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2Industry Recognition
“Enquisite’s unique and focused approach to search visitor intent was invaluable to me during my agency days. Now, as the first-ever, in-house SEO Strategist for the Wall Street Journal, I’ll be relying on Enquisite to help me propel our visibility in search for high value terms that convert.”
Alex Bennert, Wall Street Journal - August 2008
August 2008 SES Award Winner
“Technology Platform Search Marketers Can’t Live Without”
3The Search Marketplace
Organic: Search Engine Optimization (SEO)
Organic: Search Engine Optimization (SEO)
Paid: Pay-Per-Click (PPC)Paid: Pay-Per-Click (PPC)
4The Search Relationship
AdvertiserAdvertiser AgencyAgency Google /Yahoo!/MSN
Google /Yahoo!/MSNRetains an Retains an
AgencyAgencyBuy Ads onBuy Ads on
Client’s BehalfClient’s Behalf
Ad Buying Function Television Radio Internet
LOCATION Geographic Geographic Geographic
DEMOGRAPHICS Show Segment Keywords
PLACEMENT ABC/NBC/HBO NPR/CBS Google/Yahoo!/MSN
CREATIVE Commercials Spots Text Listings
PPC AUDITSEARCH ANALYTICS
WEB ANALYTICS
Nielsen Arbitron PPC AssuranceEnquisite, CompeteGoogle, Omniture
GOAL Monetize Monetize Monetize
5Different Analytics Reporting for Different Functions
© 2008
6Market Drivers
• SEM was a $12.2 billion industry in North America in 2007, and will grow to $25.2 billion in 2011.
• SEM is poaching budget from other marketing channels – including both online (e.g. web site development) and off-line (e.g. print, TV) channels.
• The market will continue to grow, and become more challenging / specialized to measure.
*Sources: SEMPO – March 2008
79%
75%
71%
Engagement in Search Engine Marketing (SEM) Programs
7The Analytics Ecosystem
8Track the Lifecycle of each Visitor
© 2008
Unique Visitor
9Tracking Your Visitors
<script language="javascript" type="text/javascript">
//<![CDATA[
var enqsiteid = 'enquisite';
var enqhost = (window.location.protocol == "https:") ? "https://logssl" : "http://log";
document.writeln('<script language="javascript" src="'+ enqhost +'.enquisite.com/log.js?id='+ enqsiteid +'" type="text/javascript"><\/script>');
//]]>
</script>
© 2008
10Tracking Your Visitors
© 2008
<!-- SiteCatalyst code version: H.0. Copyright 1997-2005 Omniture, Inc. More info available at http://www.omniture.com -->
<script language="JavaScript" type="text/javascript">
var s_account = "nikeall";
var s_currencyCode="USD";
var s_charSet="UTF-8";
//--></script>
<script language="JavaScript" type="text/javascript" src="http://www.nike.com/nikeos/global/js/s_code.js"></script>
<script language="JavaScript" type="text/javascript">
// following causes issues for LT
s.pageName = "GLGW>lang_selector>main";
//end issue
s.server = "nikeuslanding";
s.channel = "nike.com";
s.prop17 = "language_selector";
s.prop18 = "language_selector";
s.prop21 = "language_selector";
s.prop22 = "non-id";
// following causes issue for LT
// end issue
s.trackExternalLinks=true;
s.linkInternalFilters="javascript:,nike,rga";
/************* DO NOT ALTER ANYTHING BELOW THIS LINE ! **************/
var s_code=s.t();if(s_code)document.write(s_code)//-->
</script>
<script language="JavaScript" type="text/javascript"><!--
if(navigator.appVersion.indexOf('MSIE')>=0)document.write(unescape('%3C')+'\!-'+'-')
//--></script>
<!-- End SiteCatalyst code version: H.15.1. -->
11Pains of Pay-Per-Click Campaign Compliance
Advertiser and Agency
The need to reach to specific audiences poses new challenges & problems:
• No guarantee that ads appear where and when specified• Highly targeted campaigns are more costly• Requires more man hours for management• Higher risk of clicks happening outside of set parameters.
Auditing is cumbersome:• Other solutions on the market today focus only on click fraud• Manual detection of invalid clicks is time intensive• Refund process is tough to manage and unpredictable
12Tracking Compliance
• You buy ads with a focus
• How do you verify that they execute properly?
© 2008
13Items to Track for Organic (& Paid) Campaigns
© 2008
14Pains of Analytics for Search Engine Optimization
Advertiser• Want more revenues• Would invest more if they could quantify returns• Performance is not easily measured
Agency• Needs better way to participate in digital marketing revenue streams• Current model is contract based, not performance based• Performance is not easily measured, thus not properly rewarded• No real incentive to go above and beyond contractual obligations
15The Analytics Ecosystem
16Goals of Advertiser / Agency / SEM / SEO
© 2008
