Search is more than pure sales acquisition, many queries are upper in the funnel and ask the question is Search Advertising just Sales? Or could it be also Marketing? Find out more!

1. Hello! My name is Nicolas

2. I’m a coffee geek

3. and just a geek tout court

4. Solvay 2005
Dedicated Research 2005
Master Bocconi 2006
Google 2007
Semetis 2009
Additionly 2012

5. Be Where Consumers Are Looking

6. 1. The Consumer

7. 2. The Marketeer

8. 3. Online Advertising & Technology

9. Before

10. … Now

11. Where?

12. Online

13. I believe in the
future all media will be
consumed through the
Internet.

14. INTERNET?

16. Computers + Mobile

19. Multiple Screens
Source: Google/Ipsos/Sterling, 2012

20. Search Engines
are
the Gateway

21. About 60%*
of one’s website traffic
* Based on Semetis internal data

22. 1. The Consumer is Online
2. The Consumer is Searching
3. Things are complex!

23. The Consumer

24. The Practice
Multiple Screens

25. The Practice
Multiple Digital Channels

27. How to better
understand the
consumer journey?

28. 1. Search Funnels
2. Multi-Channel Funnels
3. Remarketing

29. Concept - 1. Search Funnels
Click ClickS

30. Conversion Paths
Previously

31. Conversion Paths
Now

32. Assisted Conversions

33. Assisted Conversions
45% of Conversions
are assisted*
* Based on Semetis internal data

34. Concept - 2. Multi-Channel Funnels
Visit Visitor

35. Conversion Paths
Previously

36. Conversion Paths
Now

37. Assisted Conversions

38. Assisted Conversions
60% of Conversions
are assisted*
* Based on Semetis internal data

39. Attribution Modeling
Previously €€€

40. Attribution Modeling
Now €€€

41. Concept - 3. Remarketing

42. CRM
Advertising

43. People who saw a category A page these last
30 days but didn’t convert
People who visited the website these last
14 days but didn’t convert
People who added a product to their
shopping cart these last 7 days but
didn’t convert
…

44. Multi Digital Channels
How did Remarketing Perform?
Assisted Conversions Last Click Assisted/Last Click
98 10 9,80

45. Multi Digital Channels
Conversion Path

46. Challenges

47. From Sales to Marketing
Search = Marketing
Search = Direct marketing

48. From Sales to Marketing
KPI’s
Clicks Clicks share
Last Clicks Assist + Last Clicks
Last Visits Assist + Last Visits

49. To Business Intelligence