From Multi-Channel Funnel to Propensity to Buy - Russell McAthy
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From Multi-Channel Funnel to Propensity to Buy - Russell McAthy
- 1. Marketing to the Middle of the Funnel cubed.ai
- 2. 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 | @therustybear
- 3. The CUBED platform provides marketers with the right data to make their performance accountable, actionable and ultimately more successful.
- 4. SEO’s biggest issue is their inability to showcase their SUCCESS CUBED.ai | @therustybear
- 5. • Bottom funnel • Instant Impact • Very low CPA CUBED.ai | @therustybear
- 6. • 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 | @therustybear
- 7. • 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 | @therustybear
- 8. Getting Started in GA CUBED.ai | @therustybear
- 9. Converting Users Engaged Users Bouncing Users Converting Users Engaged Users Bouncing Users How Customers engage with us How we spend our time (WRONG) CUBED.ai | @therustybear
- 10. Converting Users Engaged Users Bouncing Users Macro Conversions Micro Conversions Marketing Analytics How Customers engage with us How we SHOULD monitor performance CUBED.ai | @therustybear
- 11. 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 | @therustybear
- 12. CUBED.ai | @therustybear ____% of all PPC spend is on visitors who never* convert *using more than a year’s worth of conversion data
- 13. CUBED.ai | @therustybear 89.7% of all PPC spend is on visitors who never* convert *using more than a year’s worth of conversion data
- 15. CUBED.ai | @therustybear There is no “correct” % spend efficiency…. • Improved Targeting • Remarketing Lists • Lookalikes
- 16. CUBED.ai | @therustybear Why you should be scared of Last Non Direct
- 17. CUBED.ai | @therustybear PPC Conv >30 days
- 18. CUBED.ai | @therustybear PPC Conv >30 days Dir Dir
- 19. CUBED.ai | @therustybear PPC Conv >30 days Aff Dir Dir
- 20. CUBED.ai | @therustybear PPC Conv >30 days Aff Dir Dir Affiliate: 30% PPC: 68%
- 21. CUBED.ai | @therustybear “In Google Analytics its saying we have 1,726 PPC Conversions for last week. You have 1,364. Why is your data missing sales? “ Client:
- 22. CUBED.ai | @therustybear “In Google Analytics its saying we have 1,726 PPC Conversions for last week. You have 1,364. Why is your data missing sales? “ Client: Direct: 16%PPC: 79% 5%
- 23. CUBED.ai | @therustybear “In Google Analytics its saying we have 1,726 PPC Conversions for last week. You have 1,364. Why is your data missing sales? “ Client: Direct: 16%PPC: 79% 5% Different PPC Campaign: 21%
- 24. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display CUBED.ai | @therustybear
- 25. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA £ 0 CUBED.ai | @therustybear
- 26. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA £ 0 £ 2 CUBED.ai | @therustybear
- 27. Conversion ⭐️ 👀 👀 Direct PPC (Brand) Display Re-targetting Email PPC (Generic) SEO Display £ 40 Revenue Your CPA Actual Costs Attributed Revenue £ 0 £ 0 £ 2 £ 0.05 £ 0.5 £ 10 £ 0.2 £ 0.10 £ 2 £ 9.8 £ 10.1 £ 0.7 £ 1.6 £ 8.3 £ 9.3 £ 0.2 CUBED.ai | @therustybear
- 28. Visit ID Events Datetime Sale Datetime Probability 337,148 (16),(19),(19),(19),(19) 2017-02-08 14:04:32 45.71% 451,231 (19),(17),(18),(17),(16) 2017-02-14 18:53:17 37.94% 563,727 (19),(16),(19),(17),(16),(19),(16),(19),(16) 2017-02-18 13:27:02 63.75% 823,716 (16),(19),(17),(17),(16),(19),(17),(16),(19),(1),(5) 2017-02-22 15:26:09 2017-02-22 15:55:12 CUBED.ai | @therustybear
- 29. Channel Value – Client Example Channel LC Sales CUBED Sales Variance % Affiliates 4,496 4,623 2.82% Direct 52,685 50,448 -4.25% Display RM 856 983 14.8% Email 17,073 16,496 -3% PPC 20,176 21,837 8.23% Referral 17,429 17,508 0.46% SEO 5,493 6,227 13.4% Social Organic 2,152 2,235 3.9% CUBED.ai | @therustybear
- 30. CUBED.ai | @therustybear • Marketing to the Middle of Funnel is the future • Micro Conversions are amazing • PPC spend is typically inefficient • Last non-Direct is scarily inaccurate • Attribution is key to understand value