SES New York: Analytics: Data Into Action

By Brian Cosgrove

Moderator: Kevin Ryan (Search Engine Strategies)
Speakers:

• Matt Bailey (www.sitelogic.com)
• Steve Keller (www.assuranthealth.com)

Description:
Analytics: Data Into Action revolved around some good overall wisdom from Matt and some practical examples of segmentation in action from Steve.

Star Trek Analytics
Matt is a great speaker.  He drilled home some key points that make all the difference:

• Segmentation is everything, use to differentiate context.
• Compare and Contrast against your own other Segments to get the best story.
• The Analyst is more important than the tool.
• What is important to measure is different for each site.
• Forrester reported that companies received an average of 900-1200% ROI on an Analyst
• Use a Profile or Persona to Build a Story
• Rename segments to help communicate data to management.
• Matt likes Click Tracks' ability to segment.

Rather that trying to paraphrase the entire session, I'd much rather show you the slides below:

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Paid Search Optimization with Analytics:
Steve went into depth about an ROAS model and how iSEBA was not originally configured to best model the conversions of the Assurant Health Website.  They had to break out keyword destinations and models to ensure that they were best able to target segments of keywords.

Some key takeaways:

• Small changes in copy lead to big results (i.e. The use of "Official Site" may drastically improve conversion/click-through.)
• Estimate the customer value by pulling in information and segment rules based on this.  This is a better way to determine value than modeling it on what you might pay business for business through a different effort.
• Try to model your process accurately.  Account for secondary product sales and drive the right terms to the right products.