.

2. RUSSELL MCATHY
Using Machine
Learning To Forecast
Future Sales, the SEO
Way! @therustybear

3. Russell McAthy
@therustybear
CEO of CUBED
14 years of..
Prev. Consultant to enterprise
Prev. Agency Director
Prev. Digital Strategist/Analyst
“Managed“ well over £1B media
spend
CUBED.ai | #inbounder | @therustybear

4. Accountable
Actionable
Successful
CUBED.ai | #inbounder | @therustybear

5. Data & Analytics
Programmatic Creative
CUBED.ai | #inbounder | @therustybear

6. The biggest issues
SEO’s face is NOT
Google
CUBED.ai | #inbounder | @therustybear

7. SEO’s biggest issue is
their inability to
showcase their
SUCCESS
CUBED.ai | #inbounder | @therustybear

8. • Bottom funnel
• Instant Impact
• Very low CPA
CUBED.ai | #inbounder | @therustybear

9. • Mid funnel
• Brand, Product
• Mid term Impact
• Mid Level CPA
• Bottom funnel
• Instant Impact
• Very low CPA
• Top of funnel
• Brand Advertising
• Long term Impact
• Very High CPA
CUBED.ai | #inbounder | @therustybear

10. • Mid funnel
• Brand, Product
• Mid term Impact
• Mid Level CPA
• Bottom funnel
• Instant Impact
• Very low CPA
• Top of funnel
• Brand Advertising
• Long term Impact
• Very High CPA
YOU NEED TO UNDERSTAND THIS
YOUR BIGGEST OPPORTUNITY
YOU OPTIMISE THIS ALREADY
CUBED.ai | #inbounder | @therustybear

11. Getting Started in GA
CUBED.ai | #inbounder | @therustybear

12. Micro Conversions – Comparison Values
Signed up for
Newsletter
14
Scrolled past
40% in blog post
7
Read two blog
posts
10
Added item to
basket
25
Searched for
Store Location
15
Started the
booking process
50
CUBED.ai | #inbounder | @therustybear

13. Common Journeys
CUBED.ai | #inbounder | @therustybear

14. Last Click (Last Non Direct Click)
First Click / Interaction
Distributed
Bathtub
Time Sequence
CUBED.ai | #inbounder | @therustybear

15. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
CUBED.ai | #inbounder | @therustybear

16. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
£ 40
Revenue
Your
CPA
£ 0
CUBED.ai | #inbounder | @therustybear

17. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
£ 40
Revenue
Your
CPA
£ 0
£ 2
CUBED.ai | #inbounder | @therustybear

18. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
£ 40
Revenue
Your
CPA
Actual
Costs
Attributed
Revenue
£ 0 £ 0
£ 2
£ 0.05
£ 0.5
£ 10
£ 0.2
£ 0.10
£ 2
£ 9.8
£ 10.1
£ 0.7
£ 1.6
£ 8.3
£ 9.3
£ 0.2
CUBED.ai | #inbounder | @therustybear

19. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐
CUBED.ai | #inbounder | @therustybear

20. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys
CUBED.ai | #inbounder | @therustybear

21. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys Non-Converting Journeys
% % % % %
CUBED.ai | #inbounder | @therustybear

22. Visit ID Events Datetime
Sale
Datetime
Probability
337,148 (16),(19),(19),(19),(19)
2017-02-08
14:04:32 45.71%
451,231 (19),(17),(18),(17),(16)
2017-02-14
18:53:17 37.94%
563,727 (19),(16),(19),(17),(16),(19),(16),(19),(16)
2017-02-18
13:27:02 63.75%
823,716 (16),(19),(17),(17),(16),(19),(17),(16),(19),(1),(5)
2017-02-22
15:26:09
2017-02-22
15:55:12
CUBED.ai | #inbounder | @therustybear

23. Channel Value – Client Example
Channel LC Sales CUBED Sales Variance %
Affiliates 4,496 4,623 2.82%
Direct 52,685 50,448 -4.25%
Display RM 856 983 14.8%
Email 17,073 16,496 -3%
PPC 20,176 21,837 8.23%
Referral 17,429 17,508 0.46%
SEO 5,493 6,227 13.4%
Social Organic 2,152 2,235 3.9%
CUBED.ai | #inbounder | @therustybear

24. Channel Value – Client Example
Channel LC Sales
Affiliates 4,496
Direct 52,685
Display RM 856
Email 17,073
PPC 20,176
Referral 17,429
SEO 5,493
Social Organic 2,152
CUBED.ai | #inbounder | @therustybear

25. Channel Value – Client Example
Channel LC Sales
Affiliates 4,496
Direct 52,685
Display RM 856
Email 17,073
PPC 20,176
Referral 17,429
SEO 5,493
Social Organic 2,152
SEO
+48
+502
+28
+16
+175
+548
+85
+1402
CUBED.ai | #inbounder | @therustybear

26. Channel Value – Client Example
Channel LC Sales
Affiliates 4,496
Direct 52,685
Display RM 856
Email 17,073
PPC 20,176
Referral 17,429
SEO 5,493
Social Organic 2,152
SEO
CUBED Sales
4,623
50,448
983
16,496
21,837
17,508
6,227
2,235
+48
+502
+28
+16
+175
+548
+85
-3
-101
-15
-58
-181
-225
-85
-668+1402
CUBED.ai | #inbounder | @therustybear

27. Channel Value – Client Example
Channel LC Sales
Affiliates 4,496
Direct 52,685
Display RM 856
Email 17,073
PPC 20,176
Referral 17,429
SEO 5,493
Social Organic 2,152
SEO
CUBED Sales
4,623
50,448
983
16,496
21,837
17,508
6,227
2,235
+48
+502
+28
+16
+175
+548
+85
-3
-101
-15
-58
-181
-225
-85
-668+1402
CUBED.ai | #inbounder | @therustybear
Channel Variance % Variance
Affiliates +45 5.0%
Direct +401 44.4%
Display RM +13 1.4%
Email +170 18.8%
PPC +323 35.7%
Referral -6 -0.7%
Social Organic -42 -4.6%
CUBED.ai | #inbounder | @therustybear

28. Channel Value – Client Example
Channel LC Sales
Affiliates 4,496
Direct 52,685
Display RM 856
Email 17,073
PPC 20,176
Referral 17,429
SEO 5,493
Social Organic 2,152
SEO
CUBED Sales
4,623
50,448
983
16,496
21,837
17,508
6,227
2,235
+48
+502
+28
+16
+175
+548
+85
-3
-101
-15
-58
-181
-225
-85
-668+1402
CUBED.ai | #inbounder | @therustybear
Channel Variance % Variance
Affiliates +45 5.0%
Direct +401 44.4%
Display RM +13 1.4%
Email +170 18.8%
PPC +323 35.7%
Referral -6 -0.7%
Social Organic -42 -4.6%
CUBED.ai | #inbounder | @therustybear

29. CUBED.ai | #inbounder | @therustybear
The guys at Seer wrote an awesome post on Dark Direct
traffic http://cubed.link/darkdirecttraffic

30. Channel Value – Client Example
Channel LC Sales
Affiliates 4,496
Direct 52,685
Display RM 856
Email 17,073
PPC 20,176
Referral 17,429
SEO 5,493
Social Organic 2,152
SEO
CUBED Sales
4,623
50,448
983
16,496
21,837
17,508
6,227
2,235
+48
+502
+28
+16
+175
+548
+85
-3
-101
-15
-58
-181
-225
-85
-668+1402
CUBED.ai | #inbounder | @therustybear
Channel Variance % Variance
Affiliates +45 5.0%
Direct +401 44.4%
Display RM +13 1.4%
Email +170 18.8%
PPC +323 35.7%
Referral -6 -0.7%
Social Organic -42 -4.6%
CUBED.ai | #inbounder | @therustybear

31. Channel Variance % Variance
Affiliates +45 5.0%
Direct +401 44.4%
Display RM +13 1.4%
Email +170 18.8%
PPC +323 35.7%
Referral -6 -0.7%
Social Organic -42 -4.6%
CUBED.ai | #inbounder | @therustybear
1 or multiple SEO visits
PPC

32. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys Non-Converting Journeys
% % % % %
CUBED.ai | #inbounder | @therustybear

33. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys Non-Converting Journeys
% % % % %
CUBED.ai | #inbounder | @therustybearCUBED.ai | #inbounder | @therustybear
When we forecast, we
actually are just
assigning values

34. Conversion ⭐
👀
👀
Direct
PPC (Brand)
Display Re-targetting
Email
PPC (Generic)
SEO
Display
⭐ ⭐ ⭐ ⭐ ⭐
Converting Journeys Non-Converting Journeys
% % % % %
CUBED.ai | #inbounder | @therustybearCUBED.ai | #inbounder | @therustybear
This enables us to not
just the value of a visit
but also a page!

35. CUBED.ai | #inbounder | @therustybear
• How much value does each
landing page have outside of a
single visit
• How effective a page is at
converting a journey
• How effective a page is at
contributing to a future visit
• When a page is killing journeys