SlideShare a Scribd company logo
1 of 59
Download to read offline
FROM LAG TO LEAD: 
ACTIONABLE ANALYTICS 
DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
WTF DOES THIS MEAN?!
GOOGLE SOLVED THIS, RIGHT?
HOW DID WE DO 
YESTERDAY
CHALLENGE: IT’S ALL RELATIVE
CHALLENGE: SEEING THE INVISIBLE
CHALLENGE: MEASURING ROI 
DOES THIS SELL?
CHALLENGE: MEASURING ROI
CHALLENGE: DEFINING SUCCESS
http://mz.cm/1pmnsFF
CHALLENGE: SHORT-TERM VIEW 
2011 = 73,266 PVs
CHALLENGE: SHORT-TERM VIEW 
2011 = 73,266 PVs 
LIFETIME = 1,383,782 PVs
ROLL YOUR OWN 
ANALYTICS
http://mz.cm/1metric
ROLLING SIX METRICS INTO ONE
THE PROBLEM WITH RELATIVITY
MAKING APPLES INTO LEMONADE
THE TROUBLE WITH AVERAGES
THE TROUBLE WITH AVERAGES
THE TROUBLE WITH AVERAGES
HAVE YOUR FOREST CAKE & EAT IT 
Image via ShutterStock ©2014 Eugenio Marongiu 
ARE YOU 
DRUNK?
HOW WILL WE DO 
TOMORROW
CHALLENGE: CAN’T BE EXPLAINED
CHALLENGE: CAN’T BE REPLICATED
CHALLENGE: LIVING IN THE PAST
CHALLENGE: LIVING IN THE PAST
EXAMPLE: LAG VS. LEAD GOALS
EXAMPLE: LAG VS. LEAD GOALS
WHAT CAN WE DO 
TO SUCCEED
TAKE ON GOOGLE? 
MORE RAND? 
GET MORE!
GOAL: EXPLOIT DATA ON GOOGLE+
GOAL: EXPLOIT DATA ON GOOGLE+
RESULTS: 59 POSTS 1,711 +1s 779 SHARES
GOAL: DATA-JACK BREAKING NEWS
GOAL: DATA-JACK BREAKING NEWS
RESULTS: 126,177 UNIQUE VISITS (IN 1 POST)
http://www.uservoice.com
MOVING FROM LAG TO LEAD
MOVING FROM LAG TO LEAD
MOVING FROM LAG TO LEAD
IT’S TIME TO TAKE ACTION 
Image via ShutterStock ©2014 Eugenio Marongiu
peter@moz.com • @dr_pete 
THANKS FOR WATCHING!

More Related Content

What's hot

Keys to Better Problem Solving
Keys to Better Problem SolvingKeys to Better Problem Solving
Keys to Better Problem Solving
Mike Wicker
 
Spreadsheet Errors Mb
Spreadsheet Errors MbSpreadsheet Errors Mb
Spreadsheet Errors Mb
Motoki Bandai
 

What's hot (19)

Can automated feature engineering prevent target leaks
Can automated feature engineering prevent target leaks Can automated feature engineering prevent target leaks
Can automated feature engineering prevent target leaks
 
[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling
[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling
[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling
 
Mission verbs for effects based planning
Mission verbs for effects based planningMission verbs for effects based planning
Mission verbs for effects based planning
 
Keys to Better Problem Solving
Keys to Better Problem SolvingKeys to Better Problem Solving
Keys to Better Problem Solving
 
How to be everywhere tackling multi store security
How to be everywhere tackling multi store securityHow to be everywhere tackling multi store security
How to be everywhere tackling multi store security
 
InfoComics - Agile Methodologies
InfoComics - Agile MethodologiesInfoComics - Agile Methodologies
InfoComics - Agile Methodologies
 
Susie Bayes
Susie Bayes Susie Bayes
Susie Bayes
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark FiskeBrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
 
Actionable Machine Learning
Actionable Machine LearningActionable Machine Learning
Actionable Machine Learning
 
Febelmar neuro 8 October 2015 intro gc
Febelmar neuro 8 October 2015 intro gcFebelmar neuro 8 October 2015 intro gc
Febelmar neuro 8 October 2015 intro gc
 
24Feb16
24Feb1624Feb16
24Feb16
 
Internal Communication Essentials: Measurement
Internal Communication Essentials: MeasurementInternal Communication Essentials: Measurement
Internal Communication Essentials: Measurement
 
My Mozcon 2015 Slide Deck - Rocking Your CRO Efforts with Radical Redesigns
My Mozcon 2015 Slide Deck - Rocking Your CRO Efforts with Radical RedesignsMy Mozcon 2015 Slide Deck - Rocking Your CRO Efforts with Radical Redesigns
My Mozcon 2015 Slide Deck - Rocking Your CRO Efforts with Radical Redesigns
 
2018 Oregon Wine Symposium | Labor Supply: A West Coast Perspective - Tony Vi...
2018 Oregon Wine Symposium | Labor Supply: A West Coast Perspective - Tony Vi...2018 Oregon Wine Symposium | Labor Supply: A West Coast Perspective - Tony Vi...
2018 Oregon Wine Symposium | Labor Supply: A West Coast Perspective - Tony Vi...
 
Continuity Mag Q3 2013
Continuity Mag Q3 2013Continuity Mag Q3 2013
Continuity Mag Q3 2013
 
1555 track 3 lavoiecharland_using our laptop
1555 track 3 lavoiecharland_using our laptop1555 track 3 lavoiecharland_using our laptop
1555 track 3 lavoiecharland_using our laptop
 
3.4 David Gozal
3.4 David Gozal3.4 David Gozal
3.4 David Gozal
 
Spreadsheet Errors Mb
Spreadsheet Errors MbSpreadsheet Errors Mb
Spreadsheet Errors Mb
 
Employee engagement isn't patronizing gilbane jostle slides-final
Employee engagement isn't patronizing gilbane jostle slides-finalEmployee engagement isn't patronizing gilbane jostle slides-final
Employee engagement isn't patronizing gilbane jostle slides-final
 

Viewers also liked

Performance Management and Retention Strategies
Performance Management and Retention Strategies Performance Management and Retention Strategies
Performance Management and Retention Strategies
Anish Aravind
 
Social Networking Tools - Principles and Practice
Social Networking Tools - Principles and PracticeSocial Networking Tools - Principles and Practice
Social Networking Tools - Principles and Practice
Daniel Beck
 
Jeopardy health final 2011
Jeopardy health final 2011Jeopardy health final 2011
Jeopardy health final 2011
j_easter
 

Viewers also liked (20)

Understanding lead and lag indicators
Understanding lead and lag indicatorsUnderstanding lead and lag indicators
Understanding lead and lag indicators
 
Technical SEO (Pagination & Crawling) by Adam Audette
Technical SEO (Pagination & Crawling) by Adam AudetteTechnical SEO (Pagination & Crawling) by Adam Audette
Technical SEO (Pagination & Crawling) by Adam Audette
 
How to Create Content for SEO That Earns Me Links?
How to Create Content for SEO That Earns Me Links?How to Create Content for SEO That Earns Me Links?
How to Create Content for SEO That Earns Me Links?
 
Should You Hire and SEO Agency or an In-House Marketer?
Should You Hire and SEO Agency or an In-House Marketer?Should You Hire and SEO Agency or an In-House Marketer?
Should You Hire and SEO Agency or an In-House Marketer?
 
THE HACK ON JERSEY CITY CONDO PRICES explore trends in public data
THE HACK ON JERSEY CITY CONDO PRICES explore trends in public dataTHE HACK ON JERSEY CITY CONDO PRICES explore trends in public data
THE HACK ON JERSEY CITY CONDO PRICES explore trends in public data
 
Performance Management and Retention Strategies
Performance Management and Retention Strategies Performance Management and Retention Strategies
Performance Management and Retention Strategies
 
Balanced Scorecard - HR Prspective
Balanced Scorecard - HR Prspective Balanced Scorecard - HR Prspective
Balanced Scorecard - HR Prspective
 
Pigeons, Packs & Paid: Google Local 2015
Pigeons, Packs & Paid: Google Local 2015Pigeons, Packs & Paid: Google Local 2015
Pigeons, Packs & Paid: Google Local 2015
 
Social Networking Tools - Principles and Practice
Social Networking Tools - Principles and PracticeSocial Networking Tools - Principles and Practice
Social Networking Tools - Principles and Practice
 
Google Recipes to Extend the Classroom
Google Recipes to Extend the ClassroomGoogle Recipes to Extend the Classroom
Google Recipes to Extend the Classroom
 
Jeopardy health final 2011
Jeopardy health final 2011Jeopardy health final 2011
Jeopardy health final 2011
 
A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds
A Guided Tour of the Zoo: Pandas, Penguins & HummingbirdsA Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds
A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds
 
The New Organic: Search Opportunities in 2014
The New Organic: Search Opportunities in 2014The New Organic: Search Opportunities in 2014
The New Organic: Search Opportunities in 2014
 
Developing Speaking and Listening Skills
Developing Speaking and Listening SkillsDeveloping Speaking and Listening Skills
Developing Speaking and Listening Skills
 
Be the Answer: SEO in 2016
Be the Answer: SEO in 2016Be the Answer: SEO in 2016
Be the Answer: SEO in 2016
 
12 Habits of the Top 21-st Century Teacher
12 Habits of the Top 21-st Century Teacher12 Habits of the Top 21-st Century Teacher
12 Habits of the Top 21-st Century Teacher
 
The Face of Google in 2014
The Face of Google in 2014The Face of Google in 2014
The Face of Google in 2014
 
Research on the influence of personality on leadership
Research on the influence of personality on leadershipResearch on the influence of personality on leadership
Research on the influence of personality on leadership
 
Strategic management
Strategic managementStrategic management
Strategic management
 
07 Fine-tuning Task Details
07 Fine-tuning Task Details07 Fine-tuning Task Details
07 Fine-tuning Task Details
 

Similar to From Lag to Lead: Actionable Analytics

Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
Persuasion; Surefire ways to boost your conversion rate - Stephen PavlovichPersuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
auexpo Conference
 
Impact.Tech "Statistical Literacy for Deep Tech"
Impact.Tech "Statistical Literacy for Deep Tech"Impact.Tech "Statistical Literacy for Deep Tech"
Impact.Tech "Statistical Literacy for Deep Tech"
Impact.Tech
 
Designing Data for Dignity StrataRx
Designing Data for Dignity StrataRxDesigning Data for Dignity StrataRx
Designing Data for Dignity StrataRx
Jennifer van der Meer
 
BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx
BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docxBUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx
BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx
curwenmichaela
 

Similar to From Lag to Lead: Actionable Analytics (20)

8 D Training Slides
8 D Training Slides8 D Training Slides
8 D Training Slides
 
Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
Persuasion; Surefire ways to boost your conversion rate - Stephen PavlovichPersuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
 
Digital Marketing ROI at Blogworld NYC
Digital Marketing ROI at Blogworld NYCDigital Marketing ROI at Blogworld NYC
Digital Marketing ROI at Blogworld NYC
 
Being Right Starts By Knowing You're Wrong
Being Right Starts By Knowing You're WrongBeing Right Starts By Knowing You're Wrong
Being Right Starts By Knowing You're Wrong
 
Business Optimization via Causal Inference
Business Optimization via Causal InferenceBusiness Optimization via Causal Inference
Business Optimization via Causal Inference
 
Impact.Tech "Statistical Literacy for Deep Tech"
Impact.Tech "Statistical Literacy for Deep Tech"Impact.Tech "Statistical Literacy for Deep Tech"
Impact.Tech "Statistical Literacy for Deep Tech"
 
Strata RX 2013 | Designing for Dignity in Health Tech
Strata RX 2013 | Designing for Dignity in Health TechStrata RX 2013 | Designing for Dignity in Health Tech
Strata RX 2013 | Designing for Dignity in Health Tech
 
Designing Data for Dignity StrataRx
Designing Data for Dignity StrataRxDesigning Data for Dignity StrataRx
Designing Data for Dignity StrataRx
 
BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx
BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docxBUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx
BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx
 
DeepSec 2014 - The Measured CSO
DeepSec 2014 - The Measured CSODeepSec 2014 - The Measured CSO
DeepSec 2014 - The Measured CSO
 
INNOVATING INTO THE FUTURE IN HEALTHCARE
INNOVATING INTO THE FUTURE IN HEALTHCAREINNOVATING INTO THE FUTURE IN HEALTHCARE
INNOVATING INTO THE FUTURE IN HEALTHCARE
 
Maximizing Your Charity's Impact with A/B Testing
Maximizing Your Charity's Impact with A/B TestingMaximizing Your Charity's Impact with A/B Testing
Maximizing Your Charity's Impact with A/B Testing
 
Kepner Tregoe Value Proposition PowerPoint Presentation Slides
Kepner Tregoe Value Proposition PowerPoint Presentation SlidesKepner Tregoe Value Proposition PowerPoint Presentation Slides
Kepner Tregoe Value Proposition PowerPoint Presentation Slides
 
Problem Solving And Decision Making PowerPoint Presentation Slides
Problem Solving And Decision Making PowerPoint Presentation Slides Problem Solving And Decision Making PowerPoint Presentation Slides
Problem Solving And Decision Making PowerPoint Presentation Slides
 
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees WebinarEngaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
 
Right access - and some myth busting about general practice
Right access - and some myth busting about general practiceRight access - and some myth busting about general practice
Right access - and some myth busting about general practice
 
Digital Gaggle | September 2017 SEO Conference | Stephen Pavlovich 'Applying ...
Digital Gaggle | September 2017 SEO Conference | Stephen Pavlovich 'Applying ...Digital Gaggle | September 2017 SEO Conference | Stephen Pavlovich 'Applying ...
Digital Gaggle | September 2017 SEO Conference | Stephen Pavlovich 'Applying ...
 
"Statistical Literacy for Deep Tech" by Noel Jee
"Statistical Literacy for Deep Tech" by Noel Jee"Statistical Literacy for Deep Tech" by Noel Jee
"Statistical Literacy for Deep Tech" by Noel Jee
 
Causal inference in practice
Causal inference in practiceCausal inference in practice
Causal inference in practice
 
Metanoia. management solution
Metanoia. management solutionMetanoia. management solution
Metanoia. management solution
 

More from Peter "Dr. Pete" Meyers

More from Peter "Dr. Pete" Meyers (17)

Ranking Is A Promise: Can You Deliver?
Ranking Is A Promise: Can You Deliver?Ranking Is A Promise: Can You Deliver?
Ranking Is A Promise: Can You Deliver?
 
Paradigm Shifts: Can SEO Survive Google?
Paradigm Shifts: Can SEO Survive Google?Paradigm Shifts: Can SEO Survive Google?
Paradigm Shifts: Can SEO Survive Google?
 
5 Simple Tactics for 5 Scary Changes
5 Simple Tactics for 5 Scary Changes5 Simple Tactics for 5 Scary Changes
5 Simple Tactics for 5 Scary Changes
 
From Desktop to Home: Optimizing for Voice
From Desktop to Home: Optimizing for VoiceFrom Desktop to Home: Optimizing for Voice
From Desktop to Home: Optimizing for Voice
 
Tactical Keyword Research in A RankBrain World
Tactical Keyword Research in A RankBrain WorldTactical Keyword Research in A RankBrain World
Tactical Keyword Research in A RankBrain World
 
You Can't Type a Concept: Why Keywords Still Matter
You Can't Type a Concept: Why Keywords Still MatterYou Can't Type a Concept: Why Keywords Still Matter
You Can't Type a Concept: Why Keywords Still Matter
 
SEO for Answers: Ranking #0
SEO for Answers: Ranking #0SEO for Answers: Ranking #0
SEO for Answers: Ranking #0
 
Surviving Google: SEO in 2020
Surviving Google: SEO in 2020Surviving Google: SEO in 2020
Surviving Google: SEO in 2020
 
A Guide to Google: Down Under Edition
A Guide to Google: Down Under EditionA Guide to Google: Down Under Edition
A Guide to Google: Down Under Edition
 
The World of Google: US Vs. Europe
The World of Google: US Vs. EuropeThe World of Google: US Vs. Europe
The World of Google: US Vs. Europe
 
How to Never Run Out of Great Ideas
How to Never Run Out of Great IdeasHow to Never Run Out of Great Ideas
How to Never Run Out of Great Ideas
 
Beyond 10 Blue Links: The Future of Ranking
Beyond 10 Blue Links: The Future of RankingBeyond 10 Blue Links: The Future of Ranking
Beyond 10 Blue Links: The Future of Ranking
 
Big Site SEO Triage (BlueGlassX)
Big Site SEO Triage (BlueGlassX)Big Site SEO Triage (BlueGlassX)
Big Site SEO Triage (BlueGlassX)
 
A Secret Algo Project (MozCast)
A Secret Algo Project (MozCast)A Secret Algo Project (MozCast)
A Secret Algo Project (MozCast)
 
Attack of The Bad Usability!
Attack of The Bad Usability!Attack of The Bad Usability!
Attack of The Bad Usability!
 
What Is Usability?
What Is Usability?What Is Usability?
What Is Usability?
 
Usability in a Search-driven World
Usability in a Search-driven WorldUsability in a Search-driven World
Usability in a Search-driven World
 

Recently uploaded

Brand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdfBrand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdf
tbatkhuu1
 

Recently uploaded (20)

The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdfThe Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdf
 
Brand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdfBrand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdf
 
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
 
Foundation First - Why Your Website and Content Matters - David Pisarek
Foundation First - Why Your Website and Content Matters - David PisarekFoundation First - Why Your Website and Content Matters - David Pisarek
Foundation First - Why Your Website and Content Matters - David Pisarek
 
Martal Group - B2B Lead Gen Agency - Onboarding Overview
Martal Group - B2B Lead Gen Agency - Onboarding OverviewMartal Group - B2B Lead Gen Agency - Onboarding Overview
Martal Group - B2B Lead Gen Agency - Onboarding Overview
 
How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan ScheltgenHow to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
 
personal branding kit for music business
personal branding kit for music businesspersonal branding kit for music business
personal branding kit for music business
 
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
 
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptxUnraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
 
Uncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsUncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 Reports
 
Situation Analysis | Management Company.
Situation Analysis | Management Company.Situation Analysis | Management Company.
Situation Analysis | Management Company.
 
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale BertrandSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
 
What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?
 
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew Rupert
 
Kraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentationKraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentation
 
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptxUnraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptx
 
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose GuirgisCreator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
 
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best PracticesInstant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
 

From Lag to Lead: Actionable Analytics