Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Why Search Gets Credit For Everything
1. Why does Search Get Credit
for Everything?
Presented by:
Bill Hunt & Kevin Ryan
Thursday, August 21, 2008
2. Finalists
Best Use of Local Search
The Container Store (Range)
Storage West Self Storage (Young &
Associates)
US Small Business Administration-Business
Gateway Initiative
Best Integration of Search with Other Media
SEO-PR
The Tudors/Showtime (Outrider)
Jaguar XF Oscars (MEC Interaction)
3. Winners!
Best Use of Local Search
US Small Business Administration-Business
Gateway Initiative
Best Integration of Search with Other Media
The Tudors/Showtime (Outrider)
4. Finalists
Most Effective Use of Web Analytics
World Travel Holdings - CruisesOnly.com
(iProspect)
iCrossing Measures Results with Mazda
Analytics (iCrossing)
Four Seasons Hotels and Resort (Acronym
Media)
8. What a great Year!
TV generated $200 million in revenue
Search generated $250 million in
But we only sold
revenue
$100 Million in
products?
Print generated $100 million in revenue
Direct generated $20 million in revenue
9. Attribution Is…
Assigning accurate value
Sales or marketing
Results expended
Media that created the value
10. Example: User clicks on all three, which
media gets credit?
1. Display Banner 2. e-Mail 3. Paid Search
11. What can go wrong?
Marketing over spends
Under spends
Attributing too much or little
12. What happens?
Unhealthy tension
Marketing managers fight
Budget and contribution
credit?