why search gets credit for everything

Presented by:Bill Hunt & Kevin Ryan

Thursday, August 21, 2008

Why does Search Get Credit for Everything?

FinalistsBest Use of Local Search

The Container Store (Range)Storage West Self Storage (Young &

Associates)US Small Business Administration-Business

Gateway InitiativeBest Integration of Search with Other Media

SEO-PRThe Tudors/Showtime (Outrider)Jaguar XF Oscars (MEC Interaction)

Winners!Best Use of Local Search

US Small Business Administration-Business Gateway Initiative

Best Integration of Search with Other Media

The Tudors/Showtime (Outrider)

Finalists

Most Effective Use of Web Analytics

World Travel Holdings - CruisesOnly.com(iProspect)iCrossing Measures Results with Mazda

Analytics (iCrossing)Four Seasons Hotels and Resort (Acronym

Media)

Winners!

Most Effective Use of Web Analytics

Four Seasons Hotels and Resort (Acronym Media)

Today’s Panelists• Randy Peterson

Search Marketing Innovation Manager Procter and Gamble

• Mikel ChertudiSr. Director, Online & Demand MarketingOmniture

• Sharon GallacherWest Coast Managing DirectorNeo@Ogilvy

Media Spending Mix

What a great Year!

Print generated $100 million in revenue

TV generated $200 million in revenue

Search generated $250 million in revenue

Direct generated $20 million in revenue

But we only sold $100 Million in

products?

Attribution Is…

Assigning accurate value Sales or marketing Results expended

Media that created the value

1. Display Banner 3. Paid Search2. e-Mail

Example: User clicks on all three, which media gets credit?

What can go wrong?

Marketing over spendsUnder spends

Attributing too much or little

What happens?

Unhealthy tensionMarketing managers fightBudget and contribution

credit?

What happens?

Misguided investment People and $$$$$

Budgeting/forecasting?

Majority of recent conversations with Search Managers have

indicated there is some level of resentment to Search’s credit

for conversions

Is there really an attribution problem or are the other forms

of marketing just jealous?

What are you measuring?

Pre-MetricsImpressions, Clicks, CPC

Post MetricsOrders, sales, customers, Lifetime Value

Remarket Objective:Repeat Order / Cross-Sell

Site Objective: Conversion

Ad Objective: Acquire Visitors

Don’t Overwrite Objectives

Most attribute success/conversion to the last

action and all decisions are based on these metrics.

Is this wrong?

Is it possible to set up a fair and balanced program that gives credit where credit is due?

Multi-Contact Attribution Model

What are the major causes or variables of these attribution

problems?

Can they be fixed?

Possible Solution

Source: Omniture Inc.,

If we solve the technology problem but can we change

the hearts and minds of fellow marketers?

Tips for Success

Have you covered the basics?

Tips for Success

Define your goals effectively

Tips for Success

Define the “value” of actions

Tips for Success

What is your bounce rate?

Anyone can take credit for a 5% click rate – the real pro can reduce a 95% exit rate

Tips for Success

Look for tools or indicators that you have in other media to help indicate impact and success

Tips for Success

Create an attribution model, using data available.

Tips for Success

Get comfortable with not having a perfect answer

Tips for Success

Standardize Tracking and Marketing Apps on One

System

Tips for Success

Measure all Views: 1st, last, and shared; Create a baseline using “last”

Tips for Success

Don’t Overwrite Metrics and Objectives – track separately:

1.Acquire Visitors2.Conversion3.Remarket

Tips for Success

For a best-practice guide and webinar on this topic go to:

omniture.com/7attributions

or

www.enterprisesem.com

Questions?