all rights reserved. © 2008 tableau software inc. optimizing online marketing with data...

All rights reserved. © 2008 Tableau Software Inc.All rights reserved. © 2008 Tableau Software Inc.

Optimizing Online Marketing with Data Visualization

All rights reserved. © 2008 Tableau Software Inc.

what you will learn

1. Why your organic search strategy vs. sponsored search (pay-per-click / AdWords) strategy must be different

2. Overcoming the challenges of a metric-driven search strategy

3. Leveraging Google AdWords

4. Strategically selecting your SEO keywords

2009 © Tableau Software – All rights reserved


Organic search vs. sponsored search


Organic search vs. sponsored search

• Organic search (SEO)• Patience• A few targeted terms• Fat head

• Sponsored• Instant gratification• Thousands of targeted terms• Direct response• Can target long tail

Image from: http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-10-how-thick-is-your-head-and-how-long-is-your-tail.html


Crunching huge sets of data

Organic search – a few targets from a long list of keywords Sponsored – ongoing management of large list of keywords

Multiple factors to consider: Conversion Volume Cost (time and money) Geography Relevancy And more

Experience and intuition do not scale well We need a tool (data visualization)


Sponsored search - revisited


Adwords – keyword report


Adwords – keyword report schema


Adwords – csv export


Adwords – Keyword report in Tableau!“Acme Coffee Company”

What are people looking for?



What do people click on?



Impressions vs. Clicks: Are they same?



How many clicks from OH?



How did we do in the month?



and how much do we spend by KW?



Finally


Back to Organic Search…


Organic search challenges

Very large time investment per search term Long time to see results Target a few terms

High relevancy High traffic High conversion rate Low competition

How do you select the right search term when results are six months away?


Useful Free Tools

Microsoft adCenter for Excel Keyword suggestions

Google Adwords Keyword Tool Keyword suggestions Keyword monetary value Search volume

Keyword Difficulty Check Competitiveness

Tableau Desktop Trial


Multiple Dimensions of Analysis

500 keywords Relevancy Search volume Conversion rate Competition

Which 5 keywords do I choose?


Customers+ Google+ Allstate+ Wells Fargo + 1000’s more of all sizes and from all

industries

Partners+ Oracle-Hyperion OEM+ Microsoft Gold Certified

Tableau Software, Inc.

Company+ Leaders in visual analysis software+ Privately held, Seattle

headquarters+ Stanford University R&D origins

Leadership+ Award winning researchers + Founders & executives from

Microsoft, Pixar, Visio, and Hyperion


Niels Hoven+ Tableau Software+ [email protected]

Additional Resources

Web Seminar Resources+ For a copy of the slide deck and to hear

the web seminar on-demand go to http://www.tableausoftware.com/emc

Other Tableau Resources+ For access to whitepapers, previously

recorded web seminars and additional Tableau web analytics examples, go to

+ http://www.tableausoftware.com/web-analytics-visualization

mailto:[email protected]

http://www.tableausoftware.com/e-shot-dashboards

http://www.tableausoftware.com/business-dashboards

http://www.tableausoftware.com/business-dashboards

all rights reserved. © 2008 tableau software inc. optimizing online marketing with data...

Documents

tableau software

rights reserved slide

organic search slide

sponsored search slide

organic search strategy

adwords csv export slide

organic search challenges

sponsored search pay