Marketers and digital agencies continue to focus most of their attention on strategy, concepts and creative, at the expense of marketing operations. This approach made sense in the world of TV, radio and print, where execution was straightforward and consistent across advertisers; but in the world of SEO, social and mobile, execution is equally as important to success as strategy.

1. SOLUTION BRIEF
Global Digital Benchmark: Measure Your Online
Performance Against Rivals in Global Markets
Identify the top three areas for improvement
STRATEGY VERSUS EXECUTION
“ All our regions report their
own web results using different
Marketers and digital agencies continue to focus most of their attention
on strategy, concepts and creative, at the expense of marketing
metrics. It’s impossible for us to operations. This approach made sense in the world of TV, radio and
track global progress and make print, where execution was straightforward and consistent across
systematic improvements.
” advertisers; but in the world of SEO, social and mobile, execution is
equally as important to success as strategy.
HOLISTIC GLOBAL ASSESSMENT
“ SEO, content marketing,
mobile, social, video — this
For a medium that is so measurable, it is surprising that very few
companies have a systematic approach to measuring their online
is all new to us and it would performance against competitors on a global basis. Those that do are
be very helpful to measure outperforming the rest. At first glance, there appears to be a wealth
systematically on a global of information available to help companies assess online marketing
basis to focus our actions.
” performance. But in reality, each source is only shining a light on one
part of the elephant:
+ SEO consultants provide recommendations, but they’re limited to
“ I’m sure our slow SEO and usually address only one language
turnaround time for updating + Paid search consultants focus on paid search in one language
content is impacting our + Language Service Providers focus on linguistic quality, usability and
results online, but I just can’t cultural awareness
measure it.
” + Social media consultants talk about the world changing
Our Global Digital Benchmark provides the first holistic
measurement approach that can be consistently applied across
“ We translated intoofGerman,
website content
all our global markets.
but we’re being outranked on As part of the benchmarking service, we offer both an external,
search by our competitors. online evaluation (from the perspective of prospects) and an internal
How do we fix this?
” assessment of global digital marketing operations to determine the root
cause of any identified performance issues.
© 2011 Lionbridge globalmarketingops.com/contact

2. SOLUTION BRIEF
+ External benchmark reviews your online (web, mobile, social)
presence against your competitors across the following dimensions:
SOLUTION
– Global Reach: Assessment of the breadth and depth of content
in your visitors’ native languages
HIGHLIGHTS
– Global Search Performance: Evaluation of indexability, keyword + In-market expertise
density, architectural issues, link analysis and more + Holistic analysis
– Global Usability: Analysis of your website’s usability strengths + Actionable insights
and weaknesses + One global partner
– Global Consistency: Review of your web design and global
consistency
– Global Relevancy: Evaluation of how effectively your web
presence communicates with the world, regardless of language,
culture or geography
– Global Engagement: Analysis of your current visibility in social
networks, content syndication, and online community sites
+ Internal benchmark compares your operational models and
processes to best practices:
– Organizational model: Maturity of your organizational approach
to balancing global brand consistency and local optimization
– Operational model: Design of process flows and allocation of
ownership and the resulting process efficiencies
– Process performance: Campaign cycle time, cost-per-marketing
activity, average error–rates-per-campaign, etc. GET
– Automation level: Level of adoption of appropriate tools such as STARTED
Web Content Management and Digital Asset Management
To learn more about a Global Digital
Together, the external and internal elements form a comprehensive Benchmarking study, please contact us at
report that provides a clear assessment of your current strengths and globalmarketingops.com/contact
areas for improvement.
© 2011 Lionbridge globalmarketingops.com/contact