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[ Omniture SearchCenter ]<br />Search campaign management and optimisation through advanced analytics<br />
[ Overview ]<br />The Omniture SearchCenter and SiteCatalyst platform: More effective search campaign management and optim...
[ Conversion funnel 1.0 ]<br />30/03/2009<br />Campaign responses<br />Conversion funnel<br />Product page, add to shoppin...
[ Conversion funnel 2.0 ]<br />30/03/2009<br />Campaign responses (inbound spokes)<br />Offline campaigns, banner ads, ema...
[ Additional success metrics ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />5<br />Click Through<b...
[ Reduced code maintenance ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />6<br />
[ De-duplication across channels ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />7<br />Paid Search...
[ De-duplication across channels ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />8<br />SAMPLE DATA...
[ Success attribution models ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />9<br />Paid Search<br ...
[ Campaign stacking by channel ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />10<br />SAMPLE DATA<...
[ Campaign stacking by ad type ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />11<br />SAMPLE DATA<...
[ From organic to paid search ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />12<br />Add organic s...
[ Custom reporting groups ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />13<br />Assign search ter...
[ Advanced analysis ]<br />Breakdown of campaign reports (e.g. media channel, search engine, ad group, keyword, etc) by ot...
30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />insights@datalicious.com<br />15<br />
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SMX Sydney: Omniture SearchCenter

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March 2009

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SMX Sydney: Omniture SearchCenter

  1. 1. [ Omniture SearchCenter ]<br />Search campaign management and optimisation through advanced analytics<br />
  2. 2. [ Overview ]<br />The Omniture SearchCenter and SiteCatalyst platform: More effective search campaign management and optimization through advanced analytics.<br />Conversion funnel 2.0<br />Additional success metrics<br />Code maintenance<br />De-duplication across channels<br />Success attribution models<br />Campaign stacking<br />From organic to paid search<br />Custom reporting groups<br />Advanced analysis<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />2<br />
  3. 3. [ Conversion funnel 1.0 ]<br />30/03/2009<br />Campaign responses<br />Conversion funnel<br />Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping information, order confirmation, etc<br />Conversion event<br />© Datalicious Pty Ltd, www.datalicious.com<br />3<br />
  4. 4. [ Conversion funnel 2.0 ]<br />30/03/2009<br />Campaign responses (inbound spokes)<br />Offline campaigns, banner ads, email marketing, referrals, organic search, paid search, internal promotions, etc<br />Landing page (hub)<br />Success events (outbound spokes)<br />Bounce rate, add to cart, cart checkout, confirmed order, call back request, registration, product comparison, product review, forward to friend, etc<br />© Datalicious Pty Ltd, www.datalicious.com<br />4<br />
  5. 5. [ Additional success metrics ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />5<br />Click Through<br />$<br />Click Through<br />Add To Cart<br />Cart Checkout<br />?<br />$<br />Click Through<br />Bounce Rate<br />$<br />Pages Per Visit<br />Avg Cart Value<br />Click Through<br />Call back requests<br />Store Searches<br />[ ... ]<br />$<br />
  6. 6. [ Reduced code maintenance ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />6<br />
  7. 7. [ De-duplication across channels ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />7<br />Paid Search<br />$<br />Bid Mgmt<br />OmniturePlatform<br />Banner Ads<br />Ad Server<br />$<br />$<br />Email Blasts<br />Email Platform<br />$<br />$<br />OrganicSearch<br />Google Analytics<br />$<br />$<br />
  8. 8. [ De-duplication across channels ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />8<br />SAMPLE DATA<br />
  9. 9. [ Success attribution models ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />9<br />Paid Search<br />Organic Search<br />Email Blast<br />$<br />Last campaign touch point<br />Banner Ad<br />Organic Search<br />$<br />First campaign touch point<br />Paid Search<br />OrganicSearch<br />ShoppingEngine<br />Paid Search<br />$<br />All campaign touch points (stacking)<br />SearchTerm 1<br />SearchTerm 2<br />SearchTerm 3<br />$<br />All campaign search terms (stacking)<br />
  10. 10. [ Campaign stacking by channel ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />10<br />SAMPLE DATA<br />
  11. 11. [ Campaign stacking by ad type ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />11<br />SAMPLE DATA<br />
  12. 12. [ From organic to paid search ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />12<br />Add organic search terms that are performing well to paid search campaigns<br />SAMPLE DATA<br />
  13. 13. [ Custom reporting groups ]<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />13<br />Assign search terms to custom reporting groups for analysis of performance across engines, campaigns and ad groups.<br />
  14. 14. [ Advanced analysis ]<br />Breakdown of campaign reports (e.g. media channel, search engine, ad group, keyword, etc) by other website data such as<br />Daytime or weekday <br />Geographic location<br />Internal search terms<br />Internal promotions<br />Products purchased<br />Customer segments<br />Age, gender, etc<br />30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />14<br />
  15. 15. 30/03/2009<br />© Datalicious Pty Ltd, www.datalicious.com<br />insights@datalicious.com<br />15<br />

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