Marketing Festival in Brno (Czech Republic) - Lukasz Zelezny

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Effective traffic & Pearson's Correlation in organic acquisition
Marketing Festival in Brno (Czech Republic) - Lukasz Zelezny - mktfest

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  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distance periods if sampling or if you don’t have Google Analytics Pro
  • Hello world
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • However reporting MoM make sense during Q1 and Q2 then reporting on WoW or MoM doesn’t make sense in Q3 and Q4
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • Present Visits and BounceRate
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long periods away from each other (distance) if sampling is a problem and large amount of reports use Google Analytics Pro
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • Marketing Festival in Brno (Czech Republic) - Lukasz Zelezny

    1. 1. Lukasz Zelezny linkedin.com/in/seomanagerlondon 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 1
    2. 2. Working in online marketing is always exciting. However, there is a lot more to it than just proper and accurate reporting. Numbers on their own are meaningless without the right context attached to them. My aim is to come up with some new approaches to online marketing that I believe will deliver significant results in a relatively short space of time. It is about • • • • • • • • • • • effective metrics where the concept came from why and when to measure year to year how to avoid sampling data difficulties in Google Analytics manual data comparison instead of built in functions visual representation why Pearson's corrleation? living in Not Provided era visual representation of correlation meausrement techniques software and platforms that helps 22-23/11/2013 Lukasz Zelezny Head of Organic Acquisition Head of Organic Acquisition in uSwitch.com Previously responsible for organic traffic performance in Home Away, Thomson Reuters, The Digital Property Group and Fleetway Travel. @LukaszZelezny MarketingFestival.cz 2
    3. 3. “Pearson’s Correlation between traffic and positions” 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 3
    4. 4. Pearson Correlation Pearson’s Correlation is a measure of the linear correlation (dependence) between two variables X and Y, giving a value between +1 and −1 inclusive, where 1 is total positive correlation, 0 is no correlation, and −1 is negative correlation. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 4
    5. 5. Pearson Correlation What keywords to consider? 1. with decent search volume 2. without noticeable search volume changes 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 5
    6. 6. Example Keyword 1 CORREL=(-0.89) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 6
    7. 7. Example Keyword 1 Pearson Correlation -0.89 – traffic correlated with ranks Frequently for Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 7
    8. 8. Example Keyword 2 CORREL=(0.31) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 8
    9. 9. Example Keyword 2 Pearson Correlation 0.31 – traffic correlated with ranks Frequently for Non-Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 9
    10. 10. Pearson Correlation Where to get traffic per keyword breakdown ? Use Bing! 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 10
    11. 11. Pearson Correlation Final Comparison of 10 example keywords. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 11
    12. 12. Pearson’s Correlation conclusions What you need: - SERP (Bing) Position for specific keyword measured daily - Daily Visits generated by specific keyword - CORREL closer or equal (-1) refer to better keyword quality Pearson’s Correlation between Positions and Traffic: - Helps to utilize better mid tail opportunities; - Makes you step ahead competitors; - Improves Effective Traffic; 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 12
    13. 13. Advanced Metrics “Effective Visits” 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 13
    14. 14. Effective Visits Predictable Vertical Winter Cheap holidays Spring Summer Autumn Cold Winter tyre Warm 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 14
    15. 15. Effective Visits Tyre – Predictable Vertical over years Winter Tyre 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 15
    16. 16. Effective Visits Holidays – Predictable Vertical over years Cheap holidays 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 16
    17. 17. Effective Visits Mobile Handsets – Non-Predictable Vertical over years iPhone 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 17
    18. 18. Effective Visits Predictable Vertical Where does the concept came from? 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 18
    19. 19. Effective Visits Predictable Vertical The Fear of Bounce Rate BOUNCE RATE 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 19
    20. 20. Effective Visits Pulling Data Week #19 of 2012 (06-12 May 2012) Week #19 of 2013 (05-11 May 2013) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 20
    21. 21. Effective Visits Pulling Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 21
    22. 22. 13,410 9,674 Week #19 in 2012 22-23/11/2013 @LukaszZelezny MarketingFestival.cz Week #19 in 2013 Week #19 in 2012 22
    23. 23. 13,410 9,674 Week #19 in 2012 2013 Week #19 in 2013 Week #19 in 2012 Effective Visits = Visits – (Visits * BounceRate) %difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 23
    24. 24. Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 24
    25. 25. Effective Visits Organic Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 25
    26. 26. Effective Visits Effective Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 26
    27. 27. Effective Visits conclusions Why to use Effective Visits: - represents a real quality of traffic and its value; reflects to On Page optimization; reflects to Conversion Rate Optimization (CRO); helps senior management to understand better SEO benefits How to use Effective Visits: - explain how it works; - setup clear goals; - be brave and enjoy; 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 27
    28. 28. Effective Visits Predictable Vertical The Happiness of Effective Visits EFFECTIVE VISITS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 28
    29. 29. TOOLS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 29
    30. 30. Keyword Research & Intelligence 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 30
    31. 31. Backlink Research 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 31
    32. 32. Traffic Tracking & Data Extraction 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 32
    33. 33. OnPage Optimization 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 33
    34. 34. Reporting 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 34
    35. 35. Thank you!  Download Excel files http://www.HeadOfSeo.co.uk 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 35

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