Holistic Conversion OptimizationSam StalsOnline Marketing Consultant, Wijs
@Sam_stals
@vreewijs
Work work work.
Execution optimization tactics
Result on CPC performance.
Result on global performance.
Execution optimization tactics
So what was the problem?
Effort & Timing
Result
Easy peasy Hardcore
Meh
$$$$
Optimization fatigue.
The Shane Battier effect.
Simplicity & limited data.
How do we optimize the entire online presence?
Map your touch points.
Map the different media touch points.
Direct
AdWords
TV����������� ������������������
Organic
Remember: we’re living in a multichannel world.
What about the impact from online marketing on offline marketing (and vice versa)?
Is it possible to get a complete overview?
No. It is not. Not yet at least.
But we can start.
Awareness Appreciation Action Advocacy
Search
Television
Radio
Advertising
Mailings
Social
Advocacy Action
Awareness Appreciation
Owned
PaidEarned
Facebook pageLinkedIn company page Twitter accountOwned
Paid
Earned
Awareness Appreciation AdvocacyAction
Organic Search Word of Mouth
Natural Search Referrals
Natural Search Referrals
Natural Search Referrals
AdWordsDisplay ads op Nieuwsblad, De Standaard, De Morgen, GVA & HBVLFacebook AdvertisingLigatus Advertising
Facebook AdvertisingLinkedIn Advertising
Google RemarketingFacebook Exchange LinkedIn advertisingCatalogues
Facebook Advertising
WebsiteFacebook Page LinkedIn company page Twitter account Folders
Facebook page LinkedIn company page Twitter account
WebsiteFolders
Attribution Modelling.
Visualize top - middle and bottom of funnel.
Combine funnel with conversion data.
Use data & knowhow.
F*ck big data, use small data.
Conversion data
Acquisition data
Behavioral data
Technical data
Demographic data
Referral data
Cost data
Offline data
Marketing, UX design, IA & long term strategy.
Work work work_v2.
Practice makes perfect.
‣ First interactions.
‣ Organic & CPC are important for first interactions
Aantal van Medium
Medium Total Entries
(none) 1343
compare 211
cpc 576
email 209
organic 2282
referral 269
Eindtotaal 4890
Source: Pivot table combining landing pages + medium as secondary dimension
Top of marketing funnel.
Organic & CPC
Middle of marketing funnel.
Direct !
Organic !CPC
!Mailings
Source: Pivot table combining top conversion paths with revenue per conversion
‣ Last interaction before a sale.
Source: Model Comparison Tool, Last interaction model
Direct & Mailings
Organic & CPC
Organic, CPC, Direct & Mailings
Bottom of marketing funnel.
Awareness Appreciation Action Advocacy
Organic traffic
CPC traffic
Direct traffic
Mailings
Key take-aways.
Map online and offline media touch points.
Attribute the correct weight to each touch point.
F*ck big data. Use small data instead.
Use knowhow from different profiles.
Do not underestimate assisting channels.
Thanks!Sam StalsOnline Marketing Consultant, Wijs
@Sam_stals
@vreewijs