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From Multi-Channel Funnel to Propensity to Buy - Russell McAthy

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Russell McAthy's slides from dmsso17

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From Multi-Channel Funnel to Propensity to Buy - Russell McAthy

  1. 1. Marketing to the Middle of the Funnel cubed.ai
  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 | @therustybear
  3. 3. The CUBED platform provides marketers with the right data to make their performance accountable, actionable and ultimately more successful.
  4. 4. SEO’s biggest issue is their inability to showcase their SUCCESS CUBED.ai | @therustybear
  5. 5. • Bottom funnel • Instant Impact • Very low CPA CUBED.ai | @therustybear
  6. 6. • 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 | @therustybear
  7. 7. • 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 | @therustybear
  8. 8. Getting Started in GA CUBED.ai | @therustybear
  9. 9. Converting Users Engaged Users Bouncing Users Converting Users Engaged Users Bouncing Users How Customers engage with us How we spend our time (WRONG) CUBED.ai | @therustybear
  10. 10. Converting Users Engaged Users Bouncing Users Macro Conversions Micro Conversions Marketing Analytics How Customers engage with us How we SHOULD monitor performance CUBED.ai | @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 | @therustybear
  12. 12. CUBED.ai | @therustybear ____% of all PPC spend is on visitors who never* convert *using more than a year’s worth of conversion data
  13. 13. CUBED.ai | @therustybear 89.7% of all PPC spend is on visitors who never* convert *using more than a year’s worth of conversion data
  14. 14. CUBED.ai | @therustybear
  15. 15. CUBED.ai | @therustybear There is no “correct” % spend efficiency…. • Improved Targeting • Remarketing Lists • Lookalikes
  16. 16. CUBED.ai | @therustybear Why you should be scared of Last Non Direct
  17. 17. CUBED.ai | @therustybear PPC Conv >30 days
  18. 18. CUBED.ai | @therustybear PPC Conv >30 days Dir Dir
  19. 19. CUBED.ai | @therustybear PPC Conv >30 days Aff Dir Dir
  20. 20. CUBED.ai | @therustybear PPC Conv >30 days Aff Dir Dir Affiliate: 30% PPC: 68%
  21. 21. CUBED.ai | @therustybear “In Google Analytics its saying we have 1,726 PPC Conversions for last week. You have 1,364. Why is your data missing sales? “ Client:
  22. 22. CUBED.ai | @therustybear “In Google Analytics its saying we have 1,726 PPC Conversions for last week. You have 1,364. Why is your data missing sales? “ Client: Direct: 16%PPC: 79% 5%
  23. 23. CUBED.ai | @therustybear “In Google Analytics its saying we have 1,726 PPC Conversions for last week. You have 1,364. Why is your data missing sales? “ Client: Direct: 16%PPC: 79% 5% Different PPC Campaign: 21%
  24. 24. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display CUBED.ai | @therustybear
  25. 25. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA £ 0 CUBED.ai | @therustybear
  26. 26. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA £ 0 £ 2 CUBED.ai | @therustybear
  27. 27. 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 | @therustybear
  28. 28. 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 | @therustybear
  29. 29. 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 | @therustybear
  30. 30. CUBED.ai | @therustybear • Marketing to the Middle of Funnel is the future • Micro Conversions are amazing • PPC spend is typically inefficient • Last non-Direct is scarily inaccurate • Attribution is key to understand value
  31. 31. Thanks, any questions? cubed.ai russell@cubed.ai www.cubed.ai @therustybear

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