You can find the entire slide deck from 4Ps Marketing's annual conference, Digital EDGEucation 2015. Hosted from Google UK in London on the 11th February, the 4Ps team and Friends of 4Ps presented a whole wealth of presentations about the latest in Search Marketing.

1. Welcome to
Digital EDGEucation 2015
#4PsEDGE
@4PsMarketing

2. Agenda
Morning Break:
11.00 – 11.15
Lunch:
12.45 – 13.30
Afternoon Break:
15.00 – 15.15
Finish:
17.00
Drinks!
#4PsEDGE

3. Understanding Modern Day Search

4. A BRIEF HISTORY OF SEARCH

5. IN THE BEGINNING…

6. IN THE BEGINNING…

9. KEYWORD
KEYWORD

13. 2000 2020

14. Questions behind the search term
Natural language processing

15. seo agency

16. Understand Your Target Audience

17. Understand Their Buying Journey

20. Age 25 - 35
University educated
Owns between 4-6 devices
Works in the city / commuter
Highly mobile
Lives with partner / No Kids
Highly social

21. laptops
Best laptops
light laptops
ultrabooks
fast laptops
best
ultrabooks
Asus
ultrabooks

23. AWARENESS

24. laptops

27. CONSIDERATION

28. light laptops

29. CONVERSION

31. Google beliefs

32. Focus on the user and all else will follow.
Fast is better than slow.
You don’t need to be at your desk to need an answer.

33. R=QA²

34. R=QA²

35. Questions

36. Building Brand Awareness with Paid Search

37. Driving Brand Awareness with Generic keywords
Defending your Brand with Keywords
People Targeting
Google Display Network
Questions
Introduction
Demographic Targeting in Search

38. advertising
[ad-ver-tahy-zing]
The Practice of Calling Public Attention to one's
Product or Service, and to get More Customers
marketing
[mɑːkɪtɪŋ]
‘The Action or Business of Promoting and Selling
Products or Services’

39. Customer Acquisition
Customer
Acquisition
Search Engine
Optimisation
(SEO)
Display Banner
Ads
PPC - Generic
Search Ads
Social Media
Advertising
Video
Advertising
Email Marketing
Word of Mouth
Merchandising
Events &
Sponsorships
Traditional Print
Mass Media
Outdoor, Radio
& TV Ads
Public Relations
Customer
Acquisition
Search Engine
Optimisation
(SEO)
Display Banner
Ads
PPC - Generic
Search Ads
Social Media
Advertising
Video
Advertising
Email Marketing
Word of Mouth
Merchandising
Events &
Sponsorships
Traditional Print
Mass Media
Outdoor, Radio
& TV Ads
Public Relations

40. Why Paid Advertising?
Cost per 1000 impressions Cost per 1000 impressions Cost per 1000 impressions Cost per 1000 impressions Cost per 1000 impressions
£4.25 £3.49 £16.68 £1.00£3.11

41. Why Paid Advertising?
Cars = 4
Credit Cards = 2
Poker & Bingo = 3
Health Insurance = 2
Window Glazing = 1

42. Is Paid Advertising Right For My Business?
Customer
Acquisition
Conversion
Customer
Retention
SEO Social
Direct
Email
Paid
Advertising
Display Advertising
Generic PPC
Video Advertising

43. Customer journey to online purchase

44. Paid search fundamentals focus on clicks and conversion
Buy relevant brand
and category traffic
Be relevant to that
traffic!
Integrate your
messaging with other
channels
Clicks &
Conversions

45. Brand awareness benefits are often overlooked
80% lift in top-of-mind
awareness for brands that
appear at the top of
Google results
A missed click is not always
a missed conversion

46. Important to consider those on the path to purchase
Time Lag in Days % of Revenue
0 61%
1 2%
2 3%
3 3%
4 2%
5 1%
6 2%
7 6%
8 9%
9 1%
10 1%
11 1%
12 - 30 8%
39% / £221k
revenue after first visit
Q4 2014 Data
61% / £348k
revenue on day of first visit
8.8% vs 3.3%
conv. rate of returning users

47. Driving Brand Awareness with Generic keywords
Defending your Brand with Keywords
People Targeting
Google Display Network
Questions
Demographic Targeting in Search

48. Case Study 1: Objectives
Grow New Customer Acquisition
Grow PPC Revenue
Grow overall Website Revenue

49. Case Study 1: Strategy
Target relevant Awareness & Consideration Keywords
to introduce to customer to the Brand
Integrated PPC & SEO Strategy  PPC
focussing in particular on Priority KWS that appear
below the fold in natural search
Segmenting PPC Keywords by Type and Objective:
Awareness -> Consideration -> Conversion

50. Case Study 1: Results

51. Case Study 2: Awareness from generics impacted brand searches
0
20000
40000
60000
80000
100000
120000
140000
0
1000
2000
3000
4000
5000
6000
7000
8000
10/1/2014
10/3/2014
10/5/2014
10/7/2014
10/9/2014
10/11/2014
10/13/2014
10/15/2014
10/17/2014
10/19/2014
10/21/2014
10/23/2014
10/25/2014
10/27/2014
10/29/2014
10/31/2014
11/2/2014
11/4/2014
11/6/2014
11/8/2014
11/10/2014
11/12/2014
11/14/2014
11/16/2014
11/18/2014
11/20/2014
11/22/2014
11/24/2014
11/26/2014
11/28/2014
11/30/2014
12/2/2014
12/4/2014
Brand Advent Calendar Generic Advent Calendar
Generating
awareness
Uplift in brand
searches

52. Defending your Brand with Keywords
People Targeting
Google Display Network
Questions
Demographic Targeting in Search

53. Defending your brand with keywords
Defend your territory
and stop competitors
appearing in top results
Target conversion
keywords so your brand
is seen at the key time
Be present on more
of the results page
real estate
Use ad copy to mirror
wider marketing channels
for maximum impact

54. Brand PPC
Real estate for competitors
10% overlap rate

55. People Targeting
Google Display Network
Questions
Demographic Targeting in Search

56. Your Customer Are Human Beings!

57. Do Your Research!!!
‘A potential customer using lipstick on a regular basis, is NOT ONLY interested in beauty’

58. What Interests Should You Be Targeting?

59. 25-34 55-64 45-54 35-44 65+ 18-24
13.58%
16.71% 16.78%
15.45%
18.00%
12.42%
CVR BY AGE DEMOGRAPHIC
What Demographics Should You Be Targeting?
female male
3.42%
5.26%
CVR BY GENDER

60. Scotland
Wales
Northern Ireland
Isle of Man
Traffic by Regions
England Scotland Wales Northern Ireland Isle of Man
Where Should You Be Focusing Your Investment?

61. What Should
We Do With
This ???

62. Google Display Network
Questions
Demographic Targeting in Search

63. Driving awareness to new users across the web
Place image ads
against relevant
content across
the web
Reach your
audience without
them actively
searching for you
Drive awareness
to new customers
only by excluding
existing ones
Use remarketing
to reach users
who have been
to your site before

64. New Products – Google Engagement Display Ads

65. Case Study: Google Display Network Awareness
0
50
100
150
200
250
300
350
400
450
Search Clicks Linear (Search Clicks)
0
50
100
150
200
250
300
350
400
0
10
20
30
40
50
60
70
80
90
Search Clicks Display Clicks Linear (Search Clicks) Linear (Display Clicks)

66. Questions
Demographic Targeting in Search

67. Demographic Search Targeting
Position your brand to the demographics that matter to you
Tailor the message based on who is seeing your ad
Research shows up to 30% increase in click through rate

68. Example: Beauty Industry
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Women CVR Men CVR

69. Moving towards ‘people targeting’
The rise in persona based targeting
options points to a move away from
traditional keyword based targeting
And progress for the strength of paid
search in building brand awareness

70. Questions

71. How to Make the Most of the Knowledge Graph

72. What is the Knowledge Graph?
• A knowledge base used by Google to enhance its search engine's search
results
• Attempts to understand information on the web in order to identify and
connect facts about people, places and things
• Uses semantic search information gathered from a variety of sources to
connect entities
• Rolled out in May 2012 with half a billion entities
• In 2013 it covered 570 million entities and 18 billion facts and connections

73. Semantic Search & the Knowledge Graph
Science of meaning in language.
• User intent
• Contextual meaning of terms
• Location
• Synonyms
• Concept matching
Google Hummingbird Algorithm
• Shift in interpretation of search queries
• Intent behind the search
• Connection between words

74. How Will We Search in the Future?

75. The Evolution of the SERP

76. How do we get on the Knowledge Graph?

77. A closer look at Schema.Org
• Search engines can serve more relevant results to users with a universal set of language
• Schema is an example of text or mark-up on your page used in the knowledge graph
• Tells the search engines what your data means, not just what it says…

78. A closer look at Freebase
• Freebase is a central database system
• Freebase is becoming read only on the 31st March 2015

79. A Vision Of Future Devices?

80. How To Reduce Your Cost Of Sale

81. 1. YOTEL Brand Introduction
2. What is the client’s target?
3. What do we want to achieve for the brand?
4. PPC Campaign Structure
5. What are the Results?
6. Conclusion
Agenda

82. OUR BRAND DNA
WE ARE A UNIQUE, GLOBAL, DIGITAL BRAND
THAT DELIVERS AN EXTRAORDINARY, INNOVATIVE
EXPERIENCE WITH EXCEPTIONAL SERVICE.
UNCOMPROMISINGLY LOCATED AND DESIGNED
AROUND OUR GUESTS, OUR SMART SPACES
DELIVER OUTSTANDING VALUE. RELAX, WORK
AND PLAY …

83. 2013
• Gerard Greene joins Simon
Woodroffe, the founder of YO!
Sushi
• YOTEL is incorporated
2002
2002
2005
• IFA HR invest in YOTEL
• YOTEL signs leases for LHR/LGW
2007
• YOTEL LHR & LGW airports open
• HMA for New York is signed
2008
• YOTEL opens Amsterdam
Schiphol
• Construction starts in New York
2011
• Opening of 669-key New York
hotel to industry acclaim
YOTEL IS ON A GROWTH CURVE
• 8 new projects totalling
more than 2,500 rooms
under development
across the globe
• Target 40+ YOTELS by 2020
• Moving from an
owner/operator model to
an asset light model
• Continual development of
design cabin and public spaces
following guest and operational
feedback.
2014
–
2020
THEN… NOW…

85. TARGET CUSTOMER PROFILE
85
Trend shapers & spotters
Busy
Playful
Adventurous
Connected
Spontaneous
Exploring
Urban
Health
conscious
Conscious
Democratic not exclusive

86. CUSTOMER PROFILE
0
5
10
15
20
25
30
35
40
45
18-24 25-34 34-44 45-54 55-64 65+
Heathrow Gatwick New York
Male
51%
Female
49%
NEW YORK
Male Female
Male
47%Female
53%
AIRPORTS
Male Female
Business
18%
Leisure
73%
Both
9%
NEW YORK
Business Leisure Both
Business
17%
Leisure
72%
Both
11%
AIRPORTS
Business Leisure Both

87. “AFFORDABLE LUXURY
Pricing LevelLow High
LuxuryLevelLowHigh
New in 2014
COMPETITIVE LANDSCAPE
‘Affordable Luxury’ which YOTEL invented, is finally a true category

88. What is the client’s target?

89. Reduce Cost and Increase Revenue
ACHIEVE 10% COST OF SALE

90. What do we want to achieve for the brand?

91. North America
Europe
Asia
Africa
Oceania
Central America
South America

92. How can we achieve both things at the same time?

93. Treat each hotel as an individual product

94. Ireland France USA CanadaSpain Australia
Analyse the potential countries to be targeted

95. KOK
Campaign 1
Exact Match
Campaign 2
Phrase Match
Campaign 3
Broad Match
KOK
Campaign 1
Exact Match
Campaign 2
Phrase Match
Campaign 3
Broad Match
One country – Three Campaigns

96. KOK
Campaign 1
Exact Match
Campaign 2
Phrase Match
Campaign 3
Broad Match
Keyword Examples
Exact keyword: [yotel New York]
Phrase keyword: “yotel New York”
Broad keyword: +yotel +New +York

97. KOK
Campaign 1
Exact Match
Campaign 2
Phrase Match
Campaign 3
Broad Match
Add Phrase Keywords as
Negative in Broad
Campaigns

98. By adding phrase match keywords as negative in the broad
campaigns we will avoid having two terms bidding in the same
auction
Negative Keywords

99. Ad Copies
The Ad Copy will
have all the Key
Information in
the ad to avoid low
quality traffic to the
site
Landing Page
in Specific Country
Language

100. What are the results?

101. … month on month Cost decreased while Revenue
continue increasing
Cost decreased by 52.28% Revenue improved by 173.80%
August September October November June July August September October November

102. … as a result of efficiently reaching our targets, we were
able to use the extra spend on creating more
campaigns - increasing our ad coverage
Target
Campaigns below target
New campaigns63% of YOTEL campaigns performing better than target
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
0.50
0.55
0.60

103. In Conclusion…

104. By spending 52.28% less on paid search, but on
better targeted campaigns, YOTEL target was
achieved with a 9% Cost of Sale

105. … Highly Commended Best SEO and Website marketing at Hotel
Marketing Awards 2014

106. Questions

107. BREAK

108. WELCOME BACK

109. Data Led Content Strategy

110. What does it mean?
Data Led Content Strategy

111. DATA LED CONTENT STRATEGY
Research Production
Analytics
AdWordsTrends
KPI
ACC
Seasons
Content
Planning

112. What is the purpose??
Data Driven Content Strategy

113. BRAND AWARENESS
Exposure
Influence
Engagement
Action
Brand
Awareness

114. We think…
We understand...
We believe...
We know.
CHANGE THE WAY WE CREATE CONTENT

115. Where do we start
Data Driven Editorial Strategies

116. Exposure
Influence
Christmas
New Year
Easter
Valentine’s
Day
CONTENT - BUSINESS KPI’S AND SEASONAL OBJECTIVES
Product Launch
Radio Show
TV
January December
Brand Collab

117. How Can We Identify The Needs of our Audience?
Data Driven Editorial Strategies

118. Include Keyword Matching RegExp Where|how|when|why|what
SEGMENTATION & REGEX

119. WHAT USERS WANT TO KNOW
(not provided)
How long
does
meringue
last?
What to substitute
wine when cooking
What can I
make with
lots of
vegetables?
What’s a knob
of butter?
Where can I buy
Semolina flower in
the UK?
What to
serve with
lamb?

120. Exposure
Influence
Christmas
New Year
Easter
Valentine’s
Day
CONTENT PLANNING - SEMANTIC SEARCH
Product Launch
Radio Show
TV
January December
Brand Collab
Health
Baking
Stews
Lamb
Flavour
profile
Flour
Types
Wine
Substitutes

121. SEARCH TRENDS
“Healthy Recipes”
“Salad Recipes”
“Baking Recipes”

122. “Gluten Free Recipes”
EDITORIAL THEMES
“Vegan Recipes”

123. Exposure
Influence
Christmas
New Year
Easter
Valentine’s
Day
CONTENT PLANNING - SEARCH TRENDS & THEMES
Product Launch
Radio Show
TV
January December
Brand Collab
Health
Chinese
New Year
Salads
Baking
Stews
Lamb
Flavour
profile
Flour
Types
Wine
Substitutes

124. KEYWORD RESEARCH
“How To Poach an egg”
18,100 Avg. UK Searches
Jan Mar May Jul Sep Nov
Jan Mar May Jul Sep Nov
“Apple Pie Recipe”
18,100 Avg. UK Searches

125. Exposure
Influence
Christmas
New Year
Easter
Valentine’s
Day
CONTENT PLAN
Product Launch
Radio Show
TV
January December
Brand Collab
Health
Chinese
New Year
Salads
Baking
Stews
Poached
Eggs
Brunch Apple Pie
Winter
PuddingsMeringue Caesar Salad
Gluten
Free
Muffins
Lamb
Flavour
profile
Flour
Types
Wine
Substitutes

126. CONTENT CREATION

127. CONTENT DISTRIBUTION

128. SUSTAINABLE DATA LED STRATEGY
SEASONAL
THEMES
TRENDS

129. Questions

130. How To Do A Successful Website Relaunch

131. When?
How?
Who?
Why?
What?
What Next?
Questions

132. Why launch a new site?
Platform
restrictions
Dated
design
Custom CMS
Re-Brand
Enhanced
functionality
International
expansion
Business
change
Improved User
Experience

133. Site Launch
Why launch a new site with SEO support?
 Retain authority
 Search engine friendly platform
 Retain existing traffic and revenue
 Minimise impact on business
 Growth

134. When?
How?
Who?
What?
What Next?
Questions

135. Who could be involved in the Project?
DEVELOPER
SEO
AGENCY
UX
DESIGNER
ADVERTISING
AGENCY
BRAND
MANAGER
MARKETING
TEAM

136. How?
Who?
What Next?
Questions

137. The Story…
“My current platform is small, bespoke and unable to
support the international expansion we are planning...”

138. International
setup?
GAP Analysis?
New market?
Search engines?
Multi lingual platforms?
User engagement?
Local currency?
Discovery…
Features?
What converts well?
Server Setup considerations?
New products?
Impacts?

139. Jenn, Marketing Manager
Functional and
on-brand...
Minimal impact
on the business…
Increase
engagement…
Stand out against
competitors…
Reposition the
business within
the marketplace
Great User
Experience on
all devices…
A platform that can
grow with the business
Launch in next
6 weeks…

140. Rob, Developer
I want to build a website
for my client that is clean
and easy to update…I have thousands of lines of
code to write in just a few
weeks… it has to be character-
perfect for it to work properly
I have to work fast to
ensure we meet our
deadlines
I want to build a
website that is
functional for the user

141. Quinton, SEO
Must be friendly for
search engines…
Collaborative effort
between developer,
client and I…
Must retain all our
clients’ hard work…
International
expansion
capabilities…
Domain strategy &
multi lingual
approaches…
Seamless transition as
not to impact on my
client’s business…
What content needs
to be migrated?

142. When?
How?
Who?
What Next?
Questions

143. When?
x
xx

144. When?
January February March April May June July August September October November December
Traffic Revenue

145. When?

146. When?
x
xx

147. How?
What Next?
Questions

148. Plan, Test, Learn

149. Understand Priorities
Architecture
Taxonomy 404 Setup
URL Structure Canonical Tags
Meta Data Trailing slash recommendations
H1, H2, H3 Structure Robots.txt
XML / HTML Sitemap Product stock page handling
Alts / Image data / Video Page Load Speed
Microdata / Rich Snippets CMS SEO Setup
Content
Content GAP Analysis
Identifying and cleaning up old pages
Redirect Strategy
Mapping 301 Re-Directs
Rules and regex where required
Cleaning up old redirect chains
Testing
Staging environment
Live environment
Test, test, then test again…
International
Hreflang Recommendations Domain Strategy
Multi-Lingual? Server/ Content Setup
Analytics and Tracking
Measurement Planning Goals / Interaction Tracking
Analytics Profile setup/ amends UX / Conversion Optimisation

150. Understand Impacts
PPC
EMAIL
AFFILIATES TRADING
PRESS

151. Brilliant Basics

152. Measurement
Maintain and
refine
Implement
Create implementation plan
Document
technical
infrastructure
Define measurement
plan

153. 3 2 1… LAUNCH

154. What Next?
Questions

155. Phase 2… 3…4…
Plan
Develop
Implement
Measure
Grow

156. Questions

157. How User Experience and SEO work together

159. The last year I was living in KL - Malaysia 18

160. Rented a flat in Menara Bukit Ceylon, on top of Changkat 17

161. On a daily basis I would cross Changkat Bukit Bintang Street
No go zone
No go zone
16

162. Competitive environment = aggressive tactics
No go zone
15

163. Promoters were constant interruptions
No go zone
No go zone
14

164. All except one with people lining up in front of it
No go zone
No go zone
13

165. What made a tapas bar stand out, is it organic? 12

166. Let’s take a look at the dining out experience:
Promoters Building
Location
Service
Menu
Price Quality of
food
Returning
Costumer
Pre decision Post decision
Experience
Decoration
Name Music Payment
Methods
Reviews
11

167. And how does this compare to our digital experience?
Experience
Promoters Building
Location
Service
Menu
Price
Quality of
food
Returning
Costumer
Decoration
Name Music
Payment
Methods Reviews
Paid Ads Design
/ Tech
Rankings
Customer
Service
Product
Selection
Price Quality of
Products
Branding Interaction
Design
Payment
Methods
Reviews
/ Links
/ Social
Media
Content
10

168. What did we consider ranking factors?
Experience
Design
/ Tech
Rankings Product
Selection
Reviews
/ Links
/ Social
Media
Content
9

169. What is the role
of User
Experience
in all of this?
8

170. User Experience
is a Mind Set to create value
to help
to make a difference
7

171. Simplifying our doubts
6
We optimised for bots…
…and created content for users

172. 5
Exploring opportunities
What about users not
just reading our content
but completing a
task?

173. The Internet is a user sensitive world

174. Transforming a linear experience into a holistic experience 3
Paid Ads
Rankings
Design
/ Tech
Branding
Content
Product
Selection
Price
Interaction
Design
Quality of
Products
Payment
Methods
Customer
Service
Reviews
/ Links
/ Social Media
Returning
Customer
User Experience

175. Brand
2
Understanding Users
Ensuring task completion
Better conversion rate
More sales
Higher revenue
Retention / Active user
Experience

176. 1

177. 0
Thank God

178. Questions

179. LUNCH BREAK

180. WELCOME BACK

181. Harnessing the Power of Visual Marketing for Search

182. How does it work for search marketing?
Great examples…
Social media and visual marketing
Visit Britain case study
Why use visual marketing as part of your
strategy?
What is visual marketing and where to use it?
Defining your goals and ROI
Know your audience
Technology
2015 and beyond…

183. CONTENT IS AN
EXPERIENCE, NOT
JUST WORDS
What is
Visual
Marketing?

184. Product
pages
Where to
use it?
Social
Media
Ebooks
& white
papers
Emails &
newsletters
Website
/blog
Online and
offline
advertising

185. How does it
work for
Search
Marketing?CONVERSION
Thought leadership
and useful resources
LOYALTY +
ADVOCACY
A healthy mix
65% increased
engagement
when photos and
videos added.
300% visuals
increase monthly
unique visitors
94% blog posts
with images
viewed more 150% tweets with
images, get
more retweets
Viewers are 85%
more likely to
purchase
46 % gauge
credibility of a
company by
website design
Infographics
increase web
traffic by an
average of 12%
Content with
visuals/videos
attracts 3X more
inbound links

192. Which
platforms
?
60 million users
117 million users
200 million users
70 million users
26 million users
40 million users
2006 2007 2010 2011 2012
Budget
Goals
Needs
Audience
connects
with
Millennials
and
Generation
Xers
80%
female

194.  15 million impressions
 More than 200,000 engagements in three weeks
 76% of paid engagements on Tumblr were likes,
reblogs, or follows.
 Organic engagements with VisitBritain’s content
doubled, and blog impressions tripled

195. No point doing visual marketing just for the sake of it.
What is the true picture?
It’s a collaborative effort to
score
What does the goal look like?
What are your aims?

197. Leaning back vs. leaning in.
Engaging your online audience
The platform dictates the format and style
Brand Focused or Customer Focused
Understand the sets of eyes

198. THE FLEXIBILITY OF VIDEO

199. How should you measure your ROI in visual marketing?
• Objectives
• Time on Page/Completion Rate
• Audience Acquisition
DEFINE YOUR OBJECTIVES…

200. 2005 2007 2010 2014
TECHNOLOGY ENABLES USERS
TO CREATE RICHER CONTENT…

201. Instead of more… think better
As well as text… think simple drawings, infographs and video
Instead of product-centric… think insights and value
Instead of vendor-developed… think 3rd party credibility
2015 AND BEYOND…

202. Questions

203. How to use Analytics to Inform Your Whole Business
@4PsMarketing
@ehaslam
#4PsEdge

204. Background
Interactive section
Summary
My Tips
Introduction – setting the scene
Questions

205. Setting The Scene
 Does your business have other teams as well as Marketing and Advertising?
 Do these teams also contribute to your ability to meet your customers’ needs?
 Are you using any analytics to track their performance / contribution?

206. Background
Interactive section
Summary
My Tips
Questions

207. Planning
1
2
3
4
5

208. What is a Measurement Plan?
The 5 Steps of your Measurement Plan:
1. Set your business objectives
2. Strategies and tactics
3. Choose KPIs
4. Segments
5. Targets

209. Measurement Plan + Em’s Step
1. Define who all your stakeholders are
I. All the different teams you have in your business
II. The various levels in those teams
III. All the systems you’re using
2. Set your business objectives
3. Identify strategies and tactics
4. Choose KPIs
5. Segments
6. Targets

210. Interactive section
Summary
My Tips
Questions

211. Audience Participation Time – Part 1
Your Different Teams

212. Your Different Teams
IT
PR
FULFILMENT
FINANCIAL
CONTENT
SALES
CUSTOMER
SERVICE
IN SHOP /
BRANCH

213. Audience Participation Time – Part 2
Your Different Levels

214. Your Different Levels
JUNIOR
EXEC
MANAGER
SHAREHOLDER /
INVESTOR
SENIOR EXEC
DIRECTOR
CEO
APPRENTICE
GRADUATE
SCHEME

215. Audience Participation Time – Part 3
Your Different Tools / Systems

216. Your Different Tools / Systems
WEB
ANALYTICS
CRM
PHONE
TRACKING
IN-STORE
TILLS
SALESFORCE
ON-SITE
SURVEYS
KIOSKS
LOAD TESTING
SYSTEMS

217. Summary
My Tips
Questions

218. Back to the Analytics Wheel
1
2
4
5
3

219. My Tips
Questions

220. My Tips
 Planning is crucial
 Think of your business as a whole
 Think of all the systems you have in place across the whole customer journey
 This process is never finished
 Talk to each other

221. Questions

222. Wildlife Session – Google Safari

223. Itinerary
• Welcome to the Jungle
• Dangerous Beasts: The Panda
• Dangerous Beasts: The Penguin
• Approach With Caution: Pigeon
• Approach With Caution: Hummingbird
• Potential New Species

224. Welcome To The Jungle

225. Dangerous Beasts

226. The Panda

227. The Panda
• Attacks onsite organic search issues
• Provoked by thin content and poor structure
• Chows down on duplicated content
• Sinks teeth into spammy over-optimisation
• Placated by a good user experience
• Soothed to calm by value-adding content

228. The Panda

229. The Penguin

230. The Penguin
• Attacks offsite organic search issues
• Enraged by too much rich inbound anchor text
• Pecks furiously at inbound links from spam sites
• Divebombs at high velocity link acquisition
• Appeased by brand based, value-add links
• Pacified with co-citation and link earning

231. The Penguin

232. Approach With Caution

233. The Pigeon

234. The Pigeon
• Greatly modifies results for local search
• Pokes at Maps, Mobile and main Web search
• Not a fan of local SEO over-optimisation
• Likes a flutter on local directories as well as sites
• Loves an accurate Maps experience
• Likes to perch on traditional web rank signals

235. The Pigeon

236. The Hummingbird

237. The Hummingbird
• Rewards user-centric search marketing
• Gets in a flap over keyword-focused strategies
• Isn’t keen on sites ignoring semantic signals
• Hates sites with no associated brand presence
• Loves the taste of topical, informative content
• Is best friends with strong brands and semantics

238. The Hummingbird

239. Potential New Species

240. Squirrel – Mobile UX

241. Sloth – Easy Indexing

242. Platypus – Multimedia Use

243. Tardigrade – Resilient UX

244. Q & A

245. BREAK

246. WELCOME BACK

247. Ensuring an Internal and External Partnership

248. Think Digital
Taking Offline Online
The Power of Positivity
Where Next?
Brand Power

249. Why us and not them?

251. Think Digital
Taking Offline Online
The Power of Positivity
Where Next?

252. Digital is

255. Taking Offline Online
The Power of Positivity
Where Next?

256. Create amazing customer experiences

257. … on every platform

259. are defined by what we buy
OUR CHOICES
not where we buy it

260. The Power of Positivity
Where Next?

261. Getting buy in
How can we help?

262. Getting buy in
How can we help?
What can Digital Marketing + 4Ps do for the Vivienne Westwood business?

263. Getting buy in
How can we help?

264. Where Next?

267. Questions

268. The Future of Technology in Search
….. With a splash of Analytics

269. The Now…

270. Classic Analytics
3 Sessions
3 Users

271. And Offline?
?
?

272. Universal Analytics

273. Universal Analytics – Cross Device
What if you have a newsletter signup? Can you track a user if
they open the newsletter on their mobile?

274. Universal Analytics - Cross Device

275. Universal Analytics - Offline
User-Id http://www.google-analytics.com/collect?
payload_data&z=123456

276. Universal Analytics - Cross Device

277. Universal Analytics – Cross Device

278. The Now…

279. Universal Analytics

280. Universal Analytics – Custom Dimensions
Author
Article Length
Category
Date Published
Liz and Sally

281. Universal Analytics – The Extreme

282. Universal Analytics – Measurement Planning
AVINASH – Is next on my list…

283. The Now…Estimated Ad to In Store Conversions

284. The Future…

285. Augmented Reality – Bringing Digital to Us
Augmented Reality:
"a technology that superimposes a
computer-generated image on a
user's view of the real world,
thus providing a composite view."

286. Wearable Tech – Learning our Behaviour

287. Digital PAs – Potentially Changing a SERP

288. Digital PAs – Immersing Content

289. Summary

290. Digital PAs – Immersing Content
• Evolve your Analytics
- Think Users, not Sessions
• As Search is getting clever and understanding data, so to should our measurement
- Measure things in your language (Dimensions / Metrics)
• Measurement Plan
- Tracking tools are getting better, plan and understand how they can help your
business.
• New Technology is exciting
- Think beyond the screen, as technology changes so to does behaviour. Be
excited, be creative, be inspired!

291. Questions

292. Search is Dead

293. Is Search Dead?

294. THANK YOU

295. Join us in the pub! The Jack Horner,
234-236 Tottenham Court Road, London W1T 7QJ