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A webinar I put on about analyzing your search marketing (and other online) campaigns to find real performance drivers.
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the middle
why
matters
Using web analytics to improve your marketing
Today:
the middle
hi
Introduce
Three things that make the middle important
How to use analytics to make more money
1
2
3
what is the middle?
what is the middle?
Where did they enter?
What did they see?
What happened next?
What went into the cart?
What did they buy?
What did they expect / intend?
why?
Your reports are lying to you.#1
Paid Search reporting:
SEO Reporting:
Impressions Clicks CPCPosition Conversion
Rankings Visits Conversion
Paid Search reporting:
Impressions Clicks CPCPosition Revenue
A
B
1,000 55 $1.001.8 $1,000
1,000 55 $0.751.8 $100
Paid Search reporting:
Impressions Clicks CPCPosition Revenue
A
B
1,000 55 $1.001.8 $1,000
1,000 55 $0.751.8 $100
6/25/09 Dell.com
$19MM in 8 hours!
Paid Search reporting:
SEO Reporting:
Impressions Clicks CPCPosition Conversion
Rankings Visits Conversion
?
?
Tool trust issues
data is not knowledge
know this:
Regardless of performance,
search is your
most valuable
traffic source.
#2
10-25% 50-75%20-40%
What’s on your mind?
modifiers: reviews, pictures, video, price, size, weight, books, problems, support, etc.
search isn’t just a source of traffic,
it’s a source of insight.
know this:
More specialization is not better.
#3
And the leaddies go to . . .
SEO
Display Advertising
Usability / Design
IT
What color are my glasses?
specialists argue with each other because they can’t see the forest.
help them!
know this:
Using analytics to improve your marketing
Find outliers and understand WHY!
keywords
engines
landing pages
products
geographies
Use keyword analysis to drive content development
reviews
instructions
videos
images
geographies
Compare content / products against keywords and message
find out why, and you’ll know what to do about it.
know this:
Tools
Google Analytics / Omniture / WT
CrazyEgg Analytics
UserTesting, FeedbackArmy, 5s test
Tealeaf
Adwords Keyword Tool, trends, insights
Start Today!
stop letting your reports make decisions
get more than money out of your traffic
stop giving specialists what they want
figure out why
do something about it
