1.
Sophie Moule
Pi Datametrics
Using search data to make big
business decisions
@SophieMoule

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.
@SophieMoulePi Datametrics
BUT….
The value
of SEO is still
ignored

4.
@SophieMoule
1.
Digital
marketing
champs
2.
Reporting
better on
our value
3.
Lead
strategy
with insight

5.
@SophieMoulePi Datametrics
1.
Digital
marketing
champs

6.
@SophieMoulePi Datametrics
Some marketing channels
are better at proving value

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.
@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.
@SophieMoulePi Datametrics
They’ve got
really smart
at it

10.
@SophieMoulePi Datametrics
It’s a mess!
Comparing
apples with
oranges

11.
@SophieMoulePi Datametrics
SEO
Leftover

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.
@SophieMoulePi Datametrics
Big budget = Big say

14.
@SophieMoulePi Datametrics
Lack of influence outside
the digital function

15.
@SophieMoulePi Datametrics
2.
Reporting
better on
our value

16.
@SophieMoulePi Datametrics
Compare
apples with
apples

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.
@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.
@SophieMoulePi Datametrics
Stand on the
shoulders of
giants

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.
@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.
@SophieMoulePi Datametrics
3.
Lead
strategy
with insight

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.
@SophieMoulePi Datametrics

25.
@SophieMoulePi Datametrics
Trended search volume for seasonal events
Example: ‘Festival clothing’
Festival clothing
Searchvolume
Month

26.
@SophieMoulePi Datametrics
Forecasting
Bodycare Dental Electrical Fragrance Haircare Make up Nails Skin care
OrganicValueScore

27.
@SophieMoulePi Datametrics

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.
@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.
@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.
Thank You
@SophieMoule
@PiDatametrics
www.pi-datametrics.com