Engaging your audience in the flow of their work
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Presentation I gave at Henry Stewart Events - Marketing Analytics Conference in Boston
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Engaging your audience in the flow of their work
- 1. Engaging your audience in the flow of their work Tony Frazier November 10, 2011
- 2. My Journey in Marketing Connecting The Dots Lessons in Customer Engagement 1. All Revenue Not Created Equal 2. Make Yourself Easy to Find 3. Make Your Product The Offer Where We Go From Here 2 GeoEye Proprietary
- 3. Connecting The Dots Connect Dots Looking Back Find What You Love You Have Nothing To Lose Embrace each experience good or bad and trust the dots will connect in the future 3 GeoEye Proprietary
- 4. My Journey To Date Technology Leader Acquisition Platform Venture Startups Strategy Consulting 4 GeoEye Proprietary
- 5. What does GeoEye Marketing do? GeoEye Proprietary 5
- 6. Our Business Today … 2011 YTD Revenue by Product and Customer Segment 25% 23% 8% 70% 75% US Government Imagery Collection Other Domestic Multisource Services International 6 GeoEye Proprietary
- 7. 7 Doha, Qatar – September 20, 2010 7 GeoEye Proprietary
- 8. Driving Customer Engagement Resource Allocation Lesson 1: All Revenue Not Created Equal Promotional Strategies Lesson 2: Make Yourself Easy to Find Lead Conversion and Nurturing Lesson 3: Make Your Product Your Offer 8 GeoEye Proprietary
- 9. Resource Allocation Lesson 1: All Revenue Not Created Equal Different Acquisition Costs New Accounts > Cross Sell > Renewal Different Contribution Margin Hardware vs. Software vs. Data vs. Services Allocate Budget To Optimize Long Term Incremental Contribution To Company 9 GeoEye Proprietary
- 10. GeoEye Allocation Methodology 100% Other Global 90% Value Added 12% 80% Services 24% 70% Federal Value Added 60% Services 50% International 26% Imagery 40% 30% Other 18% 20% Domestic Imagery 10% Federal 20% 0% Imagery Total Total Revenu Growth Campaign Budget Allocation e Illustrative Metrics 10 GeoEye Proprietary
- 11. Promotional Strategies Lesson 2: Make Yourself Easy to Find Interactive Media Authoritative Analysis Social Video Integrate Promotional Activities Across Multiple Channels 11 GeoEye Proprietary
- 12. Spatial Events Can Be Correlated To Multiple Layers of Geospatial Data Spatial Human Physical Event Data Geograph Geograph y y • Mission Planning • Demographics • Terrain/Elevation • Terrorist Attack • Tribal Boundaries • Landmarks • Border Crossing • Political Boundaries • Roads/Infrastructure • Disaster Response • Religious • Weather Patterns • Oil and Gas Composition • Satellite Imagery Exploration • Socioeconomic Data • UAV Full Motion • Cultural Features Video 12 GeoEye Proprietary
- 13. GeoEye Analytics Methodology Spatial Multisource Data Geospatial Event Data Fusion and Analysis Insight Human Geograph y Physical Expertise Geograph y Tradecraft Tools 13 GeoEye Proprietary
- 14. Scale Promotions With Analytics Analyze Patterns To Target Promotions Discover Most Influential Social Media Outlets Discover Best Locations To Target Your Customers 14 GeoEye Proprietary
- 15. SocMetrics Social Media Profile Lead Conversion and Nurturing Lesson 3: Make Your Product Your Offer 15 GeoEye Proprietary
- 16. PlaceIQ Location Based Profile 16 GeoEye Proprietary
- 17. Lead Conversion and Nurturing Lesson 3: Make Your Product Your Offer Google Enterprise Blog 40 million people now use Apps. We also announced that 4 million businesses run on Apps and another 5,000 join the movement every day Instead of investing in whitepapers and reports let your users touch and feel your product 17 GeoEye Proprietary
- 18. 18 GeoEye Proprietary
- 19. GeoEye Google Earth Layer 19
- 20. Lead Conversion and Nurturing Low Awareness Are enough No Real people Need using your product? Better Alternatives Poor Value Proposition 20 GeoEye Proprietary
- 21. The Next Step In Our Journey Invest appropriately to drive long term profitable growth Analyze patterns to get your message in front of your users Minimize barriers between your product and your users 21 GeoEye Proprietary
- 22. Thank You! Tony Frazier Email: frazier.tony@geoeye.com Twitter: @tfraz06 LinkedIn: http://www.linkedin.com/in/tonyfrazier 22 GeoEye Proprietary
Hinweis der Redaktion
- That allows us to capture stunning images like you see here of Qatar that was captured in September of 2010.
- The way this works is that we start with a record of event data. We look at different types of spatial events, so it could be terrorist attacks, border crossings, places where disasters occur, where we found oil/gas in the past. Then we correlate that with many layers of factor data which includes both the physical features of an area, so terrain, landmarks, roads, imagery (we’ve been doing some very exciting work in full motion video, as more of these ISR assets get deployed) but we also look at human geography - so demographics, tribal boundaries, political affiliations, religion, socioeconomic data, etc, which allows us to get the full view of a location to then predict future events.
- The methodology that we employ is that we aggregate both event data and the factor data that has both human and physical geography characteristics. We then have a combination of expertise, tools, and tradecraft that allows us to fuse multi-source data and then run analytical algorithms against that to eventually result in a form of geospatial insight that takes former events and then identifies, based on this analysis, where future events may occur.