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Adobe Speakers @Maria Corcoran @G_Richard_Carey @SLCSEM

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From the SLCSEM.org April 18, 2012 Analytics event

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Adobe Speakers @Maria Corcoran @G_Richard_Carey @SLCSEM

  1. 1. @mariacorcoran @mariacorcoran @g_richard_carey @g_richard_careyHow to use Analytics to set goals & move past dataparalysis Paid Search Marketing Manager – Adobe SystemsRichard Carey,Maria Corcoran, Search Marketing Consultant – Omniture Business Unit, AdobeSystems© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. Chuck Norris and Analytics @mariacorcoran @g_richard_carey  The conversion rate for ChuckNorris.com is whatever Chuck Norris says it is  Chuck Norris doesn’t need a call to action. Action needs a call to Chuck.  Chuck Norris knows Google’s algorithm  Chuck Norris doesn’t need Web Analytics, he already knows everything about his visitors.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  3. 3. Data Driven @mariacorcoran @g_richard_carey Data Chuck Driven Norris© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  4. 4. @mariacorcoran @g_richard_carey Setting Goals based in Analytics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  5. 5. Setting Goals @mariacorcoran @g_richard_carey  Fake or Misleading Goals  Vague and elusive  Traffic from search is down year over year,  Spend budget more efficiently  Arbitrary goals  Increase traffic 20%  Increase revenue 15%  Properly setting goals  Use your data sets to set your goals  Set SMARTER goals  Specific, Measureable, Attainable, Relevant, Timely… Evaluate & Reevaluate© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. Specific & Measureable @mariacorcoran @g_richard_carey Specific: • Look at your data set, and set specific goals according to your data • Set monthly/quarterly but know what you need to hit weekly • Increase Revenue vs. $3,807,258© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  7. 7. Measureable @mariacorcoran @g_richard_carey • Ensure you have analytics set up to track all conversions • Profit vs revenue • KPI’s • Micro-conversions • Allocation and Attribution© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. Attainable @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  9. 9. How to use data and analytics to set your @mariacorcoran goals: Efficient Frontier @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  10. 10. Evaluate & Reevaluate @mariacorcoran @g_richard_carey • Align your KPIs to you goals and monitor them. • It is ok to make adjustments to your original strategy© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  11. 11. @mariacorcoran @g_richard_carey Moving out of Data Paralysis using Analytics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  12. 12. Results @mariacorcoran @g_richard_carey  Omniture.com increased YoY revenue 180% while decreasing the cost per lead by 10%  Life Technologies increased revenue by 70% in four months, and improved team efficiency by more than 20%.  Doba increased leads 15%-20%, and decreased cost per lead up to 20%.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  13. 13. Performance Gears @mariacorcoran @g_richard_carey • GEO Targeting • Time Parting • Network Distribution • Account Budgets • Campaign Budgets • Keyword Bids • Structure • Keyword Selection • Offers • Ad Relevancy • LP Relevancy© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. Heartbeat Chart @mariacorcoran @g_richard_carey Lever Heartbeat Metric Standard Value Structure Keywords/Ad Group <5 12 Keyword Exact Match Imp >80% 82% Share Coverage Offers Conv/Impressions >1% .95% Ad Relevancy CTR >5% 6% LP Relevancy Bounce Rate <30% 44%© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  15. 15. Landing Page Example @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. Prioritized List @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. Client X example @mariacorcoran @g_richard_carey Client X Traffic and Revenue 16,000,000 6,000,000 14,000,000 5,000,000 12,000,000 4,000,000 10,000,000 Revenue Traffic 8,000,000 3,000,000 6,000,000 2,000,000 4,000,000 1,000,000 2,000,000 - 0 Revenue 2011 Revenue 2010 Traffic 2011 Traffic 2010  Goal given - Increase Traffic  SMARTER goal – Increase Revenue in September to $3,807,258  Implemented optimization strategy prio© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. @mariacorcoran @g_richard_carey© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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