sophie moule | pi datametrics | brighton seo slides april 2017 | using search data to make big...
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Sophie Moule Pi Datametrics
Using search data to make big business decisions@SophieMoule
@SophieMoulePi Datametrics
I know you know this...
● Organic search drives over 50% of global website traffic
● 3.5 billion searches are conducted on Google per day
● Huge success has been built as a result of organic search performance
@SophieMoulePi Datametrics
BUT….
The valueof SEO is still ignored
@SophieMoule
1.Digital marketing champs
2.Reporting better on our value
3.Lead strategy with insight
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1.Digital marketingchamps
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Some marketing channels are better at proving value
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Paid media = smart reporting
SEO last click
PPC last click
SEO last click
PPC FULL PATH with 90 day COOKIE WINDOW
SEO last click
PPC FULL PATH + CROSS DEVICE
SEO last click
PPC FULL PATH + CROSS DEVICE + ROPO
@SophieMoulePi Datametrics
Different channels reporting differently
30 day cookie window
Last click 90 day cookie window vs vs
Equal weighting attribution
Upweighted first click
Upweighted last click
vs vs
Just online single device
Cross device ROPO addedvs vs
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They’ve got really smartat it
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It’s a mess!
Comparing apples with oranges
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SEOLeftover
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Reality
“Across a number of aggregated clients we are seeing currently last click SEO sales being undervalued by at least 20%. What this means is that SEO as a channel is contributing to journeys with 20% more value than last click shows.”
Russell McCarthy Cubed Attribution
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Big budget = Big say
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Lack of influence outside the digital function
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2.Reporting better onour value
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Compareapples with apples
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SEO gets smarter
SEO last click
PPC last click
SEO FULL PATH with 90 day COOKIE WINDOW
PPC FULL PATH with 90 day COOKIE WINDOW
SEO FULL PATH + CROSS DEVICE
PPC FULL PATH + CROSS DEVICE
SEO FULL PATH + CROSS DEVICE + ROPO
PPC FULL PATH + CROSS DEVICE + ROPO
@SophieMoulePi Datametrics
Show what SEO drives through other channels
0k 20k 40k 60k 0k 50k 0k 20k 40k 60k 80k
First Interaction Middle Interaction Last Interaction
eCRM Retention
SEO
PPC Brand
Re-targeting Display
PPC Generic
Direct
Affiliates
Social
eCRM Retention
eCRM Retention
Re-targeting Display
Re-targeting Display
PPC Brand PPC Brand
PPC Generic PPC Generic
Direct
Direct
SEO
SEO
Affiliates
Affiliates
Social Social
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Stand on the shoulders of giants
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Don’t just think about sales...
Orders Sales
PPC 6,296 £424,654
SEO 5,228 £354,811
Affiliates 1,520 £112,081
Brand Display 125 £8,197
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...think about profit!
Orders Spend CPO Sales Profit Profit ROI
PPC 6,296 £115,000 £18.27 £424,654 £309,654 2.69
SEO 5,228 £475 £0.09 £354,811 £354,336 745.97
Affiliates 1,520 £15,333 £10.09 £112,081 £96,748 6.31
Brand Display 125 £82,445 £660 £8,197 -£74,248 -0.90
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3.Lead strategy with insight
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When you don’t make data driven decisions...
30,000
25,000
20,000
15,000
10,000
3000
2500
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5005,000
Searches Orders
No stockMissed opportunity
Relative market share
Panic promotion
Sear
ch vo
lum
e
Prod
uct o
rder
s
Week
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@SophieMoulePi Datametrics
Trended search volume for seasonal eventsExample: ‘Festival clothing’
Festival clothing
Sear
ch v
olum
e
Month
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Forecasting
Bodycare Dental Electrical Fragrance Haircare Make up Nails Skin care
Orga
nic
Valu
e Sc
ore
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@SophieMoulePi Datametrics
● Make sure your analytics are setup to compare channels in an aligned way
● Don’t just think about sales - think about profit ● Work in synergy with other disciplines, both within the
marketing function, but also with the wider business● Inform and dictate from the top, rather than following
pre-made decisions
Key takeaways
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Create timely marketing campaigns
Review performance against demand
Theory
SEO as businessinsight
Swim and beachwear begins to peak in Jan
Example
There is a market for swim and beachwear in Jan, no-one seems
to be fulfilling
Do we sell swim and beachwear in Jan? Maybe we should?
Let’s make a swim and beachwear page live and optimised in advance of Jan
Let’s run a marketing campaign in Jan around winter sun
Did we manage to take a good share of the market for this search demand?
Search trend data
Opportunity identification
Product gap analysis
Create timelycontent
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● https://www.pi-datametrics.com/resources/market-performance-reports/search-trend-data/● https://www.pi-datametrics.com/resources/market-performance-reports/black-friday-2016/● https://www.slideshare.net/pidatametrics
References
Thank You@SophieMoule@PiDatametrics www.pi-datametrics.com