Marketing whiz wit'

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Learn about Attribution modeling, different types of models and why I think they make no sense for a complete marketing mix.

Learn how to mimic Avinash's "microconversions" to track behavioral changes and quantify marketing using search trends.
- Learn how TV influences Search and Social
- How press releases & media appearances influence Seach
- How email drives search & vice versa
- How to leverage outdoor through digital channels and mobile media
- How to really "attribute" your PPC and SEO efforts.
- How goofy Aaron looked at prom.

Published in: Technology, Business
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  • Linear Model
  • Time-Decay Model
  • U curve model
  • Algorithmic method
  • Last click (or last interaction)
  • First click
  • First click
  • Do… something with this.
  • Do… something with this.
  • And this.
  • And this.
  • And this.
  • Marketing whiz wit'

    1. 1. marketing whiz wit‟ creating something beautiful wit (or witout) data @bigalittlea
    2. 2. BIG A smaller a …like the first two letters of my name… @bigalittlea get it?
    3. 3. bit.ly/whizwit
    4. 4. steak: 34% roll: 26% whiz: 19% onions:11% getting yelled at by the cashier: 6% drippy paper that‟s stuck on the outside of the roll: 4%
    5. 5. can„t quantify everything
    6. 6. bit.ly/aaronbikes
    7. 7. Source Interactions Value Google 2 20% Rawr 1 10% Email 3 30% Reddit 2 20% Blue Owl 1 10% Not wanting a butt-stare inducing stripe 1 10%
    8. 8. 0% 4% 8% 12% 16% 20% Email Reddit Butt Stripe Blue Owl Google Rawr 42% 16% 15% 13% 11% 4%
    9. 9. Email Reddit Butt Stripe Blue Owl Google Rawr 38% 12% 8.5% 5% 24% 12.5% 0% 5% 10% 15% 20% 25%
    10. 10. hair helmet prom date
    11. 11. what if we cut the least valuable interaction?
    12. 12. every model is very, very biased
    13. 13. …calibrates across paid search, comparison shopping engines, display media, email communications, social media, natural traffic… complete lens into the customer journey and purchase path across all paid, earned, and owned digital media
    14. 14. track what you can!
    15. 15. “microconversions” @avinash
    16. 16. quantify the impact of media interaction
    17. 17. #couchpose
    18. 18. be ready for the bump
    19. 19. did people search for what‟s in your press release?
    20. 20. …are you bidding on it in ppc?
    21. 21. prepare your stock and staff accordingly
    22. 22. what did the email do to search?
    23. 23. better yet, what did search do to email?
    24. 24. what do those people do long term?
    25. 25. drive people to search
    26. 26. aaronl@seerinteractive.com bit.ly/whizwit @bigalittlea

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