Why Search Gets Credit For Everything

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This document summarizes a presentation about attribution and search engine marketing. It discusses the challenges of accurately attributing credit for sales and conversions to different marketing channels like search, display, email, etc. It notes that search often gets disproportionate credit for conversions. The presentation provides tips for setting up a balanced attribution model, including defining goals, values, and metrics, using multi-touch attribution, and standardizing tracking across channels. It recommends measuring all customer touchpoints and not overwriting objectives to more fairly distribute credit.

Technology Business

Why does Search Get Credit
for Everything?

Presented by:
Bill Hunt & Kevin Ryan
Thursday, August 21, 2008

Finalists
Best Use of Local Search
The Container Store (Range)
Storage West Self Storage (Young &
Associates)
US Small Business Administration-Business
Gateway Initiative
Best Integration of Search with Other Media
SEO-PR
The Tudors/Showtime (Outrider)
Jaguar XF Oscars (MEC Interaction)

Winners!
Best Use of Local Search

US Small Business Administration-Business
Gateway Initiative

Best Integration of Search with Other Media

The Tudors/Showtime (Outrider)

Finalists

Most Effective Use of Web Analytics

World Travel Holdings - CruisesOnly.com
(iProspect)
iCrossing Measures Results with Mazda
Analytics (iCrossing)
Four Seasons Hotels and Resort (Acronym
Media)

Winners!

Most Effective Use of Web Analytics

Four Seasons Hotels and Resort
(Acronym Media)

Today’s Panelists
• Randy Peterson
Search Marketing Innovation Manager
Procter and Gamble

• Mikel Chertudi
Sr. Director, Online & Demand Marketing
Omniture

• Sharon Gallacher
West Coast Managing Director
Neo@Ogilvy

What a great Year!

TV generated $200 million in revenue

Search generated $250 million in
But we only sold
revenue
$100 Million in
products?
Print generated $100 million in revenue

Direct generated $20 million in revenue

Attribution Is…

Assigning accurate value
Sales or marketing
Results expended
Media that created the value

Example: User clicks on all three, which
media gets credit?

1. Display Banner 2. e-Mail 3. Paid Search

What can go wrong?

Marketing over spends
Under spends
Attributing too much or little

What happens?

Unhealthy tension
Marketing managers fight
Budget and contribution
credit?

What happens?

Misguided investment
People and $$$$$
Budgeting/forecasting?

Majority of recent conversations
with Search Managers have
indicated there is some level of
resentment to Search’s credit
for conversions

Is there really an attribution
problem or are the other forms
of marketing just jealous?

What are you measuring?

Pre-Metrics
Impressions, Clicks, CPC

Post Metrics
Orders, sales, customers, Lifetime Value

Don’t Overwrite Objectives
Ad Objective: Site Objective: Remarket Objective:
Acquire Visitors Conversion Repeat Order / Cross-Sell

Most attribute
success/conversion to the last
action and all decisions are
based on these metrics.

Is this wrong?

Is it possible to set up a fair and
balanced program that gives
credit where credit is due?

What are the major causes or
variables of these attribution
problems?

Can they be fixed?

Possible Solution

Source: Omniture Inc.,

If we solve the technology
problem but can we change
the hearts and minds of fellow
marketers?

Tips for Success

Have you covered the
basics?

Tips for Success

Define your goals effectively

Tips for Success

Define the “value” of actions

Tips for Success

What is your bounce rate?

Anyone can take credit for a
5% click rate – the real pro
can reduce a 95% exit rate

Tips for Success

Look for tools or indicators
that you have in other
media to help indicate
impact and success

Tips for Success

Create an attribution model,
using data available.

Tips for Success

Get comfortable with not
having a perfect answer

Tips for Success

Standardize Tracking and
Marketing Apps on One
System

Tips for Success

Measure all Views: 1 st,
last,
and shared; Create a
baseline using “last”

Tips for Success

Don’t Overwrite Metrics and
Objectives – track
separately:
1.Acquire Visitors
2.Conversion
3.Remarket

Tips for Success
For a best-practice guide and webinar on this
topic go to:

omniture.com/7attributions

or

www.enterprisesem.com

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How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024? In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores. See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe. This webinar will review: - The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey - The top challenges for privacy leaders, practitioners, and organizations in 2024 - Key themes to consider in developing and maintaining your privacy program

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Introduction of Cybersecurity with OSS at Code Europe 2024

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I develop the Ruby programming language, RubyGems, and Bundler, which are package managers for Ruby. Today, I will introduce how to enhance the security of your application using open-source software (OSS) examples from Ruby and RubyGems. The first topic is CVE (Common Vulnerabilities and Exposures). I have published CVEs many times. But what exactly is a CVE? I'll provide a basic understanding of CVEs and explain how to detect and handle vulnerabilities in OSS. Next, let's discuss package managers. Package managers play a critical role in the OSS ecosystem. I'll explain how to manage library dependencies in your application. I'll share insights into how the Ruby and RubyGems core team works to keep our ecosystem safe. By the end of this talk, you'll have a better understanding of how to safeguard your code.

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Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI. With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.

A Comprehensive Guide to DeFi Development Services in 2024

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DeFi represents a paradigm shift in the financial industry. Instead of relying on traditional, centralized institutions like banks, DeFi leverages blockchain technology to create a decentralized network of financial services. This means that financial transactions can occur directly between parties, without intermediaries, using smart contracts on platforms like Ethereum. In 2024, we are witnessing an explosion of new DeFi projects and protocols, each pushing the boundaries of what’s possible in finance. In summary, DeFi in 2024 is not just a trend; it’s a revolution that democratizes finance, enhances security and transparency, and fosters continuous innovation. As we proceed through this presentation, we'll explore the various components and services of DeFi in detail, shedding light on how they are transforming the financial landscape. At Intelisync, we specialize in providing comprehensive DeFi development services tailored to meet the unique needs of our clients. From smart contract development to dApp creation and security audits, we ensure that your DeFi project is built with innovation, security, and scalability in mind. Trust Intelisync to guide you through the intricate landscape of decentralized finance and unlock the full potential of blockchain technology. Ready to take your DeFi project to the next level? Partner with Intelisync for expert DeFi development services today!

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Why Search Gets Credit For Everything

1. Why does Search Get Credit for Everything? Presented by: Bill Hunt & Kevin Ryan Thursday, August 21, 2008

2. Finalists Best Use of Local Search The Container Store (Range) Storage West Self Storage (Young & Associates) US Small Business Administration-Business Gateway Initiative Best Integration of Search with Other Media SEO-PR The Tudors/Showtime (Outrider) Jaguar XF Oscars (MEC Interaction)

3. Winners! Best Use of Local Search US Small Business Administration-Business Gateway Initiative Best Integration of Search with Other Media The Tudors/Showtime (Outrider)

4. Finalists Most Effective Use of Web Analytics World Travel Holdings - CruisesOnly.com (iProspect) iCrossing Measures Results with Mazda Analytics (iCrossing) Four Seasons Hotels and Resort (Acronym Media)

5. Winners! Most Effective Use of Web Analytics Four Seasons Hotels and Resort (Acronym Media)

6. Today’s Panelists • Randy Peterson Search Marketing Innovation Manager Procter and Gamble • Mikel Chertudi Sr. Director, Online & Demand Marketing Omniture • Sharon Gallacher West Coast Managing Director Neo@Ogilvy

7. Media Spending Mix

8. What a great Year! TV generated $200 million in revenue Search generated $250 million in But we only sold revenue $100 Million in products? Print generated $100 million in revenue Direct generated $20 million in revenue

9. Attribution Is… Assigning accurate value Sales or marketing Results expended Media that created the value

10. Example: User clicks on all three, which media gets credit? 1. Display Banner 2. e-Mail 3. Paid Search

11. What can go wrong? Marketing over spends Under spends Attributing too much or little

12. What happens? Unhealthy tension Marketing managers fight Budget and contribution credit?

13. What happens? Misguided investment People and $$$$$ Budgeting/forecasting?

14. Majority of recent conversations with Search Managers have indicated there is some level of resentment to Search’s credit for conversions

15. Is there really an attribution problem or are the other forms of marketing just jealous?

16. What are you measuring? Pre-Metrics Impressions, Clicks, CPC Post Metrics Orders, sales, customers, Lifetime Value

17. Don’t Overwrite Objectives Ad Objective: Site Objective: Remarket Objective: Acquire Visitors Conversion Repeat Order / Cross-Sell

18. Most attribute success/conversion to the last action and all decisions are based on these metrics. Is this wrong?

19. Is it possible to set up a fair and balanced program that gives credit where credit is due?

20. Multi-Contact Attribution Model

21. What are the major causes or variables of these attribution problems? Can they be fixed?

22. Possible Solution Source: Omniture Inc.,

23. If we solve the technology problem but can we change the hearts and minds of fellow marketers?

24. Tips for Success Have you covered the basics?

25. Tips for Success Define your goals effectively

26. Tips for Success Define the “value” of actions

27. Tips for Success What is your bounce rate? Anyone can take credit for a 5% click rate – the real pro can reduce a 95% exit rate

28. Tips for Success Look for tools or indicators that you have in other media to help indicate impact and success

29. Tips for Success Create an attribution model, using data available.

30. Tips for Success Get comfortable with not having a perfect answer

31. Tips for Success Standardize Tracking and Marketing Apps on One System

32. Tips for Success Measure all Views: 1 st, last, and shared; Create a baseline using “last”

33. Tips for Success Don’t Overwrite Metrics and Objectives – track separately: 1.Acquire Visitors 2.Conversion 3.Remarket

34. Tips for Success For a best-practice guide and webinar on this topic go to: omniture.com/7attributions or www.enterprisesem.com

35. Questions?

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