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Marketplace Visibility and Efficiency
Its not about understanding what your competitors do well, its about
positioning you...
Contact Details
@therustybear
P: russell.mcathy@gmail.com
W: rmcathy@blueglass.com
P: www.russellmcathy.com
W: www.bluegla...
Writeups and decks available on
http://www.russellmcathy.com
http://slideshare.net/russellmcathy
@therustybear
Strategy
Tactics
Action
@therustybear
“ in 2015….
Uber - the worlds largest taxi
company owns no vehicles.…
Facebook - the worlds most popular
media owner creat...
Strategy is
NOT what it
used to be
@therustybear
This is why
startups are
so exciting..
@therustybear
Business
Strategy ->
Marketing
Strategy -> ..
@therustybear
You do not
define your
market – the
audience does
@therustybear
Pre-SalesPost-Sales
Macro
Goal
Acquisition
Driving high quality traffic to
the right content
CTR, CPC, Impressions, Visits...
No market data
is accurate so
stop trying to
make it
@therustybear
What is good
performance?
@therustybear
@therustybear
www.socialcrawlytics.com
@therustybear
Influencer Network Mapping
A
Topic
1
2
3
● Using twitter, we can find users who have mentioned or
have been involved with ...
www.searchmetrics.com
@therustybear
Why choose
SEO?
@therustybear
Marketplace
Visibility Ranking
Brand
1 Ford
2 Opel
3 Renault
4 Citroen
5 SEAT
6 Peugeot
7 Chevrolet
Typical Marketplace An...
The opportunity that any key term has within the organic marketplace is defined by the
volume that is possible by being in...
● We can visualise the
site categories that have
the highest opportunity
● We can then ascertain
which categories are
doin...
Market Situation
● This graph is to
show the true image
of the marketplace.
● This allows us to
initially understand
the b...
Keyword Level Aggregation
Table lamps as a subcategory has a high maximum Market Opportunity. If we look at the top 5 term...
Marketplace Change and Flux
@therustybear
Thanks for
Listening
Any questions?
www.blueglass.co.uk
Russell McAthy
Director of Strategy
@therustybear
www.russellmcath...
Links to the
amazing
photographer /
designers
featured in this
presentation:
www.blueglass.co.uk
Russell McAthy
Director o...
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Market Place Opportunity and Competitor Research #eMetrics San Fransisco - Russell Mcathy

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What is good performance? is 10% growth good? Understanding your performance in the concept of your competition is important. Competitor and Marketplace Strategy explained and actionable!

Veröffentlicht in: Marketing
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Market Place Opportunity and Competitor Research #eMetrics San Fransisco - Russell Mcathy

  1. 1. Marketplace Visibility and Efficiency Its not about understanding what your competitors do well, its about positioning yourself to outmanoeuvre them. Russell McAthy @therustybear San Francisco
  2. 2. Contact Details @therustybear P: russell.mcathy@gmail.com W: rmcathy@blueglass.com P: www.russellmcathy.com W: www.blueglass.co.uk Have been an “Analyst” for 12 years Have been a “Strategic Thinker” for 7 years Have never been a fighter jet pilot! Have worked with some nice brands More importantly I have worked with some amazing people who have helped me understand the relationships between customers, data and business.
  3. 3. Writeups and decks available on http://www.russellmcathy.com http://slideshare.net/russellmcathy @therustybear
  4. 4. Strategy Tactics Action @therustybear
  5. 5. “ in 2015…. Uber - the worlds largest taxi company owns no vehicles.… Facebook - the worlds most popular media owner creates no content…. Alibaba – the most valuable retailer has no inventory…. Airbnb – the worlds largest accommodation provider owns no real estate” @shirazdata @therustybear
  6. 6. Strategy is NOT what it used to be @therustybear
  7. 7. This is why startups are so exciting.. @therustybear
  8. 8. Business Strategy -> Marketing Strategy -> .. @therustybear
  9. 9. You do not define your market – the audience does @therustybear
  10. 10. Pre-SalesPost-Sales Macro Goal Acquisition Driving high quality traffic to the right content CTR, CPC, Impressions, Visits... Behavior Creating an optimal user journey Bounce Rate, Content Category Engagement, Micro-Transactions... Conversion Improve call to actions and an intuitive purchase path ARPB, CPA, Revenue... Satisfaction Driving customer happiness and improving continuous engagement Single Login / remembering preferences / Single Customer View Loyalty Increasing LTV, give a reason for for customers to be loyal Repeat Purchase Rate, Multi-channel Behavior, LTV Advocacy Creating an environment where advocates are naturally created Social Sharing, MGM Conversion, Referring % Customer Consideration Funnel @therustybear
  11. 11. No market data is accurate so stop trying to make it @therustybear
  12. 12. What is good performance? @therustybear
  13. 13. @therustybear
  14. 14. www.socialcrawlytics.com @therustybear
  15. 15. Influencer Network Mapping A Topic 1 2 3 ● Using twitter, we can find users who have mentioned or have been involved with a topic in the “firehose”. 1 ● We can then find out who follows these people and study the relationship between them and other followers / followings. 2 ● We can use that information to find people who follow the followers, understanding their connection to the original topic. 3 User Direct Potential Reach Topic Influence Topic Potential Reach @example 5,181 5.7 34,563 @another 7,523 3.2 25,231 @therustybear
  16. 16. www.searchmetrics.com @therustybear
  17. 17. Why choose SEO? @therustybear
  18. 18. Marketplace Visibility Ranking Brand 1 Ford 2 Opel 3 Renault 4 Citroen 5 SEAT 6 Peugeot 7 Chevrolet Typical Marketplace Analysis Marketplace Visibility Ranking Brand Available Market Opportunity % 1 Ford 5.05% 2 Opel 2.94% 3 SEAT 1.81% 4 Renault 1.59% 5 Peugeot 0.32% 6 Citroen 0.16% BlueGlass Actionable Marketplace Analysis Close Typical vs BlueGlass @therustybear
  19. 19. The opportunity that any key term has within the organic marketplace is defined by the volume that is possible by being in position 1. We calculate what that volume is - and then show the opportunity on an aggregated basis based on the ad-groups / campaigns / segments. Sum of Available Media Value for a given key term Total Organic Total PPC #1 Organic PPC #2+ Organic #1 Organic PPC 2+ #2+ Organic #1 PPC @therustybear
  20. 20. ● We can visualise the site categories that have the highest opportunity ● We can then ascertain which categories are doing this with small keyword groupings and therefore make decisions on where to focus our effort Market Opportunity @therustybear
  21. 21. Market Situation ● This graph is to show the true image of the marketplace. ● This allows us to initially understand the barriers to success. ● Ongoing it then also highlights the strategies competitors are using to improve their performance within Organic @therustybear
  22. 22. Keyword Level Aggregation Table lamps as a subcategory has a high maximum Market Opportunity. If we look at the top 5 terms in the table below. If they were to get to position 6 from the page 2..3 position they are in currently. This is worth an extra £90,264 a year in incremental OKA revenue. Therefore if we were to run 4 x 3 month campaigns targeted at categories like this it would be an incremental £361,056!! @therustybear
  23. 23. Marketplace Change and Flux @therustybear
  24. 24. Thanks for Listening Any questions? www.blueglass.co.uk Russell McAthy Director of Strategy @therustybear www.russellmcathy.com
  25. 25. Links to the amazing photographer / designers featured in this presentation: www.blueglass.co.uk Russell McAthy Director of Strategy @therustybear www.russellmcathy.com https://www.flickr.com/photos/davidkmartinez https://www.storehouse.co/vincent

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