Digital Audit Digital Scan JCrew by Augustine Fou

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Using publicly available tools like Alexa, Google, Compete, we look at a brand's digital presence.

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Digital Audit Digital Scan JCrew by Augustine Fou

  1. 1. Digital Audit Sample: JCrew Dr. Augustine Fou November 7, 2012.November 7, 2012 1
  2. 2. Executive Summary • Using publicly available information from sources like Google, Alexa, Quantcast, Compete, SocialMention, etc. we analyze a brand’s digital presence across multiple dimensions: Digital Audit a. Website/Domain – PageRank, Alexa Rank b. Online Advertising, including rich media c. Site Traffic d. Visitor Demographics e. Competitive Landscape (concentric circles) f. Search (organic + paid) g. Social Marketing (social networks, social bookmarks) h. Word of Mouth / Buzz / Sentiment i. Integration – offline and online integration j. Benchmarks – media spend/allocation vs trafficNovember 7, 2012 2
  3. 3. WebsiteContent and navigation is indexable by search engines • What humans see (left) • 585k pages indexed What Google sees Source: GoogleNovember 7, 2012 3
  4. 4. Findability in searchGood findability on page 1 on own name “JCrew” • first result in search for own brand name • shopping results foundNovember 7, 2012 4
  5. 5. Site TrafficTraffic on the decline, far below what might be expected of national brand Unique Users: 898k /mo Visits: 1.7M /mo Source: Compete.comNovember 7, 2012 5
  6. 6. User VisitsVisits per user and pages per visit are flat, can be improved Visits/User: 1.9 /mo Pages/Visit: 27 /mo Source: Compete.comNovember 7, 2012 6
  7. 7. Search words driving trafficAll top search terms contain the brand name “JCrew” Source: Alexa.com Source: Compete.comNovember 7, 2012 7
  8. 8. Social Presences DetectedPresences detected, good amount of regular activity https://www.facebook.com/jcrew https://twitter.com/jcrew http://jcrew.tumblr.com/November 7, 2012 8
  9. 9. User Demographics (est.) Over-indexes on higher income and 25-34 yr old demographics Source: Quantcast.comNovember 7, 2012 9
  10. 10. Social SentimentSentiment is generally positive; twitter dominated by own tweetsNovember 7, 2012 10
  11. 11. Jcrew Search Volume trendline trendlineNovember 7, 2012 11
  12. 12. Dr. Augustine Fou – Chief Digital Strategist“I help clients assess theircurrent digital „footprint‟ andoffer objective advice onimproving and optimizing it.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23ClickZ Articles: http://www.clickz.com/author/1151/augustine-fouSlideshares: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefou @acfou Augustine Fou
  13. 13. Client Engagement ProcessIntro Discovery Strategy Implementation Low NewDigital Digital Hanging Ecosystem Revenue Scan Amplification Audit Fruit StreamsFREE $ $ $$ $$$1 hr Mtg Delivery via Workshop 13
  14. 14. APPENDIX 14
  15. 15. Ugg Boots peak 2011 dip 2009 trendlineOctober 31, 2012 15
  16. 16. Stock Price Correlation peak 2011 Deckers Outdoor Corp trendline (NASDAQ:DECK) trough 2009October 31, 2012 16

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