This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets

1. ShivamDhawan
ShvmDhwn@Gmail.com
ShvmDhwn@yahoo.com
ShvmDhwn@live.com

2. Content
1 Overview
2 Brand Promotion (BP)
3 Terminologies
4 Analytics to track your BP
5 Summary
6 Market Scenario
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3. Overview - Teasers
BRAND Value… easier to show than to explain!
Do you Google or search?
Do you Xerox of make a copy?
Do you use a Band-Aid or an adhesive bandage?
Do you use a Frisbee or a sports disc?
Do you use Vaseline or petroleum jelly?
Do you ask for a Coke or a cola?
Mica sheet or SunMica? And so on…
“In the initial years People were so curious to know how does Google earn… and
then adsense/adwords came to existence.”
“Orkut was not monetized in any way until it reached its peak”
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4. Overview – Importance
Importance of Branding
If you can build a strong brand people will search specifically for you when
they are looking to buy what you offer.
Your new products will launch with the trust and credibility your brand has
acquired over time.
Brand establishes trust that is required for user to be comfortable in this
wicked world.
“A brand is the sum of all feelings, thoughts and recognitions – positive and
negative – that people in the target audience have about a company, a
product or service.”
Steve McNamara, AdCracker.Com
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5. Brand Value – BV
What It is –
Awareness / Reach
Trust
Reputation
Perception
What It is not –
The Wikipedia definition of brand begins with “A brand includes a name, logo, slogan,
and/or design scheme associated with a product or service”
This explains everything that BV is NOT
A brand for a company is like a reputation for a person. You earn reputation by
trying to do hard things well.
–Jeff Bezos
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6. Brand Promotion - Terminologies
Brand:
Reputation of a product, brand or service recognized by its name, logo, slogan, and/or design scheme associated with a product or service.
Brand Value:
Brand is the sum of all feelings, thoughts and recognitions that people in the target audience have about a company, a product or service .
Brand Promotion:
To elevate the perception of the brand in people’s mind.
Brand Promotion Analytics:
To analyze the change in Brand Value by the effect of our Brand Promotion activities. (In Scope)
Brand Value Optimization:
The process of systematic Brand Promotion where criteria’s of Reach, Trust, Reputation and Perception are strategically raised and
analyzed.
BVO = BP + BPA + Strategy
Brand Value Analytics:
Quantitatively measuring the metrics associated with the Brand, to identify its brand value. (Out of Scope)
More solid brands mean strong identities both for the products and for the people
using them.
–Jeff Bezos
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7. Tracking BP – Brand Analytics
Have you lately measured your BP…?
Tracking BP – Brand Promotion Analytics
In the following slides we will see how we can qualitatively and
quantitatively measure Brand Promotion.
“One of the ultimate excuses for not measuring impact of Marketing campaigns is:
“Oh, that’s just a branding campaign.”
Admit it, you’ve heard it.
I suspect you’ve even used it liberally!! : )”
Avinash Kaushik
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8. Brand Analytics - METRICS
 Measure 1 : New Vs Returning Visitors
 Measure the change in the percentage of New Visitors to your website.
% (New Vistors / Total visitors)
The metric “Change in percentage of New Vs Returning” tells you what is the
comparative increase of first time visitors that came to your site.
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9. Brand Analytics - METRICS
 Measure 2 : Visitor Loyalty and Recency
a) Visitor Loyalty
b) Visitor Recency
Repeat visits by number
– Loyalty
In the Before version you
can see that most people,
69.79%, visited the website
just once.
In the After version, when the branding campaigns were running, only 63.25% of
the visitors visited just once. This means atleast 7% of the visitors shifted to
visiting more than once.
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10. Brand Analytics - METRICS
 Measure 2 : Visitor Loyalty and Recency
a) Visitor Loyalty
b) Visitor Recency
Repeat visits by frequency – Recency
Measuring recency for the paid traffic or campaign traffic would let us know if
the frequency of visits increased in campaign / offer period compared to
general.
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11. Brand Analytics - METRICS
 Measure 3 : Traffic from Discussion forums / communities
By just doing referrer segmentation based on the domain / link they came from,
we can measure the increase in BV. Filter out those links that contain words as
/community/ or /Forum/ or /Thread/ in their link. We can measure this metric
to see how much the brand is being talked about in the general forums.
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12. Brand Analytics - METRICS
 Measure 4 : Brand Lift / Likelihood of Target Action
Many target actions intended for a visitor are offline. Purchases in stores, offline
recommendation, offline action, etc are a direct indicator of Brand Value.
Brand Lift: We can measure this at aggregate level or for specific campaigns by
 Quick on exit survey forms
 Refer to friend form
 Noticed the “was this info useful”
check boxes (for content value
measurement)
 Other interactive response
measures
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13. Brand Analytics - METRICS
 Measure 4 : Brand Lift / Likelihood of Target Action
Many target actions intended for a visitor are offline. Purchases in stores, offline
recommendation, offline action, etc are a direct indicator of Brand Value.
Likelihood of Target Action: We can measure this at aggregate level or for
specific campaigns by
 On exit survey forms
 Using unique phone numbers with
different campaigns (having an integrated
IVR that can segregate the calls based
on phone numbers or keywords, etc.
can measure this metric)
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14. Brand Analytics - METRICS
 Measure 5 : Launch / Introduction
Very often when you run branding campaigns your goal is simply to introduce
your business or a new product. This is where the metrics are important and
used with some seriousness.
This includes all the metrics gathered from product supporting material
 Free Coupons
 Free Downloads / Trial memberships
 PDFs / Brochures / Application forms / Page print
 And general metrics such as visit length, Navigation paths, etc.
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15. Brand Analytics - METRICS
 Measure 6 : Search Share
How many people would now
prefer your brand compared
to your competitors.
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16. Brand Analytics - METRICS
 Measure 7 : Traffic Differential
In the below report we notice the change in traffic owing to Press Releases,
campaigns or any product launches. With these we can measure the
comparative effects of the brand promotion activities to our competitor
traffic.
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17. Brand Analytics - METRICS
 Measure 8 : Brand Embossing
 Branding campaigns are particularly effective at “embossing” brands into your
psyche with the goal of improving unaided brand recall.
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18. Summary
We discussed on how to quantitatively measure the effectiveness of branding for
a Company, Product or a Service. Following is the summary of Metrics:
New Vs Returning Visitors
Visitor Loyalty and Recency
Traffic from Discussion forums / communities
Brand Lift / Likelihood of Target Action
Launch / Introduction
Search Share
Traffic Differential
Brand Embossing
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19. Market Scenario
Universal Search has arrived
Google and Yahoo are in the
process of drastically
altering their search results,
the reaction has catalyzed
one of the biggest paradigm
shifts the search industry has
experienced.
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20. Market Scenario
Google and Yahoo are in the process of drastically altering their search results,
the reaction has catalyzed one of the biggest paradigm shifts the search
industry has experienced. Search is evolving as Google Universal Search has
arrived
Historically search rankings focused primarily on HTML based text content,
optimized by keywords, relevancy, meta data and all those other lovely SEO
methods. With the shift to Universal Search, mixed within the regular content
will be media rich properties such as images, video’s, maps, books, shopping
feeds and much more. If a brand or business engages and optimizes with all
these mediums, then their coverage a brand value must be greater for it.
“Google's Eric Schmidt recently indicated that Google may be looking to brand
metrics as a means of determining search quality. That's not to say merely
having any old brand will mean you rank highly, but the brand building
process has synergies with the metrics Google uses to rank sites.”
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21. Shivam Dhawan
Offering solutions to Designing, Marketing, Analytics and Branding
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