Russell McAthy - The Inbounder Global Conference 2018

1. Consumer not Customer,
Value not Revenue,
Actions not Numbers
Russell McAthy
CEO of CUBED
@therustybear

2. Changing minds and ways of working
THE GOAL

3. Lets
talk about
DATA
@therustybear

4. Web / App
Marketing API’s
Impression Data
E-commerce Data
Email Data
Custom Imports
@therustybear

5. Consumers are potential customers you have yet to convert
@therustybear

6. Marketing to the middle of
the funnel is the biggest
opportunity marketers have
today!
@therustybear
http://cubed.link/middleoffunnel

7. DON’T BE
LIKE TRUMP
@therustybear

8. DON’T BE
LIKE TRUMP
@therustybear
Don’t focus on just the 1%

9. THE VALUE
IS IN THE
99%
@therustybear

10. Total Revenue = €250
@therustybear

11. Total Revenue = €250
PPC Brand
“CoolBrand Clothing”
€0.2
Total cost €0.20
@therustybear

12. Total Revenue = €250
PPC Brand €0.2
Total Cost: €1.60
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
@therustybear

13. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
@therustybear
Total Cost: €0.50

14. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
CPV
CV
R
@therustybear

15. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
CPV
CV
R
@therustybear

16. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
€6.90
€60.00
€8.30
€157.10
€8.30
CPV
CV
R
Total Cost
@therustybear

17. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
€6.90
€60.00
€8.30
€157.10
€8.30
Total Costs S1: €240.70
CPV
CV
R
Total Cost
@therustybear

18. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
€6.90
€60.00
€8.30
€157.10
€8.30
€6.90
€6.90
€8.30
Total Costs S1: €240.70
Total Costs S2: €22.10
CPV
CV
R
Total Cost
@therustybear

19. Sale 1
Revenue per Sale Cost per Sale
@therustybear
Sale 2 Sale 3 Sale 4

20. Sale 1
Revenue per Sale Cost per Sale
Sale 2 Sale 3 Sale 4
@therustybear
“I’m more likely to spend more on
my 2nd, 3rd and 4th purchases with a
brand.
I’m also likely to need less visits to
convert”

21. Understanding value not revenue allows you to show
the actual impact that marketing has.
@therustybear

22. @therustybear
SEO’s battle is often not with Google. We need to get
better at showing value using data.

23. SEO is
undervalued
@therustybear

24. SEO is
undervalued
by
@therustybear*Aggregated CUBED (www.cubed.ai) data. Oct ‘17 – Mar ‘18
18%

25. @therustybear
We need to manage the perception of what brands
believe SEO contributes

26. @therustybear
Supporters Stealersvs

27. @therustybear
Supporters Stealersvs
SEO
PPC Generic
Social Organic
Affiliate (Content)
30%
22%
14%
8%

28. @therustybear
Supporters Stealersvs
SEO
PPC Generic
Social Organic
Affiliate (Content)
30%
22%
14%
8%
Direct
PPC Brand
Affiliate
Social Paid
36%
31%
16%
9%

29. @therustybear
The value of a
single page is not
the total last click
revenue it
generates

30. @therustybear
Looking at the
frequency/value of a page
appearing in a journey;
• Pre-Conversion
• During-visit
• Post-conversion
We can prioritise categories for
content expansion based on
strategic goals.

31. @therustybear
Looking at the
frequency/value of a page
appearing in a journey;
• Pre-Conversion
• During-visit
• Post-conversion
We can prioritise categories for
content expansion based on
strategic goals.
CUBED showed Crowdcube that certain
articles in their FAQ were viewed mainly after
the initial lead prior to investment conversion.
This insight helped the marketing team re-
prioritise development in their content strategy
for SEO, Remarketing and E-mail
Pre-Lead Post Lead
1.2
% 6.0%

32. More data is not the
only answer.
Actions drive value!
@therustybear

33. Advanced Segments
in Google Analytics
@therustybear
• People who viewed “x page”/ “y category”
• More than 1 visit where SEO was first
• Conversions >1 and SEO features
Get better data1

34. Build out content
based on attributed
value not last click
@therustybear
• Look at what content is undervalued in last
click
• Create research, inspirational and engaging
content based on data
Invest in the middle of the funnel2

35. Team up with
retargeting to power
SEO visits
@therustybear
• Create campaigns based on content viewed
and bring users back
• “We built it so they will convert” doesn’t
work, work with paid media to drive value
Become a multi-channel master3

36. Thanks for listening
Any Questions?
Russell McAthy
CEO of CUBED
@therustybear