analytics - estimate, measure and improve

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Digital Marketing

Bootcamp Analytics - Estimate, Measure & Improve

Nestle launching a new brand

"IPL Coffee"

Targeted: Cricket lovers Geography: India

Pre launch “Online” Market Assessment

Objective

Channels to Consider  Google  Facebook  Twitter  Individual Publishers – Display Ads  Ad Networks

Google  Foundation: Search  Key: Search Terms Identification

(How to think of search Terms?) – Long Tail: “Coffee Cricket” – Broad Match: Coffee, Cricket – Lateral Theme: Tea, Indian Sports

Assess Search Volume

Location Trend Analysis

Time Trend Analysis

Is it growing or reducing over time?

Identifying Lateral themes

News Reference Volume

Assess impulsive growth

Hot Searches Analysis Check for Designing new Lateral Themes

Website Analysis

Facebook  Foundation: Profile  Targeting is easy  Key to Success: Engaging Theme

Assess Target Market

Specifics & Laterals

Identify Direct & Lateral Pages

Twitter •  Foundation: Fan Following & Terms •  Key to Success: Credibility •  Success Metrics: People spreading &

engaging around the buzz

Twitter Search

Individual Publishers  Watch out: Relevancy, Bargain  Revenue Model: CPM, CPC, Fixed Cost  Validate: Reporting (Visibility, Relevancy)  Reporting: customized

Same is true about Ad Networks

Important Tools  Market/Completion Analysis – Google Treads,

Compete, Hitwise, Twitter search, Google Keywords Suggestion Tool.

 ClickStream Analysis – Google Analytics, Omniture, Web Treads etc

 Experimentation – Google Optimizer, Site Perfect

 Listening & Buzz Measurement – Different for every channel

Can you target Specific demographics through

Search Engine?

Google Placement Targeting

Tools to ‘Listen’, ‘Engage’ & ‘Create’ in Social Media

Google Alerts

Tweet Deck

SM2 by Techrigy

Radian6

Thank You!

Want to leverage SMM for your Business? Join us in our next Bootcamp

twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com

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