[	  Omniture	  SearchCenter	  ]	       Search	  campaign	  management	  	         and	  op0misa0on	  through	  	          ...
[	  Overview	  ]	  The	  Omniture	  SearchCenter	  and	  SiteCatalyst	  pla9orm:	  	  More	  effec0ve	  search	  campaign	 ...
[	  Conversion	  funnel	  1.0	  ]	                 Campaign	  responses	                 Conversion	  funnel	             ...
[	  Conversion	  funnel	  2.0	  ]	                 Campaign	  responses	  (inbound	  spokes)	                 Offline	  camp...
[	  Addi=onal	  success	  metrics	  ]	           Click	         Through	          $	           Click	      Add	  To	      ...
[	  Reduced	  code	  maintenance	  ]	  14/11/12	     ©	  Datalicious	  Pty	  Ltd,	  www.datalicious.com	     6	  
[	  De-­‐duplica=on	  across	  channels	  ]	                  Paid	  	                           Bid	  	                 S...
[	  De-­‐duplica=on	  across	  channels	  ]	  14/11/12	       ©	  Datalicious	  Pty	  Ltd,	  www.datalicious.com	     8	  
[	  Success	  aQribu=on	  models	  ]	          Paid	  	      Organic	                               Email	  	             ...
[	  Campaign	  stacking	  by	  channel	  ]	  14/11/12	      ©	  Datalicious	  Pty	  Ltd,	  www.datalicious.com	     10	  
[	  Campaign	  stacking	  by	  ad	  type	  ]	  14/11/12	       ©	  Datalicious	  Pty	  Ltd,	  www.datalicious.com	     11	  
[	  From	  organic	  to	  paid	  search	  ]	    Add	  organic	  search	  terms	  	    that	  are	  performing	  well	  	  ...
[	  Custom	  repor=ng	  groups	  ]	                                                                               Assign	 ...
[	  Advanced	  analysis	  ]	  §  Breakdown	  of	  campaign	  reports	  (e.g.	  media	  	      channel,	  search	  engine,...
insights@datalicious.com	  14/11/12	            ©	  Datalicious	  Pty	  Ltd,	  www.datalicious.com	     15	  
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Omniture Search Center

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The presentation discusses the key roles of the Omniture Search Center and Site Catalyst platforms in search campaign management and optimization.

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Omniture Search Center

  1. 1. [  Omniture  SearchCenter  ]   Search  campaign  management     and  op0misa0on  through     advanced  analy0cs  
  2. 2. [  Overview  ]  The  Omniture  SearchCenter  and  SiteCatalyst  pla9orm:    More  effec0ve  search  campaign  management  and    op0miza0on  through  advanced  analy0cs.    §  Conversion  funnel  2.0  §  Addi0onal  success  metrics  §  Code  maintenance  §  De-­‐duplica0on  across  channels  §  Success  aEribu0on  models  §  Campaign  stacking  §  From  organic  to  paid  search  §  Custom  repor0ng  groups  §  Advanced  analysis  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   2  
  3. 3. [  Conversion  funnel  1.0  ]   Campaign  responses   Conversion  funnel   Product  page,  add  to  shopping  cart,  view  shopping  cart,   cart  checkout,  payment  details,  shipping  informa0on,   order  confirma0on,  etc   Conversion  event  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   3  
  4. 4. [  Conversion  funnel  2.0  ]   Campaign  responses  (inbound  spokes)   Offline  campaigns,  banner  ads,  email  marke0ng,     referrals,  organic  search,  paid  search,     internal  promo0ons,  etc       Landing  page  (hub)       Success  events  (outbound  spokes)   Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,     call  back  request,  registra0on,  product  comparison,     product  review,  forward  to  friend,  etc  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   4  
  5. 5. [  Addi=onal  success  metrics  ]   Click   Through   $   Click   Add  To   Cart   Through   Cart   Checkout   ?   $   Click   Bounce   Pages  Per   Avg  Cart   Through   Rate   Visit   Value   $   Click   Call  back   Store   Through   requests   Searches   [  ...  ]   $  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   5  
  6. 6. [  Reduced  code  maintenance  ]  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   6  
  7. 7. [  De-­‐duplica=on  across  channels  ]   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Omniture   PlaNorm   Email     Email   Blasts   PlaNorm   $   Organic   Google   Search   Analy=cs   $  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   7  
  8. 8. [  De-­‐duplica=on  across  channels  ]  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   8  
  9. 9. [  Success  aQribu=on  models  ]   Paid     Organic   Email     Last  campaign   Search   Search   Blast   $   touch  point   Banner     Paid     Organic     First  campaign   Ad   Search   Search   $   touch  point   All  campaign   Organic   Shopping   Paid     Search   Engine   Search   $   touch  points   (stacking)   All  campaign   Search   Search   Search   Term  1   Term  2   Term  3   $   search  terms   (stacking)  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   9  
  10. 10. [  Campaign  stacking  by  channel  ]  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   10  
  11. 11. [  Campaign  stacking  by  ad  type  ]  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   11  
  12. 12. [  From  organic  to  paid  search  ]   Add  organic  search  terms     that  are  performing  well     to  paid  search  campaigns    14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   12  
  13. 13. [  Custom  repor=ng  groups  ]   Assign  search  terms   to  custom  repor0ng   groups  for  analysis  of   performance  across   engines,  campaigns   and  ad  groups.  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   13  
  14. 14. [  Advanced  analysis  ]  §  Breakdown  of  campaign  reports  (e.g.  media     channel,  search  engine,  ad  group,  keyword,  etc)     by  other  website  data  such  as   –  Day0me  or  weekday     –  Geographic  loca0on   –  Internal  search  terms   –  Internal  promo0ons   –  Products  purchased   –  Customer  segments   §  Age,  gender,  etc  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   14  
  15. 15. insights@datalicious.com  14/11/12   ©  Datalicious  Pty  Ltd,  www.datalicious.com   15  

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