2. Russell McAthy
@therustybear
CEO of CUBED
14 years of..
Prev. Consultant to enterprise
Prev. Agency Director
Prev. Digital Strategist/Analyst
“Managed“ well over £1B media
spend
CUBED.ai | @therustybear
3. The CUBED platform provides marketers with the right
data to make their performance accountable,
actionable and ultimately more successful.
4. SEO’s biggest issue is
their inability to
showcase their
SUCCESS
CUBED.ai | @therustybear
6. • Mid funnel
• Brand, Product
• Mid term Impact
• Mid Level CPA
• Bottom funnel
• Instant Impact
• Very low CPA
• Top of funnel
• Brand Advertising
• Long term Impact
• Very High CPA
CUBED.ai | @therustybear
7. • Mid funnel
• Brand, Product
• Mid term Impact
• Mid Level CPA
• Bottom funnel
• Instant Impact
• Very low CPA
• Top of funnel
• Brand Advertising
• Long term Impact
• Very High CPA
YOU NEED TO UNDERSTAND THIS
YOUR BIGGEST OPPORTUNITY
YOU OPTIMISE THIS ALREADY
CUBED.ai | @therustybear
9. Converting Users
Engaged Users
Bouncing Users
Converting Users
Engaged Users
Bouncing Users
How Customers
engage with us
How we spend our
time (WRONG)
CUBED.ai | @therustybear
10. Converting Users
Engaged Users
Bouncing Users
Macro Conversions
Micro Conversions
Marketing Analytics
How Customers
engage with us
How we SHOULD
monitor performance
CUBED.ai | @therustybear
11. Micro Conversions – Comparison Values
Signed up for
Newsletter
14
Scrolled past 40%
in blog post
7
Read two blog
posts
10
Added item to
basket
25
Searched for Store
Location
15
Started the
booking process
50
CUBED.ai | @therustybear
12. CUBED.ai | @therustybear
____% of all PPC
spend is on visitors
who never* convert
*using more than a year’s worth of conversion data
13. CUBED.ai | @therustybear
89.7% of all PPC
spend is on visitors
who never* convert
*using more than a year’s worth of conversion data
21. CUBED.ai | @therustybear
“In Google Analytics its saying we have 1,726 PPC
Conversions for last week. You have 1,364. Why is your
data missing sales? “
Client:
22. CUBED.ai | @therustybear
“In Google Analytics its saying we have 1,726 PPC
Conversions for last week. You have 1,364. Why is your
data missing sales? “
Client:
Direct: 16%PPC: 79% 5%
23. CUBED.ai | @therustybear
“In Google Analytics its saying we have 1,726 PPC
Conversions for last week. You have 1,364. Why is your
data missing sales? “
Client:
Direct: 16%PPC: 79% 5%
Different PPC
Campaign: 21%
29. Channel Value – Client Example
Channel LC Sales CUBED Sales Variance %
Affiliates 4,496 4,623 2.82%
Direct 52,685 50,448 -4.25%
Display RM 856 983 14.8%
Email 17,073 16,496 -3%
PPC 20,176 21,837 8.23%
Referral 17,429 17,508 0.46%
SEO 5,493 6,227 13.4%
Social Organic 2,152 2,235 3.9%
CUBED.ai | @therustybear
30. CUBED.ai | @therustybear
• Marketing to the Middle of Funnel is the future
• Micro Conversions are amazing
• PPC spend is typically inefficient
• Last non-Direct is scarily inaccurate
• Attribution is key to understand value