Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
Critical Tactics Accelerating Commerce: The 5 Must-Have Features for PlatformsKimberly Rowell
Looking to optimize your payments experience, but don’t know what functionality is most important? Picking the right payment platform can be tricky, but we’ve got you covered. In this 30 minute discussion, you will learn about the 5 must-have features you want in a payment platform and why.
We will give you the tips and tricks to help you accelerate your business and how to get the most out of your payments platform.
Critical Tactics Accelerating Commerce: The 5 Must-Have Features for B2CKimberly Rowell
Looking to optimize your payments experience, but don’t know what functionality is most important? Picking the right payment platform can be tricky, but we’ve got you covered. In this 30 minute discussion, you will learn about the 5 must-have features to sell B2C and why.
We will give you the tips and tricks to help you accelerate your business and how to get the most out of your payments platform.
How Transparency Drives Growth in the World of Always-On MarketingMartech Alliance
This document discusses how Datorama helps Ticketmaster unify their marketing data and gain transparency, speed, and growth. It highlights challenges like wasted money, lack of speed, and limited growth. Datorama connects Ticketmaster's disparate data sources, provides insights with AI, and creates dashboards to make growth actionable. This allows Ticketmaster to connect performance to sales impact, provide rapid reporting, and gain cross-client visibility to manage business growth. With Datorama, Ticketmaster experienced 30% yearly revenue growth, doubled their monthly campaigns, and saved over 120 hours of work per month. Datorama is critical to Ticketmaster's marketing success and business growth.
Sponsored by LiveRamp: Transform the customer experience through people-based...Digiday
The document discusses how the amount of consumer data from connected devices continues to grow rapidly. It explains that IdentityLink provides a solution for enabling people-based marketing by creating a unified customer view through identity resolution across second and third party data sources, exposures, and CRM information. This allows marketers to activate user data for personalized campaigns across multiple online and offline marketing channels at scale, while maintaining privacy.
Eloqua Modern Marketing Tour - Chicago - September 2014Ron Corbisier
This document discusses moving from basic marketing metrics to holistic analytics in order to drive business decisions and maximize marketing ROI. It outlines how harnessing new data can help complement business systems and impact decisions. A holistic view involves blending data from multiple sources to clearly determine highest ROI marketing activities, optimize efforts across all touchpoints, and build predictive models. This level of analytics allows measuring true marketing contributions and forecasting revenue.
How artificial intelligence is transforming the e commerce industryCountants
Accounting for an impressive 35% of its overall revenues, product upselling and cross-selling on the Amazon E-commerce platform is among this retailer’s major success stories. Which technology is driving this mode of conversion? Amazon’s product recommendation technology that is primarily enabled by artificial intelligence or AI.
There's a lot of jargon, fluff, and otherwise meaningless mumbo-jumbo being thrown around in the world of artificial intelligence — especially when it comes to marketing. We're here to give it to you straight. The implications of AI are huge. There are ways computers will help you move the needle like never before. The best part? This isn't some distant fantasy. It's happening right now. Read on to learn more.
People-Based Marketing for Platforms - LiveRamp Sponsor Breakfast PresentationMediaPost
Marketers want to do more people-based marketing in order to target their customers and prospects based on known buying behaviors and preferences. Until recently, those tactics were limited to a small number of programmatic platforms. With IdentityLink, publishers can create people-based solutions across their properties and capture the budgets they’ve been missing out on.
Fix, don't stitch: be a steward of your marketing dataMAD//Fest London
Florian Gramshammer, MD, Impact
The quality of (big) data has for a long time been a crux for CMOs. Instead of creating a true view that positions their brand to make sound decisions, CMOs are creating data Frankenstein monsters by stitching data together from different warehouses, assembling disparate findings, and failing to optimize decisions around the customer journey. In this session, Florian Gramshammer, MD of Impact EMEA, will discuss the importance of examining, cleansing, and accounting for your data carefully in a way that will inform sound decisions about your paid marketing and media spend; how CMOs can become data stewards within their own organizations and lead their teams with confidence; and how to establish whole, pure entities that will promote industry-wide innovation
Business-to-business marketing (or B2B marketing, as it is often called) involves the sale of one company’s product or service to another company; however, the world of B2B marketing is changing rapidly! Here are the top 5 myths revealed in recent findings which every B2B marketer should know.
Data är makt - varför CRM chefen är nästa CMOAvaus
En traditionell CMO bör svettas av att inte har tillräckligt med insikter om all data ni har tillgänglig. Här finns en stor potential att få en ännu bredare påverkan i marknadsarbetet. Att kombinera data, teknologi, content och growth hacking kommer att krossa de flesta traditionella marknadsinsatserna.
Här får du de 5 nödvändigaste verktygen för att möjliggöra ett framgångsrikt CRM arbete.
– Hur förvandlar du data till personlig kundkommunikation på riktigt?
– Hur bör er “marketing stack” se ut för att möjliggöra planen?
– Hur blir du personlig oavsett kanal (inklusive köp av media)?
– Hur leder du förändringsarbetet med ditt team och din ledningsgrupp?
– Hur skapar du resultat varje dag?
Emma Storbacka, VD Sverige, Avaus.
John Carney, OpenJaw : How Marketers Can Harness The Power Of Big DataDMX Dublin
The document discusses 5 big data trends for marketers in 2019: 1) Narrowing the personalization gap, 2) Persisting data privacy concerns, 3) Combining online and offline customer data, 4) Growing importance of geolocation marketing and analytics, and 5) Growing importance of customer lifetime value modeling. It then outlines the 5 key components needed to build a big data platform for customer-centric marketing: 1) Customer data, 2) Identity resolution, 3) Big data warehouse, 4) Data science, and 5) Data distribution/APIs. Finally, it discusses how insights from data science such as customer lifetime value, propensity, and clustering can transform a marketing strategy to increase metrics like conversion rates and revenue
The document discusses the problems with companies using spreadsheets to share product information between vendors and retailers. It introduces Venzee as a solution that converts spreadsheets into real-time integrations, allowing updates to online stores in seconds. Venzee uses a viral sales model where vendors connect retailers who then connect other vendors to continue growing the network.
Stripe is a tool for developers, makers and creators who want to accept and manage online payments easily. It provides simple integration within 5 minutes, unlike PayPal, and gives users complete control over checkout experiences. Stripe aims to help expand the "GDP of the Internet" and is available in 25 countries. It allows individuals and businesses to securely accept payments online through their unique software.
The document discusses three major data challenges facing media companies: transparency around spend, revenues, clients and ROI; speed in optimizing, reporting on and testing media; and enabling growth across direct, indirect and new business models. It introduces Datorama as a solution to unify data across partners, platforms and advertisers to help companies achieve better business outcomes, make better decisions and shift time from data preparation to analysis. Datorama is said to have helped one customer resonate analytics time by 37.5% and drive 10% revenue growth.
Why We Automate: Observations from billions of customer interactionsMediaPost
From machine learning to natural language processing to artificial intelligence, brands can invest in an open space of technologies and scale marketing efforts like never before. Yet while automation enables marketers to move faster, think bigger, and dive deeper, we should take a moment to remember the why and the who. Vicky Ge shares her observations on innovations in automation, marketing at scale, and the human on the other side of the inbox.
This document discusses how data has become a valuable asset for businesses and how data planning can help businesses succeed. It states that data no longer has limits, and data from sources like social media, search engines, and online retailers provides valuable consumer insights. It then outlines services for 360-degree data planning that can help businesses with customer acquisition, profiling, targeting, segmentation, retention, and increasing customer value and business performance through smarter use of descriptive, exploratory, and explanatory analytics. The goal is to use data to enable smarter business decisions, marketing, and performance.
Sarah Probert & Viven McKechnie, pt78 : The First 5 Steps to Creating a Marke...DMX Dublin
The document discusses creating a culture of marketing effectiveness. It emphasizes measuring effectiveness through achieving business outcomes and return on investment, rather than just efficiency. It provides examples of key performance indicators and metrics to track at different levels from commercial objectives down to marketing metrics. It also addresses common barriers to adopting effectiveness practices and the need to improve skills and close gaps in prioritizing effectiveness measurement.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
This document discusses 5 common false assumptions about online traffic and digital marketing:
1) That users searching for a brand will necessarily buy from that brand.
2) That direct traffic doesn't bring the most qualified users.
3) That generic search traffic will last forever.
4) That market maturity doesn't matter.
5) That user intent can be defined from just the search query.
It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
The document analyzes several competitors' websites that sell vintage clothing and homewares. It examines the categories, features, content, and structure of each site to understand how they organize information and what they offer users. The analysis aims to help define the product range and categories for a new site, as well as identify opportunities to gain a competitive advantage through improved user experience and a more specialized selection. Key takeaways include focusing on underrepresented men's clothing, expanding the accessories selection, and considering unique products like fabrics and curtains.
A session I did with Paul Reilly where I took the iGaming operators stance and he took the affilaite stance. I talk about how affiliates are harvesting huge amounts of business from brands by ranking on their brand phrases. Paul then counters this by talking about how affiliates can work together and beat operators and how they can win on agility
Attribution and Affiliate Marketing Learn to Make it WorkAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Learn how attribution modeling and other cross channel insights can help you more intelligently manage your affiliate program and determine which affiliates are driving the highest value.
What's New On Google - September 2013 Sessionblue2purple
This document provides an overview of Google advertising strategies and best practices. It discusses:
1. The importance of investing in brand campaigns to prevent aggressive competitors and take more search space while allowing quick ad updates.
2. How to analyze competitors' coverage and performance to identify opportunities. Benchmarks show brand coverage improves conversion rates.
3. Tips for location-based targeting, timing ads to best hours, analyzing search terms, and optimizing calls to action to boost performance.
4. The value of integrating offline and online campaigns, and how negative publicity can hurt online results. Reminding customers of past purchases cross-sells products.
How To Drive Incremental Sales on Amazon – We Found The Missing LinkDaytodayebay
This document discusses how to measure the incremental impact and return on ad spend (ROAS) of Amazon search ads by accounting for the effect on organic sales. It recommends splitting campaigns by search intent, mapping visibility through heat maps, and calculating incremental ROAS based on paid sales from ads versus organic sales with and without accounting for ranking improvements from ads. Budget and sales scenarios are presented showing how ROAS can be improved through more advertising spend.
Conversion Rate Optimization Jerusalem Digital Business Summit 2017Charlie Kalech
SEO, Likes, Shares, etc. are good for popularity but do they convert to sales? What is the truth about having video on your site. Will it help sales? Find out the answer and the basic principle of how to increase online sales.
This document promotes the marketing services of Epik Marketing. It outlines various online marketing strategies like using social media platforms like Twitter and YouTube, search engine optimization tactics, and email marketing. The goal is to help businesses get online, start marketing, monitor advertising efforts, generate traffic to their website, capture attention on the site, build a client list, and turn viewers into buyers. Epik Marketing claims it can help businesses implement these strategies to boost sales and save money compared to doing it themselves. It offers a free initial consultation valued at $247 to new clients.
Digital Marketing Opportunities And Challenges Powerpoint Presentation SlidesSlideTeam
The document appears to be a presentation on digital marketing opportunities and challenges for a company. It includes sections on the company's marketing team, online marketing strategies, website and search engine performance metrics, social media marketing, and a marketing growth strategy. The presentation contains mostly placeholder text and is intended to be customized for the specific company and audience.
Digital Marketing Opportunities And Challenges PowerPoint Presentation Slides SlideTeam
Building a Digital Marketing PowerPoint presentation from scratch is indeed a tricky task. To help you out in this, here we are presenting our pre-made 62 slides Digital Marketing Opportunities and Challenges PowerPoint Presentation Slides deck. With support of our excellent Digital Marketing deck, you can easily cover topics like Online Marketing, Performance Overview, Search Engine Optimization Fundamentals, SEO Opportunities, Ranking, Monthly Traffic etc. With so many people online, it’s necessary for businesses to be online as well and digital marketing is an immediate way to reach them. Using the designs of this descriptive presentation show, you can also brief onlookers about the importance of digital marketing and its advantages. Furthermore, using our digital marketing presentation PPT example deck, consultants can discuss outcome and impact of digital marketing on the business to ensure whether proper marketing strategies and regulations are followed correctly or not. It has exclusive PowerPoint presentation slides like Organic Visits and Backlist, Web Traffic Insights, Web Marketing Plan, Lead Generation Activates, Monthly Social Media Dashboard etc. are included for better awareness of the topic. Download this online marketing Opportunities and Challenges PPT sample deck file and let audience see your proactive approach for internet marketing. Get away from it all with our Digital Marketing Opportunities And Challenges PowerPoint Presentation Slides. They can even create an entertaining break.
Research and Recommendations of B2C Ecommerce Project Report for MENA.WasimShamsMohammed
My answers to "give me a business plan in ecommerce" during a month's work for a client. Please use as per your requirements. I hope it benefits entrepreneurs seeking investments, investors, students and teachers of digital marketing. #freeprojectsforhumanity
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Marty Hayes
Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.
Social Media Marketing Strategy For Business Powerpoint Presentation SlideSlideTeam
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Summarize everything that you plan to do with our professional social media marketing strategy for business PowerPoint presentation slide. This is one of the best guides that help you in achieving your eventual goals. More specified strategy leads to more effective execution. A well planned social media marketing PPT template helps you in setting goals that are attainable. It lets the user stick to original plan and continue taking on new hurdles as you complete old ones. Using this professional business PPT design, a user can avoid complicated methods and achieve the desired within specified time period. With a proper range of the social capabilities, it may be really difficult to determine the real objectives. It leads to higher quality of sales, increased brand awareness, improved ROI, driving in-person sales, better pulse on the industry, loyal fanbase and more. So, there is no point to rescue using social media strategy PPT for effective output. Take a look at our range of Social Media Marketing Strategy For Business Powerpoint Presentation Slide. You will be delighted with what you find.
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Content Commerce + Growth Strategies For Online RetailersRoland Frasier
Content meets Commerce and growth strategies presentation for online retailers. The most successful internet retailers strategies combine compelling content with commerce to reach more customers and achieve sustainable growth.
Social Media Marketing Strategy For Business PowerPoint Presentation SlideSlideTeam
Summarize everything that you plan to do with our professional social media marketing strategy for business PowerPoint presentation slide. This is one of the best guides that help you in achieving your eventual goals. More specified strategy leads to more effective execution. A well planned social media marketing PPT template helps you in setting goals that are attainable. It lets the user stick to original plan and continue taking on new hurdles as you complete old ones. Using this professional business PPT design, a user can avoid complicated methods and achieve the desired within specified time period. With a proper range of the social capabilities, it may be really difficult to determine the real objectives. It leads to higher quality of sales, increased brand awareness, improved ROI, driving in-person sales, better pulse on the industry, loyal fanbase and more. So, there is no point to rescue using social media strategy PPT for effective output. Take a look at our range of Social Media Marketing Strategy For Business PowerPoint Presentation Slide. You will be delighted with what you find.
The Capitalist in the Co-Op: The Art & Science of the Premium WordPress BusinessShane Pearlman
The Art & Science of "Premium"
Experience level: Intermediate(+)
Session Description: Lessons from the road making a successful & popular premium WordPress plugin. We will share the strategies we employed to be profitable and the mistakes we made while learning. The best advice I have: Be as agile with your business model as you are with your code.
* The Product: Identifying a winner?
* Bootstraping: How do I keep cost low?
* Marketing: Sell your own or join a marketplace?
* Freemium, Premium or Subscription: How do you price your product?
* Roadmap: Which features do you build?
* Support: How do you keep people happy?
* Addons & APIs: How do you leverage success?
SIZzlE aims to address the high return rates in online apparel retail by developing technology that allows shoppers to enter their measurements once and receive size recommendations on any website. This would reduce guesswork for customers and costs for retailers. SIZzlE's platform would also let users store purchased items in a shared online closet. If successful, SIZzlE could partner with major retailers, process millions of transactions annually by 2015-2018, and generate over $100 million in revenue from per-transaction fees. However, the online apparel market is large at $26-35 billion currently, and integration may be challenging given prior companies' failures in this space.
SIZzlE aims to solve the problem of online apparel shoppers struggling to choose the right size. Its technology would allow shoppers to enter their measurements once on SIZzlE.com and then receive size recommendations on any retailer website integrated with SIZzlE. This could reduce return rates and increase time spent shopping for retailers. For shoppers, it eliminates the hassle of deciphering sizing charts and risking incorrect sizes. If successful, SIZzlE could become a leading platform for online apparel shopping.
Similar to 5 false assumptions about your online traffic (20)
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
The document discusses how to get more value from content marketing by optimizing content for search engines and voice searches. It recommends measuring key metrics like visitors, read rate, pages per session, and bounce rate to evaluate content effectiveness. To improve searchability, the document advises optimizing content for targeted keywords, including questions to work for voice. Images, internal links, headings and structured content are also important to reach more users. Voice searches are growing and require a different optimization approach than traditional search.
1) The document discusses how the rise of mobile usage and voice assistants is driving changes in digital marketing and advertising. Mobile usage and time spent on mobile devices has increased significantly in recent years.
2) It outlines how artificial intelligence is starting to play a bigger role in areas like search engine optimization, predictive analytics, and content personalization. For AI to be effective, companies need to capture extensive customer data on transactions, behaviors, and attributes.
3) The author recommends that marketers invest in data to better understand customer journeys, challenge conventional approaches as new technologies emerge, and focus on outcomes rather than individual advertising tactics or channels.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
1) The document discusses how consumer behavior has fundamentally changed, with 80% of conversions including more than one digital channel and over 10,000 keywords used by users.
2) It emphasizes the importance of understanding the customer's entire decision journey, from initial interactions to transactions, and establishing metrics to track behavior and outcomes across different stages.
3) The author advocates adapting marketing efforts to better target users throughout their journey, with content tailored based on their needs and goals at different points in time.
This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
This document discusses becoming a data-driven organization. It recommends investing in robust data extraction and loading processes. Quick wins should be obvious improvements that were overlooked previously. Analyses should minimize friction and experimentation is important. Measurements should be focused on distributions rather than single numbers, capturing external relationships. The checklist involves investing in data, finding quick wins, being methodical, focusing on one key performance indicator at a time while changing often, and avoiding stale metrics.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.
This document discusses the importance and value of data-driven marketing for businesses. It notes that companies that invest more in data than their competitors see 20% better performance across key metrics like conversion rates, revenue, and sessions. However, the value of data decreases over time if it does not directly impact decisions or lead to improvements in the user experience. To maximize the value of data, marketers should use insights to make strategic decisions, continuously optimize campaigns and the user experience, and focus on immediacy, context, and intent rather than just user identity or loyalty alone.
The document discusses digital marketing strategies and optimization. It begins by showing the results of different advertising campaigns and how pausing ads led to decreased sales. It then discusses the importance of understanding customer behavior across multiple devices and touchpoints. The document advocates focusing marketing efforts on increasing average order value, conversion rates, and the number of relevant visitors. It also emphasizes the need to measure micro and macro conversions throughout the customer decision journey. Overall, the document provides guidance on optimizing the marketing funnel, attribution modeling, and advanced analytics to improve digital marketing performance and return on investment.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in it's all glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way.
At the end results are the only thing that matters. You need to ask yourselves how does my digital revenue stream look like? How can I establish advanced digital metrics and define KPIs to understand my customers better? How can I track them through whole consumer decision journey? Which areas should I focus on to improve my business results? Looking through the eyes of an CEO and adviser to numerous companies in the field of digital, participants will receive precious advice on how to growth hack their digital marketing.
Kako privabiti obiskovalce na vašo spletno stran? Zgodba v metrikah, kako so v podjetju z generiranjem vsebin iz nič prišli na 7.000 ogledov spletne strani.
Megalive99 Situs Betting Online Gacor TerpercayaMegalive99
Megalive99 telah menetapkan standar tinggi untuk platform taruhan online. Berbagai macam permainan, desain ramah pengguna, dan transaksi aman menjadikannya pilihan utama para petaruh.
seo proposal | Kiyado Innovations LLP pdfdiyakiyado
Crafting a compelling SEO proposal? Learn how to structure a winning SEO proposal template with essential elements and tips for client engagement. Elevate your SEO strategy with expert insights and examples
Have you ever built a sandcastle at the beach, only to see it crumble when the tide comes in? In the digital world, our information is like that sandcastle, constantly under threat from waves of cyberattacks. A cybersecurity course is like learning to build a fortress for your information!
This course will teach you how to protect yourself from sneaky online characters who might try to steal your passwords, photos, or even mess with your computer. You'll learn about things like:
* **Spotting online traps:** Phishing emails that look real but could steal your info, and websites that might be hiding malware (like tiny digital monsters).
* **Building strong defenses:** Creating powerful passwords and keeping your software up-to-date, like putting a big, strong lock on your digital door.
* **Fighting back (safely):** Learning how to identify and avoid threats, and what to do if something does go wrong.
By the end of this course, you'll be a cybersecurity champion, ready to defend your digital world and keep your information safe and sound!
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9. But then sometimes all this results in totally unexpected results
Productbrandsusersaresearchingfor
Productbrandsusersarebuying
Nike
Adidas
Salomon
Nike
Adidas
Salomon
10. We were so wrong
0%
brand stickiness
25%
brand stickiness
50%
brand stickiness
Productbrandsusersaresearchingfor
Nike
Adidas
Salomon
Nike
Adidas
Salomon
11. Because we fail to see behind the standard reports.
MOST FAILURES ARE NOT EVEN CAUSED BY PPC
CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS
12. IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS
REALLY HAPPENING.
14. Use this report to ….
Sitelink extensions
For brands with low stickiness include
secondary brands as Sitelink extensions.
Dynamic remarketing
Promote the products users are actually
enggaging with on the website.
Estabilsh RLSA
On brands that are „stilling“ most of the
conusmers from the primary brand.
Research low stickiness
Do you have enough products on stock?
Are your prices compepative?
23. Cross-channel CDJ: First interaction is Direct
100%
40.48%
83.42%
18.31%
17.73%
5.14%
11.74%
4.81%
First interaction Assisted interactions Last interaction
(Other) Direct Display Email Organic Search Paid Search Referral Social Network
24. Check out this blog post to learn how to create these reports:
https://www.red-orbit.com/blog/e-commerce-cross-channel-consumer-decision-journey-report
25. We’ve seen a decrease in Paid Search revenues of up to 80 %!
GENERIC SEARCH IS IN RAPID DECLINE
26. Search is behaving strangely
FREE FALL
Decrease in generic
Branded steady
BRAND TAKING
OVER
Decrease in generic
Increase in branded
GENERICS RULE
Increase in generic
33. Users searching for a specific
product brand will actually buy
that brand
Direct traffic brings the most
qualified users
Once you go Direct you will always
go Direct
You can define user intent from
search query
Search is dominated by generic
keywords
5 false assumptions about your online traffic
34. Get to know the business. It will help you make better decisions.
ECOMMERCE
CUSTOMER
LIFETIME
VALUE
1.600 €
TRANSACTION
S PER MONT
0.33
CUSTOMER
LIFETIME
24 MONTHS
AVERAGE
ORDER VALUE
400 €
AVERAGE
GROSS
MARGIN
50 %
CUSTOMERS
CUSTOMER
ACQUISITION
NEW USERS
CONVERSION
RATE
CUSTOMER
ACTIVIATON
REPEAT RATE
CUSTOMER
RETENTION
CHURN CES
CAC MRC
35. Establish top level business KPIs and connect your activities to them
2 31 4 5 6 7
CLV CAC Customer
profitability
score
Repeat rate Retention rate AOV CES
41. Thank you
01 02 03 04
Email
andraz@red-orbit.com
Twitter
@andrazstalec
LinkedIn
Andraz Stalec
Web
www.red-orbit.com
Editor's Notes
You analyze users, their behavior and get under their skins. You think like they think.
You create compelling ads and design landing pages which reflect user search intent.
It turns out that quite a large portion of users will actually consider and even buy product from another brand.
Of course it all depends on a primary brand they were searching for.
Some brands are more “stable” and have higher brand loyalty and higher brand stickiness.
Others are not so lucky.
Start by creating Brand stickiness report to see which brands users acquired by a specific brand are actually buying.
It also displays the average Session Quality for each channel.
And you can also drill-down to see the distribution of Session Quality for a specific channel.
People are quite often shocked when they find out that majority of Direct traffic has really low Session Quality. Not only that, Direct traffic has usually one of the lowest percent of High Quality Session.
That might happen partly because Google Analytics will attribute all sessions from unknown sources to Direct traffic.
Secondly, your “loyal” users might have developed a habit of regularly checking your website for new offers.
They are visiting your website without clear intention to buy, thus their Session Quality is low.
We are creatures of habit.
Habits help us through our day.
They simplify our lives.
Once we develop a habit we stick to it.
That’s the reason why brands are so eager to build a habit of using their product or services.
It’s a golden mine for them.
Once you have a habit of buying a specific hair shampoo it’s going to be hard to switch to another brand (remember brand stickiness?).
Because habits are so closely related to our behavior it’s hard to know which part of user behavior is habitual and which not. Too often we find repeatable patterns in Google Analytics which are really not that.
I wouldn’t dare to claim that anyone still believes in one-channel-to-rule-them-all user journey (meaning user will always use only one channel to access your website). After all multi-channel and omni-channel concepts have been around for years now. It comes naturally to us that users will access the website over different channels like Facebook, Google, Email, Direct etc.
Where the shock came, was how many users who start the purchase journey over Direct traffic switch then to other channels. In this case, 60 % of users which started on Direct switched to other channels. At the end 83 % of them finished the transaction again over Direct.
Wait! What?
You are saying that my loyal users, which know the brand well and are visiting the website often, are actually browsing the web and searching for alternatives on Google?
All our research data from lots of different clients and industries show that channel selection is not something habitual. You cannot rely on users to use the same channels all the time. This enforces the idea that you need to be always present on all channels.
Create Cross-channel consumer decision journey reports to better understand the role of each digital channel better.
1. Some clients who have been with us for more than 10 years have been getting fewer and fewer conversions through Paid Search ads. More precisely, generic keywords which used to perform really well and were responsible for large portion of transactions are now delivering just a few percent of transactions. On the other hand, branded keywords have been behaving steadily throughout the time.
2. There are other clients for whom we also noticed a huge drop in conversions from generic keywords, but we were lucky enough that a part of this drop was substituted by an increase in conversions from branded keywords.
3. To complicate the matter even further, we have some clients for whom generic keywords are killing it, easily outperforming branded keywords and dominating Paid Search.
At first glance there was no logic behind it. In some cases transactions from generic keywords were rapidly decreasing and branded keywords were increasing, in others just the opposite. And there were numerous cases where the situation was somewhere in between. And to be clear, I’m talking about absolute numbers (not relative to other digital channels like Facebook, direct etc.). What the hell is going on?!
Each market can be segmented based on its maturity into a few segments (picture above). Each segment has a dominant user base, from Innovators at the beginning to Early and Late Majority at the peak and Laggards at the end.
As markets mature, search queries change. Different user bases will use different search terms, not only because they have different characteristics (Innovators tend to be younger and more open to change than Laggards), but mainly because there is nothing there at the beginning.
Innovators
When new markets form, when new innovations enter the market, people don’t even know what to call them. There is no market leader, there is not even a market. Innovators tend to use a variety of different keywords to describe the same thing. Synonyms and related terms are often used. Generic keywords volumes at this stage are low, while branded searches are close to non-existent.
Early Adopters
The market is slowly forming leading to industry standards or in our case use of the same keywords to describe the technology or product. As interest in the market grows, generic keyword volumes start to increase. The majority of purchase decisions are still made by researching the market using generic keywords. By the end of this stage, branded search terms start to appear, but are still widely spread between different companies on the market.
Early Majority
The market is going mainstream and the majority of the public now know about it. The Early Majority is already well educated about the terminology (generic keywords) and will use them in the early stages of the decision journey, replacing them with branded keywords at the purchase stage. Generic keywords volumes start to stagnate, while a real breakout is noticed on branded search terms.
Late Majority
The market slowly starts to consolidate, which leads to less competition. Brands invest more in brand awareness leading to another change in user behaviour— users start to use branded search early in the decision journey. Leading brands see an increase in branded volumes, while the not-so-fortunate brands will see a huge decline. Generic volumes start to decrease.
Laggards
Users are well aware about the market leaders and use branded search throughout their decision journey. Generic search queries are rare. Nevertheless, as market starts to close companies see a decrease in branded search volumes.
As we saw, usage of branded and generic keywords changes through time. Not only that volumes change, users approach their decision journey in a different way.
You might think there’s only one type of users on search, but in fact there are 12 types of search users.
Wait what? 12 types of search users?
We again usually assume that all users searching for a specific keyword are the same.
We show them same ad and land them on the same landing page.
But then this happens:
On Google Search we can segment users by two dimensions:
by which stage of consumer decision journey are they in (Behavioral segments)
and by how well they know our brand (Brand familiarity segments).
The trick is to crossmatch these segments (which will leave you with 12 highly targeted segments) and adapt your copy, approach and bidding for each one of them.
Use these segments to create more targeted custom audience.