUBED.ai | #inbounder | @therustybear
  28. 28. CUBED.ai | #inbounder | @therustybear The guys at Seer wrote an awesome post on Dark Direct traffic http://cubed.link/darkdirecttraffic
  29. 29. Channel Value – Client Example Channel LC Sales Affiliates 4,496 Direct 52,685 Display RM 856 Email 17,073 PPC 20,176 Referral 17,429 SEO 5,493 Social Organic 2,152 SEO CUBED Sales 4,623 50,448 983 16,496 21,837 17,508 6,227 2,235 +48 +502 +28 +16 +175 +548 +85 -3 -101 -15 -58 -181 -225 -85 -668+1402 CUBED.ai | #inbounder | @therustybear Channel Variance % Variance Affiliates +45 5.0% Direct +401 44.4% Display RM +13 1.4% Email +170 18.8% PPC +323 35.7% Referral -6 -0.7% Social Organic -42 -4.6% CUBED.ai | #inbounder | @therustybear
  30. 30. Channel Variance % Variance Affiliates +45 5.0% Direct +401 44.4% Display RM +13 1.4% Email +170 18.8% PPC +323 35.7% Referral -6 -0.7% Social Organic -42 -4.6% CUBED.ai | #inbounder | @therustybear 1 or multiple SEO visits PPC
  31. 31. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display ⭐ ⭐ ⭐ ⭐ ⭐ Converting Journeys Non-Converting Journeys % % % % % CUBED.ai | #inbounder | @therustybear
  32. 32. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display ⭐ ⭐ ⭐ ⭐ ⭐ Converting Journeys Non-Converting Journeys % % % % % CUBED.ai | #inbounder | @therustybearCUBED.ai | #inbounder | @therustybear When we forecast, we actually are just assigning values
  33. 33. Conversion ⭐ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display ⭐ ⭐ ⭐ ⭐ ⭐ Converting Journeys Non-Converting Journeys % % % % % CUBED.ai | #inbounder | @therustybearCUBED.ai | #inbounder | @therustybear This enables us to not just the value of a visit but also a page!
  34. 34. CUBED.ai | #inbounder | @therustybear • How much value does each landing page have outside of a single visit • How effective a page is at converting a journey • How effective a page is at contributing to a future visit • When a page is killing journeys

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