Learn about Attribution modeling, different types of models and why I think they make no sense for a complete marketing mix. Learn how to mimic Avinash's "microconversions" to track behavioral changes and quantify marketing using search trends. - Learn how TV influences Search and Social - How press releases & media appearances influence Seach - How email drives search & vice versa - How to leverage outdoor through digital channels and mobile media - How to really "attribute" your PPC and SEO efforts. - How goofy Aaron looked at prom.

1. marketing whiz wit‟
creating something beautiful wit
(or witout) data
@bigalittlea

2. BIG A
smaller a
…like the first two
letters of my name…
@bigalittlea
get it?

4. bit.ly/whizwit

7. steak: 34%
roll: 26%
whiz: 19%
onions:11%
getting yelled at by the
cashier: 6%
drippy paper that‟s stuck on
the outside of the roll: 4%

9. can„t quantify
everything

13. bit.ly/aaronbikes

18. Source Interactions Value
Google 2 20%
Rawr 1 10%
Email 3 30%
Reddit 2 20%
Blue Owl 1 10%
Not wanting a
butt-stare
inducing stripe
1 10%

19. 0%
4%
8%
12%
16%
20%
Email Reddit
Butt
Stripe
Blue
Owl
Google Rawr
42% 16% 15% 13% 11% 4%

20. Email Reddit
Butt
Stripe
Blue
Owl
Google Rawr
38% 12% 8.5% 5% 24% 12.5%
0%
5%
10%
15%
20%
25%

23. hair
helmet
prom
date

25. what if we cut the least
valuable interaction?

27. every model is
very, very biased

29. …calibrates across paid
search, comparison shopping
engines, display media, email
communications, social
media, natural traffic…
complete lens into the customer
journey and purchase path
across all paid, earned, and
owned digital media

32. track what you can!

33. “microconversions”
@avinash

34. quantify the impact of
media interaction

37. #couchpose

39. be ready for
the bump

43. did people search
for what‟s in your
press release?

44. …are you bidding
on it in ppc?

47. prepare your stock
and staff accordingly

50. what did the email
do to search?

51. better yet, what did
search do to email?

54. what do those people
do long term?

60. drive people
to search

68. aaronl@seerinteractive.com
bit.ly/whizwit
@bigalittlea