1. All rights reserved. © 2008 Tableau Software Inc. Optimizing Online Marketing with Data Visualization

2. All rights reserved. © 2008 Tableau Software Inc. what you will learn 1. Why your organic search strategy vs. sponsored search (pay- per-click / AdWords) strategy must be different 2. Overcoming the challenges of a metric-driven search strategy 3. Leveraging Google AdWords 4. Strategically selecting your SEO keywords 2009 © Tableau Software – All rights reserved

3. All rights reserved. © 2008 Tableau Software Inc. Organic search vs. sponsored search

4. All rights reserved. © 2008 Tableau Software Inc. Organic search vs. sponsored search Organic search (SEO) Patience A few targeted terms Fat head Sponsored Instant gratification Thousands of targeted terms Direct response Can target long tail Image from: http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-10-how-thick-is-your-head-and-how-long-is-your-tail.html

5. All rights reserved. © 2008 Tableau Software Inc. Crunching huge sets of data  Organic search – a few targets from a long list of keywords  Sponsored – ongoing management of large list of keywords  Multiple factors to consider:  Conversion  Volume  Cost (time and money)  Geography  Relevancy  And more  Experience and intuition do not scale well  We need a tool (data visualization)

6. All rights reserved. © 2008 Tableau Software Inc. Sponsored Search

7. All rights reserved. © 2008 Tableau Software Inc. Sponsored search - revisited

8. All rights reserved. © 2008 Tableau Software Inc. Adwords – keyword report

9. All rights reserved. © 2008 Tableau Software Inc. Adwords – keyword report schema

10. All rights reserved. © 2008 Tableau Software Inc. Adwords – csv export

11. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  What are people looking for?

12. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  What do people click on?

13. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  Impressions vs. Clicks: Are they same?

14. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  How many clicks from OH?

15. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  How did we do in the month?

16. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  and how much do we spend by KW?

17. All rights reserved. © 2008 Tableau Software Inc. Adwords – Keyword report in Tableau! “Acme Coffee Company”  Finally

18. All rights reserved. © 2008 Tableau Software Inc. Back to Organic Search…

19. All rights reserved. © 2008 Tableau Software Inc. Organic search challenges  Very large time investment per search term  Long time to see results  Target a few terms  High relevancy  High traffic  High conversion rate  Low competition  How do you select the right search term when results are six months away?

20. All rights reserved. © 2008 Tableau Software Inc. Useful Free Tools  Microsoft adCenter for Excel  Keyword suggestions  Google Adwords Keyword Tool  Keyword suggestions  Keyword monetary value  Search volume  Keyword Difficulty Check  Competitiveness  Tableau Desktop Trial

21. All rights reserved. © 2008 Tableau Software Inc. Multiple Dimensions of Analysis  500 keywords  Relevancy  Search volume  Conversion rate  Competition  Which 5 keywords do I choose?

22. All rights reserved. © 2008 Tableau Software Inc. Multiple Dimensions of Analysis  500 keywords  Relevancy  Search volume  Conversion rate  Competition  Which 5 keywords do I choose?

23. All rights reserved. © 2008 Tableau Software Inc. Customers +Google +Allstate +Wells Fargo +1000’s more of all sizes and from all industries Partners +Oracle-Hyperion OEM +Microsoft Gold Certified Tableau Software, Inc. Company +Leaders in visual analysis software +Privately held, Seattle headquarters +Stanford University R&D origins Leadership +Award winning researchers +Founders & executives from Microsoft, Pixar, Visio, and Hyperion

24. All rights reserved. © 2008 Tableau Software Inc. Niels Hoven +Tableau Software +nhoven@tableausoftware.comnhoven@tableausoftware.com Additional Resources Web Seminar Resources +For a copy of the slide deck and to hear the web seminar on-demand go to http://www.tableausoftware.com/emc http://www.tableausoftware.com/emc Other Tableau Resources +For access to whitepapers, previously recorded web seminars and additional Tableau web analytics examples, go to +http://www.tableausoftware.com/web- analytics-visualizationhttp://www.tableausoftware.com/web- analytics-visualization