GoTime MarketingGoogle Analytics, Market Segment

Research

Table of Contents:● Breakdown of Analytics Report (3-17)● KeyWord Analysis (18)● Buyer Persona (19- 41

i) Hubspot’s Buyer Persona Template (23-27)ii)City Data (28-31)iii) Nielson’s SRDS (32)

-Designated Market Area (33)-PRIZIM Lifecycle Segments (35-36)-PRIZIM Social Group Segments (37-39)

Metric: Geographic Modified Unique Visitor

Metric: Toal Unique Visitors Dates: March 3, 2013- Apr 3, 2013Significance: Unique Visitors is the number of

unduplicated (counted only once) visitors to your website over the course of a specified time period.

-Source-

Metric: Total Northern California Bay/Area Unique Visitors

Significance: The number of geographic segmented visitors of your website (counted only once) over the course of a specified time period. See effectives of time-specific KW Specific SEO optimized Content- for both on-page SEO and Local SEO efforts

Source:Navigational Side Bar: Advanced Segments Check

“New Visttors”-> Apply-> rimary Dimension “City” + Secondary Dimension

“Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA

Metric: Geographic Modified Unique Visitor [Total Northern California Bay/Area Unique Visitors Report]

Metric: Geographic Modified Unique Visitor (Continued)

Metric: Bay Area Unique Visitors as % of Total Unique VisitorsTotal: Formula [ Total Bay Area Unique Visitors/ Total Unique Visitors] = .076Significance:

Metric: Total Bay Area Search TrafficSignificance:Source:Navigational Side Bar: Advanced Segments Check

“Search”-> Apply-> Primary Dimension “City” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA

Metric: Google Local Metric: Google Local Search Impressions Significance:Source:

Metric: Google Local Search ActionsSignificance: Source:

Metric-Conversion Assist Significance:Conversion assists are pages on your website that people looked at before becoming leads or customers. The Conversion Assists Report tell you the percentage of leads and customers that visited each page on your website before converting.

The pages with the highest assist rates may have great content that attracts more qualified prospects, or great calls to action that lead your prospects to effective landing pages.

Pages Include:-Blogs-Landing Pages -Website Pages

Metric-Conversion Assist

Origin:

Metric: Emails

Significance:Send emails to different groups of your contacts. You can email your whole database or a limited segmented selection, such as leads who have filled out a particular form, leads that entered a specific city or state on your forms, or just your customers. Email marketing bring leads back to your site and HubSpot's email and contact intelligence applications will help you determine which of your leads are more interested in your offerings. This will make it easy for your sales team to reach out to the most qualified leads.

Metric: Email [Sample]

Metric: Bay Area Unique Visitors

Metric: Bay Area Unique Vistors [Landing Pages]Significance: The number of geographic

segmented visitors of your website (counted only once) over the course of a specified time period. See effectives of time-specific KW Specific SEO optimized Content- for both on-page SEO and Local SEO efforts for April’s Landing Pages, Blogs, and Webpages.

Source:Navigational Side Bar “Content”-”Site Content”->”

Landing Pages”: Advanced Segments Check “New Visttors”-> Apply-> Primary Dimension “City” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA

Metric: Search Terms From BA

Metric: Bay Area Search Term Inquiry | Unique Vistors Significance: The number of geographic segmented visitors that typed these KW search phrases into google to find your website organiclly over the course of a specified time period. See effectives of time-specific KW Specific SEO optimized Content- for both on-page SEO and Local SEO efforts for April’s Landing Pages, Blogs, and Webpages.Source:Advanced Segments Check “New Visttors”-> Apply->Navigational Side Bar “Content”-”Traffic Sources”->”Search”-> “Overview”->Primary Dimension “KeyWord” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA

Metric: Landing Page [Sample]

Metric: Paid Campaign Results

Insert Sample

KeyWord Analysis:

Buyer Persona

i) Hubspot’s Buyer Persona Template ii)City Dataiii) Nielson’s SRDS

-Designated Market Area -PRIZIM Lifecycle Segments-PRIZIM Social Group Segments

A Marketer’s Template for Creating Buyer Personas

[name][demographic][goals]

What Are Buyer Personas?

Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.

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How Are Buyer Personas Created?

Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers – both “good” and “bad” -- prospects, and those outside of your contact database who might align with your target audience. You’ll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives.

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Template:

Company ABCBuyer Persona Overview

Insert your company name, as well as the month

and year in the gray text on this slide.

Persona NameBACKGROUND:● Basic details about persona’s role● Key information about the persona’s

company● Relevant background info, like

education or hobbies

DEMOGRAPHICS:● Gender● Age Range● HH Income (Consider a spouse’s

income, if relevant)● Urbanicity (Is your persona urban,

suburban, or rural?)

IDENTIFIERS:● Buzz words● Mannerisms

You can find this

information by

administering

online surveys of

your target

audience.

Persona NameGOALS:● Persona’s primary goal● Persona’s secondary goal

CHALLENGES:● Primary challenge to persona’s

success● Secondary challenge to persona’s

success

HOW WE HELP:● How you solve your persona’s

challenges● How you help your persona achieve

goals

Conduct interviews with your target audience to learn about their goals and challenges in more detail.

Persona NameREAL QUOTES:● Include a few real quotes –

taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona.

COMMON OBJECTIONS:● Identify the most common

objections your persona will raise during the sales process.

Identifying common objections will help your sales team be better prepared during their conversations.

Persona NameMARKETING MESSAGING:● How should you describe

your solution to your persona?

ELEVATOR PITCH:● Make describing your

solution simple and consistent across everyone in your company.

Establishing your messaging prepares your entire organization

to convey the same message.

Including a real

photo from

Creative Commons

or iStockphoto

helps everyone

envision the same

person.

City-Data.ComWhat is it?

City-Data is a social networking and information website known for its comprehensive profiling system of U.S. cities, containing everything from U.S. cities, counties, zip codes, and neighborhoods are profiled and compared using data about race, income, education, crime, weather, housing, maps, air pollution, religions and any other information deemed vital. In addition, the website contains detailed information and articles about other features of local interest, such as schools and their demographics and test scores, hospitals, libraries, tourist attractions, local businesses, restaurant inspection findings, building permits, bridge conditions, hotels, water systems, airports, cell phone towers, property tax assessments, and car accidents.

Page, AZ

City-Data.com +Buyer Persona

Population Make-Up Demographics:Gender, Race, Educational Attainment , School Enrollment by Level of School, Martial Status

Page City, Income, Earnings, and Wages Data:House-Hold Income, Median Housing Values, Single-family new house construction building permits, Home Mortgage Disclosure Act , Private Mortgage Insurance Companies Aggregated Statistics For Year 2009

Page, AZ residents, houses, and apartments detailsAnnual Home Sales Fiscal Years Per Quarter,

Waste management, arts - Economy and Business DataMost Common Industries by Gender, Most Common Occupations by Gender, Poverty Level [State Averages]

Political, Religious, and Top Media Influences :Breakdown of population affiliated with a religious congregations, Presidential Election results, Page government finances in 2004 (Community Voted Needs), Strongest AM radio stations , Strongest FM radio stations , TV broadcast stations :

City-Data.com

Vist this Link:

Page, AZ

Demographics

Page, AZ

SRDS ● This next-generation, online-only consumer market research service from

SRDS and Nielsen delivers sophisticated demographic, segmentation, and targeting data for media planners and consumer marketers. [County/DMA Level Not City Specific like City-Data]

Benefit: DMA or County Specific Lifestyle Ranking Index, Cross-Referencing Lifestyle Ranking Index, PRIZM Social Group, PRIZIM Lifestage Group, and PRIZM Target Group Lifestyle Report “ PRIZM Social Group & Lifestage Cross Reference

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Designated Market AreaNielsen Media Research Company as a group of counties that make up a particular television market. These counties comprise the major viewing audience for the television stations located in their particular metropolitan area. For the most part, the metropolitan areas correspond to the standard metropolitan statistical areas (see metro area) defined by the Federal Government Office of Management and Budget. The areas do not overlap, and every county in the United States belongs to only one DMA. dmas are used in the evaluation of audience data as well as in the planning and buying of media.

Sources: DMA Map

Page, AZ

Prizim’s LifeStage and Social Group

My Best Segments

Page, AZ ZipCode: 86040

Life Style Segmentation“New Homesteaders ”

My Best Segments

Page, AZ

All Lifestyle Segmentations

Full Segmentation

Social Group: Country Comfort

My Best SegmentsPage, AZ

LifeStage Group: “Mainstream Families

Page, AZ

All PRIZIM Social Group Segmentation

Full Segmentation

Relevance of DMA MAP

Page, AZ

DEMO

Demo

A Marketer’s Template for Creating Buyer Personas

[name][demographic[goals]

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