© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Martin Terbrack, CEO
Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Years | Rating Years | Rating
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
In early 1990’s - worked at start-up that develop
1st Ford.com website
When on to...
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
“Forged By Fire Cross” Channel Campaign
Wireframe for Adaptive Website
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Adobe Marketing Analytics & Insights Analyst
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Digital Marketing, Inc. | Services & Consultancy
313Digital
© Copyright 2014 Digital Marketing, Inc.
Digital Marketing, Inc. | Services Overview
Strategic Planning:
Digital Marketing...
© Copyright 2014 Digital Marketing, Inc.
Digital Marketing, Inc. | Services Overview
Consulting Services:
eCommerce Site M...
© Copyright 2014 Digital Marketing, Inc.
Martin Terbrack, CEO
Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Top Down Approach
Business Objectives
Marketing Strategy
Brand DNA
Customer Segme...
© Copyright 2014 Digital Marketing, Inc.
CUSTOMER ACQUISTION
IDENTIFICATION AWARENESS TRIAL
Identification of
potential cu...
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Brand / Audience I Social Engagement
24
© Copyright 2014 Digital Marketing, Inc.
Ad
CampaignTracking Code: 1023932
A B C
A
B
C
A
Analytics
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Digital Analytics | Insights Model
28
Win-Win User / Company Outcomes based data ...
© Copyright 2014 Digital Marketing, Inc.
Performed Competitive Intelligence for:
Display Advertising, Paid Search, SEO & S...
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Performed Website Competitive
Comparison and Provided Website
Recommendations for...
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Campaign Ad
Spend
Revenue Gross
Margin
%
Product
Cost
Gross
Profit
ROI
AdWords $3...
© Copyright 2014 Digital Marketing, Inc.
Paid Search
Organic Search
Affiliate
Ad Media
Email
Landing Pages
Registration Pa...
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Dealer Enrollment
 Dealer Sales Manager / Principal
Receives Program Details
 A...
© Copyright 2014 Digital Marketing, Inc.
Developed Company’s Strategy for Lead Scoring, Lead Enrichment and Monetization
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Responsible for Pulte’s Consumer Facing Websites Including:
Pulte http://www.pult...
© Copyright 2014 Digital Marketing, Inc.
2004 2005 %
Total 61,751,792 84,264,057 +36%
Pulte.com 41,462,710 56,063,785 +35%...
© Copyright 2014 Digital Marketing, Inc.
Web Leads / Customer Data
3rd Party
Websites
(BHI, New
Home Source)
Search Engine...
© Copyright 2014 Digital Marketing, Inc.
Pulte
Mortgage
Customer
Relations
Human
Resources
Sales &
Marketing
Corporate
Com...
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
INCA
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
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2015 Martin Terbrack Portfolio

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Martin Terbrack, Marty Terbrack, Martin Terbrack Portfolio, Marty Terbrack Portfolio, Digital Marketing Strategist, Digital Marketing Director, Digital Marketing Technologist, Brand Manager, Audience Engagement Consultant, Paid Search Program Manager, Display Advertising Program Manager, Social Marketing Director, Social Community Manager, Social Media Monitoring and Engagement Manager, Affiliate Marketing Manager, Email Marketing Manager, eCommerce Manager, Lead Generation Expert, CRM Manager , Web Analytics Manager, Project Manager, IT Manager, Business Unit Development Manager, Digital Marketing Director, Digital Marketing Vice President, Digital Marketing VP, Web Analytics Director, Website Usability Manager, Interactive Marketing Consultant, Online Marketing Trainer and Digital Marketing Speaker, Pay-Per-Click Manager, Search Engine Optimization Manager, Ecommerce Director, Analytics Director, Digital Chief Marketing Officer

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  • S10 - Marty Marty Notes to Self: Read the slide, pause The answer is all of the above, let me provide the meaning behind each of these bullets, the 1 st one references that fact this space changes daily, and for many of us it’s this on-going innovation and change that draws to this field. Were passionate about the internet ans we have a desire to work with other equally passionate creative people to find new ways to leverage help your clients dialogue with their customers and communicate the value of their products and services but over time it’s easy to get burned out and I think it’s an important point to recognize. The 2 nd bullet the elephant refers to the fact that it is large space even when your select an area to focus on and it can be difficult to categorize because of the interconnectedness. The “when no ones looking” relates you may find your with no official job allocated time to stay up with this change so it can feel like a 2 nd job. The last bullet is like the other two except you should aware that in many cultures it’s not often enough to have the knowledge, idea or commitment but you need to be aware and senstive of when and how to offer up your ideas … give the ideas away, be humble, relationships that are important My suggestions to and to myself really: set aside time for learning each day (for me it’s in the morning, surround yourself with colleagues and a culture who make it fun and help you to stay up. That’s one of the things, I’m hoping to find in the 313digital community and remember you only get one life. Couple books I recommend which I am sure you have heard of are “7 habits of highly effective people” and “a purpose driven life.
  • S10 - Marty Marty Notes to Self: Read the slide, pause The answer is all of the above, let me provide the meaning behind each of these bullets, the 1 st one references that fact this space changes daily, and for many of us it’s this on-going innovation and change that draws to this field. Were passionate about the internet ans we have a desire to work with other equally passionate creative people to find new ways to leverage help your clients dialogue with their customers and communicate the value of their products and services but over time it’s easy to get burned out and I think it’s an important point to recognize. The 2 nd bullet the elephant refers to the fact that it is large space even when your select an area to focus on and it can be difficult to categorize because of the interconnectedness. The “when no ones looking” relates you may find your with no official job allocated time to stay up with this change so it can feel like a 2 nd job. The last bullet is like the other two except you should aware that in many cultures it’s not often enough to have the knowledge, idea or commitment but you need to be aware and senstive of when and how to offer up your ideas … give the ideas away, be humble, relationships that are important My suggestions to and to myself really: set aside time for learning each day (for me it’s in the morning, surround yourself with colleagues and a culture who make it fun and help you to stay up. That’s one of the things, I’m hoping to find in the 313digital community and remember you only get one life. Couple books I recommend which I am sure you have heard of are “7 habits of highly effective people” and “a purpose driven life.
  • S10 - Marty Marty Notes to Self: Read the slide, pause The answer is all of the above, let me provide the meaning behind each of these bullets, the 1 st one references that fact this space changes daily, and for many of us it’s this on-going innovation and change that draws to this field. Were passionate about the internet ans we have a desire to work with other equally passionate creative people to find new ways to leverage help your clients dialogue with their customers and communicate the value of their products and services but over time it’s easy to get burned out and I think it’s an important point to recognize. The 2 nd bullet the elephant refers to the fact that it is large space even when your select an area to focus on and it can be difficult to categorize because of the interconnectedness. The “when no ones looking” relates you may find your with no official job allocated time to stay up with this change so it can feel like a 2 nd job. The last bullet is like the other two except you should aware that in many cultures it’s not often enough to have the knowledge, idea or commitment but you need to be aware and senstive of when and how to offer up your ideas … give the ideas away, be humble, relationships that are important My suggestions to and to myself really: set aside time for learning each day (for me it’s in the morning, surround yourself with colleagues and a culture who make it fun and help you to stay up. That’s one of the things, I’m hoping to find in the 313digital community and remember you only get one life. Couple books I recommend which I am sure you have heard of are “7 habits of highly effective people” and “a purpose driven life.
  • 2015 Martin Terbrack Portfolio

    1. 1. © Copyright 2014 Digital Marketing, Inc.
    2. 2. © Copyright 2014 Digital Marketing, Inc.
    3. 3. © Copyright 2014 Digital Marketing, Inc. Martin Terbrack, CEO Digital Marketing, Inc.
    4. 4. © Copyright 2014 Digital Marketing, Inc. Years | Rating Years | Rating
    5. 5. © Copyright 2014 Digital Marketing, Inc.
    6. 6. © Copyright 2014 Digital Marketing, Inc. In early 1990’s - worked at start-up that develop 1st Ford.com website When on to release showroom, Dealer Locator, Inventory Services as well as launch over 5,000 dealer websites In the early 2000’s worked at Company that developed 1st Automotive OEM campaign on Facebook, for the Ford College Program back when a .edu email required to be a member. Manage launch of (2) OEM Lead Systems In 2012, completed Brand Website Evaluation In 2013, as the Digital Marketing Manager for Spartan Motor, I developed Digital Marketing Strategic Plan and Roadmap for (3) Brands owned, earned and shared properties / media
    7. 7. © Copyright 2014 Digital Marketing, Inc.
    8. 8. © Copyright 2014 Digital Marketing, Inc.
    9. 9. © Copyright 2014 Digital Marketing, Inc. “Forged By Fire Cross” Channel Campaign Wireframe for Adaptive Website
    10. 10. © Copyright 2014 Digital Marketing, Inc.
    11. 11. © Copyright 2014 Digital Marketing, Inc.
    12. 12. © Copyright 2014 Digital Marketing, Inc. Adobe Marketing Analytics & Insights Analyst
    13. 13. © Copyright 2014 Digital Marketing, Inc.
    14. 14. © Copyright 2014 Digital Marketing, Inc.
    15. 15. © Copyright 2014 Digital Marketing, Inc.
    16. 16. © Copyright 2014 Digital Marketing, Inc. Digital Marketing, Inc. | Services & Consultancy 313Digital
    17. 17. © Copyright 2014 Digital Marketing, Inc. Digital Marketing, Inc. | Services Overview Strategic Planning: Digital Marketing Strategic Plans 12 & 24 Month Roadmaps Marketing Services: Display Advertising & Media Planning Pay-Per-Click Advertising Search Engine Optimization Social Media Marketing Services Affiliate Marketing Email Marketing Contests & Incentives Website Design & Development Usability Testing Customer Relationship Management Website Analytics DM Competitive Intelligence
    18. 18. © Copyright 2014 Digital Marketing, Inc. Digital Marketing, Inc. | Services Overview Consulting Services: eCommerce Site Management Lead Generation Programs Landing Page Optimization Customer Persona Development Search Ranking Reporting Social Media Engagement Technology Evaluations Workflow Consulting Project Management Consulting Mobile Advertising Training & Seminars Partnering Models: Tiered Program Management Fee Based on Spend Fixed Retainer Confidential Tier (2) Agency Partnerships Pay for Performance for Select Clients
    19. 19. © Copyright 2014 Digital Marketing, Inc. Martin Terbrack, CEO Digital Marketing, Inc.
    20. 20. © Copyright 2014 Digital Marketing, Inc. Top Down Approach Business Objectives Marketing Strategy Brand DNA Customer Segmentation Purchase Cycle Subject Matter Experts Competitive Benchmark Success Events / Monetization Customer Personas Research & Tools Success Events & KPI’s Road Map Development Budgeting, Planning & Prioritization by Channel Stakeholder Buy-in Executive Approvals Vendor Evaluation Execution Management
    21. 21. © Copyright 2014 Digital Marketing, Inc. CUSTOMER ACQUISTION IDENTIFICATION AWARENESS TRIAL Identification of potential customers prospecting Generate awareness; Get Customers predisposed to a product or service offering Build interest and convert prospects to customers CUSTOMER RETENTION REPEAT ADVOCACY Initiate and Increase customer’s buying behavior Provide a trusting valued relationship with customers Consumer Persona Development, Segmentation & Online Behavior Targeting Assists clients in targeting audience creating optimal win/win outcomes within each step of the acquisition and retention phases, providing targeted measurable programs results
    22. 22. © Copyright 2014 Digital Marketing, Inc.
    23. 23. © Copyright 2014 Digital Marketing, Inc.
    24. 24. © Copyright 2014 Digital Marketing, Inc. Brand / Audience I Social Engagement 24
    25. 25. © Copyright 2014 Digital Marketing, Inc. Ad CampaignTracking Code: 1023932 A B C A B C A Analytics
    26. 26. © Copyright 2014 Digital Marketing, Inc.
    27. 27. © Copyright 2014 Digital Marketing, Inc.
    28. 28. © Copyright 2014 Digital Marketing, Inc. Digital Analytics | Insights Model 28 Win-Win User / Company Outcomes based data driven decision making model designed to produce optimal insights and actionable metrics and recommendations. Answers “The What”, quantitative data, Why, qualitative data digital marketplace intelligence, consumer experience and improvements in program effectiveness and performance.
    29. 29. © Copyright 2014 Digital Marketing, Inc. Performed Competitive Intelligence for: Display Advertising, Paid Search, SEO & Social Media Monitoring & Engagement
    30. 30. © Copyright 2014 Digital Marketing, Inc.
    31. 31. © Copyright 2014 Digital Marketing, Inc. Performed Website Competitive Comparison and Provided Website Recommendations for American Airlines
    32. 32. © Copyright 2014 Digital Marketing, Inc.
    33. 33. © Copyright 2014 Digital Marketing, Inc.
    34. 34. © Copyright 2014 Digital Marketing, Inc.
    35. 35. © Copyright 2014 Digital Marketing, Inc. Campaign Ad Spend Revenue Gross Margin % Product Cost Gross Profit ROI AdWords $3,500 $22,500 45.0 $12,400 $10,000 285% Yahoo! $1,000 $3,700 45.0 $2,000 $1,700 168% Newsletter $75 $1,200 45.0 $660 $539 719% Comparison Shopping $300 $2,000 45.0 $1,100 $932 329% Affiliate - SAS $12 $1,750 45.0 $960 $787 642% Affiliate - PJ $500 $5,800 45.0 $3,162 $2,587 495% Affiliate - Google $600 $2,000 45.0 $1,131 $926 145% Organic / Other $300 $31,000 45.0 $17,344 $14,191 6,200% Totals $6,422 $72,760 45.0 $40,018 $32,742 509%
    36. 36. © Copyright 2014 Digital Marketing, Inc. Paid Search Organic Search Affiliate Ad Media Email Landing Pages Registration Page Homepage Category/Search Results Shopping Cart Product Detail Page Social Media Reporting Homepage Product Detail Checkout Category
    37. 37. © Copyright 2014 Digital Marketing, Inc.
    38. 38. © Copyright 2014 Digital Marketing, Inc.
    39. 39. © Copyright 2014 Digital Marketing, Inc.
    40. 40. © Copyright 2014 Digital Marketing, Inc. Dealer Enrollment  Dealer Sales Manager / Principal Receives Program Details  Accesses Program Website on Dealer Portal Authenticating through DealerConnect  Completes Enrollment Process Lead Providers  Chrysler Sets Lead Price and Contract Terms  Program Manager contacts Lead Providers Negotiates Lead Contracts  Approved Lead Provider added to Lead Server, Helpdesk, Enrollment Form, Billing System CLC Lead Server (Wambatech LS)  Lead Purchasing  Lead Aggregation  Lead Validation  Application of Business Rules  Depuping and Scrubbing  Filtering Inclusion / Exclusion Rules  Sends Leads to Dealers Lead Management Tool  Lead Deposition  Lead Data Append  Base Reporting and Search Adhoc Reporting System  Create a set of Custom Canned Reports by Brand, District and Zone  Provide Corporate Users the ability to Generated Reports using Business Objects or Web Based Query Builder Parts Statement Billing  Setup Marketplace EDI Transaction  Obtain Daily Chrysler Dealer Feed  Collect Dealer Billing Information from Lead Server Lead Data Integrations  Append COIN CRM  Lead Enrichment  Lead Scoring  Sales Match Reporting Program Headquarters  Supports Dealer Program Questions  Provides Enrollment Support  Collects Dealer Program Feedback  Escalates to Tier II Support  Provides Reporting Dealers Receiving Leads from (CLC)  Process to Certify Lead Management Tool Providers  Lead Specification Verification  Test Lead Validation Data Center / Hosting Facility  Setup a Secure Scalable Server Environment with High Speed Internet Connection  Monitor System Performance  Integrate with Chrysler Data  Process Numerous Data Feeds  Execute EDI Transactions for Billing
    41. 41. © Copyright 2014 Digital Marketing, Inc. Developed Company’s Strategy for Lead Scoring, Lead Enrichment and Monetization
    42. 42. © Copyright 2014 Digital Marketing, Inc.
    43. 43. © Copyright 2014 Digital Marketing, Inc.
    44. 44. © Copyright 2014 Digital Marketing, Inc. Responsible for Pulte’s Consumer Facing Websites Including: Pulte http://www.pulte.com DelWebb http://www.delwebb.com DiVosta http://www.divosta.com Pulte Spanish http://www.pultespanish.com Plus - 25 Community / Market Microsites
    45. 45. © Copyright 2014 Digital Marketing, Inc. 2004 2005 % Total 61,751,792 84,264,057 +36% Pulte.com 41,462,710 56,063,785 +35% DelWebb.com 18,533,021 26,034,104 +40% DiVosta.com 1,756,061 2,166,168 +23% 0 10 20 30 40 50 60 2004 2005 Pulte.com DelWebb.com DiVosta
    46. 46. © Copyright 2014 Digital Marketing, Inc. Web Leads / Customer Data 3rd Party Websites (BHI, New Home Source) Search Engines Paid / Organic Traditional Media email Marketing Direct Community Level Leads Contact Us Requests Market Level Leads
    47. 47. © Copyright 2014 Digital Marketing, Inc. Pulte Mortgage Customer Relations Human Resources Sales & Marketing Corporate Communications Stakeholders Strategic Marketing
    48. 48. © Copyright 2014 Digital Marketing, Inc.
    49. 49. © Copyright 2014 Digital Marketing, Inc. INCA
    50. 50. © Copyright 2014 Digital Marketing, Inc.
    51. 51. © Copyright 2014 Digital Marketing, Inc.
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