3. Russell McAthy
@therustybear
CEO of CUBED
14 years of..
Prev. Consultant to enterprise
Prev. Agency Director
Prev. Digital Strategist/Analyst
“Managed“ well over £1B media
spend
CUBED.ai | #inbounder | @therustybear
9. • Mid funnel
• Brand, Product
• Mid term Impact
• Mid Level CPA
• Bottom funnel
• Instant Impact
• Very low CPA
• Top of funnel
• Brand Advertising
• Long term Impact
• Very High CPA
CUBED.ai | #inbounder | @therustybear
10. • Mid funnel
• Brand, Product
• Mid term Impact
• Mid Level CPA
• Bottom funnel
• Instant Impact
• Very low CPA
• Top of funnel
• Brand Advertising
• Long term Impact
• Very High CPA
YOU NEED TO UNDERSTAND THIS
YOUR BIGGEST OPPORTUNITY
YOU OPTIMISE THIS ALREADY
CUBED.ai | #inbounder | @therustybear
12. Micro Conversions – Comparison Values
Signed up for
Newsletter
14
Scrolled past
40% in blog post
7
Read two blog
posts
10
Added item to
basket
25
Searched for
Store Location
15
Started the
booking process
50
CUBED.ai | #inbounder | @therustybear
33. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys Non-Converting Journeys
% % % % %
CUBED.ai | #inbounder | @therustybearCUBED.ai | #inbounder | @therustybear
When we forecast, we
actually are just
assigning values
34. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys Non-Converting Journeys
% % % % %
CUBED.ai | #inbounder | @therustybearCUBED.ai | #inbounder | @therustybear
This enables us to not
just the value of a visit
but also a page!
35. CUBED.ai | #inbounder | @therustybear
• How much value does each
landing page have outside of a
single visit
• How effective a page is at
converting a journey
• How effective a page is at
contributing to a future visit
• When a page is killing journeys