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eMetrics Toronto 2009

  1. 1. Advanced Paid Search Optimization and Analytics
  2. 2. Agenda <ul><li>Quick Intro to Attribution </li></ul><ul><li>The Age-Old “Credit” Issue </li></ul><ul><li>Before Setup </li></ul><ul><li>Vendor Specific Actions </li></ul><ul><li>Future of Paid Search Analytics </li></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  3. 3. Overview of Attribution <ul><li>Definition </li></ul><ul><li>Not Everything Attributes the Same </li></ul><ul><li>Not 100% Perfect </li></ul><ul><li>Analytics Solutions can Help </li></ul><ul><li>Once Isn’t Enough </li></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  4. 4. Who Deserves Credit? June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics 1 Paid Search Home Page Product Page 2 3 rd Party Ad Home Page Product Page Shopping Cart 3 Bookmark Home Page Product Page Shopping Cart Purchase
  5. 5. Before Setup <ul><li>Sales Cycle Length </li></ul><ul><li>Establish Baselines </li></ul><ul><li>Cookies, Schmookies </li></ul><ul><li>After Data Collection </li></ul><ul><li>Remember Offline </li></ul><ul><li>Beyond Paid Search </li></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  6. 6. June 8, 2009 Search Marketing Session: SEO
  7. 7. <ul><li>When Google Analytics detects this variable, it will retain the first campaign's information, regardless of which links the user later followed to arrive at the conversion. </li></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  8. 8. June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  9. 9. Future of Paid Search Analytics <ul><li>Not How, but How much Attribution </li></ul><ul><li>Touch Point Analysis </li></ul><ul><li>Pay Per Tweet </li></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  10. 10. Recap <ul><li>Definition of Attribution </li></ul><ul><li>What to Address Before Setup </li></ul><ul><li>Understand Your Business </li></ul><ul><li>Analytics Tools Can Help </li></ul><ul><li>Future of Paid Search Analytics </li></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
  11. 11. Questions? <ul><li>Web Analytics World: </li></ul><ul><ul><li>www.WebAnalyticsWorld.net </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>www.Twitter.com/WaWorld </li></ul></ul>June 8, 2009 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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