How many companies are making good business decisions with their online data? During our session we discuss cross device trend, holiday trends, attribution modeling, and why it’s important to have the correct model in place to help your business. Speakers: Steve Beatty, Organic Search Director, Covario Aaron Wester, Director Analytics, Covario

1. / COVARIO
2014
MAKING BETTER ONLINE BUSINESS
DECISIONS WITH ANALYTICS

2. Aaron Wester,
Director of Analytics,
Covario
Steve Beatty,
Senior Director SEO,
Covario
WITH YOU TODAY

3. AGENDA
• INTROS
• FUTURE TRENDS
• SEARCH ANALYTIC ISSUES FOR ENTERPRISE
BUSINESSES
• ONLINE DATA DRIVEN STRATEGIES

4. A LITTLE ABOUT US
A brief introduction to Covario…

5. COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
/ COVARIO /
11 LOCATIONS
US Headquarters in San Diego…
EMEA Headquarters in London

6. COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
/ COVARIO /
200+ EMPLOYEES
Thought leaders in the search arena

7. COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
CONTENT
MARKETING
SOCIAL
ENGAGEMENT
SITE ANALYTICS
MULTIVARIATE
TESTING
MOBILE
MARKETING
ANALYTICS
OPTIMIZATION
LANDING PAGE
OPTIMIZATION
PAID SEARCH
ROI FORECASTING
SEO PAID SOCIAL
MULTI-CHANNEL
INTEGRATION
RE-TARGETING
DISPLAY MEDIA
/ COVARIO /
A COMPLETE LINE
Of digital marketing services

8. 8 / ©2013 Covario, Inc. All rights reserved.
We LOVE data
And it is at the foundation of everything we do…

9. SEARCH DELIVERED SMARTER
Is our tagline, and our vision is to be the world’s dominant search marketing agency...

10. TRENDS FOR ONLINE AND DEVICES
Making Better Online Business Decisions with Analytics

11. 81%
92%
82%
MULTI-SCREEN DEVICES: CURRENT STATE
2013
47%
86%
Mobile
Phone
Connected TV
Traditional TV
Computer Tablet
Devices that are currently
considered most important by
US Marketers
Emarketer/Nielsen Survey October 2013

12. 85%
MULTI-SCREEN DEVICES: CURRENT STATE
2016
Mobile
Phone
Connected TV
Traditional TV
Computer Tablet
Devices that will be
considered most important in
2016 by US Marketers
Emarketer/Nielsen Survey October 2013
75%
85%
98%
99%

13. THE ANALYTICS DILEMMA
Making Better Online Business Decisions with Analytics

14. 14
CUSTOMERS DIFFERENT JOURNEYS
Research Decision
Buy 60 Days
30 Days
14 Days
Same
Session
Audience Attribution
Awareness
Decision
Action
1
2
1
23
3
Action
How LONG will it Take to
CONSIDER?

15. NOT ENOUGH FOCUS ON BASIC ATTRIBUTION
50%50%
Results
Yes
No
Do you feel your current
analytics setup gives you
insight to help online channel
success and investments?
Is your organization currently
running Online Attribution
Modeling?
33%
67%
Results
yes
no
Does your organization invest
in, or plan to invest in Online
Attribution Modeling in 2014?
50%
34%
16%
Results
yes
no
Unknown
ANALYTIC CHALLENGES

16. Paid Natural
Search
Direct
30 Day Session Same Session
Paid Natural
Search
Direct
X
MM
X
MM
X
MM
Same Session gives
more traffic weight
to Direct Channel
X
MMX
MM
X
MM
25%
28%
-28%
Paid and Organic
are more
accurately weighed
in 30 day
CHANNEL SUCCESS ISN’T ALWAYS THE “SAME”

17. THE GAP CAN WIDEN OVER TIME!
30% Gap
14 Day Sessions
Same Sessions
Major Traffic
Event
Major Traffic
Event
TrafficintheMillionsPercentageofGap
ANALYTIC CHALLENGES
Major Traffic
Event

18. TAKEAWAYS
• Do you Really Understand the Customer User Journey?
• Are you there throughout it?
• Are you tracking it from first touch to last?
• Look at your Data and Analytics Setup is more investment needed? Probably
• Not All Channel’s are measured Equally, but certainly can be!

19. MAKING BETTER ONLINE DATA DRIVEN
STRATEGIES
Making Better Online Business Decisions with Analytics

20. CRITICAL MASS
Vinton Cerf – Chief Internet Evangelist, Google
“So, for me, working with
larger companies has
often been very
satisfying, precisely
because of the ability of
bringing critical mass to
bear on a given effort.”

21. DATA, DATA, DATA
Data Harvesting
Tag Management
Data Repositories
ETL
Data Visualizations
SQL Server
Google AdWords
Google Analytics Adobe Analytics Suite
Critical Mass

22. CRITICAL MASS = FOCUSED INSIGHTS
22 / ©2012 Covario, Inc. All rights reserved.
• Tell a story.
• Tell a story right.
• Tell a story right now.
• Tell a story better.
• Tell a better story.

23. / COVARIO

24. THE NEW NORM: SEQUENTIAL SCREENING
24 / ©2012 Covario, Inc. All rights reserved.
of research respondents use
multiple screens sequentially
to accomplish a task over time
90%
The New Multi-Screen World Study, Think Insights, Google; http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
98% move between devices that same day

25. SEQUENTIAL SCREENING: TRENDS
25 / ©2012 Covario, Inc. All rights reserved.
Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued
or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
Top activities performed when sequentially screening between devices
Internet
Browsing
Social
Networking
Shopping
Online
Searching Managing
Finances
Planning a Trip Watching
Online Videos

26. SEQUENTIAL SCREENING: SMARTPHONES
26 / ©2012 Covario, Inc. All rights reserved.
Browsing
The internet
Social
Networking
Shopping
Online
Searching
for info
Managing
Finances
Planning
a Trip
Watching an
Online Video
65% 63% 65% 47% 59% 66% 56%
60% 58% 61% 45% 56% 58% 48%
4% 5% 4% 3% 3% 8% 8%
Started on a
smartphone
Continued
on a PC
Continued
on a Tablet
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances
(675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or
finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
Smartphones are the most common starting place for online activities

27. SEQUENTIAL SCREENING: DESKTOPS
27 / ©2012 Covario, Inc. All rights reserved.
Browsing
The internet
Social
Networking
Shopping
Online
Searching
for info
Managing
Finances
Planning
a Trip
Watching an
Online Video
29% 30% 25% 38% 34% 30% 34%
23% 24% 19% 31% 29% 27% 24%
6% 6% 5% 7% 6% 4% 10%
Started on a
PC/Laptop
Continued on
a smartphone
Continued
on a tablet
Desktops are most often a starting point for more complex activities
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances
(675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or
finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

28. SEQUENTIAL SCREENING: TABLETS
28 / ©2012 Covario, Inc. All rights reserved.
Browsing
The internet
Social
Networking
Shopping
Online
Searching
for info
Managing
Finances
Planning
a Trip
Watching an
Online Video
7% 7% 11% 15% 7% 4% 11%
1% 1% 0% 1% 1% 2% 2%
6% 6% 10% 14% 6% 3% 9%
Started on
A tablet
Continued on
smartphone
Continued
on a PC
Tablets are most often a starting point for shopping and trip planning
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances
(675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or
finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

29. STRIKE 3 – YOU’RE OUT!
Q: With emergence of sequential screening – by
device, does more pre-conversion fall-off occur
after 1-strike or 2-strikes?
29 / ©2012 Covario, Inc. All rights reserved.
Device Task 1 Incomplete Conversion
Device Task 1 Incomplete ConversionTask 2
Mobile 15%
Tablet 10%
Desktop 61%
Mobile 48%
Tablet 44%
Desktop 36%

30. TIME PARTING > PLAYBOOK
Who to reach, what devices to
reach them on, and when?
Benefits:
• Multi-Device Intersections & Deflections
• Relevant & Timely Focused Insights
• Efficiently manage ad campaigns on tight budget
• Competitive & generic benchmarking
• Revealing conversion correlations

31. MULTI-DEVICE DAY PARTING (UK)
31 / ©2012 Covario, Inc. All rights reserved.
The Multi-Media Path to Purchase, ComScore; http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/The_Multi-Media_Path_to_Purchase

32. UNIQUE DAY PARTING INTERSECTIONS
32 / ©2012 Covario, Inc. All rights reserved.
12pm 5pm5am 9pm
PPC campaign conversions correlated by device, then Day-Parted
Does conversion rate change when regular business hours end?
I want the highest conversions, but I don’t want to pay a lot to get them!

33. WHAT ABOUT ORGANIC SEARCH BEHAVIOR?
33 / ©2012 Covario, Inc. All rights reserved.
Organic search key terms correlated by device, then Day-Parted
0%
5%
10%
15%
20%
25%
30%
35%
40%
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12am
Desktops
Tablets
Mobile
Effect on display ads performance, and on-page engagement?
What about Google’s focus on Freshness for reciprocal search ranking?
If your content updates occur at 5am, but your traffic peaks later in day…

34. COMPETITIVE BENCHMARKING
34 / ©2012 Covario, Inc. All rights reserved.
Bit.ly/16TBAFTA+

35. BARRIERS
•Sequential screening conversions may be
disrupted by:
– Lack of relevant tailored content for optimal user experience
– Lack of coordinated campaign targeting
– Lack of responsive design controls
– Lack of load-time optimization on device transitions
– Lack of analysis around multi-device time parted intersections
– Lack of multi-touch attribution insights
– Lack of sessionized pathing visibility across devices
35 / ©2012 Covario, Inc. All rights reserved.

36. CLOSING THOUGHTS
36 / ©2012 Covario, Inc. All rights reserved.
“The temptation to form premature theories upon
insufficient data is the bane of our profession.”
– Sherlock Homes, fictional detective