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The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist Pacific Digital Group

The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

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Page 1: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

The Application of GIS Modeling to

Search Engine OptimizationJune 28, 2016

Seann G. BernshawChief Data ScientistPacific Digital Group

Page 2: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

What is Digital Marketing?

Page 3: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Digital Marketing

o Inbound Marketing Channels

o Keyword Based

o Content Dependent

o Authority Reliant

o Rankings Driven

Page 4: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Digital Marketing Goals

o Maximize Rankings

o Increase Brand Discovery

o Promote Engagement

o Stimulate Conversions

Page 5: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

o Keyword Rankings

o Click Through Rates

o Conversion Rates

Digital Marketing Performance

Brands and Channels

Page 6: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Beware of the Penguin

Google launched the Penguin Update

to better catch sites deemed to be

spamming its search results.

Beware of the Panda

Google’s Panda Update is a search

filter meant to stop sites with poor

quality content from working their

way into Google’s top search results.

Page 7: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Jacuzzi Case Study

Franchise Centric

Page 8: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

o Where are the franchise stores located?

o What is the trade area of each franchise?

o How do we determine market potential?

o How do we focus digital marketing on

these markets?

Jacuzzi Location Analytics

Page 9: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Jacuzzi Texas Franchise LocationsTrade Areas

Page 10: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Dickinson Franchise Trade Area

Trade Area Based on 45 Minute Drive Time

Page 11: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Dickinson Trade AreaTapestry Segmentation

Page 12: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Dickinson Trade Area

Monthly Search Volumes

Search VolumesFromGoogle Analytics

Page 13: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Jacuzzi Case Study

Customer Centric

Page 14: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

o Who are the best customers?

o What is the profile of the best customer?

o Where are these customers located?

o What characteristics contribute to sales?

o How do we target this market potential?

Clients and Consumers

Jacuzzi Sales Analytics

Page 15: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Jacuzzi Sales Heat Map by Top Zip Codes

Based on Jacuzzi CRM Data

Page 16: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

o Integrate CRM Data with Demographic,

Tapestry, Social and Search Data

o Descriptive Statistics

o Correlation Studies

o Model Building

o Parametric Analysis and Forecasting

Think Granular!

Jacuzzi Sales Analytics

Methodologies

Page 17: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Jacuzzi Top Sales Performing Zip Codes

Based on Jacuzzi CRM Data

Page 18: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Ludlow, Vermont

6E – Resort Dwellers

Tapestry MedianSegment Income

6E – 68.2% $ 46,0008F – 25.9% $ 39,0006C – 5.9% $ 53,000

Overall $ 50,341

Page 19: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Lubbock, Texas

Diverse Segments

Tapestry MedianSegment Income

7A – 20.8% $ 64,00011B – 13.9% $ 36,0001D – 12.8% $104,000

Overall $ 79,096

Page 20: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Encinitas, California

Diverse Segments

Tapestry MedianSegment Income

2A – 26.8% $ 98,0003C – 11.4% $ 51,0009B – 10.8% $ 61,000

Overall $ 87,452

Page 21: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Mill Valley, California

Diverse Segments

Tapestry MedianSegment Income

2A – 63.1% $ 85,0001A – 22.3% $157,0009B – 10.4% $ 61,000

Overall $119,574

Page 22: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Jacuzzi Analytics

Implications for SEO

Page 23: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

o Case Study 1

Location Matters!

Rank Where it’s Important!o Case Study 2

Rank With Your Customers!

Determine ROI for Expenditure

on Digital Marketing

Jacuzzi Sales Analytics

Implications for Jacuzzi SEO ROI

Page 24: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

SEO + GIS

Long Term Implications

Page 25: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

o Currently

Specific Market Targeted (Retargeting)

o Currently

Multi Targeted Content Specific

o Long Term or LTE

Multi Platform & Customer Targeted Content

Specific Paid Search

SEO + GIS

Implications for Digital Marketing

Page 26: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist

Thank you!

meetpacific.com

pacificagency

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company/pacific-inc-

@meetpacific