Making the Case for Search Across the Funnel 1 Assess Opportunity Set Guardrails 3 Traffic
Potential 2 Bring It All Together Best Case Scenario Traffic
Potential X Direct Response
Conversion Rate = $ Conservative Scenario Traffic
Potential X x-Window
Conversion Rate = $ What is the likelihood of a conversion this year? What is the value of new customer acquisition? Napkin Math Attribution Mapping Micro-Conversions Structure for Success Set Target ROAS & Attribution What are awareness opportunities through the year? Enable Easy Tracking! Page views Time on site Video views Visited article Visited customer reviews Downloaded specs Bring It All Together Set Guardrails Assess Opportunity Lulu Gephart
Paid Search
Program Manager
REI Keyword Tagging Google Analytics
Advanced Segments Scorecard or decision tree Customer
Focus Analyze $ $ $ + Manage
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Making the Case for Search Across the Funnel
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by lulu gephart
on 29 June 2010
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