How to Forecast Your Media Traffic

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At Indicino, I knew that the average purchase path was about four weeks. If today was June and I wanted to affect my July sales with net new customers, I would have to spike top of funnel activity a month in front of it. The forecasting model that we just built for new trial starts has a function of how much direct and how much organic traffic am I going to get over the years based on 18 months of history and the last three months of behavior. When you get that acquisition funnel as scientific as that, it can be really helpful for organizations.

Dying to understand how to effortlessly increase your sales and conversion rates?

Then this episode’s for you.

Pete Housley, CMO at the intelligence conversion platform, Unbounce, opens up his playbook for capturing leads at all stages of the funnel and retaining them. He and Daniel discuss striking the perfect balance between organic traffic and paid channels, whether or not you should buy your branded keywords, and how to properly employ retargeting tactics.

Plus, find out why Pete’s a diehard stan for multi-channel marketing and why any great marketer needs to start beefing up their data chops, stat.

0:00 Intro/Background

3:12 The Digital Marketing Playbook

6:26 Breaking Down Ad Channels

16:15 Distinguishing Purchasing Intent

20:42 Moving the Point of Conversion

25:03 Retaining Customers

30:34 A Hill to Die On

32:56 Words of Advice

Follow Pete:

LinkedIn: https://www.linkedin.com/in/peter-housley-a3653012/

Unbounce: http://unbounce.com/

Follow Daniel:

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.

www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:

www.workweek.com