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Analytics - Estimate, Measure and Improve

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Digital Vidya
Digital Vidya

The document discusses strategies for conducting an online market assessment prior to launching a new brand of coffee called "IPL Coffee" targeted towards cricket lovers in India. It outlines various digital marketing channels to consider like Google, Facebook, Twitter, and publishers. For each channel, it provides recommendations on assessing metrics like search volume, location trends, identifying related themes, engagement, and targeting demographics. The goal is to understand online consumer interest and optimize the digital marketing strategy.

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© Digital Vidya Digital Marketing Bootcamp Analytics - Estimate, Measure & Improve www.digitalvidya.com
© Digital Vidya Nestle launching a new brand "IPL Coffee" Targeted: Cricket lovers Geography: India www.digitalvidya.com
© Digital Vidya Objective Pre launch “Online” Market Assessment www.digitalvidya.com
© Digital Vidya Channels to Consider  Google  Facebook  Twitter  Individual Publishers – Display Ads  Ad Networks www.digitalvidya.com
© Digital Vidya Google  Foundation: Search  Key: Search Terms Identification (How to think of search Terms?) –  Long Tail: “Coffee Cricket” –  Broad Match: Coffee, Cricket –  Lateral Theme: Tea, Indian Sports www.digitalvidya.com
© Digital Vidya Assess Search Volume www.digitalvidya.com
© Digital Vidya Location Trend Analysis www.digitalvidya.com
© Digital Vidya Time Trend Analysis Is it growing or reducing over time? www.digitalvidya.com
© Digital Vidya Identifying Lateral themes How? www.digitalvidya.com
© Digital Vidya News Reference Volume www.digitalvidya.com
© Digital Vidya Assess impulsive growth www.digitalvidya.com
© Digital Vidya Hot Searches Analysis Check for Designing new Lateral Themes www.digitalvidya.com
© Digital Vidya Website Analysis www.digitalvidya.com
© Digital Vidya Facebook  Foundation: Profile  Targeting is easy  Key to Success: Engaging Theme www.digitalvidya.com
© Digital Vidya Assess Target Market www.digitalvidya.com
© Digital Vidya Specifics & Laterals www.digitalvidya.com
© Digital Vidya Identify Direct & Lateral Pages www.digitalvidya.com
© Digital Vidya Twitter •  Foundation: Fan Following & Terms •  Key to Success: Credibility •  Success Metrics: People spreading & engaging around the buzz www.digitalvidya.com
© Digital Vidya Twitter Search www.digitalvidya.com
© Digital Vidya Individual Publishers  Watch out: Relevancy, Bargain  Revenue Model: CPM, CPC, Fixed Cost  Validate: Reporting (Visibility, Relevancy)  Reporting: customized Same is true about Ad Networks www.digitalvidya.com
© Digital Vidya Important Tools  Market/Completion Analysis – Google Treads, Compete, Hitwise, Twitter search, Google Keywords Suggestion Tool.  ClickStream Analysis – Google Analytics, Omniture, Web Treads etc  Experimentation – Google Optimizer, Site Perfect  Listening & Buzz Measurement – Different for every channel www.digitalvidya.com
© Digital Vidya Can you target Specific demographics through Search Engine? www.digitalvidya.com
© Digital Vidya Google Placement Targeting www.digitalvidya.com
© Digital Vidya Tools to ‘Listen’, ‘Engage’ & ‘Create’ in Social Media www.digitalvidya.com
© Digital Vidya Google Alerts www.digitalvidya.com
© Digital Vidya Tweet Deck www.digitalvidya.com
© Digital Vidya SM2 by Techrigy www.digitalvidya.com
© Digital Vidya Radian6 www.digitalvidya.com
© Digital Vidya Thank You! Want to leverage SMM for your Business? Join us in our next Bootcamp www.digitalvidya.com twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com www.digitalvidya.com

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Analytics - Estimate, Measure and Improve

  • 1. © Digital Vidya Digital Marketing Bootcamp Analytics - Estimate, Measure & Improve www.digitalvidya.com
  • 2. © Digital Vidya Nestle launching a new brand "IPL Coffee" Targeted: Cricket lovers Geography: India www.digitalvidya.com
  • 3. © Digital Vidya Objective Pre launch “Online” Market Assessment www.digitalvidya.com
  • 4. © Digital Vidya Channels to Consider  Google  Facebook  Twitter  Individual Publishers – Display Ads  Ad Networks www.digitalvidya.com
  • 5. © Digital Vidya Google  Foundation: Search  Key: Search Terms Identification (How to think of search Terms?) –  Long Tail: “Coffee Cricket” –  Broad Match: Coffee, Cricket –  Lateral Theme: Tea, Indian Sports www.digitalvidya.com
  • 6. © Digital Vidya Assess Search Volume www.digitalvidya.com
  • 7. © Digital Vidya Location Trend Analysis www.digitalvidya.com
  • 8. © Digital Vidya Time Trend Analysis Is it growing or reducing over time? www.digitalvidya.com
  • 9. © Digital Vidya Identifying Lateral themes How? www.digitalvidya.com
  • 10. © Digital Vidya News Reference Volume www.digitalvidya.com
  • 11. © Digital Vidya Assess impulsive growth www.digitalvidya.com
  • 12. © Digital Vidya Hot Searches Analysis Check for Designing new Lateral Themes www.digitalvidya.com
  • 13. © Digital Vidya Website Analysis www.digitalvidya.com
  • 14. © Digital Vidya Facebook  Foundation: Profile  Targeting is easy  Key to Success: Engaging Theme www.digitalvidya.com
  • 15. © Digital Vidya Assess Target Market www.digitalvidya.com
  • 16. © Digital Vidya Specifics & Laterals www.digitalvidya.com
  • 17. © Digital Vidya Identify Direct & Lateral Pages www.digitalvidya.com
  • 18. © Digital Vidya Twitter •  Foundation: Fan Following & Terms •  Key to Success: Credibility •  Success Metrics: People spreading & engaging around the buzz www.digitalvidya.com
  • 19. © Digital Vidya Twitter Search www.digitalvidya.com
  • 20. © Digital Vidya Individual Publishers  Watch out: Relevancy, Bargain  Revenue Model: CPM, CPC, Fixed Cost  Validate: Reporting (Visibility, Relevancy)  Reporting: customized Same is true about Ad Networks www.digitalvidya.com
  • 21. © Digital Vidya Important Tools  Market/Completion Analysis – Google Treads, Compete, Hitwise, Twitter search, Google Keywords Suggestion Tool.  ClickStream Analysis – Google Analytics, Omniture, Web Treads etc  Experimentation – Google Optimizer, Site Perfect  Listening & Buzz Measurement – Different for every channel www.digitalvidya.com
  • 22. © Digital Vidya Can you target Specific demographics through Search Engine? www.digitalvidya.com
  • 23. © Digital Vidya Google Placement Targeting www.digitalvidya.com
  • 24. © Digital Vidya Tools to ‘Listen’, ‘Engage’ & ‘Create’ in Social Media www.digitalvidya.com
  • 25. © Digital Vidya Google Alerts www.digitalvidya.com
  • 26. © Digital Vidya Tweet Deck www.digitalvidya.com
  • 27. © Digital Vidya SM2 by Techrigy www.digitalvidya.com
  • 29. © Digital Vidya Thank You! Want to leverage SMM for your Business? Join us in our next Bootcamp www.digitalvidya.com twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com www.digitalvidya.com