Data Sources Assemble! Getting Cross Channel Audience Insights
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1 Data Sources Assemble! Getting Cross Channel Audience Insights
2 Funds research to treat Multiple Myeloma 75+ clinical trials 10 drugs brought to market How can I support? Participate in MMRF sponsored athletic events ranging from 5Ks to Escape to Alcatraz Triathlon to trekking through Iceland! themmrf.org/get-involved/join-an-event/ 2018 Seer Interactive All Rights Reserved Page 2
3 Survey Says? 2018 Seer Interactive All Rights Reserved Page 3
4 Big Data (noun): extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions Seer Interactive All Rights Reserved Page 4
5 Big Data (noun): extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions Seer Interactive All Rights Reserved Page 5
6 1-50 of Seer Interactive All Rights Reserved Page 6
7 Title Tags Meta Descriptions Meta Data Length Number of Keywords Conversions Links Bounce Rate Sessions CTR Ranking Position Search Volume Cost Per Click Impressions Assisted Conversions Ad Copy Title Tags Ad Extensions Meta Descriptions SERP features Meta Data Length URLs Number of Keywords Mobile vs. Desktop Conversions TV Impressions 100+ Data Points Links Quality Score Bounce Rate 20+ Sources & Tools Competitor Market Share Sessions Title Tags CTR Meta Descriptions Ranking Position Meta Data Length Search Volume Number of Keywords Cost Per Click Conversions Impressions Links Assisted Conversions Bounce Rate Ad Copy Ad Extensions SERP features URLs Mobile vs. Desktop TV Impressions Quality Score Competitor Market Share Title Tags Meta Descriptions Meta Data Length Number of Keywords Conversions Links Bounce Rate 2018 Seer Interactive All Rights Reserved Page 7
8 Title Tags Meta Descriptions Meta Data Length Number of Keywords Conversions Links Bounce Rate Sessions CTR Ranking Position Search Volume Cost Per Click Impressions Assisted Conversions Ad Copy Title Tags Ad Extensions Meta Descriptions SERP features Meta Data Length URLs Number of Keywords Mobile vs. Desktop Conversions TV Impressions 100+ Data Points Links Quality Score Bounce Rate 20+ Sources & Tools Competitor Market Share Sessions Title Tags CTR Meta Descriptions Ranking Position Meta Data Length Search Volume Number of Keywords Cost Per Click Conversions Impressions Links Assisted Conversions Bounce Rate Ad Copy Ad Extensions SERP features URLs Mobile vs. Desktop TV Impressions Quality Score Competitor Market Share Title Tags Meta Descriptions Meta Data Length Number of Keywords Conversions Links Bounce Rate 2018 Seer Interactive All Rights Reserved Page 8
9 What are we missing by focusing on the foreground and not the big picture? 2018 Seer Interactive All Rights Reserved Page 9
10 A baby in a cannon? WTF!? 2018 Seer Interactive All Rights Reserved Page 10
11 We will touch on: Most useful data points for integration Joining and mining data sets for audience insights Best tools for the job 2018 Seer Interactive All Rights Reserved Page 11
12 Gathering the Data 2018 Seer Interactive All Rights Reserved Page 12
13 Adwords - Search Query Report Step Seer Interactive All Rights Reserved Page 13
14 Adwords - Search Query Report Step Seer Interactive All Rights Reserved Page 14
15 Adwords - Search Query Report Step Seer Interactive All Rights Reserved Page 15
16 Adwords - Search Query Report Step 4 X X X X X X X 2018 Seer Interactive All Rights Reserved Page 16
17 Adwords - Search Query Report Step Seer Interactive All Rights Reserved Page 17
18 Google Analytics - Landing Page Report 2018 Seer Interactive All Rights Reserved Page 18
19 Google Search Console 2018 Seer Interactive All Rights Reserved Page 19
20 Assssembleee! 2018 Seer Interactive All Rights Reserved Page 20
21 Find the common column across data sets Adwords Organic Rankings Google Analytics Search Console Search query (keyword) Keyword Landing page Keyword Clicks Rank Sessions Clicks Conversions Search Volume Bounce rate Impressions Impression URL Conversions Click through rate Cost 2018 Seer Interactive All Rights Reserved Page 21
22 You now have one large table Without the hassle of vlookups or pivot tables! Adwords/ Organic Report Adwords GSC Organic Report Adwords GA/Organic Report GA Keyword Paid Conversions Organic CTR Rank Search Volume Cost Paid CVR Landing Page Organic Session s Bounce Rate Organic Conversions Organic CVR Digital Marketing 4 5% 3 301k $400.4% seerfest.com % 20 20% 2018 Seer Interactive All Rights Reserved Page 22
23 Align your SEO, PPC, analytics, and user behavior data sources to: answer common business questions challenge assumptions operationalize insights deliver a superior experience for your audience 2018 Seer Interactive All Rights Reserved Page 23
24 Visualizations to Mine the Data 2018 Seer Interactive All Rights Reserved Page 24
25 Business Question: Can potential customers find me if I stop running paid? 2018 Seer Interactive All Rights Reserved Page 25
26 Search Query + Organic Rankings Export Adwords Search query (keyword) Clicks Conversions Impression Organic Rankings Keyword Rank Search Volume URL Cost 2018 Seer Interactive All Rights Reserved Page 26
27 Legend = keyword Size = cost Saturation = Search Volume Look at high converting keywords with low organic visibility to identify gaps where your high purchase potential audience won t be able to find you if pull back on paid 2018 Seer Interactive All Rights Reserved Page 27
28 2018 Seer Interactive All Rights Reserved Page 28
29 2018 Seer Interactive All Rights Reserved Page 29
30 2018 Seer Interactive All Rights Reserved Page 30
31 Now What? Create pages for topics where conversions are high, but organic rankings are low or non-existent Perform a striking distance analysis to move high converting keywords to page Seer Interactive All Rights Reserved Page 31
32 IRL Example 2018 Seer Interactive All Rights Reserved Page 32
33 Business Question: What pages should be focused on converting visitors versus guiding them? 2018 Seer Interactive All Rights Reserved Page 33
34 Keyword Report + Search Query Report Keyword Report Keyword Campaign Adgroup Cost Impression Click Assisted Conversions Search Query Report Keyword Search Term Campaign Adgroup Clicks Impressions Conversions 2018 Seer Interactive All Rights Reserved Page 34
35 Look at keywords with HIGH click assisted conversions and LOW conversions Do we need more content to support the user journey? 2018 Seer Interactive All Rights Reserved Page 35
36 Look at landing pages associated with keywords with HIGH click assisted conversions and LOW conversions for additional content opportunities Conversely, LOW click assisted conversions and HIGH conversions indicate CRO opportunity 2018 Seer Interactive All Rights Reserved Page 36
37 Business Question: What language is resonating with our audience and does it differ by channel? 2018 Seer Interactive All Rights Reserved Page 37
38 ALL the Exports 2018 Seer Interactive All Rights Reserved Page 38
39 2018 Seer Interactive All Rights Reserved Page 39
40 2018 Seer Interactive All Rights Reserved Page 40
41 deck planning 2018 Seer Interactive All Rights Reserved Page 41
42 Now What? Perform user SERP testing Make ad copy updates Make meta updates Decide whether to do mobile audits or and pages needing mobile improvement Spot opportunities for PLAs Earn Answer Box or PAA placement 2018 Seer Interactive All Rights Reserved Page 42
43 IRL Example 2018 Seer Interactive All Rights Reserved Page 43
44 Feeling Fancy? 2018 Seer Interactive All Rights Reserved Page 44
45 Measure TV Ad Effectiveness Aniqa Anwar bit.ly/2hwhnvo 2018 Seer Interactive All Rights Reserved Page 45
46 Connect TV Data to Website Data Aniqa Anwar bit.ly/2hwhnvo 2018 Seer Interactive All Rights Reserved Page 46
47 Identify PPC Campaign Outliers with R Tracy McDonald 2018 Seer Interactive All Rights Reserved Page 47
48 Tools of the Trade 2018 Seer Interactive All Rights Reserved Page 48
49 Power BI 2018 Seer Interactive All Rights Reserved Page 49
50 Getting Started with Power BI Pros Free! Available to Mac owners through turbo.net or Parallels 45 native connectors to different data sources Transform data much like Excel (drawback to Tableau) Slick R integration Natural language querying Cons Does not perform many to many joins Difficult to see dashboards when presenting Visualizations limited to showing 3,500 data points 2018 Seer Interactive All Rights Reserved Page 50
51 Getting Started with Tableau Pros Performs many to many joins 25% faster than PBI Renders up to 800 million data points 67 native connectors to different data sources Incredibly active community Cons Costly Formatting column titles and axis names is unwieldy 2018 Seer Interactive All Rights Reserved Page 51
52 Thanks! Say 2018 Seer Interactive All Rights Reserved Page 52
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