omniture search center

[ Omniture SearchCenter ] Search campaign management

and op0misa0on through advanced analy0cs

[ Overview ] The Omniture SearchCenter and SiteCatalyst pla9orm: More effec0ve search campaign management and op0miza0on through advanced analy0cs. §  Conversion funnel 2.0 §  Addi0onal success metrics §  Code maintenance §  De-‐duplica0on across channels §  Success aEribu0on models §  Campaign stacking §  From organic to paid search §  Custom repor0ng groups §  Advanced analysis

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[ Conversion funnel 1.0 ]

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Conversion funnel Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa0on, order confirma0on, etc

Conversion event

Campaign responses

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[ Conversion funnel 2.0 ]

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Campaign responses (inbound spokes) Offline campaigns, banner ads, email marke0ng, referrals, organic search, paid search, internal promo0ons, etc

Landing page (hub)

Success events (outbound spokes) Bounce rate, add to cart, cart checkout, confirmed order, call back request, registra0on, product comparison, product review, forward to friend, etc

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[ Addi=onal success metrics ]


Click Through

Add To Cart

Click Through

Bounce Rate

Click Through $

Click Through

Call back requests

Store Searches [ ... ] $

$

$ Cart

Checkout

Pages Per Visit

?

Avg Cart Value

[ Reduced code maintenance ]


[ De-‐duplica=on across channels ]


Banner Ads

Email Blasts

Paid Search

Organic Search

$ Bid Mgmt

Ad Server

Email PlaNorm

Google Analy=cs

$

$

$

Omniture PlaNorm

$

$

$

[ De-‐duplica=on across channels ]


[ Success aQribu=on models ]


Banner Ad

Organic Search

Organic Search

Shopping Engine

Paid Search

$

$

Paid Search

Organic Search

Email Blast $ Last campaign

touch point

First campaign touch point

All campaign touch points

(stacking)

Search Term 1

Search Term 2

Search Term 3 $

All campaign search terms

(stacking)

Paid Search

[ Campaign stacking by channel ]


[ Campaign stacking by ad type ]


[ From organic to paid search ]


Add organic search terms that are performing well to paid search campaigns

[ Custom repor=ng groups ]


Assign search terms to custom repor0ng groups for analysis of performance across engines, campaigns and ad groups.

[ Advanced analysis ] §  Breakdown of campaign reports (e.g. media

channel, search engine, ad group, keyword, etc) by other website data such as –  Day0me or weekday –  Geographic loca0on –  Internal search terms –  Internal promo0ons –  Products purchased –  Customer segments

§  Age, gender, etc


omniture search center

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