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!

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