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My 20x20 presentation from BrightonSEO. For a full transcript and video of the presentation please see this post on the Fresh Egg blog - http://bit.ly/mPoyCr.
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Beyond the last click:Finding hidden SEO value with Multi-Channel Funnels.
Dara FitzgeraldHead of [email protected]
Modern digital landscape.
Social
Display
Affiliate
Mobile
Last click attribution.
Organic non-brand (generic) Paid brand termOrganic non-brand
(specific)
Visit 1No conversion
Visit 2No conversion
Visit 3CONVERSION
CLOSERGETS THE CREDIT
First click attribution.
Organic non-brand (generic) Paid brand termOrganic non-brand
(specific)
INTRODUCERGETS THE CREDIT
Visit 1No conversion
Visit 2No conversion
Visit 3CONVERSION
First/last click attribution flaws.
20 assists 20 goals
Issues with single interaction attribution.
Awareness
Interest
Desire
Action
Category keywordse.g. ‘laptops’
Product keywords e.g. ‘dell vostro 3350’
Selection keywords e.g. ‘Best deal on dell vostro 3350’
Converting keywordse.g. ‘Laptops r’ us’
Multi-Channel Funnels.
Path length.
Time lag.
Assisted conversions.
First interaction conversions.
Top conversion paths.
Custom channel groupings.
Conversion segments.
Points to note.
Organic DirectPaid Paid
Conversion30 days
Not included in MCF Not ignored in MCF
Counts as 1 assist for Paid
Gets the credit in standard reports
Use cases.
Non-brand vs. brand
Saucony running shoes Saucony ProGrid ShoeRetailerRunning shoes
0.3% conv. rate 2% conv. rate 6% conv. rate
Use cases.
Non-brand vs. brand
Assisted conversions: 79 Assisted conversion value: £18,525
AND
AND
AND
Use cases.
Organic vs. paid
Organic specific Paid brandOrganic generic
0.3% conv. rate 3% conv. rate 6% conv. rate
Assisted conversions: 95 Assisted conversion value: £24,515
AND
Campaign tagging.
http://www.abc.com/?utm_source=eshot&utm_campaign=email&utm_campaign=sep11
Summary.
Thank You!
