Corporate Overview
2014Making Better Online Business Decisions with Analytics
/ COVARIO
Aaron Wester, Director of Analytics,CovarioSteve Beatty, Senior
Director SEO,Covario
With you Today
AgendaINTROS
FUTURE TRENDS
SEARCH ANALYTIC ISSUES FOR ENTERPRISE BUSINESSES
ONLINE DATA DRIVEN STRATEGIES
A little about usA brief introduction to Covario
/ COVARIO /11 LOCATIONSUS Headquarters in San DiegoEMEA
Headquarters in London
COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
/ COVARIO /
200+ EMPLOYEESThought leaders in the search arena
COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
CONTENT MARKETINGSOCIAL ENGAGEMENTSITE ANALYTICSMULTIVARIATE
TESTINGMOBILE MARKETINGANALYTICS OPTIMIZATIONLANDING PAGE
OPTIMIZATIONPAID SEARCHROI FORECASTINGSEOPAID SOCIALMULTI-CHANNEL
INTEGRATIONRE-TARGETINGDISPLAY MEDIA
/ COVARIO /A COMPLETE LINEOf digital marketing services
COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
8 / 2013 Covario, Inc. All rights reserved.
We LOVE dataAnd it is at the foundation of everything we do
SEARCH DELIVERED SMARTERIs our tagline, and our vision is to be
the worlds dominant search marketing agency...
TRENDS For ONLINE And DEviceSMaking Better Online Business
Decisions with Analytics
81%
92%
82%Multi-Screen Devices: Current State
201347%86%Mobile PhoneConnected TVTraditional
TVComputerTabletDevices that are currently considered most
important by US MarketersEmarketer/Nielsen Survey October 2013
85%
Multi-Screen Devices: Current State
2016Mobile PhoneConnected TVTraditional TVComputerTabletDevices
that will be considered most important in 2016 by US
MarketersEmarketer/Nielsen Survey October 201375%
85%
98%
99%
THE ANALYTICS DILEMMAMaking Better Online Business Decisions
with Analytics
Customers Different Journeys
ResearchDecisionBuyAudienceAttributionAwarenessDecision
Action121233Action
How Long will it Take to Consider?
#
The high growth channels such as DDR Display, CRM, and Social
Media have a large proportion of traffic and orders being
categorized as Direct Load when you analyze them using same day
sessions vs. 30-day sessions. For example, the Social Media channel
(tracking for this channel has just begun) has over 80% of its
orders being categorized as Direct Load. Also, DDR Display has seen
traffic grow over 300% YoY and over 60% of its orders are being
categorized as Direct Load. This can be very dangerous because
these emerging channels may have a lot of potential/upside but will
look like theyre underperforming. This may cause the business
managers to cut the channel because theyre only getting 20 40% of
the picture.
14
Not Enough Focus on BASIC AttributionDo you feel your current
analytics setup gives you insight to help online channel success
and investments?Is your organization currently running Online
Attribution Modeling?Does your organization invest in, or plan to
invest in Online Attribution Modeling in 2014?ANALYTIC
CHALLENGES
Paid
NaturalSearch
Direct
30 Day SessionSame SessionPaid
NaturalSearch
Direct
XMMX MMXMMSame Session gives more traffic weight to Direct
ChannelX MMX MMX MM
25%
28%
-28%Paid and Organic are more accurately weighed in 30
dayChannel Success Isnt always the SAME
The GAP Can Widen OVEr Time!
30% Gap 14 Day SessionsSame SessionsMajor Traffic EventMajor
Traffic EventTraffic in the MillionsPercentage of GapANALYTIC
CHALLENGESMajor Traffic Event
TAKEAWAYSDo you Really Understand the Customer User Journey?Are
you there throughout it?Are you tracking it from first touch to
last?
Look at your Data and Analytics Setup is more investment needed?
Probably
Not All Channels are measured Equally, but certainly can be!
Making Better Online DATA DRiVEN StrateGIESMaking Better Online
Business Decisions with Analytics
Critical Mass
Vinton Cerf Chief Internet Evangelist, GoogleSo, for me, working
with larger companies has often been very satisfying, precisely
because of the ability of bringing critical mass to bear on a given
effort.
Data, Data, Data
Data Harvesting
Tag Management
Data Repositories
ETL
Data Visualizations
SQL Server
Google AdWords
Google Analytics
Adobe Analytics Suite
Critical Mass
Critical Mass = focused insights22 / 2012 Covario, Inc. All
rights reserved.
Tell a story. Tell a story right. Tell a story right now. Tell a
story better. Tell a better story.
Users more sophisticated now!23 / 2012 Covario, Inc. All rights
reserved.Journeys by Increasingly Complex Consumers = An
attribution challengeMomentSearchConversionReport
Many consumers start their research on one device or browser but
end up buying somewhere else.
The new norm: Sequential screening24 / 2012 Covario, Inc. All
rights reserved.
of research respondents use multiple screens sequentially to
accomplish a task over time 90%The New Multi-Screen World Study,
Think Insights, Google;
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html98%
move between devices that same day
Sequential screening: Trends25 / 2012 Covario, Inc. All rights
reserved.
Base: Have Started Activity on One Device & Continued on
Another (1455). Q. For the activities listed below, think about the
last time you started each activity on one device and then
continued or finished the same activity on another device. Please
select which device you started and then continued on. If you have
not done this, select I have not done this. Top activities
performed when sequentially screening between devicesInternet
BrowsingSocial NetworkingShopping
OnlineSearchingManagingFinancesPlanning a TripWatchingOnline
Videos
Sequential screening: Smartphones26 / 2012 Covario, Inc. All
rights reserved.
BrowsingThe internetSocialNetworkingShoppingOnlineSearchingfor
infoManagingFinancesPlanning a TripWatching anOnline
Video65%63%65%47%59%66%56%60%58%61%45%56%58%48%4%5%4%3%3%8%8%Started
on a smartphoneContinued on a PC Continued on a TabletBase: Have
Started Activity on One Device & Continued on Another (1455);
Searching (923), Browsing (1172), Shopping (969), Planning a Trip
(627), Finances (675), Social (1041), Watching a Video (623). Q.
For the activities listed below, think about the last time you
started each activity on one device and then continued or finished
the same activity on another device. Please select which device you
started and then continued on. If you have not done this, select I
have not done this. Smartphones are the most common starting place
for online activities
Sequential screening: desktops27 / 2012 Covario, Inc. All rights
reserved.
BrowsingThe internetSocialNetworkingShoppingOnlineSearchingfor
infoManagingFinancesPlanning a TripWatching anOnline
Video29%30%25%38%34%30%34%23%24%19%31%29%27%24%6%6%5%7%6%4%10%Started
on a PC/LaptopContinued on a smartphoneContinued on a
tabletDesktops are most often a starting point for more complex
activities Base: Have Started Activity on One Device &
Continued on Another (1455); Searching (923), Browsing (1172),
Shopping (969), Planning a Trip (627), Finances (675), Social
(1041), Watching a Video (623). Q. For the activities listed below,
think about the last time you started each activity on one device
and then continued or finished the same activity on another device.
Please select which device you started and then continued on. If
you have not done this, select I have not done this.
Sequential screening: Tablets28 / 2012 Covario, Inc. All rights
reserved.
BrowsingThe internetSocialNetworkingShoppingOnlineSearchingfor
infoManagingFinancesPlanning a TripWatching anOnline
Video7%7%11%15%7%4%11%1%1%0%1%1%2%2%6%6%10%14%6%3%9%Started on A
tabletContinued on smartphoneContinued on a PCTablets are most
often a starting point for shopping and trip planningBase: Have
Started Activity on One Device & Continued on Another (1455);
Searching (923), Browsing (1172), Shopping (969), Planning a Trip
(627), Finances (675), Social (1041), Watching a Video (623). Q.
For the activities listed below, think about the last time you
started each activity on one device and then continued or finished
the same activity on another device. Please select which device you
started and then continued on. If you have not done this, select I
have not done this.
Strike 3 YOURE OUT!Q: With emergence of sequential screening by
device, does more pre-conversion fall-off occur after 1-strike or
2-strikes?29 / 2012 Covario, Inc. All rights reserved.
Device
Task 1
Incomplete Conversion
Device
Task 1
Incomplete Conversion
Task 2Mobile15%Tablet 10%Desktop61%Mobile48%Tablet
44%Desktop36%
Time Parting > Playbook
Who to reach, what devices to reach them on, and when?Benefits:
Multi-Device Intersections & Deflections Relevant & Timely
Focused Insights Efficiently manage ad campaigns on tight budget
Competitive & generic benchmarking Revealing conversion
correlations
Multi-Device Day parting (UK)31 / 2012 Covario, Inc. All rights
reserved.
The Multi-Media Path to Purchase, ComScore;
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/The_Multi-Media_Path_to_Purchase
Unique Day parting Intersections32 / 2012 Covario, Inc. All
rights reserved.12pm5pm5am9pmPPC campaign conversions correlated by
device, then Day-PartedDoes conversion rate change when regular
business hours end? I want the highest conversions, but I dont want
to pay a lot to get them!
Percentage Campaign Clicks
What about organic search behavior?33 / 2012 Covario, Inc. All
rights reserved.Organic search key terms correlated by device, then
Day-PartedPercentage of SearchesEffect on display ads performance,
and on-page engagement?What about Googles focus on Freshness for
reciprocal search ranking? If your content updates occur at 5am,
but your traffic peaks later in day
Competitive benchmarking34 / 2012 Covario, Inc. All rights
reserved.
Bit.ly/16TBAFTA+
Barriers Sequential screening conversions may be disrupted
by:Lack of relevant tailored content for optimal user
experienceLack of coordinated campaign targetingLack of responsive
design controlsLack of load-time optimization on device
transitionsLack of analysis around multi-device time parted
intersectionsLack of multi-touch attribution insightsLack of
sessionized pathing visibility across devices35 / 2012 Covario,
Inc. All rights reserved.
Closing Thoughts 36 / 2012 Covario, Inc. All rights reserved.The
temptation to form premature theories upon insufficient data is the
bane of our profession.Sherlock Homes, fictional detective
