Nicolas Debrey - Conversion Day 2014

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Conversion Day 2014

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Nicolas Debrey - Conversion Day 2014

  1. 1. It’s been a very long day
  2. 2. Measuring SEO Content Strategy Impact
  3. 3. 84,88%
  4. 4. (not provided) 12,75% 31,13% 84,88% April  2012   April  2013   April  2014  
  5. 5. 1. Content perspective Start Using Content Grouping? 2. Session perspective Later
  6. 6. 1. Content perspective Using Content Grouping
  7. 7. Group of Pages MyGroup 2.048 1.024
  8. 8. But very limited actionable KPI’s Pageviews Unique Pageviews Avg. Time on Page Entrances Bounce Rate % Exit Page Value
  9. 9. 2. So then, Session perspective Group of Pages & Sessions 1. ‘Visits’ 2. Coming from Organic 3. Landing on our Content Group
  10. 10. 1 2 3
  11. 11. Last 30 days
  12. 12. Giving more time-context
  13. 13. And more…
  14. 14. And more…
  15. 15. And let’s add a benchmark!
  16. 16. % of Traffic Landing on Publications from Organic vs Total traffic 13,24% 23,16% 27,37% 35,33% 2011   2012   2013   2014  
  17. 17. Long Term Winning SEO Strategy
  18. 18. “A statistician can have his head in an oven and his feet in ice, and he will say that on the average he feels fine.”
  19. 19. A Bounce session Views 1 page Stays 0 second
  20. 20. A Bounce session Bounce Rate Pages / Session Avg Session Duration 3 Sessions 66,67% 1,67 00:00:22 Session 1 100% 1,00 00:00:00 Session 2 100% 1,00 00:00:00 Session 3 0% 5,00 00:01:02
  21. 21. My YouTube Video Ad Campaign
  22. 22. My YouTube Video Ad Campaign
  23. 23. The Branding Funnel – Video Ads Impressions Engaged Views Paid Views Coming back??? Clicks Engaged
  24. 24. 1. Sessions of all Users 2. First came through my video ad 3. And then came back after
  25. 25. The Branding Funnel – Video Ads Impressions Engaged Views Paid Views Coming back Clicks 1.000 300 150 20 1 Engaged 5
  26. 26. 62%
  27. 27. Number of sessions to convert
  28. 28. Hey, You!
  29. 29. My cherished clients!
  30. 30. On a 90 days period: Clients Revenue =1 Transaction 95 88 >1 Transaction 5 12
  31. 31. Questions now you can answer Excuse me … Do I know you?
  32. 32. Gender & Age
  33. 33. Female 35-44
  34. 34. Media Budget Impact? -13% Revenue Impact? +16% « Leveraging data for impact! »
  35. 35. Imagine when #CRM data fully integrated #CrossDevice behaviours available And your #Offline data flowing in!
  36. 36. Welcome
  37. 37. Happy analyzing!

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