2015 Martin Terbrack Portfolio

© Copyright 2014 Digital Marketing, Inc.



Martin Terbrack, CEO Digital Marketing, Inc.

http://www.slideshare.net/MTER/digital-marketingcourselistmartyterbrack52014














Years | Rating Years | Rating



In early 1990’s - worked at start-up that develop 1st Ford.com website When on to release showroom, Dealer Locator, Inventory Services as well as launch over 5,000 dealer websites In the early 2000’s worked at Company that developed 1st Automotive OEM campaign on Facebook, for the Ford College Program back when a .edu email required to be a member. Manage launch of (2) OEM Lead Systems In 2012, completed Brand Website Evaluation In 2013, as the Digital Marketing Manager for Spartan Motor, I developed Digital Marketing Strategic Plan and Roadmap for (3) Brands owned, earned and shared properties / media



http://www.spartanerv.com/

http://www.spartanchassis.com/

http://www.spartanmotors.com/

http://www.utilimaster.com/






“Forged By Fire Cross” Channel Campaign

Wireframe for Adaptive Website












Adobe Marketing Analytics & Insights Analyst





Digital Marketing, Inc. | Services & Consultancy

313Digital


Digital Marketing, Inc. | Services Overview

Strategic Planning:

Digital Marketing Strategic Plans

12 & 24 Month Roadmaps

Marketing Services:

Display Advertising & Media Planning

Pay-Per-Click Advertising

Search Engine Optimization

Social Media Marketing Services

Affiliate Marketing

Email Marketing

Contests & Incentives

Website Design & Development

Usability Testing

Customer Relationship Management

Website Analytics

DM Competitive Intelligence


Digital Marketing, Inc. | Services Overview

Consulting Services:

eCommerce Site Management

Lead Generation Programs

Landing Page Optimization

Customer Persona Development

Search Ranking Reporting

Social Media Engagement

Technology Evaluations

Workflow Consulting

Project Management Consulting

Mobile Advertising

Training & Seminars

Partnering Models:

Tiered Program Management Fee Based on Spend

Fixed Retainer

Confidential Tier (2) Agency Partnerships

Pay for Performance for Select Clients


Martin Terbrack, CEO Digital Marketing, Inc.


Top Down Approach Business Objectives Marketing Strategy Brand DNA Customer Segmentation Purchase Cycle Subject Matter Experts Competitive Benchmark Success Events / Monetization Customer Personas Research & Tools Success Events & KPI’s Road Map Development Budgeting, Planning & Prioritization by Channel Stakeholder Buy-in Executive Approvals Vendor Evaluation Execution Management


CUSTOMER ACQUISTION

IDENTIFICATION

AWARENESS

TRIAL

Identification of potential customers prospecting

Generate awareness; Get Customers predisposed to a product or service offering

Build interest and convert prospects to customers

CUSTOMER RETENTION

REPEAT

ADVOCACY

Initiate and Increase customer’s buying behavior

Provide a trusting valued relationship with customers

Consumer Persona Development, Segmentation & Online Behavior Targeting

Assists clients in targeting audience creating optimal win/win outcomes within each step of the acquisition and retention phases, providing targeted measurable programs results




Brand / Audience I Social Engagement

24


Ad

CampaignTracking Code: 1023932

A B C

A

B

C

A

Analytics




Digital Analytics | Insights Model

28

Win-Win User / Company Outcomes based data driven decision making model designed to produce optimal insights and actionable metrics and recommendations. Answers “The What”, quantitative data, Why, qualitative data digital marketplace intelligence, consumer experience and improvements in program effectiveness and performance.


Performed Competitive Intelligence for: Display Advertising, Paid Search, SEO & Social Media Monitoring & Engagement



Performed Website Competitive Comparison and Provided Website Recommendations for American Airlines





Campaign Ad

Spend

Revenue Gross

Margin

%

Product

Cost

Gross

Profit

ROI

AdWords $3,500 $22,500 45.0 $12,400 $10,000 285%

Yahoo! $1,000 $3,700 45.0 $2,000 $1,700 168%

Newsletter $75 $1,200 45.0 $660 $539 719%

Comparison

Shopping

$300 $2,000 45.0 $1,100 $932 329%

Affiliate - SAS $12 $1,750 45.0 $960 $787 642%

Affiliate - PJ $500 $5,800 45.0 $3,162 $2,587 495%

Affiliate -

Google

$600 $2,000 45.0 $1,131 $926 145%

Organic /

Other

$300 $31,000 45.0 $17,344 $14,191 6,200%

Totals $6,422 $72,760 45.0 $40,018 $32,742 509%


Paid Search

Organic Search

Affiliate

Ad Media

Email

Landing Pages

Registration Page

Homepage

Category/Search Results

Shopping Cart

Product Detail Page

Social Media

Reporting

Homepage Product

Detail

Checkout Category





Dealer Enrollment Dealer Sales Manager / Principal

Receives Program Details Accesses Program Website on

Dealer Portal Authenticatingthrough DealerConnect

Completes Enrollment Process

Lead Providers Chrysler Sets Lead Price and

Contract Terms Program Manager contacts

Lead Providers Negotiates LeadContracts

Approved Lead Provider addedto Lead Server, Helpdesk,Enrollment Form, BillingSystem

CLC Lead Server (Wambatech LS) Lead Purchasing Lead Aggregation Lead Validation Application of Business Rules Depuping and Scrubbing Filtering Inclusion / Exclusion

Rules Sends Leads to Dealers Lead

Management Tool Lead Deposition Lead Data Append Base Reporting and Search

Adhoc Reporting System Create a set of Custom Canned

Reports by Brand, District and Zone Provide Corporate Users the ability

to Generated Reports usingBusiness Objects or Web BasedQuery Builder

Parts Statement Billing Setup Marketplace EDI Transaction Obtain Daily Chrysler Dealer Feed Collect Dealer Billing Information

from Lead Server

Lead Data Integrations Append COIN CRM Lead Enrichment Lead Scoring Sales Match Reporting

Program Headquarters Supports Dealer Program Questions Provides Enrollment Support Collects Dealer Program Feedback Escalates to Tier II Support Provides Reporting

Dealers Receiving Leads from (CLC) Process to Certify Lead

Management Tool Providers Lead Specification Verification Test Lead Validation

Data Center / Hosting Facility Setup a Secure Scalable Server

Environment with High SpeedInternet Connection

Monitor System Performance Integrate with Chrysler Data Process Numerous Data Feeds Execute EDI Transactions for Billing


Developed Company’s Strategy for Lead Scoring, Lead Enrichment and Monetization


http://www.showroom.fordvehicles.com/


http://autoshows.ford.com/



http://autoshows.ford.com/



Responsible for Pulte’s Consumer Facing Websites Including: Pulte http://www.pulte.com DelWebb http://www.delwebb.com DiVosta http://www.divosta.com Pulte Spanish http://www.pultespanish.com Plus - 25 Community / Market Microsites


2004 2005 %

Total 61,751,792 84,264,057 +36%

Pulte.com 41,462,710 56,063,785 +35%

DelWebb.com 18,533,021 26,034,104 +40%

DiVosta.com 1,756,061 2,166,168 +23%

0

10

20

30

40

50

60

2004 2005

Pulte.com

DelWebb.com

DiVosta


Web Leads / Customer Data

3rd Party

Websites

(BHI, New

Home Source)

Search Engines

Paid / Organic Traditional

Media

email

Marketing

Direct

Community

Level Leads

Contact Us

Requests

Market

Level Leads


Pulte

Mortgage

Customer

Relations

Human

Resources

Sales &

Marketing Corporate

Communications

Stakeholders

Strategic

Marketing



INCA



http://www.digitalmarketing-inc.com/



http://www.linkedin.com/in/martyterbrack





Career

2015 Martin Terbrack Portfolio