My 20x20 presentation from BrightonSEO. For a full transcript and video of the presentation please see this post on the Fresh Egg blog - http://bit.ly/mPoyCr.

1. Beyond the last click: Finding hidden SEO value with Multi-Channel Funnels. Dara Fitzgerald Head of Insight dara@freshegg.com www.freshegg.com

2. Modern digital landscape. Social Email Display Affiliate Mobile

3. Last click attribution. Visit 1 No conversion Visit 2 No conversion Visit 3 CONVERSION Organic non-brand (generic) Paid brand term Organic non-brand (specific) CLOSER GETS THE CREDIT

4. First click attribution. Visit 1 No conversion Visit 2 No conversion Visit 3 CONVERSION Organic non-brand (generic) Paid brand term Organic non-brand (specific) INTRODUCER GETS THE CREDIT

5. First/last click attribution flaws. 20 assists 20 goals

6. Issues with single interaction attribution. Awareness Category keywords e.g. ‘laptops’ Interest Product keywords e.g. ‘dell vostro 3350’ Selection keywords e.g. ‘Best deal on dell vostro 3350’ Desire Converting keywords e.g. ‘Laptops r’ us’ Action

7. Multi-Channel Funnels.

8. Path length.

9. Time lag.

10. Assisted conversions.

11. First interaction conversions.

12. Top conversion paths.

13. Custom channel groupings.

14. Conversion segments.

15. Points to note. 30 days Conversion Organic Direct Paid Paid Counts as 1 assist for Paid Not included in MCF Not ignored in MCF Gets the credit in standard reports

16. Use cases. Non-brand vs. brand Saucony running shoes Saucony ProGrid ShoeRetailer Running shoes 0.3% conv. rate 2% conv. rate 6% conv. rate

17. Use cases. Non-brand vs. brand AND AND AND Assisted conversions: 79 Assisted conversion value: £18,525

18. Use cases. Organic vs. paid Organic specific Paid brand Organic generic 0.3% conv. rate 3% conv. rate 6% conv. rate AND Assisted conversions: 95 Assisted conversion value: £24,515

19. Campaign tagging. http://www.abc.com/?utm_source=eshot&utm_campaign=email&utm_campaign=sep11 Email

20. Summary.

21. Thank You!