beyond the last click - dara fitzgerald - #brightonseo

Beyond the last click:Finding hidden SEO value with Multi-Channel Funnels.

Dara FitzgeraldHead of Insightdara@freshegg.comwww.freshegg.com

Modern digital landscape.

Social

Email

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.

Email

http://www.abc.com/?utm_source=eshot&utm_campaign=email&utm_campaign=sep11

Summary.

Thank You!