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Search Marketers are the New Data Driven StorytellersTim Mayer
@timmayer
SEMPDX SearchFest
Friday September 27th 2015
2@timmayer
How I got to SearchFest!
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In the Beginning, All About Intent Data
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The Move Towards Relevance
and Away from Resonance…
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Predictable CTR % andConversion Rates
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Multi-Channel was PPC and SEO
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Social was WebmasterWorld Forum…
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Mobile Computing was a Laptop
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Data To Leverage
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Audience Based Targeting Strategies
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Unknown
Visitors
Recent Visitors
Lapsed Visitors
Visitor Product Interest
Existing Customer/Produc
t Interest
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Storytelling with Data
Awareness Interest Acquire GrowDesire
DISPLAY
DISPLAY
DISPLAY
DISPLAY DISPLAY
PRRadio
TVPrint
Word of Mouth
Affiliates
PPC Social AdsReviews
Blog
Media
Direct MailEmail Ecommerce
Store
Website
CommunityForum
FAQKnowledge
Base Promotions
Blog
Social Network
Newsletter
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Storytelling with Behavioral Data
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Storytelling
Resonance & Relevance
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Ad Measurement is WAY off!
US Internet Population (245.2M)
Third Party US Reach (4.5B) US Population (313.9M)
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Ad ID: The Walled Gardens
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Attribution
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Clickers are not your
Converters
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U Shaped Attribution
First Touch1 Point
Last Touch1 Point
Middle Touches1/N Points
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