Search Marketers are the new Data Driven Storytellers

Search Marketers are the New Data Driven StorytellersTim Mayer

@timmayer

SEMPDX SearchFest

Friday September 27th 2015

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How I got to SearchFest!

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In the Beginning, All About Intent Data

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The Move Towards Relevance

and Away from Resonance…

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Predictable CTR % andConversion Rates

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Multi-Channel was PPC and SEO

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Social was WebmasterWorld Forum…

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Mobile Computing was a Laptop

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Data To Leverage

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Audience Based Targeting Strategies

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Unknown

Visitors

Recent Visitors

Lapsed Visitors

Visitor Product Interest

Existing Customer/Produc

t Interest

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Storytelling with Data

Awareness Interest Acquire GrowDesire

DISPLAY

DISPLAY

DISPLAY

DISPLAY DISPLAY

PRRadio

TVPrint

Word of Mouth

Affiliates

Email

PPC Social AdsReviews

Blog

Media

Direct MailEmail Ecommerce

Store

Website

CommunityForum

FAQKnowledge

Base Promotions

Blog

Social Network

Newsletter

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Storytelling with Behavioral Data

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Storytelling

Resonance & Relevance

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Ad Measurement is WAY off!

US Internet Population (245.2M)

Third Party US Reach (4.5B) US Population (313.9M)

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Ad ID: The Walled Gardens

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Attribution

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Clickers are not your

Converters

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U Shaped Attribution

First Touch1 Point

Last Touch1 Point

Middle Touches1/N Points

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Thanks!

@[email protected]