All rights reserved. © 2008 Tableau Software Inc. Optimizing Online Marketing with Data...
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Transcript of All rights reserved. © 2008 Tableau Software Inc. Optimizing Online Marketing with Data...
![Page 1: All rights reserved. © 2008 Tableau Software Inc. Optimizing Online Marketing with Data Visualization.](https://reader030.fdocuments.us/reader030/viewer/2022032522/56649d6b5503460f94a4a30a/html5/thumbnails/1.jpg)
All rights reserved. © 2008 Tableau Software Inc.All rights reserved. © 2008 Tableau Software Inc.
Optimizing Online Marketing with Data Visualization
![Page 2: All rights reserved. © 2008 Tableau Software Inc. Optimizing Online Marketing with Data Visualization.](https://reader030.fdocuments.us/reader030/viewer/2022032522/56649d6b5503460f94a4a30a/html5/thumbnails/2.jpg)
All rights reserved. © 2008 Tableau Software Inc.
what you will learn
1. Why your organic search strategy vs. sponsored search (pay-per-click / AdWords) strategy must be different
2. Overcoming the challenges of a metric-driven search strategy
3. Leveraging Google AdWords
4. Strategically selecting your SEO keywords
2009 © Tableau Software – All rights reserved
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All rights reserved. © 2008 Tableau Software Inc.
Organic search vs. sponsored search
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All rights reserved. © 2008 Tableau Software Inc.
Organic search vs. sponsored search
• Organic search (SEO)• Patience• A few targeted terms• Fat head
• Sponsored• Instant gratification• Thousands of targeted terms• Direct response• Can target long tail
Image from: http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-10-how-thick-is-your-head-and-how-long-is-your-tail.html
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All rights reserved. © 2008 Tableau Software Inc.
Crunching huge sets of data
Organic search – a few targets from a long list of keywords Sponsored – ongoing management of large list of keywords
Multiple factors to consider: Conversion Volume Cost (time and money) Geography Relevancy And more
Experience and intuition do not scale well We need a tool (data visualization)
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All rights reserved. © 2008 Tableau Software Inc.
Sponsored Search
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All rights reserved. © 2008 Tableau Software Inc.
Sponsored search - revisited
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – keyword report
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – keyword report schema
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – csv export
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
What are people looking for?
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
What do people click on?
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
Impressions vs. Clicks: Are they same?
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
How many clicks from OH?
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
How did we do in the month?
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
and how much do we spend by KW?
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All rights reserved. © 2008 Tableau Software Inc.
Adwords – Keyword report in Tableau!“Acme Coffee Company”
Finally
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All rights reserved. © 2008 Tableau Software Inc.
Back to Organic Search…
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All rights reserved. © 2008 Tableau Software Inc.
Organic search challenges
Very large time investment per search term Long time to see results Target a few terms
High relevancy High traffic High conversion rate Low competition
How do you select the right search term when results are six months away?
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All rights reserved. © 2008 Tableau Software Inc.
Useful Free Tools
Microsoft adCenter for Excel Keyword suggestions
Google Adwords Keyword Tool Keyword suggestions Keyword monetary value Search volume
Keyword Difficulty Check Competitiveness
Tableau Desktop Trial
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All rights reserved. © 2008 Tableau Software Inc.
Multiple Dimensions of Analysis
500 keywords Relevancy Search volume Conversion rate Competition
Which 5 keywords do I choose?
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All rights reserved. © 2008 Tableau Software Inc.
Multiple Dimensions of Analysis
500 keywords Relevancy Search volume Conversion rate Competition
Which 5 keywords do I choose?
![Page 23: All rights reserved. © 2008 Tableau Software Inc. Optimizing Online Marketing with Data Visualization.](https://reader030.fdocuments.us/reader030/viewer/2022032522/56649d6b5503460f94a4a30a/html5/thumbnails/23.jpg)
All rights reserved. © 2008 Tableau Software Inc.
Customers+ Google+ Allstate+ Wells Fargo + 1000’s more of all sizes and from all
industries
Partners+ Oracle-Hyperion OEM+ Microsoft Gold Certified
Tableau Software, Inc.
Company+ Leaders in visual analysis software+ Privately held, Seattle
headquarters+ Stanford University R&D origins
Leadership+ Award winning researchers + Founders & executives from
Microsoft, Pixar, Visio, and Hyperion
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All rights reserved. © 2008 Tableau Software Inc.
Niels Hoven+ Tableau Software+ [email protected]
Additional Resources
Web Seminar Resources+ For a copy of the slide deck and to hear
the web seminar on-demand go to http://www.tableausoftware.com/emc
Other Tableau Resources+ For access to whitepapers, previously
recorded web seminars and additional Tableau web analytics examples, go to
+ http://www.tableausoftware.com/web-analytics-visualization