LEADCASTLee Kennedy, Analytics Director, Coalmarch Productions

FORECASTING YOUR LEADSHow understanding the relationship

between weather and demand can help you craft a smarter sales strategy.

DOES THIS LOOK FAMILIAR?

DOES THIS LOOK FAMILIAR?

DOES THIS LOOK FAMILIAR?

DOES THIS LOOK FAMILIAR?

IS THERE A BETTER WAY TO DO THIS?CAN WE PREDICT NEXT YEAR’S

LEADS?CAN WE ANTICIPATE CUSTOMER DEMAND?

YES.

WE’RE GONNA HAVE TO SCIENCE THE SHIT OUT

OF IT

STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?

STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?

STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?

STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?

Fact #1: The weather (temperature) is strongly correlated with search volume.

PREDICTING NEXT YEAR’S LEADS

TEMP. = SEARCH VOL.

Fact #2: That search volume represents the total opportunity available in the

market.

PREDICTING NEXT YEAR’S LEADS

TEMP. = SEARCH VOL.TEMP. = SEARCH VOL. = OPPORTUNITY

ORGANIC

PPC

LOCAL

ORGANIC

PPC

LOCAL

Fact #3: Your visibility in the search engines dictates how many leads you can convert.

PREDICTING NEXT YEAR’S LEADS

TEMP. = SEARCH VOL. = OPPORTUNITYTEMP. = SEARCH VOL. = OPPORTUNITY ≈ LEADS

STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?

STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?

If the temperature in a target market goes up, will more people search for your services online?

TEMPERATURE AND SEARCH VOLUME

TEMPERATURE AND SEARCH VOLUME

NOAA’s Climate Data Online

TEMPERATURE AND SEARCH VOLUME

Google Trends

TEMPERATURE AND SEARCH VOLUME

Location: Las VegasIndustry: Pest Control

Temperature vs Search Volume, Las Vegas

As we plot the two graphs, we can determine the influence that

temperature has on search volume.

TEMPERATURE AND SEARCH VOLUME

If the overall search volume for your services goes up, will your website

get more traffic?

SEARCH VOLUME AND WEBSITE TRAFFIC

AKA, your visibility in the search engines.

SEARCH VOLUME AND WEBSITE TRAFFIC

SEARCH VOLUME AND WEBSITE TRAFFIC

Google Analytics

SEARCH VOLUME AND WEBSITE TRAFFIC

Location: Las VegasIndustry: Pest Control

Search Volume vs Website Traffic, Las Vegas

If your website traffic goes up, will you get more leads?

WEBSITE TRAFFIC AND LEADS

AKA, your website conversion rate.WEBSITE TRAFFIC AND LEADS

WEBSITE TRAFFIC AND LEADS

Location: Las VegasIndustry: Pest Control

Website Traffic vs Leads, Las Vegas

PROGRESS.

STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?

STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?

PREDICTING THE WEATHERTempPast

PREDICTING THE WEATHER+LeadPast

PREDICTING THE WEATHER+TempCast

PREDICTING THE WEATHER=LeadCast

STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?

STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?

#1: LONG TERM PLANNINGDetermine marketing spend based on expected opportunity captured.

#1: LONG TERM PLANNING=LeadCast

#1: LONG TERM PLANNINGRevenue goal = $1.5 million

Revenue from leads = $1 million

#1: LONG TERM PLANNINGRevenue goal = $1.5 million

Revenue from leads = $1 millionRevenue from leads = $1.5 million

#2: SHORT TERM PLANNINGUse 10 day weather forecasts to make super accurate predictions.

#3: BE AN INFORMED BUSINESS OWNER

Investigate and report on performance in the context of weather.

What you are talking about.BASIC SLIDE

Do Science.Plan Better.

Be Informed.LEADCAST.

FORECASTING YOUR LEADS

Lee Kennedy, Analytics DirectorCoalmarch Productions

linkedin.com/in/leelkennedy

lee@coalmarch.com @leelkennedy