Business Case Builder
You can use Business Case Builder to create custom business models that include customizable click-through curves. This forecasting feature creates projections that are unique to your business. You can see the future impact of your search efforts and get actionable insights into the activities that will have the most impact and present the highest traffic and revenue opportunities.
Availability Details
Conductor's Business Cases support:
- Value per conversion totals only in US Dollars ($).
- Keyword data from keywords tracked for desktop.
Where to find it
Click here ↗️ or follow the path Discover > Business Case Builder in Conductor.
Overview
Review a summary of a business case
You can select a business case from the list. By default, the business case opens on the Summary tab.
- In the chart at the top of the Business Case, you can view:
- The current estimated revenue, the untapped opportunity, and the total opportunity associated with the keywords in the keyword group analyzed by the business case.
- General statistics and metrics associated with the business case.
- Visualizations of the monthly Modeled Traffic and revenue associated with the keywords analyzed by the business case.
- Below the Summary tab, you can review a table of the keywords analyzed by the business case. You can review:
- Rank information.
- Monthly Modeled Traffic.
- Monthly Revenue.
- Priority. This metric is generated using Conductor's Content Opportunity Score. Hover over the question mark icon at the top of the Content Score column to learn more about how Conductor calculates the score.
Review the Modeled Traffic generated by a business case's keywords
From a business case, you can click the Modeled Traffic Tracker tab to view:
- The chart at the top of the tab shows you a trend of Modeled Traffic for the keywords in the keyword group analyzed in this business case:
- The green bar indicates your monthly traffic goal in relation to your actual Modeled Traffic for the time period.
- The dashed vertical line distinguishes historical Modeled Traffic data prior to the date the business case was created and after it was created.
- Hover your cursor over a point in the graph to see specific historical or current Modeled Traffic data.
- At the bottom of the tab, you can review a table of the keywords analyzed by the business case. You can review:
- Rank information.
- Monthly Modeled Traffic.
- Monthly Revenue.
- Priority. This metric is generated using Conductor's Content Opportunity Score. Hover over the question mark icon at the top of the Content Score column to learn more about how Conductor calculates the score.
Review the Estimated Revenue Generated by a Business Case's Keywords
From a business case, you can click the Revenue Tracker tab to view:
- The chart at the top of the tab shows you a trend of revenue for all of the keywords in the keyword group analyzed by this business case:
- The green bar indicates your revenue goal in relation to your estimated revenue for the time period.
- The dashed vertical line distinguishes historical revenue estimates prior to the date the business case was created and current estimates after it was created.
- Hover your cursor over a point in the graph to see specific historical or current revenue estimates.
- At the bottom of the tab, you can review a table of the keywords analyzed by the business case. You can review:
- Rank information.
- Monthly Modeled Traffic.
- Monthly Revenue.
- Priority. This metric is generated using Conductor's Content Opportunity Score. Hover over the question mark icon at the top of the Content Score column to learn more about how Conductor calculates the score.
Using Business Cases
Refer to the Create a Business Case article to learn how to get started.
FAQs
What is Conductor's Market Analysis algorithm?
Conductor's Market Analysis algorithm uses a probability distribution model to determine possible outcomes that might occur as a result of variable changes that impact your opportunities. Select this option or choose from one of the presets in the list of scenarios when creating or modifying a business case in Conductor.
The Market Analysis algorithm provides you with information about the probability of a keyword moving to a particular rank position and the impact that movement can have on your traffic and revenue, based on historical rank data for the keyword. Business Case Builder also gives you the flexibility when using this model, to decide whether you want the revenue impact projections to be conservative, moderate, or aggressive.
A business case calculated using this algorithm is not intended to be a precise prediction, but rather, it shows you projections for the impact your efforts to move into that rank position for the keyword could potentially have on your traffic and revenue. In addition, Business Case Builder provides this information using a weighted average at an aggregate level for the set of keywords in the category this case applies to.
Probability distribution models, like the Monte Carlo simulation used in the Market Analysis algorithm, use values that are sampled at random. This sampling is done 100 times for each keyword, resulting in a probability distribution of possible outcomes. In other words, a Monte Carlo simulation provides a comprehensive view of not only what could happen, but also how likely it is to happen based on whether your approaching it more conservatively, aggressively, or somewhere in the middle.
How many Businesses Cases can I create?
You can create up to 25 Business Cases for an account. You can see the number of Business Cases you have remaining on the Business Case Overview screen.
What is the difference between the "Potential" value in the graph and the "Projected" value in the table?
When you build a business case, you enter a specific rank position to which you want to model outcomes for your keywords. This determines the "projected average rank" for your keyword group's business case. The Projected values in the table for each keyword are based on that selection.
However, Potential values are always based on an outcome where your projected average rank for the keyword group you are reporting on is "1". This represents your best case scenario.
Note that if you select "1" as the rank position as you build your business case, the sum of the Projected values in the table will equal the Potential value shown in the graph.