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© 2015 Seer Interactive • All Rights Reserved • Page 1https://www.flickr.com/photos/williambrawley/
ANALYTICS YOU’RE IGNORING
The Indirect Value of Your Content
Seer Interactive @McGswagg
https://www.flickr.com/photos/suvodeb/
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© 2015 Seer Interactive • All Rights Reserved • Page 2
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© 2015 Seer Interactive • All Rights Reserved • Page 3
Seer Interactive @McGswagg
Mark Wahlberg
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© 2015 Seer Interactive • All Rights Reserved • Page 4
Seer Interactive @McGswagg
Free HamburgersPhotobombing Co-workers
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Seer Interactive @McGswagg
meanwhile…
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Seer Interactive @McGswagg
Don’t miss out on the indirect value of your content,
like I missed out on Mark Wahlberg…. and hamburgers.
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How do you measure the success of your content?
Seer Interactive @McGswagg
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© 2015 Seer Interactive • All Rights Reserved • Page 8
Seer Interactive @McGswagg
Jan-Aug 2015:9,900 Visits
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© 2015 Seer Interactive • All Rights Reserved • Page 9
Seer Interactive @McGswagg
I used to think this was ‘value’
https://www.flickr.com/photos/31151995@N04/
search volume
drive traffic
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© 2015 Seer Interactive • All Rights Reserved • Page 10
Seer Interactive @McGswagg
https://www.flickr.com/photos/46430981@N02/
uhhhh…..
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© 2015 Seer Interactive • All Rights Reserved • Page 11
Seer Interactive @McGswagg
Jan-Aug 2015:9,900 Visits
Conversions: 0
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Seer Interactive @McGswagg
meanwhile…
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© 2015 Seer Interactive • All Rights Reserved • Page 13
Seer Interactive @McGswagg
Jan-Aug 2015:340 Visits
Conversions: 36
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© 2015 Seer Interactive • All Rights Reserved • Page 14
Seer Interactive @McGswagg
LET’S FOCUS ON CONTENT THAT CONVERTS
and how it converts.
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© 2015 Seer Interactive • All Rights Reserved • Page 15
Seer Interactive @McGswagg
http://www.theguardian.com/money/2013/dec/27/1500-file-tax-returns-christmas-day-hmrc#img-1
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Visitor Path
Visitor Reaches Your
Content
Visitor Converts
Seer Interactive @McGswagg
How some see the visitor path…
Visitor Clicks Through to
Your Ranking
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© 2015 Seer Interactive • All Rights Reserved • Page 17
Seer Interactive @McGswagg
https://www.flickr.com/photos/butterflysha/
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Seer Interactive @McGswagg
The reality.Visitor Reaches Your Content
EXIT
1 week laterVisitor Reaches Your Content
EXIT
2 days later Visitor Reaches Your Content
EXIT
DIRECT VISIT
Visitor Reaches Your Content
Visitor Converts
1 day later
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© 2015 Seer Interactive • All Rights Reserved • Page 19
Viewing the
value of your content
based on a direct visitor pathgives you only
half the picture
Seer Interactive @McGswagg
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© 2015 Seer Interactive • All Rights Reserved • Page 20
How do we see past the direct visitor path?
Seer Interactive @McGswagg
Analytics.
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© 2015 Seer Interactive • All Rights Reserved • Page 21
Seer Interactive @McGswagg
Let’s look at how your content is measured by default:
The page on which the visitor entered the site
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© 2015 Seer Interactive • All Rights Reserved • Page 22
Seer Interactive @McGswagg
Let’s change the way we view our data.
The page on which the
visitor entered and
then at some point
in their session
converted
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But even this view only lets you see what converted
Seer Interactive @McGswagg
directly.https://networkedmedia.files.wordpress.com/2013/04/bokbild20.jpg
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What about content that may have
assistedwith a conversion?
Seer Interactive @McGswagg
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Seer Interactive @McGswagg
Visitor Reaches Your Content
EXIT
1 week laterVisitor Reaches Your Content
EXIT
2 days later Visitor Reaches Your Content
EXIT
DIRECT VISIT
Visitor Reaches Your Content
Visitor Converts
1 day later
This content didn’t convert on its own , but it contributed to the final conversion.
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© 2015 Seer Interactive • All Rights Reserved • Page 26
Seer Interactive @McGswagg
Assisted Conversions Report
If a channel appears anywhere, except as the final interaction, on a conversion path, it is considered an assist for that conversion.
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© 2015 Seer Interactive • All Rights Reserved • Page 27
Seer Interactive @McGswagg
We can see how your channels resulted in assisted conversions.
Let’s do the same with your content.
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© 2015 Seer Interactive • All Rights Reserved • Page 28
Seer Interactive @McGswagg
Viewing Direct Value
Newsletter Sign Ups: 0
Jul – Sep 2015:2,860 Visits
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© 2015 Seer Interactive • All Rights Reserved • Page 29
Seer Interactive @McGswagg
Setup a custom channel for this content
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© 2015 Seer Interactive • All Rights Reserved • Page 30
Seer Interactive @McGswagg
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© 2015 Seer Interactive • All Rights Reserved • Page 31
Seer Interactive @McGswagg
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© 2015 Seer Interactive • All Rights Reserved • Page 32
Seer Interactive @McGswagg
Viewing Indirect Value
Jul – Sep 2015:2,860 Visits
Newsletter Sign Ups: 3
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Seer Interactive @McGswagg
Content that’s
‘never’ converted
actually has.
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Seer Interactive @McGswagg
What about content that you already know converts?
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© 2015 Seer Interactive • All Rights Reserved • Page 35
Seer Interactive @McGswagg
Viewing Direct Value
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© 2015 Seer Interactive • All Rights Reserved • Page 36
Seer Interactive @McGswagg
Viewing Direct Value
Jul – Sep 2015:6,140 Visits
Quote Requests: 74
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© 2015 Seer Interactive • All Rights Reserved • Page 37
Seer Interactive @McGswagg
Create a Custom Channel Grouping
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© 2015 Seer Interactive • All Rights Reserved • Page 38
Seer Interactive @McGswagg
Create a Custom Channel Grouping
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© 2015 Seer Interactive • All Rights Reserved • Page 39
Seer Interactive @McGswagg
Viewing Indirect Value
Jul – Sep 2015:6,140 Visits
Quote Requests: 138
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You’re under-reportingvalue by
46%
Seer Interactive @McGswagg
The content you already knew was valuableis actually more valuable than you originally thought.
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© 2015 Seer Interactive • All Rights Reserved • Page 41
Seer Interactive @McGswagg
What about PDFs or Resources?
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© 2015 Seer Interactive • All Rights Reserved • Page 42
Seer Interactive @McGswagg
These often result in the most indirect value.
Direct Leads: 1Assisted Leads: 21
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Seer Interactive @McGswagg
Giving away content
for freecan eventually result in
revenue.
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© 2015 Seer Interactive • All Rights Reserved • Page 44
Seer Interactive @McGswagg
Lets take it one step further….
How is your content interacting with other channels?
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© 2015 Seer Interactive • All Rights Reserved • Page 45
Seer Interactive @McGswagg
Under reporting by 184%
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© 2015 Seer Interactive • All Rights Reserved • Page 46
Seer Interactive @McGswagg
So if you’re content is
assisting this much,what other channels
is it involved with?
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© 2015 Seer Interactive • All Rights Reserved • Page 47
Seer Interactive @McGswagg
Let’s look at just organic visitors reaching this content.
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© 2015 Seer Interactive • All Rights Reserved • Page 48
Seer Interactive @McGswagg
Default channel groupings
The Top Conversion Path Report
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© 2015 Seer Interactive • All Rights Reserved • Page 49
Seer Interactive @McGswagg
Let’s drill down to see how our specific content is interacting with these channels….
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© 2015 Seer Interactive • All Rights Reserved • Page 50
Seer Interactive @McGswagg
How do organic
visitors to your ‘Things
To Do’ content interact with….
…your other top channels
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© 2015 Seer Interactive • All Rights Reserved • Page 51
Seer Interactive @McGswagg
All possible mediums your content can interact with:• Direct• Paid• Referral• Email• Maps
Visitors reaching your content are most likely to convert after returning directly or through a paid ad.
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Seer Interactive @McGswagg
Understanding the marketing mix
most likely to convert, helps determine which channels to use
in combination with your
content.
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Seer Interactive @McGswagg
Don’t underestimate your content.
Make sure to uncover the value you may be overlooking.
https://www.flickr.com/photos/fatedenied/