Analytics - Estimate, Measure and Improve
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Transcript of Analytics - Estimate, Measure and Improve
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Digital Marketing
Bootcamp Analytics - Estimate, Measure & Improve
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Nestle launching a new brand
"IPL Coffee"
Targeted: Cricket lovers Geography: India
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Pre launch “Online” Market Assessment
Objective
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Channels to Consider Google Facebook Twitter Individual Publishers – Display Ads Ad Networks
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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
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Assess Search Volume
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Location Trend Analysis
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Time Trend Analysis
Is it growing or reducing over time?
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Identifying Lateral themes
How?
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News Reference Volume
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Assess impulsive growth
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Hot Searches Analysis Check for Designing new Lateral Themes
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Website Analysis
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Facebook Foundation: Profile Targeting is easy Key to Success: Engaging Theme
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Assess Target Market
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Specifics & Laterals
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Identify Direct & Lateral Pages
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Twitter • Foundation: Fan Following & Terms • Key to Success: Credibility • Success Metrics: People spreading &
engaging around the buzz
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Twitter Search
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Individual Publishers Watch out: Relevancy, Bargain Revenue Model: CPM, CPC, Fixed Cost Validate: Reporting (Visibility, Relevancy) Reporting: customized
Same is true about Ad Networks
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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
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Can you target Specific demographics through
Search Engine?
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Google Placement Targeting
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Tools to ‘Listen’, ‘Engage’ & ‘Create’ in Social Media
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Google Alerts
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Tweet Deck
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SM2 by Techrigy
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Radian6
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Thank You!
Want to leverage SMM for your Business? Join us in our next Bootcamp
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