Adobe Speakers @Maria Corcoran @G_Richard_Carey @SLCSEM

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

@mariacorcoran@g_richard_carey


How to use Analytics to set goals & move past data paralysisRichard Carey, Paid Search Marketing Manager – Adobe Systems

Maria Corcoran, Search Marketing Consultant – Omniture Business Unit, Adobe Systems



Chuck Norris and Analytics

The conversion rate for ChuckNorris.com is whatever Chuck Norris says it is

Chuck Norris doesn’t need a call to action. Action needs a call to Chuck.

Chuck Norris knows Google’s algorithm

Chuck Norris doesn’t need Web Analytics, he already knows everything about his visitors.

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Data Driven

Data Driven

Chuck Norris

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Setting Goals based in Analytics

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Setting Goals

Fake or Misleading Goals

Vague and elusive

Traffic from search is down year over year,

Spend budget more efficiently

Arbitrary goals

Increase traffic 20%

Increase revenue 15%

Properly setting goals

Use your data sets to set your goals

Set SMARTER goals

Specific, Measureable, Attainable, Relevant, Timely… Evaluate & Reevaluate

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Specific & Measureable

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Specific:• Look at your data set, and

set specific goals according to your data

• Set monthly/quarterly but know what you need to hit weekly

• Increase Revenue vs. $3,807,258



Measureable

• Ensure you have analytics set up to track all conversions

• Profit vs revenue

• KPI’s

• Micro-conversions

• Allocation and Attribution

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Attainable

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How to use data and analytics to set your goals: Efficient Frontier

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Evaluate & Reevaluate

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• Align your KPIs to you goals and monitor them.• It is ok to make adjustments to your original strategy



Moving out of Data Paralysis using Analytics

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Results

Omniture.com increased YoY revenue 180% while decreasing the cost per lead by 10%

Life Technologies increased revenue by 70% in four months, and improved team efficiency by more than 20%.

Doba increased leads 15%-20%, and decreased cost per lead up to 20%.

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Performance Gears

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Content

•Structure•Keyword Selection•Offers•Ad Relevancy•LP Relevancy

Budgets

•Account Budgets•Campaign Budgets•Keyword Bids

Targeting

•GEO Targeting•Time Parting•Network Distribution



Heartbeat Chart

Lever Heartbeat Metric

Standard Value

Structure Keywords/Ad Group <5 12

Keyword Coverage

Exact Match Imp Share

>80% 82%

Offers Conv/Impressions >1% .95%

Ad Relevancy CTR >5% 6%

LP Relevancy Bounce Rate <30% 44%

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Content

Budgets

Targeting



Landing Page Example

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Prioritized List

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Client X example

Goal given - Increase Traffic

SMARTER goal – Increase Revenue in September to $3,807,258

Implemented optimization strategy prio 17

Janu

ary

Febr

uary

March

April

MayJu

ne July

Augus

t

Sept

embe

r

Octob

er

Novem

ber

Decem

ber

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Client X Traffic and Revenue

Revenue 2011 Revenue 2010 Traffic 2011 Traffic 2010

Revenue

Tra

ffic



Date post:	13-May-2015
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Adobe Speakers @Maria Corcoran @G_Richard_Carey @SLCSEM

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