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Tami Dalley SES Chicago Advanced B2B Search Marketing

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Slides from SES Chicago 2009 Session - Tami Dalley - Advanced B2B Search Marketing

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December 9th, 2009 Smart Analytics for B2B Marketers
Presented by Tami Dalley Director, User Experience Optimization Analytics Aussie “ If I can’t measure it, I can’t manage it! ”
Acronym Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Is Web Analytics? It’s not just the TOOLS… It’s not just the REPORTS…
Web Analytics = Actionable Insights ,[object Object],[object Object],[object Object],The Tool The People The Insights
Agenda ,[object Object],[object Object],[object Object],[object Object]
Analytics Challenges in B2B ,[object Object],[object Object],[object Object],[object Object]
Value-Based Optimization: Changing the Way We Measure Success
What Is It? Runs Batted In: 66 Home Runs: 15 Runs Batted In: 103 Home Runs: 18
The Process Step 1: Identify online behaviors that correlate with leads . Step 2: Confirm correlation, assign value and calculate metric. Step 3: Optimize to this blended metric “point” system.
Step 1: ID Behavioral Indicators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pull a Goal Report Goals Week
Analyze Trends ,[object Object]
Step 2: Confirm, Assign, Calculate ,[object Object],[object Object],Option 2 – Statistical Analysis “ When this behavior happens, leads increase by x. ” Option 1 – Gut instinct
Step 3: Analyze Output ,[object Object],[object Object],[object Object],[object Object],[object Object],Watch Video Download Free Trial Online Chat Product View Lead Point Value 26 21 5 16 19 100
Point Value Step 3: Apply Formula Goals Keyword Watch Video Download Free Trial Online Chat Product View Lead Point Value 26 21 5 16 19 100
Step 3: Optimize PPC Campaigns ,[object Object],PPC Keyword KW Segment Accounting software Accounting Accounting solutions Accounting BI BI BPM solutions BPM Business intelligence BI Business process management BPM Business software General CRM software CRM CRM solutions CRM Customer relationship management CRM Enterprise CRM CRM Enterprise resource planning ERP ERP ERP ERP software ERP ERP solutions ERP Resource planning ERP KW Segment CPL BI $240.36 ERP $346.57 CRM $175.65 BPM $330.18 Accounting $200.26 KW Segment CPL CPP BI $240.36 $10.25 ERP $346.57 $5.69 CRM $175.65 $12.65 BPM $330.18 $6.98 Accounting $200.26 $7.89
Step 3: Optimize for SEO ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You

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Tami Dalley SES Chicago Advanced B2B Search Marketing

  • 1. December 9th, 2009 Smart Analytics for B2B Marketers
  • 2. Presented by Tami Dalley Director, User Experience Optimization Analytics Aussie “ If I can’t measure it, I can’t manage it! ”
  • 3.
  • 4. What Is Web Analytics? It’s not just the TOOLS… It’s not just the REPORTS…
  • 5.
  • 6.
  • 7.
  • 8. Value-Based Optimization: Changing the Way We Measure Success
  • 9. What Is It? Runs Batted In: 66 Home Runs: 15 Runs Batted In: 103 Home Runs: 18
  • 10. The Process Step 1: Identify online behaviors that correlate with leads . Step 2: Confirm correlation, assign value and calculate metric. Step 3: Optimize to this blended metric “point” system.
  • 11.
  • 12. Pull a Goal Report Goals Week
  • 13.
  • 14.
  • 15.
  • 16. Point Value Step 3: Apply Formula Goals Keyword Watch Video Download Free Trial Online Chat Product View Lead Point Value 26 21 5 16 19 100
  • 17.
  • 18.
  • 19.