nicolas debrey - conversion day 2014
Post on 22-Jan-2015
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It’s been a very long day
Measuring SEO Content Strategy Impact
84,88%
(not provided)
12,75%
31,13%
84,88%
April 2012 April 2013 April 2014
1. Content perspective Start
Using Content Grouping?
2. Session perspective Later
1. Content perspective Using Content Grouping
Group of Pages
MyGroup 2.048 1.024
But very limited actionable KPI’s
Pageviews Unique Pageviews
Avg. Time on Page Entrances Bounce
Rate % Exit Page Value
2. So then, Session perspective
Group of Pages & Sessions
1. ‘Visits’
2. Coming from Organic
3. Landing on our Content Group
1 2
3
Last 30 days
Giving more time-context
And more…
And more…
And let’s add a benchmark!
% of Traffic Landing on Publications from Organic vs Total traffic
13,24%
23,16%
27,37%
35,33%
2011 2012 2013 2014
Long Term Winning SEO Strategy
“A statistician can have his head in an oven and his feet in ice, and he will say that on the average he feels fine.”
A Bounce session
Views 1 page
Stays 0 second
A Bounce session
Bounce Rate Pages / Session Avg Session Duration
3 Sessions 66,67% 1,67 00:00:22
Session 1 100% 1,00 00:00:00
Session 2 100% 1,00 00:00:00
Session 3 0% 5,00 00:01:02
My YouTube Video Ad Campaign
My YouTube Video Ad Campaign
The Branding Funnel – Video Ads
Impressions Engaged
Views Paid
Views Coming back??? Clicks Engaged
1. Sessions of all Users
2. First came through my video ad
3. And then came back after
The Branding Funnel – Video Ads
Impressions Engaged
Views Paid
Views Coming
back Clicks
1.000 300 150 20 1
Engaged
5
62%
Number of sessions to convert
Hey, You!
My cherished clients!
On a 90 days period:
Clients Revenue
=1 Transaction 95 88
>1 Transaction 5 12
Questions now you can answer
Excuse me …
Do I know you?
Gender & Age
Female 35-44
Media Budget Impact?
-13%
Revenue Impact?
+16%
« Leveraging data for impact! »
Imagine when
#CRM data fully integrated
#CrossDevice behaviours available
And your #Offline data flowing in!
Welcome
Happy analyzing!
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