The document provides a digital audit summary of JCrew's online presence across several dimensions: [1] JCrew's website is indexed by search engines but has declining traffic; [2] It ranks first for its own brand name in search but traffic is lower than expected for a national brand; [3] Social presences are detected but sentiment is dominated by JCrew's own tweets. The audit examines traffic sources, user demographics and benchmarks JCrew's online performance.

1. Digital Audit
Sample: JCrew
Dr. Augustine Fou
November 7, 2012.
November 7, 2012 1

2. Executive Summary
• Using publicly available information from sources like
Google, Alexa, Quantcast, Compete, SocialMention,
etc. we analyze a brand’s digital presence across
multiple dimensions:
Digital Audit
a. Website/Domain – PageRank, Alexa Rank
b. Online Advertising, including rich media
c. Site Traffic
d. Visitor Demographics
e. Competitive Landscape (concentric circles)
f. Search (organic + paid)
g. Social Marketing (social networks, social bookmarks)
h. Word of Mouth / Buzz / Sentiment
i. Integration – offline and online integration
j. Benchmarks – media spend/allocation vs traffic
November 7, 2012 2

3. Website
Content and navigation is indexable by search engines
• What humans see (left)
• 585k pages indexed
What Google sees
Source: Google
November 7, 2012 3

4. Findability in search
Good findability on page 1 on own name “JCrew”
• first result in search for own
brand name
• shopping results found
November 7, 2012 4

5. Site Traffic
Traffic on the decline, far below what might be expected of national brand
Unique Users:
898k /mo
Visits:
1.7M /mo
Source: Compete.com
November 7, 2012 5

6. User Visits
Visits per user and pages per visit are flat, can be improved
Visits/User:
1.9 /mo
Pages/Visit:
27 /mo
Source: Compete.com
November 7, 2012 6

7. Search words driving traffic
All top search terms contain the brand name “JCrew”
Source: Alexa.com
Source: Compete.com
November 7, 2012 7

8. Social Presences Detected
Presences detected, good amount of regular activity
https://www.facebook.com/jcrew
https://twitter.com/jcrew
http://jcrew.tumblr.com/
November 7, 2012 8

9. User Demographics (est.)
Over-indexes on higher income and 25-34 yr old demographics
Source: Quantcast.com
November 7, 2012 9

10. Social Sentiment
Sentiment is generally positive; twitter dominated by own tweets
November 7, 2012 10

11. Jcrew Search Volume
trendline
trendline
November 7, 2012 11

12. Dr. Augustine Fou – Chief Digital Strategist
“I help clients assess their
current digital „footprint‟ and
offer objective advice on
improving and optimizing it.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
@acfou Augustine Fou

13. Client Engagement Process
Intro Discovery Strategy Implementation
Low New
Digital Digital Hanging
Ecosystem
Revenue
Scan Amplification
Audit Fruit Streams
FREE $ $ $$ $$$
1 hr Mtg Delivery via Workshop
13

14. APPENDIX
14

15. Ugg Boots peak
2011
dip
2009
trendline
October 31, 2012 15

16. Stock Price Correlation
peak
2011
Deckers Outdoor Corp trendline
(NASDAQ:DECK)
trough
2009
October 31, 2012 16