The presentation discusses the key roles of the Omniture Search Center and Site Catalyst platforms in search campaign management and optimization.

1. [
Omniture
SearchCenter
]
Search
campaign
management
and
op0misa0on
through
advanced
analy0cs

2. [
Overview
]
The
Omniture
SearchCenter
and
SiteCatalyst
pla9orm:
More
effec0ve
search
campaign
management
and
op0miza0on
through
advanced
analy0cs.
§ Conversion
funnel
2.0
§ Addi0onal
success
metrics
§ Code
maintenance
§ De-­‐duplica0on
across
channels
§ Success
aEribu0on
models
§ Campaign
stacking
§ From
organic
to
paid
search
§ Custom
repor0ng
groups
§ Advanced
analysis
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
2

3. [
Conversion
funnel
1.0
]
Campaign
responses
Conversion
funnel
Product
page,
add
to
shopping
cart,
view
shopping
cart,
cart
checkout,
payment
details,
shipping
informa0on,
order
confirma0on,
etc
Conversion
event
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
3

4. [
Conversion
funnel
2.0
]
Campaign
responses
(inbound
spokes)
Offline
campaigns,
banner
ads,
email
marke0ng,
referrals,
organic
search,
paid
search,
internal
promo0ons,
etc
Landing
page
(hub)
Success
events
(outbound
spokes)
Bounce
rate,
add
to
cart,
cart
checkout,
confirmed
order,
call
back
request,
registra0on,
product
comparison,
product
review,
forward
to
friend,
etc
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
4

5. [
Addi=onal
success
metrics
]
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Bounce
Pages
Per
Avg
Cart
Through
Rate
Visit
Value
$
Click
Call
back
Store
Through
requests
Searches
[
...
]
$
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
5

6. [
Reduced
code
maintenance
]
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
6

7. [
De-­‐duplica=on
across
channels
]
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Omniture
PlaNorm
Email
Email
Blasts
PlaNorm
$
Organic
Google
Search
Analy=cs
$
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
7

8. [
De-­‐duplica=on
across
channels
]
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
8

9. [
Success
aQribu=on
models
]
Paid
Organic
Email
Last
campaign
Search
Search
Blast
$
touch
point
Banner
Paid
Organic
First
campaign
Ad
Search
Search
$
touch
point
All
campaign
Organic
Shopping
Paid
Search
Engine
Search
$
touch
points
(stacking)
All
campaign
Search
Search
Search
Term
1
Term
2
Term
3
$
search
terms
(stacking)
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
9

10. [
Campaign
stacking
by
channel
]
14/11/12
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Datalicious
Pty
Ltd,
www.datalicious.com
10

11. [
Campaign
stacking
by
ad
type
]
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
11

12. [
From
organic
to
paid
search
]
Add
organic
search
terms
that
are
performing
well
to
paid
search
campaigns
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
12

13. [
Custom
repor=ng
groups
]
Assign
search
terms
to
custom
repor0ng
groups
for
analysis
of
performance
across
engines,
campaigns
and
ad
groups.
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
13

14. [
Advanced
analysis
]
§ Breakdown
of
campaign
reports
(e.g.
media
channel,
search
engine,
ad
group,
keyword,
etc)
by
other
website
data
such
as
– Day0me
or
weekday
– Geographic
loca0on
– Internal
search
terms
– Internal
promo0ons
– Products
purchased
– Customer
segments
§ Age,
gender,
etc
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
14

15. insights@datalicious.com
14/11/12
©
Datalicious
Pty
Ltd,
www.datalicious.com
15