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@mariacorcoran@g_richard_carey
How to use Analytics to set goals & move past data paralysisRichard Carey, Paid Search Marketing Manager – Adobe Systems
Maria Corcoran, Search Marketing Consultant – Omniture Business Unit, Adobe Systems
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@mariacorcoran@g_richard_carey
Chuck Norris and Analytics
The conversion rate for ChuckNorris.com is whatever Chuck Norris says it is
Chuck Norris doesn’t need a call to action. Action needs a call to Chuck.
Chuck Norris knows Google’s algorithm
Chuck Norris doesn’t need Web Analytics, he already knows everything about his visitors.
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Data Driven
Data Driven
Chuck Norris
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Setting Goals based in Analytics
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Setting Goals
Fake or Misleading Goals
Vague and elusive
Traffic from search is down year over year,
Spend budget more efficiently
Arbitrary goals
Increase traffic 20%
Increase revenue 15%
Properly setting goals
Use your data sets to set your goals
Set SMARTER goals
Specific, Measureable, Attainable, Relevant, Timely… Evaluate & Reevaluate
5
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Specific & Measureable
6
Specific:• Look at your data set, and
set specific goals according to your data
• Set monthly/quarterly but know what you need to hit weekly
• Increase Revenue vs. $3,807,258
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Measureable
• Ensure you have analytics set up to track all conversions
• Profit vs revenue
• KPI’s
• Micro-conversions
• Allocation and Attribution
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Attainable
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How to use data and analytics to set your goals: Efficient Frontier
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Evaluate & Reevaluate
10
• Align your KPIs to you goals and monitor them.• It is ok to make adjustments to your original strategy
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Moving out of Data Paralysis using Analytics
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Results
Omniture.com increased YoY revenue 180% while decreasing the cost per lead by 10%
Life Technologies increased revenue by 70% in four months, and improved team efficiency by more than 20%.
Doba increased leads 15%-20%, and decreased cost per lead up to 20%.
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Performance Gears
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Content
•Structure•Keyword Selection•Offers•Ad Relevancy•LP Relevancy
Budgets
•Account Budgets•Campaign Budgets•Keyword Bids
Targeting
•GEO Targeting•Time Parting•Network Distribution
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Heartbeat Chart
Lever Heartbeat Metric
Standard Value
Structure Keywords/Ad Group <5 12
Keyword Coverage
Exact Match Imp Share
>80% 82%
Offers Conv/Impressions >1% .95%
Ad Relevancy CTR >5% 6%
LP Relevancy Bounce Rate <30% 44%
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Content
Budgets
Targeting
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Landing Page Example
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Prioritized List
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Client X example
Goal given - Increase Traffic
SMARTER goal – Increase Revenue in September to $3,807,258
Implemented optimization strategy prio 17
Janu
ary
Febr
uary
March
April
MayJu
ne July
Augus
t
Sept
embe
r
Octob
er
Novem
ber
Decem
ber
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Client X Traffic and Revenue
Revenue 2011 Revenue 2010 Traffic 2011 Traffic 2010
Revenue
Tra
ffic
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