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All The Small Things: Adding Content to SEM Reporting By Tim Gillman

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Smarter SEM Attribution. PRESENTATION: All The Small Things: Adding Content to SEM Reporting - Given by Timothy Gillman, @timgillmandrums - Portent Inc, Analytics Strategist. #SMX #33C

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All The Small Things: Adding Content to SEM Reporting By Tim Gillman

  1. 1. #SMX #33C @TimGillmanDrums Adding Context to SEM Reporting ALL THE SMALL THINGS
  2. 2. #SMX #33C @TimGillmanDrums “REACH THE RIGHT AUDIENCE AT THE RIGHT TIME” - EVERY SEM STRATEGIST
  3. 3. #SMX #33C @TimGillmanDrums GREAT.
  4. 4. #SMX #33C @TimGillmanDrums GREAT. HOW THE #&%$ DO WE KNOW WE ACCOMPLISHED THIS?!?!
  5. 5. #SMX #33C @TimGillmanDrums “WE SPENT X DOLLARS. WE GOT Y CONVERSIONS.”
  6. 6. #SMX #33C @TimGillmanDrums DONE!!!
  7. 7. #SMX #33C @TimGillmanDrums YEAH… NO.
  8. 8. #SMX #33C @TimGillmanDrums WHAT ABOUT AWARENESS? WHAT ABOUT INTERACTION?
  9. 9. #SMX #33C @TimGillmanDrums WHAT ABOUT THE FUNNEL?
  10. 10. #SMX #33C @TimGillmanDrums WHAT ABOUT THE FUNNEL? Transactions!!! Clicks??? Something…
  11. 11. #SMX #33C @TimGillmanDrums WE NEED TO MEASURE MICRO AND MACRO GOALS
  12. 12. #SMX #33C @TimGillmanDrums WE NEED TO MEASURE MICRO AND MACRO GOALS ATTRIBUTION HELPS US GET THERE
  13. 13. #SMX #33C @TimGillmanDrums WHAT WE’LL COVER:
  14. 14. #SMX #33C @TimGillmanDrums WHAT WE’LL COVER: 1 – MICRO GOALS
  15. 15. #SMX #33C @TimGillmanDrums WHAT WE’LL COVER: 1 – MICRO GOALS 2 – ASSISTED CONVERSIONS
  16. 16. #SMX #33C @TimGillmanDrums WHAT WE’LL COVER: 1 – MICRO GOALS 2 – ASSISTED CONVERSIONS 3 – REPORTING
  17. 17. #SMX #33C @TimGillmanDrums MICRO GOALS!
  18. 18. #SMX #33C @TimGillmanDrums MICRO GOALS! …WHAT ARE THEY???
  19. 19. #SMX #33C @TimGillmanDrums ANYTHING ABOVE THE LAST FUNNEL STEP
  20. 20. #SMX #33C @TimGillmanDrums THESE STEPS [ Signups Add to Cart
  21. 21. #SMX #33C @TimGillmanDrums DIFFERENT FOR EVERYONE [ Subscriptions Social Interaction
  22. 22. #SMX #33C @TimGillmanDrums ENGAGEMENT METRICS
  23. 23. #SMX #33C @TimGillmanDrums ENGAGEMENT METRICS - PAGE DEPTH
  24. 24. #SMX #33C @TimGillmanDrums ENGAGEMENT METRICS - PAGE DEPTH - BOUNCE RATE
  25. 25. #SMX #33C @TimGillmanDrums ENGAGEMENT METRICS - PAGE DEPTH - BOUNCE RATE - AVG. SESSION DURATION
  26. 26. #SMX #33C @TimGillmanDrums OTHER MICRO GOALS
  27. 27. #SMX #33C @TimGillmanDrums OTHER MICRO GOALS - CREATE AN ACCOUNT
  28. 28. #SMX #33C @TimGillmanDrums OTHER MICRO GOALS - CREATE AN ACCOUNT - NEWSLETTER SIGNUP
  29. 29. #SMX #33C @TimGillmanDrums OTHER MICRO GOALS - CREATE AN ACCOUNT - NEWSLETTER SIGNUP - ADD TO WISHLIST
  30. 30. #SMX #33C @TimGillmanDrums GOOD NEWS
  31. 31. #SMX #33C @TimGillmanDrums GOOD NEWS MICRO GOALS ARE TYPICALLY EASIER TO REPORT
  32. 32. #SMX #33C @TimGillmanDrums IN GOOGLE ANALYTICS, MEASURE WITH CUSTOM REPORTS
  33. 33. #SMX #33C @TimGillmanDrums GO TO CUSTOMIZATION
  34. 34. #SMX #33C @TimGillmanDrums SET DIMENSIONS TO VIEW KEYWORDS
  35. 35. #SMX #33C @TimGillmanDrums SET METRICS TO VIEW MICRO GOALS
  36. 36. #SMX #33C @TimGillmanDrums SET FILTER TO ONLY VIEW MEDIUM = cpc
  37. 37. #SMX #33C @TimGillmanDrums SORT BY ANY METRIC
  38. 38. #SMX #33C @TimGillmanDrums MICRO GOALS HELP DEFINE FUNNEL STEPS
  39. 39. #SMX #33C @TimGillmanDrums MICRO GOALS HELP DEFINE FUNNEL STEPS USE REPORTS TO CHECK CAMPAIGNS
  40. 40. #SMX #33C @TimGillmanDrums COOL…WHAT ABOUT THE BIG CONVERSIONS?
  41. 41. #SMX #33C @TimGillmanDrums TO ADD CONTEXT, USE ASSISTED CONVERSIONS
  42. 42. #SMX #33C @TimGillmanDrums SWEET!
  43. 43. #SMX #33C @TimGillmanDrums SWEET! …WHAT ARE ASSISTED CONVERSIONS?
  44. 44. #SMX #33C @TimGillmanDrums ANY CHANNEL ON THE CONVERSION PATH,
  45. 45. #SMX #33C @TimGillmanDrums ANY CHANNEL ON THE CONVERSION PATH, OTHER THAN THE LAST-CLICK
  46. 46. #SMX #33C @TimGillmanDrums TOP CONVERSION PATHS
  47. 47. #SMX #33C @TimGillmanDrums ASSISTING CHANNELS
  48. 48. #SMX #33C @TimGillmanDrums DISCLAIMER
  49. 49. #SMX #33C @TimGillmanDrums DISCLAIMER ASSISTED CONVERSIONS AREN’T A PERFECT SCIENCE
  50. 50. #SMX #33C @TimGillmanDrums BUT ASSISTS CAN:
  51. 51. #SMX #33C @TimGillmanDrums BUT ASSISTS CAN: - PROVIDE MORE CONTEXT
  52. 52. #SMX #33C @TimGillmanDrums BUT ASSISTS CAN: - PROVIDE MORE CONTEXT - PRESENT MORE VALUE
  53. 53. #SMX #33C @TimGillmanDrums BUT ASSISTS CAN: - HELP IDENTIFY A CAMPAIGN’S POSITION IN THE FUNNEL
  54. 54. #SMX #33C @TimGillmanDrums BEST PLACE TO GET THIS DATA?
  55. 55. #SMX #33C @TimGillmanDrums ASSISTED CONVERSIONS REPORT
  56. 56. #SMX #33C @TimGillmanDrums HOW TO GET THERE
  57. 57. #SMX #33C @TimGillmanDrums VIEW CHANNEL ASSISTS
  58. 58. #SMX #33C @TimGillmanDrums ALONGSIDE LAST-CLICK
  59. 59. #SMX #33C @TimGillmanDrums WAIT…HANG ON A SEC…
  60. 60. #SMX #33C @TimGillmanDrums WHAT’S THIS NUMBER???
  61. 61. #SMX #33C @TimGillmanDrums ASSISTED CONVERSIONS LAST-CLICK CONVERSIONS
  62. 62. #SMX #33C @TimGillmanDrums RATIO > 1 = MORE ASSISTS
  63. 63. #SMX #33C @TimGillmanDrums RATIO > 1 = MORE ASSISTS RATIO < 1 = MORE LAST- CLICK
  64. 64. #SMX #33C @TimGillmanDrums RATIO = 1 EQUAL PARTS ASSISTS AND LAST-CLICK
  65. 65. #SMX #33C @TimGillmanDrums SEM = NEARLY EQUAL
  66. 66. #SMX #33C @TimGillmanDrums YOU CAN FOCUS ON YOUR SEM CAMPAIGNS
  67. 67. #SMX #33C @TimGillmanDrums SET REPORT TO ADWORDS
  68. 68. #SMX #33C @TimGillmanDrums MORE ASSISTS
  69. 69. #SMX #33C @TimGillmanDrums MORE LAST-CLICK
  70. 70. #SMX #33C @TimGillmanDrums NOW THAT WE HAVE THE DATA…
  71. 71. #SMX #33C @TimGillmanDrums NOW THAT WE HAVE THE DATA…HOW DO WE COMMUNICATE THE VALUE?
  72. 72. #SMX #33C @TimGillmanDrums SCREENSHOTS? MAYBE.
  73. 73. #SMX #33C @TimGillmanDrums EXCEL? SURE.
  74. 74. #SMX #33C @TimGillmanDrums DATA STUDIO? HELL YEAH!
  75. 75. #SMX #33C @TimGillmanDrums
  76. 76. #SMX #33C @TimGillmanDrums
  77. 77. #SMX #33C @TimGillmanDrums
  78. 78. #SMX #33C @TimGillmanDrums
  79. 79. #SMX #33C @TimGillmanDrums 1 – MICRO GOALS 2 – ASSISTED CONVERSIONS 3 – REPORTING
  80. 80. #SMX #33C @TimGillmanDrums LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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