Search Analytics presented by Vivek Bhargava (founder, Communicate2) at OMCAR 2009
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The document discusses the importance of analytics in marketing. It states that analytics can be used across many areas including paid search, SEO, customer segmentation, product design, and call center timing. Analytics tools like Google Analytics can help analyze key performance indicators such as keywords, bounce rates, geo segmentation, visits, conversion trends, and conversion rates. The document emphasizes that analytics should be experimented with and can provide a panacea for businesses by helping understand customer behavior and test creatives and campaigns.
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Search Analytics presented by Vivek Bhargava (founder, Communicate2) at OMCAR 2009
- 1. Analytics The New Mantra of Winning Vivek Bhargava CEO – Communicate 2 India
- 3. SEMPO ASIA TOUR 15 th JUNE MUMBAI !
- 6. Analytics is so much FUN! It should be illegal
- 7. Analytics - Who is it for Anyway?
- 8. “ It is not about numbers”
- 9. “ It’s Empirical not HiPPO”
- 10. It is all about Analytics Research
- 11. It is all about Analytics Competitive Review
- 12. It is all about Analytics Designing Products
- 13. It is all about Analytics Nostradameus
- 14. It is all about Analytics Customer Segments
- 15. It is all about Analytics Consumer Behaviour It is all about Analytics
- 16. It is all about Analytics Timing of Call Centre It is all about Analytics
- 17. It is all about Analytics Designing Landing Pages It is all about Analytics
- 18. It is all about Analytics Testing Creative's – Geo Segmentation It is all about Analytics
- 19. It is all about Analytics Customer Retention It is all about Analytics
- 22. Keywords Internal Site Search Keywords from Organic Search Spot keywords for inclusion in paid campaigns
- 23. Bounce Rate By Ad Content By Keywords By Region By Campaigns
- 24. Geo Segmentation Visits & Conversions Map Overlay Engagement Metrics
- 25. Visits & Conversion Trends Visits – Compare 2 months Conversions – Month on Month Hourly Visits
- 26. Conversion Rate Compare Conversion Rate between different time periods Top Converting Campaigns Conversion Rate by Keywords
- 28. Keywords Find the Long Tail or volumes around a type of query
- 29. Bounce Rate Check which pages have a high bounce rate Keywords with a high bounce rate
- 30. Most Popular Pages Most Popular Pages Content Drilldown
- 31. Navigation / Click Trends Navigation Summary Site Overlay Funnel Visualization
- 32. Conversion Rate By Search Engine New vs. Returning Converting Keywords By Browser
Notas do Editor
- It is not only winning but more of Survival4 years back all differentiation was through bid management tools, now it is through analyticsAll the mediums are going through a metamorphosis – they are becoming dynamically priced and advertising is being served based on context. As these two things happen, the back bone would be analytics, cause one cannot manage bids or ascertain value of context without measurement or analytics<number>
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- Mediums becoming dynamically pricedMediums becoming contextualRequire more measurement – the above two conditions are possible only if third can be doneWhy analytics?• Advertising budgets shifting to the Web• PPC prices rising (Google auto-pilot) – Find new ways forward.• More measurable metrics• TV, radio, newspapers, yellow pages down• More companies entering the market• More companies moving their advertising budgets to the Web• Increasing demand for this channel to be accountable<number>
- Father of modern Advertising – one thing we must not forget is that measurement is not about measuring only action <number>
- I am a sales guy – so I get quite apprehensive about things that even remotely sound technical. Analytics sounds so technical. I believe analyitcs is like watching the dots in the matrix – one day you see the blond in the red dress, then you are hooked and will never be able to see data without it making you thinkYou will have so many AHA moments that you will forget SEX – not exactly but close *smile*<number>
- it is for management ! CIOProduct designersSales guysGoogle is the closest man has ever reached to creating a mind reading machine – Analytics is your dash board to this mind reading machine.A person who feels that he does not need to learn anything more is the only person who does need analytics – rest of us do<number>
- I have clients who ask me – I am getting 54678 clicks on my adwords interface and 56755 clicks on analytics – which do you think is right? I remember one of the bruce lee movies, where he is mentoring a student and point his finger to the sky – the student instead of looking at the sky looks at the finger – over obsessive about numbers is the sameIt is about patterns, it is about trends – it is about finding relevance and indentifying reasons for these changesIt does not matter if your google adwords shows 50465 clicks and your analytics shows 50460 clicks ! What matters is what were the clicks last week, and the week before it, and can you identify the trends what is going to happen next week or next month or next year<number>
- Does anyone know what Hippo – highest paid persons opinionBeing the ceo of the company, I have said things that have turned out to be ridiculous – however even when people know I am wrong, they sometimes keep quiet – that is when you organization suffers from Hippo problemAnalytics allows you to present empirical data rather If you think there is a co-relation between it raining and people playing poker ? Or the moronic spelling example – how we changed the landing pages<number>
- Web marketers that don’t promise metrics – and the ability to explain metrics -- will not do as well as those who do.<number>
- Web marketers that don’t promise metrics – and the ability to explain metrics -- will not do as well as those who do.<number>
- Web marketers that don’t promise metrics – and the ability to explain metrics -- will not do as well as those who do.<number>
- Web marketers that don’t promise metrics – and the ability to explain metrics -- will not do as well as those who do.<number>
- Web marketers that don’t promise metrics – and the ability to explain metrics -- will not do as well as those who do.<number>
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- Industry has grown USD 100 million to USD 15 billionIntent and Charge on clickAnalytics can be used to get a competitive edge - we work on lead generation basis – we have used analytics extensively to reduce costs and make substantial benefits to the bottom line.<number>
- Keywords Seek monthly keyword performance data for organic traffic from search engine reports and internal search box queries to spot missing paid keywords.Add new keywordsIncrease appropriate paid ranks/bids where gaps exist Focus on top converters to reap instant gains.<number>
- Bounce rate It's essentially telling you how many people saw just one page on the site and didn't bother to go elsewhere. Optimize your paid search campaigns by analyzing the bounce rate based on data - at campaign level, keyword level, by Geo’s CheckPoints:Are your keywords –ad – lp in sync?Content on lp relevant?Which visitors from a particular geo or a certain campaign or theme of keywords contribute most to the bounce rate? Use A/B or multivariate tests to improve both page ‘stickyness’ and conversion rates.<number>
- Geo-Segmentation The more targeted and niche the web becomes, the more important geography is. It has been observed that offline promotions usually lead to a surge in a particular geo.
- Visits & Conversion Trends See how many visitors you have this month versus last monthStudy monthly, weekly, hourly trends. Evaluate seasonality and optimize accordingly. <number>
- Conversion RateBased on data set new goals and benchmarks for conversion rates by : Comparing last month/quarter vs. this month/quarterComparing Paid and Natural trafficEvaluate Paid Engines/ Traffic SourcesPaid keywords to Natural keywordsAre particular lps converting more than others? Study top converting Geos. <number>
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- SEOKeywordsIdentify the long tail here; 25% of the queries performed are ones Google has never seen.
- Bounce Rate A metric that varies a bit from project to project.
- Most Popular Pages This metric essentially tells you where your buzz is.
- Navigation / Click Trends : Studying how visitors navigate through the site gives us an idea on the effectiveness of the site layout.
- Conversion Rate – The million dollar question! Knowing what visitors do when they come to the site and whether or not they are doing what we want them to ultimately do is critical.
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