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Hunt Search Gets The Credit

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Bill Hunt
Bill Hunt

Presentation from SES Chicago related to attribution of search marketing activities. Ideas on how to start to organize the data integration necessary to apply attribution credit.

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Presented by: Bill Hunt, Back Azimuth Consulting Twitter: billhunt Why Does Search Get all the Credit?
Solving the “real” issues? ,[object Object],[object Object],[object Object]
Reasons for lack of coordination Source: Jupiter Research SEM Executive Survey 08/08
Tip #1 Identify Points of Intersection
Maximize Searcher Stimuli Drive to Search Social & Word of Mouth Mass Media Need or Wants ,[object Object]
Show Digital Influence ,[object Object],Integrate a “byte phrase”?
“ Accident Forgiveness”
“ Affordable Disney”
“ 3 rd Generation Prius” Source: Toyota Mailer 7/5/09
“ 3 rd Generation Prius”
“ Touch Tracer Display” Source: Toyota Mailer 7/5/09
“ Touch Tracer Display” Source: Toyota Mailer 7/5/09 Nothing from Toyota
“ Touch Tracer Display” 20,975 views Questions Did the views increase after mailing? Did the site visits increase? Did they decrease once paid search added?
Tip #2 Start with Integration then Attribution
Integrate PPC & eMail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tip #3 Develop a Workflow and Share it
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Attribution Workflow By understanding the synergies of key touch points and managing them accordingly, we can create a compelling experience that is measurable and repeatable Opportunity & Actions for Tactics Expected Stimuli Desired & Measured Actions Develop Logical Handoffs Goal
Tips for Success ,[object Object],[object Object],[object Object],[object Object]
[object Object],Bill Hunt [email_address] Twitter: billhunt

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