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Presented by:   Bill Hunt, Back Azimuth Consulting Twitter: billhunt Why Does Search Get all the Credit?
Solving the “real” issues? ,[object Object],[object Object],[object Object]
Reasons for lack of coordination Source:  Jupiter Research SEM Executive Survey 08/08
Tip #1 Identify Points of Intersection
Maximize Searcher Stimuli Drive  to Search Social &  Word of Mouth Mass Media Need or Wants ,[object Object]
Show Digital Influence ,[object Object],Integrate a “byte phrase”?
“ Accident Forgiveness”
“ Affordable Disney”
“ 3 rd  Generation Prius” Source: Toyota Mailer 7/5/09
“ 3 rd  Generation Prius”
“ Touch Tracer Display” Source: Toyota Mailer 7/5/09
“ Touch Tracer Display” Source: Toyota Mailer 7/5/09 Nothing from Toyota
“ Touch Tracer Display” 20,975 views  Questions Did the views increase after mailing? Did the site visits increase? Did they decrease once paid search added?
Tip #2 Start with Integration then Attribution
Integrate PPC & eMail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tip #3 Develop a Workflow and Share it
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Attribution Workflow By understanding the synergies of key  touch points and managing them accordingly, we can create a compelling experience that is measurable and repeatable Opportunity & Actions for Tactics Expected Stimuli Desired & Measured Actions Develop Logical Handoffs Goal
Tips for Success ,[object Object],[object Object],[object Object],[object Object]
[object Object],Bill Hunt  [email_address]   Twitter: billhunt

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Hunt Search Gets The Credit

Notes de l'éditeur

  1. To even have the basics right? Do you have goals defines? What is bounce rate? People need to have the model of identifying the valuie of actions. Need to get it set. What are the best practices and tips? Start thinking about it? Connect the various metrics