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Sophie Moule | Pi Datametrics | Brighton SEO slides April 2017 | Using search data to make big business decisions

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Visit - https://goo.gl/mJpcp7 - for a full write up

Sophie Moule's Brighton SEO takeaways:
- Make sure your analytics are setup to compare channels in an aligned way
- Don’t just think about sales - think about profit
- Work in synergy with other disciplines, both within the marketing function, but also with the wider business
- Inform and dictate from the top, rather than following pre-made decisions

For more information on search trend data and SEO opportunity email: sophie@pi-datametrics.com

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Sophie Moule | Pi Datametrics | Brighton SEO slides April 2017 | Using search data to make big business decisions

  1. 1. Sophie Moule Pi Datametrics Using search data to make big business decisions @SophieMoule
  2. 2. @SophieMoulePi Datametrics I know you know this... ● Organic search drives over 50% of global website traffic ● 3.5 billion searches are conducted on Google per day ● Huge success has been built as a result of organic search performance
  3. 3. @SophieMoulePi Datametrics BUT…. The value of SEO is still ignored
  4. 4. @SophieMoule 1. Digital marketing champs 2. Reporting better on our value 3. Lead strategy with insight
  5. 5. @SophieMoulePi Datametrics 1. Digital marketing champs
  6. 6. @SophieMoulePi Datametrics Some marketing channels are better at proving value
  7. 7. @SophieMoulePi Datametrics Paid media = smart reporting SEO last click PPC last click SEO last click PPC FULL PATH with 90 day COOKIE WINDOW SEO last click PPC FULL PATH + CROSS DEVICE SEO last click PPC FULL PATH + CROSS DEVICE + ROPO
  8. 8. @SophieMoulePi Datametrics Different channels reporting differently 30 day cookie window Last click 90 day cookie window vs vs Equal weighting attribution Upweighted first click Upweighted last click vs vs Just online single device Cross device ROPO addedvs vs
  9. 9. @SophieMoulePi Datametrics They’ve got really smart at it
  10. 10. @SophieMoulePi Datametrics It’s a mess! Comparing apples with oranges
  11. 11. @SophieMoulePi Datametrics SEO Leftover
  12. 12. @SophieMoulePi Datametrics Reality “Across a number of aggregated clients we are seeing currently last click SEO sales being undervalued by at least 20%. What this means is that SEO as a channel is contributing to journeys with 20% more value than last click shows.” Russell McCarthy Cubed Attribution
  13. 13. @SophieMoulePi Datametrics Big budget = Big say
  14. 14. @SophieMoulePi Datametrics Lack of influence outside the digital function
  15. 15. @SophieMoulePi Datametrics 2. Reporting better on our value
  16. 16. @SophieMoulePi Datametrics Compare apples with apples
  17. 17. @SophieMoulePi Datametrics SEO gets smarter SEO last click PPC last click SEO FULL PATH with 90 day COOKIE WINDOW PPC FULL PATH with 90 day COOKIE WINDOW SEO FULL PATH + CROSS DEVICE PPC FULL PATH + CROSS DEVICE SEO FULL PATH + CROSS DEVICE + ROPO PPC FULL PATH + CROSS DEVICE + ROPO
  18. 18. @SophieMoulePi Datametrics Show what SEO drives through other channels 0k 20k 40k 60k 0k 50k 0k 20k 40k 60k 80k First Interaction Middle Interaction Last Interaction eCRM Retention SEO PPC Brand Re-targeting Display PPC Generic Direct Affiliates Social eCRM Retention eCRM Retention Re-targeting Display Re-targeting Display PPC Brand PPC Brand PPC Generic PPC Generic Direct Direct SEO SEO Affiliates Affiliates Social Social
  19. 19. @SophieMoulePi Datametrics Stand on the shoulders of giants
  20. 20. @SophieMoulePi Datametrics Don’t just think about sales... Orders Sales PPC 6,296 £424,654 SEO 5,228 £354,811 Affiliates 1,520 £112,081 Brand Display 125 £8,197
  21. 21. @SophieMoulePi Datametrics ...think about profit! Orders Spend CPO Sales Profit Profit ROI PPC 6,296 £115,000 £18.27 £424,654 £309,654 2.69 SEO 5,228 £475 £0.09 £354,811 £354,336 745.97 Affiliates 1,520 £15,333 £10.09 £112,081 £96,748 6.31 Brand Display 125 £82,445 £660 £8,197 -£74,248 -0.90
  22. 22. @SophieMoulePi Datametrics 3. Lead strategy with insight
  23. 23. @SophieMoulePi Datametrics When you don’t make data driven decisions... 30,000 25,000 20,000 15,000 10,000 3000 2500 2000 1500 1000 5005,000 Searches Orders No stock Missed opportunity Relative market share Panic promotion Searchvolume Productorders Week
  24. 24. @SophieMoulePi Datametrics
  25. 25. @SophieMoulePi Datametrics Trended search volume for seasonal events Example: ‘Festival clothing’ Festival clothing Searchvolume Month
  26. 26. @SophieMoulePi Datametrics Forecasting Bodycare Dental Electrical Fragrance Haircare Make up Nails Skin care OrganicValueScore
  27. 27. @SophieMoulePi Datametrics
  28. 28. @SophieMoulePi Datametrics ● Make sure your analytics are setup to compare channels in an aligned way ● Don’t just think about sales - think about profit ● Work in synergy with other disciplines, both within the marketing function, but also with the wider business ● Inform and dictate from the top, rather than following pre-made decisions Key takeaways
  29. 29. @SophieMoulePi Datametrics Create timely marketing campaigns Review performance against demand Theory SEO as business insight Swim and beachwear begins to peak in Jan Example There is a market for swim and beachwear in Jan, no-one seems to be fulfilling Do we sell swim and beachwear in Jan? Maybe we should? Let’s make a swim and beachwear page live and optimised in advance of Jan Let’s run a marketing campaign in Jan around winter sun Did we manage to take a good share of the market for this search demand? Search trend data Opportunity identification Product gap analysis Create timely content
  30. 30. @SophieMoulePi Datametrics ● https://www.pi-datametrics.com/resources/market-performance-reports/search-trend-data/ ● https://www.pi-datametrics.com/resources/market-performance-reports/black-friday-2016/ ● https://www.slideshare.net/pidatametrics References
  31. 31. Thank You @SophieMoule @PiDatametrics www.pi-datametrics.com

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