Digital media consulting cla wiz kids

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Digital media consulting cla wiz kids

  1. 1. Market Intelligence & Consulting Competitive Landscape Analysis Study of Digital Marketing Consultancy Firms in USA
  2. 2. Table of Contents Objectives Approach Used Selected Company Goals Selected Customer Preferences Opportunities & Threats Research Data2 ZENeSYS Confidential Market Intelligence & Consulting
  3. 3. Study Objectives A positioning report for Atlas Digital Partners using Competitive Landscape Analysis to help them get ahead as other Digital Marketing Consultancies compete to provide the best solutions in the field of digital marketing Consulting3 ZENeSYS Confidential Market Intelligence & Consulting
  4. 4. ZENeSYS Competitive Landscape AnalysisMethodology Research the major Digital Marketing Synthesis • Customer Consultancy firms • Qualitative Preferences observations • Assess • Threats • Company Goals • Quantitative Companies assessments • Opportunities • Using a Goals- Preference Matrix Detailed Secondary Analysis Research A set of Company Using the Goals and Slides 30 onwards the By rating the quality of Goals and customer Preferences, we observations and activity seen, we preferences were researched eboost ratings H, M or L on plotted charts to make determined from Consulting, how each consultancy conclusions on relative news, blogs, websites, Smart Insights, is meeting its goals performance and social media Lenskold Group, along the dimensions generated insights on conversations, etc. Intersection consulting of the customer threats and ,Spears marketing preferences opportunities for Atlas and recorded Digital Partners. observations4 ZENeSYS Confidential Market Intelligence & Consulting
  5. 5. Analysis of Company Goals5 ZENeSYS Confidential Market Intelligence & Consulting
  6. 6. Company GoalsAfter an in depth secondary research five goals were finalized. These arepresented here in descending order of importance G1:Increase brand equity by providing unique experience pertaining to specific needs G2:Diversification & expansion of customer base through existing client referrals G3:Strategic tie-ups with major players in social media & digital marketing arena G4:Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing G5:Work on scalable business model through cost reduction & increasing profit margins6 ZENeSYS Confidential Market Intelligence & Consulting
  7. 7. Customer Preferences7 ZENeSYS Confidential Market Intelligence & Consulting
  8. 8. Customer preferencesAfter an in depth secondary research five preferences were finalized.These are presented here in descending order of importance P1:Increase in order value of sales P2:Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue P3:Building & maintaining brand perception through efficient use of e- marketing mix P4:Be distinguishable through SEO(search engine optimization/ marketing) P5:Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)8 ZENeSYS Confidential Market Intelligence & Consulting
  9. 9. Analysis of Company’s Goals9 ZENeSYS Confidential Market Intelligence & Consulting
  10. 10. How well are Digital Marketing ConsultancyFirms meeting their Goals? 10 9 8 Effectiveness (out of 10)  7 6 5 4 3 2 1 0 Increasing brand Expansion through Strategic Tie ups Digital marketing Cost reduction & equity Client Referrals diagnostic tool Profit margins Company’s Goals  Co1-Atlas Digital Co2-eBoost Consulting Subsequent slides provide more insight on each goals Co3-Smart Insights Co4-Lenskold Note: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards Co5-Intersection Consulting Co6-Spear marketing10 ZENeSYS Confidential Market Intelligence & Consulting
  11. 11. On Increasing brand equity–Brand equity can beincreased by providing unique experience to the customers Observations • Lenskold Group comes with the “next-best- 10 offer” analysis, channel preference Lenskold is modeling, and offer modeling. It provides 9 the leader Marketing Testing & ROI tools and through that increased iits brand value. 8 7 6 5 4 • Others are trying to increase their brand value Others through blogs, ,expert 3 advice, testimonials, recommendations & 2 tools. 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing11 ZENeSYS Confidential Market Intelligence & Consulting
  12. 12. On Expansion through Client Referrals.- Companies tryto expand their customer base and diversify throughexisting client referrals. Observations • Eboost consulting is the leader and 85% of their new business leads come through referrals from existing 10 clients who are satisfied with the results. Helping Eboost existing clients reach their desired audience has 9 consulting helped them achieve 55% of the growth by expanding is the leader relationships with existing clients 8 7 6 5 4 • Other competitors are trying to achieve the Others same by testimonials, depending mainly on 3 SAAS marketing tools and digital media 2 analyzer. 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing12 ZENeSYS Confidential Market Intelligence & Consulting
  13. 13. On Strategic Tie ups with major players- Strategic tieups with other major players in social media can helpcompanies get a competitive advantage. Observations • Lenskold Group works is in partnership with 10 Paradigma Marketing in order to cater to its Lenskold customers. Also it has a partnership with 9 Group is ARC, through which it uses its data from ARC the leader COMPASS. 8 7 6 5 • Other Competitors are not that active in making strategic tie ups with major players in 4 Others social media industry yet. Atlas has two 3 strategic partners with Marketbridge and Founders investment Banking 2 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing13 ZENeSYS Confidential Market Intelligence & Consulting
  14. 14. On creating Digital marketing diagnostic tool- DigitalMarketing Diagnostic tool helps in finding the requiredareas to be addressed Observations • Lenskold Group has created marketing diagnostic tools like ROI 10 Lenskold calculator, performance dashboard to help 9 Group is diagnosing the problems with digital marketing the leader strategies and improve through use of a new 8 mix of tools. 7 6 5 • Other Competitors have also been actively 4 developing tools apart from the smaller Others competitors like Atlas, Intersection and Spears 3 Marketing.Atlas uses SaaS but can explore 2 the option of developing its own tools. 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing14 ZENeSYS Confidential Market Intelligence & Consulting
  15. 15. On reducing cost & increasing Profit margins- Leadingfirms try to reduce costs and increasing profit margins fortheir profitability. Observations • Smart Insights is increasing its profit as its Smart customers come back more .On any given 10 Insights is day, about 75% of purchases from Zappos are from returning customers. Also, repeat 9 the leader customers order >2.5x more from in the following 12 months. 8 7 6 5 4 • Other competitors focus on lead quality and Others quantity and integrated marketing optimization 3 for this task.. 2 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing15 ZENeSYS Confidential Market Intelligence & Consulting
  16. 16. Analysis of Consumer Preferences16 ZENeSYS Confidential Market Intelligence & Consulting
  17. 17. Are customer expectations being fulfilled? 10 9 8 Effectiveness (out of 10)  7 6 5 4 3 2 1 0 Order value of online Reaching specific Brand perception Be distinguishable Cost optimization sales target audience through e- marketing through SEO through CPAs/CPLs mix Consumer Preferences  Co1-Atlas Digital Co2-eBoost ConsultingSubsequent slides provide insights into each customer Co3-Smart Insights Co4-Lenskoldpreference Note: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards Co5-Intersection Consulting Co6-Spear marketing17 ZENeSYS Confidential Market Intelligence & Consulting
  18. 18. Order value of sales- An increase in this metricmeasures the order value of sales generated throughonline marketing and is an important preference of thecustomer. Observations • Lenskold group is one of the oldest 10 companies in the arena of digital marketing Lenskold and provides Return on Investment solutions 9 Group is to its customers helping it achieve, measure the leader and manage the order value of online sales. 8 7 6 5 4 • Other Competitors have also used different Others strategies to help their customers increase 3 their online sales. 2 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing18 ZENeSYS Confidential Market Intelligence & Consulting
  19. 19. Reaching specific target audience- The customer wantsto reach the specific target audience through contextualadvertising & behavioural targeting which leads to anincrease in revenues.Observations • Smart Insights has developed innovative approaches like “RACE planning approach” which 10 Smart distinguishes it. It helps customer in creating 9 Insights is more brand value through expert advice and the leader tools like Revenue Calculator and Digital 8 Marketing checkup. 7 6 5 • Lenskold group also has developed specific tools for 4 different ocassions like Super Bowl ROI calculator. Others Other Competitors have not implemented similar 3 strategies that concentrate on a particular target 2 segment for its customers and have rather implemented traditional strategies for targeting audience. 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing19 ZENeSYS Confidential Market Intelligence & Consulting
  20. 20. Brand perception through e- marketing mix- Thecustomers wants to create a strong brand perception in themarketplace through a mix of digital marketing strategies. Observations • eBoost Consulting has pioneered the technique of e- marketing mix by offering services like capability 10 insourcing , conversion design , media buys and paid eBoost search.Also they help build brand perception by 9 Consulting maintaining relationship with existing clients and is the leader using approaches like 3C model 8 7 6 5 • Other Competitors like Intersection helps in 4 improving blog platform and uses tools like Others competitive benchmarking matrix for creating a 3 marketing mix. Others have used different SaaS 2 marketing tools but failed to compile it with the tactical planning for a marketing mix model. 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing20 ZENeSYS Confidential Market Intelligence & Consulting
  21. 21. Be distinguishable through SEO- In today’s world,Search Engine Optimization is necesarry as everythinghappens through Google. This is a preference a customercannot ignore in this competitive environment. Observations • Lenskold group has the best set of digital 10 marketing tools that include a dashboard to Lenskold measure digital marketing performance and 9 Group is diagnose the current status of Search Engine the leader optimization for its customers. 8 7 6 5 4 • Other Competitors also install Search Engine Others Optimization tools for its customers and are 3 slowly reaching competing levels of the top 2 firms implementing SEO. 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing21 ZENeSYS Confidential Market Intelligence & Consulting
  22. 22. Cost optimization through CPAs/CPLs- Customersprefer to reduce their per acquisition/per lead costs throughdigital marketing strategies. Observations • Atlas Digital Partners is effective in achieving 10 cost optimization for its customers, example, it Atlas is the designed and implemented a strategy which 9 leader increased number iof leads generated by 23 % and reduce the overall cost per lead by 7 %. 8 7 6 5 4 • Other Competitors have also tried to Others implement similar strategies but have not 3 delivered similar results. 2 1 0 Co1-Atlas Digital Co2-eBoost Consulting Co3-Smart Insights Co4-Lenskold Co5-Intersection Consulting Co6-Spear marketing22 ZENeSYS Confidential Market Intelligence & Consulting
  23. 23. Summary of Opportunities and Threats using a Synthesis Matrix23 ZENeSYS Confidential Market Intelligence & Consulting
  24. 24. Performance of Digital marketing Consultancy Firms inmeeting their goals and delivering on consumerexpectations Competitive Landscape Synthesis Matrix Expansion Digital Increasing Strategic Tie Cost reduction Firm Goal through Client marketing brand equity ups & Profit margins Referrals diagnostic tool Customer G1 G2 G3 G4 G5 Preference Order value of sales P1C e,s,L a,E ,S,L,i,sm a,e,L a ,E,S,L,I,sm a,s,l,i,sm Reaching specific P2C A, E,S,L,I,sm a,E,s,L,I,SM a,e,L e,s,L a,E,S,L,sm target audience Brand perception through e- P3C a,E,s,l a ,E,s,l,i,SM A ,E,s,L,SM A,E,S,L,I,SM A,E,s,l marketing mix Be distinguishable P4C A, E ,S,L,I,SM A,e,s,L,I,SM a,s,L,i,sm a,E,S,L,I,SM through SEO Cost optimization through P4U A, E,s,L,I,SM a,E,s,l a,e,s,l,I,sm CPAs/CPLs High Medium Insufficient No Correlation X A=Co1, E= Co 2, S = Co 3, L=Co 4, I= Co5 SM= Co 6 Information Note: Entry as caps indicate stronger correlation. See slide 28 to 82 for more information. ( U – Underwriter , C- Customer)24 ZENeSYS Confidential Market Intelligence & Consulting
  25. 25. Summary of Opportunities (gaps seen) Increase Brand Equity- Strategic tie ups – Reach target audience using diagnostic tool- SEO using diagnostic tool Cell Ref Opportunities Recommendation Provide differentiated services to customers through Developing brand equity through an tools like channel preference modelling, ROI and SaaS G1 X P1C increase in customer sales tools, marketing audit report, marketing dashboard analysis, etc. E-marketing mix strategy needs to be developed for Use e-marketing mix effectively to customers through tools like paid search, conversion G1 X P3C improve customers and own brand rate optimization , capability insourcing, conversion image. design , media buys and paid search. Making strategic tie-ups to increase Atlas needs to create and leverage strategic tie-ups with G3 X P1C customers sales major players in the industry to increase customer sales. Need to reach prospective customers by maintaining Reach target audience through G3 X P2C relationships through tie-ups and offering better post- strategic tie-ups sales service. Diagnostic tools having features like Digital media Using diagnostic tool for market G4 X P2C analyser, Internet & Mobile Marketing, and SEO/SEM for segmentation and targeting differentiating from competitors need to be developed. Aim to leverage SEO analysis in diagnostic tool in order G4 X P4C Use Diagnostic tool for SEO to provide better results to customers25 ZENeSYS Confidential Market Intelligence & Consulting
  26. 26. Summary of Threats (best practices seen) Reach target through referrals- increase brand perception for customers- Increase Profit Margin through targeting- Provide best SEO solutions Cell Ref Best Practices Recommendation Atlas currently has a limited target market and Targeting customers through referrals G2 X P2C needs to increase customer retention and get due to limited market(client base) new orders through client referrals. We recommend providing unique value to clients Converting brand value created to new from strategic implementation to post-sales G2 X P3C clients through referrals service which generally leads to expansion of customer base. Atlas should put emphasis on reaching the right Targeting the right audience to reduce customers for its clients through strategies and G5 X P2C costs and increase Profit Margins sales effectiveness which helps in increasing profit margins. We recommend creating innovative and Using Search Engine Optimization differentiating SEO tools and Search Engine G5 X P4C effectively to increase brand perception Marketing. services as it is provided by all and therefore profits competitors and is a necessity to survive in the industry.26 ZENeSYS Confidential Market Intelligence & Consulting
  27. 27. Synthesis & Findings Detailed log of research findings for Digital Consulting Firm by Goal and by Customer Preferences27 ZENeSYS Confidential Market Intelligence & Consulting
  28. 28. The synthesis matrix was created using qualitativescores that were rated during research Synthesis Matrix Example – Co1 Group score of H was entered in Cell G1 and P1 as an upper case J. This indicates that our Co 1 research indicates a High correlation of value for money on products to Research Findings for Co1 Group for reach global consumers. Goal 1 Note: A score of L in research findings was not entered in the matrix28 ZENeSYS Confidential Market Intelligence & Consulting
  29. 29. Ranking of the Consulting firms through SynthesisMatrix considering the preferences of customers andcompany’s goals» Lenskold Group» Eboost consulting» Smart Insights» Atlas Digital Partners» Intersection Consulting» Spears Marketing29 ZENeSYS Confidential Market Intelligence & Consulting
  30. 30. Synthesis & Findings Detailed log of research findings for each Company’s Goal and by Consumer Preferences30 ZENeSYS Confidential Market Intelligence & Consulting
  31. 31. Findings on Atlas Digital Partners by Digital Marketing Consulting Goal and Customer Preferences31 ZENeSYS Confidential Market Intelligence & Consulting
  32. 32. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – Atlas DigitalPartners Preference Findings Reference Score Increase in order 1. Atlas serves middle market companies • http://atlasdigitalpartners.com/who-we-work-for/ L value of online sales primarily operating in the financial services, software, health care, retail/hospitality and franchising verticals Reaching the specific 1. One of the clients for which Atlas worked • http://atlasdigitalpartners.com/case-studies/ H target audience wanted to produce high quality leads and through contextual the program produced $5.3 million in advertising & closed business from 76 accounts against behavioural targeting a $900,000 initial investment over two and generating trials years and thus increasing revenue Building & maintaining 1. Use of SAAS Marketing tools and digital • http://atlasdigitalpartners.com/who-we-are/ M brand perception media Analyzer helps increase brand value through efficient use of e- marketing mix32 ZENeSYS Confidential Market Intelligence & Consulting
  33. 33. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – Atlas DigitalPartnersPreference Findings Reference Score 1. Providing unique experience through • http://atlasdigitalpartners.com/case-studies/ H Be distinguishable SEO e.g. Within 60 days, visits increased through SEO(search +31%, pages viewed per visit up 20% engine optimization and time on site increased 19% for a /marketing) client (major university) Cost optimization 1. Atlas’s Digital Media SaaS tool partner • http://atlasdigitalpartners.com/case-studies/ H through optimum mix of and the Client worked together to have CPAs/CPLs(Cost per I/T systems feed the data in manually and acquisition/lead) & better developed key metrics that measured ROI(Return on field force productivity and thus reduced Investment) costs.33 ZENeSYS Confidential Market Intelligence & Consulting
  34. 34. For Goal 2 (Diversification & expansion of customer basethrough existing client referrals) – Atlas DigitalPreference Findings Reference ScoreIncrease in order 1. Market Bridge _ an Atlas Founding Partner • http://atlasdigitalpartners.com/case-studies/ Mvalue of online sales – improved a leading financial services firm’s sales by over 35% (YOY)Reaching the specific 1. The client engaged an Atlas Partner to • http://atlasdigitalpartners.com/case-studies/ Mtarget audience reach and engage new opportunitiesthrough contextual through a dialogue based marketingadvertising & outreach program. The Partner then scoredbehavioural targeting and populated the client’s sales force CRMand generating trials and nurtured these prospects until theyand thus increasing were ready to be closed by the sales force.revenueBuilding & maintaining 1. Depend mainly on SAAS marketing tools • http://atlasdigitalpartners.com/who-we-are/ Mbrand perception and digital media analyzerthrough efficient use ofe- marketing mix34 ZENeSYS Confidential Market Intelligence & Consulting
  35. 35. For Goal 2 ( Diversification & expansion of customer basethrough existing client referrals) – Atlas DigitalPreference Findings Reference Score 1. Use SEO/ SEM techniques to increase • http://atlasdigitalpartners.com/case-studies/ H Be distinguishable client base e.g. Working with an Atlas through SEO(search Partner the university undertook a search engine optimization engine optimization (SEO) campaign to /marketing) improve search engine rankings to further improve visibility and website traffic. Cost optimization 1. Atlas designed and implemented a • http://atlasdigitalpartners.com/case-studies/ M through optimum mix of publishing strategy that increased the CPAs/CPLs(Cost per number of leads generated by +23% and acquisition/lead) & better reduced the client’s overall cost per lead ROI(Return on by 7% And increase customer base Investment)35 ZENeSYS Confidential Market Intelligence & Consulting
  36. 36. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – Atlas DigitalPreference Findings Reference ScoreIncrease in order 1. Strategic tie up with Market-Bridge and • http://atlasdigitalpartners.com/who-we-work-for/ Mvalue of online sales Founders Investment Banking to increase order value of online salesReaching the specific 1. Atlas serves middle market ($5 million to • http://atlasdigitalpartners.com/who-we-work-for/ Mtarget audience $500 million) companies primarilythrough contextual operating in the financial services,advertising & software, health care, retail/hospitality andbehavioural targeting franchising verticalsand generating trialsand thus increasingrevenueBuilding & maintaining 1. Serve clients like search mojo, televerde • http://atlasdigitalpartners.com/services/ Hbrand perception etc • http://atlasdigitalpartners.com/who-we-are/through efficient use of 2. Building customer relationships e.g.e- marketing mix Conducting enlightenment session36 ZENeSYS Confidential Market Intelligence & Consulting
  37. 37. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – Atlas DigitalPreference Findings Reference Score Be distinguishable 1. No Co relation through SEO(search engine optimization /marketing) Cost optimization 1. Effective use of Cost optimization e.g. • http://atlasdigitalpartners.com/case-studies/ M through optimum mix of Atlas designed and implemented a CPAs/CPLs(Cost per publishing strategy that increased the acquisition/lead) & better number of leads generated by +23% and ROI(Return on reduced the client’s overall cost per lead Investment) by 7%.37 ZENeSYS Confidential Market Intelligence & Consulting
  38. 38. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – Atlas DigitalPreference Findings Reference ScoreIncrease in order 1. Atlas’s Digital Media SaaS tool partner • http://atlasdigitalpartners.com/case-studies/ Mvalue of online sales and the Client worked together to have I/T systems feed the data in manually and developed key metrics that measured field force productivity and Sales increased 24%.Reaching the specific 1. SaaS marketing tools for customers. • http://atlasdigitalpartners.com/who-we-are/ Mtarget audience 2. Strategic tie up with market bridgethrough contextualadvertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Building brand perception through • http://atlasdigitalpartners.com/who-we-are/ Hbrand perception innovative marketing programs – Revenuethrough efficient use of Engines and buyer insights from businesse- marketing mix development – Demand Analytics.38 ZENeSYS Confidential Market Intelligence & Consulting
  39. 39. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – Atlas DigitalPreference Findings Reference Score 1. Working with an Atlas Partner to improve • http://atlasdigitalpartners.com/case-studies/ M keyword analysis and content Be distinguishable management the university undertook a through SEO(search search engine optimization (SEO) engine optimization campaign to improve search engine /marketing) rankings to further improve visibility and website traffic. Cost optimization 1. No correlation through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)39 ZENeSYS Confidential Market Intelligence & Consulting
  40. 40. For Goal 5(Work on scalable business model through costreduction & increasing profit margins ) – Atlas DigitalPreference Findings Reference ScoreIncrease in order 1. Atlas works towards increasing sales e.g. • http://atlasdigitalpartners.com/case-studies/ Mvalue of online sales Dashboard helped cut sales personnel time in loading data. Sales management gained improved visibility into key sales metrics. Sales increased 24%Reaching the specific 1. Different tools for separate customers to • http://atlasdigitalpartners.com/services/ Mtarget audience increase profit margins, e.g. digital mediathrough contextual analyser and SaaS marketing toolsadvertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Build brand through cost optimization • http://atlasdigitalpartners.com/services/ Hbrand perception techniques and marketing automationthrough efficient use of tools to drive sales and create digitale- marketing mix assets40 ZENeSYS Confidential Market Intelligence & Consulting
  41. 41. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – Atlas DigitalPreference Findings Reference Score Be distinguishable 1. Be distinguishable through display • http://atlasdigitalpartners.com/case-studies/ M through SEO(search advertising, affiliate marketing and SEM engine optimization /marketing) Cost optimization 1. No Correlation through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)41 ZENeSYS Confidential Market Intelligence & Consulting
  42. 42. Findings on eboost Consulting by Digital Marketing Consulting Goal and Customer Preferences42 ZENeSYS Confidential Market Intelligence & Consulting
  43. 43. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – eboost ConsultingPreference Findings Reference ScoreIncrease in order 1. Unique experience being provided to • http://www.eboostconsulting.com/clients Mvalue of online sales companies like Real Age, San Diego State University, MOGL, etcReaching the specific 1. Provides reach to specific target audience • http://www.eboostconsulting.com/case-studies/ Htarget audience through conversion design/ contextual andthrough contextual behavioral targeting e.g. Home of Décoradvertising & has seen a 104.32% increase inbehavioural targeting conversion rates over the past yearand generating trialsand thus increasingrevenueBuilding & maintaining 1. Offer distinctive choices to customers • http://www.eboostconsulting.com Mbrand perception through combination of techniques likethrough efficient use of Capability Sourcing, Conversion Design,e- marketing mix Personas, SEO etc43 ZENeSYS Confidential Market Intelligence & Consulting
  44. 44. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – eboost ConsultingPreference Findings Reference Score Be distinguishable 1. Have varied experience in field like • http://www.eboostconsulting.com/case-studies/ H through SEO(search Science and technology, Furniture engine optimization Company, etc and increased their traffic /marketing) from 65 to 46700 Cost optimization 1. Increased website traffic of • http://www.eboostconsulting.com/case-studies/ H through optimum mix of TicketKick.com by 247% and reduced CPAs/CPLs(Cost per cost per click from $1.65 to $1.16 acquisition/lead) & better ROI(Return on Investment)44 ZENeSYS Confidential Market Intelligence & Consulting
  45. 45. For Goal 2 (Diversification & expansion of customer basethrough existing client referrals) – eboost ConsultingPreference Findings Reference ScoreIncrease in order 1. 85% of their new business leads come • http://www.eboostconsulting.com/clients Hvalue of online sales through referrals from existing clients who are satisfied with the results.Reaching the specific 1. Helping existing clients reach their desired • http://www.eboostconsulting.com/clients Htarget audience audience has helped them achieve 55% ofthrough contextual the growth by expanding relationships withadvertising & existing clients.behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Varied clientele list has added to brand • http://www.eboostconsulting.com/clients Hbrand perception value of firmthrough efficient use ofe- marketing mix45 ZENeSYS Confidential Market Intelligence & Consulting
  46. 46. For Goal 2 ( Diversification & expansion of customer basethrough existing client referrals) – eboost ConsultingPreference Findings Reference Score Be distinguishable 1. Providing SEO/SEM to customer helps in • http://www.eboostconsulting.com/services/ M through SEO(search referral engine optimization /marketing) Cost optimization 1. 95% of our clients continue using our • http://www.eboostconsulting.com/clients H through optimum mix of services after completion of the initial CPAs/CPLs(Cost per contract term acquisition/lead) & better ROI(Return on Investment)46 ZENeSYS Confidential Market Intelligence & Consulting
  47. 47. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – eboost ConsultingPreference Findings Reference ScoreIncrease in order 1. 95% of their clients continue using their • http://www.eboostconsulting.com/clients Mvalue of online sales services after completion of the initial contract term.Reaching the specific 1. Targeting specific audience through • http://www.eboostconsulting.com/clients Mtarget audience existing network of clientsthrough contextualadvertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Building brand among existing and new • http://www.eboostconsulting.com/services/ Hbrand perception clients with use strategic measures inthrough efficient use of addition to extensive services provided.e- marketing mix47 ZENeSYS Confidential Market Intelligence & Consulting
  48. 48. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – eboost ConsultingPreference Findings Reference Score Be distinguishable 1. No Correlation through SEO(search engine optimization /marketing) Cost optimization 1. Basic cost optimization techniques like • http://www.eboostconsulting.com/services/ L through optimum mix of paid search etc CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)48 ZENeSYS Confidential Market Intelligence & Consulting
  49. 49. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – eboost ConsultingPreference Findings Reference ScoreIncrease in order 1. Make use of 3C model for implementing • http://www.eboostconsulting.com/ Hvalue of online sales business strategies 2. Puts emphasis on business drivers and basic building blocks of businessReaching the specific 1. Making use of services like paid search, • http://www.eboostconsulting.com/services/ Mtarget audience personas, email marketing etc, theythrough contextual differentiate from competitors and increaseadvertising & revenue of customersbehavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Offering differentiated services help in • http://www.eboostconsulting.com/services/ Hbrand perception building brand valuethrough efficient use ofe- marketing mix49 ZENeSYS Confidential Market Intelligence & Consulting
  50. 50. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – eboost ConsultingPreference Findings Reference Score 1. Specializes in Search Engine Marketing - • http://www.eboostconsulting.com/case-studies/ H Be distinguishable includes search engine optimization and through SEO(search pay-per-click marketing. engine optimization 2. It also specializes in Email Marketing - /marketing) includes expertise on platforms such as Blue Hornet and Bronto. Cost optimization 1. Optimum mix of CPAs/CPLs reduced • http://www.eboostconsulting.com/case-studies/ H through optimum mix of cost per click from $1.65 to $1.16 of CPAs/CPLs(Cost per TicketKick.com acquisition/lead) & better ROI(Return on Investment)50 ZENeSYS Confidential Market Intelligence & Consulting
  51. 51. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – eboost ConsultingPreference Findings Reference ScoreIncrease in order 1. 55% of our growth has come from • http://www.eboostconsulting.com/clients Lvalue of online sales expanding relationships with existing clients & through this their profit margin & customers’ online sales by providing unique experience.Reaching the specific 1. Reach target audience through • http://www.eboostconsulting.com/webinars/ Htarget audience Webinars, Blogs, Articlesthrough contextualadvertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Building brand image by maintaining • http://www.eboostconsulting.com/ Mbrand perception relationship with existing clients andthrough efficient use of using approaches like 3C modele- marketing mix51 ZENeSYS Confidential Market Intelligence & Consulting
  52. 52. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – eboost ConsultingPreference Findings Reference Score 1. Being distinguishable through • http://www.eboostconsulting.com/approach H Be distinguishable approaches like 3C model and leveraging through SEO(search scalable start-ups and thus increasing engine optimization profit margins by having strategic /marketing) measures Cost optimization 1. No Correlation through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)52 ZENeSYS Confidential Market Intelligence & Consulting
  53. 53. Findings on Smart Insights by Digital Marketing Consulting Goal and Customer Preferences53 ZENeSYS Confidential Market Intelligence & Consulting
  54. 54. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – Smart InsightsPreference Findings Reference ScoreIncrease in order Firm is providing expert advice & recommendations http://www.smartinsights.com/affiliate- Mvalue of online sales & tips & thus help customer in increasing order marketing/affiliate-marketing-trends-and-tips/ value http://www.smartinsights.com/email- marketing/enewsletter-marketing/Reaching the specific Through digital Marketing radar model, company http://www.smartinsights.com/online-pr/ Htarget audience help its customer in reaching its target audience &through contextual thus provide unique performanceadvertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining Company makes it easy for customer to build its http://www.smartinsights.com/customer- Mbrand perception product & through shareable content, it creates relationship-management/customer-service-through efficient use of awareness for their brand and-support/e- marketing mix http://www.smartinsights.com/content- management/content-marketing-strategy/54 ZENeSYS Confidential Market Intelligence & Consulting
  55. 55. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – Smart Insights Preference Findings Reference Score Be distinguishable 1.Company provide search optimization & http://www.smartinsights.com/conversion- H through SEO(search conversion rate optimization to its customer optimisation/ engine optimization & thus increase its own brand equity http://www.smartinsights.com/search-engine- /marketing) optimisation-seo/ http://www.smartinsights.com/ecommerce/ Cost optimization 1.Company recommend its customer all http://www.smartinsights.com/conversion- M through optimum mix of optimization & better tools required for its optimisation/ CPAs/CPLs(Cost per benefit through the tools, recommendations & http://www.smartinsights.com/search-engine- acquisition/lead) & better tips given by the firm, customer can optimize optimisation-seo/ ROI(Return on its cost. http://www.smartinsights.com/affiliate- Investment) marketing/affiliate-marketing-trends-and-tips/ http://www.smartinsights.com/digital-marketing- strategy-guide/55 ZENeSYS Confidential Market Intelligence & Consulting
  56. 56. For Goal 2 (Diversification & expansion of customer basethrough existing client referrals) – Smart InsightsPreference Findings Reference ScoreIncrease in order 1. Through blogs & putting data related to  http://www.smartinsights.com/customer- Hvalue of online sales how customers prefer them & expanding. relationship-management/customer-service-and- Company try to expand its customer base. support/  http://www.smartinsights.com/blog/Reaching the specific 1. Customers are teaching their target market • http://www.smartinsights.com/customer- Mtarget audience through recommendations given by the relationship-management/customer-service-and-through contextual company. This helps company to diversify support/advertising & & expand its business by putting this • http://www.smartinsights.com/online-pr/behavioural targeting information on its site & through customers • http://www.smartinsights.com/digital-marketing-and generating trials platforms/video-marketing/google-hangouts-and thus increasing video-marketing/revenueBuilding & maintaining 1. Company help customer in building  http://www.smartinsights.com/online-pr/ Mbrand perception their brand. Through customers &  http://www.smartinsights.com/digital-marketing-through efficient use of blogs, they are trying to increase their platforms/video-marketing/google-hangouts-e- marketing mix customer. video-marketing/  http://www.smartinsights.com/blog/56 ZENeSYS Confidential Market Intelligence & Consulting
  57. 57. For Goal 2 ( Diversification & expansion of customer basethrough existing client referrals) – Smart InsightsPreference Findings Reference Score 1.Company is helping its customer for  http://www.smartinsights.com/search- M Be distinguishable optimization & thus with customers help & engine-optimisation-seo/ through SEO(search recommendation trying to increase their  http://www.smartinsights.com/conversion- engine optimization /marketing) customer base optimisation/ Cost optimization 1. Customers are earning profits & thus they • http://www.smartinsights.com/customer- M through optimum mix of are orders again & again to company. relationship-management/customer-service-and- CPAs/CPLs(Cost per This helps company to help them more & support/ acquisition/lead) & better increase its own customer base ROI(Return on Investment)57 ZENeSYS Confidential Market Intelligence & Consulting
  58. 58. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – Smart InsightsPreference Findings Reference ScoreIncrease in order No information regarding strategic tie ups Lvalue of online salesReaching the specific No information regarding strategic tie ups Ltarget audiencethrough contextualadvertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1.Company through the social media like • http://www.smartinsights.com/online-pr/ Mbrand perception facebook, twitter, etc are helping its customerthrough efficient use of to increase revenue & online sales but as noe- marketing mix information is there regarding strategic tie ups58 ZENeSYS Confidential Market Intelligence & Consulting
  59. 59. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – Smart InsightsPreference Findings Reference Score Be distinguishable No corelation through SEO(search engine optimization /marketing) Cost optimization 1. Customers are earning profits & thus they • http://www.smartinsights.com/customer- M through optimum mix of are orders again & again to company. relationship-management/customer-service-and- CPAs/CPLs(Cost per This helps company to help them more & support acquisition/lead) & better increase its own customer base ROI(Return on Investment)59 ZENeSYS Confidential Market Intelligence & Consulting
  60. 60. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – Smart InsightsPreference Findings Reference ScoreIncrease in order 1. Company provide free interactive digital  http://www.smartinsights.com/digital- Hvalue of online sales marketing health check for reviewing marketing-strategy-guide/ and improving their approach. Thus this  http://www.smartinsights.com/online-pr/ increases their online salesReaching the specific 1. Through the digital marketing radar, apps &  http://www.smartinsights.com/digital- Mtarget audience digital checkup tools, customers are marketing-strategy-guide/through contextual improving & trying to reach its target  http://www.smartinsights.com/online-pr/advertising & audience  http://www.smartinsights.com/digital-behavioural targeting marketing-platforms/video-marketing/google-and generating trials hangouts-video-marketing/and thus increasingrevenueBuilding & maintaining 1. Through the digital review checkup tool & • http://www.smartinsights.com/digital-marketing- Hbrand perception revenue calculator, company is helping its strategy-guide/through efficient use of customer to increase revenue.e- marketing mix60 ZENeSYS Confidential Market Intelligence & Consulting
  61. 61. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – Smart InsightsPreference Findings Reference Score 1. Company provide tactics for SEO,  http://www.smartinsights.com/search-engine- M conversion rate optimization to customer optimisation-seo/ Be distinguishable through the digital marketing radar tool  http://www.smartinsights.com/conversion- through SEO(search optimisation/ engine optimization  http://www.smartinsights.com/ecommerce/ /marketing)  http://www.smartinsights.com/online-pr/ Cost optimization 1. No correlation through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)61 ZENeSYS Confidential Market Intelligence & Consulting
  62. 62. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – Smart Insights Preference Findings Reference Score Increase in order Company got repeated customers order  http://www.smartinsights.com/customer- M value of online sales >2.5x more from in the following 12 months relationship-management/customer-service- & through this they are their profit margin & and-support/ customers’ online sales by providing  http://www.smartinsights.com/affiliate- unique experience. marketing/affiliate-marketing-trends-and-tips/ Reaching the Company suggest its customers’ review  http://www.smartinsights.com/online-pr/ H specific target the range of options & by  http://www.smartinsights.com/digital- audience through developing Digital Marketing Radar marketing-platforms/video-marketing/google- contextual Thus, increase it’s profit margin & help hangouts-video-marketing/ advertising & customers’ reaching target audience. It behavioural targeting also provide Google hangouts for video and generating trials marketing and thus increasing revenue Building & Company helps its customer to build its  http://www.smartinsights.com/affiliate- M maintaining brand brand by providing review tools, marketing/affiliate-marketing-trends-and-tips/ perception through recommendations & tips. It help in building  http://www.smartinsights.com/online-pr/ efficient use of e- brand & google video hangouts & through  http://www.smartinsights.com/digital- marketing mix digital marketing radar. marketing-platforms/video-marketing/google- hangouts-video-marketing/62 ZENeSYS Confidential Market Intelligence & Consulting
  63. 63. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – Smart InsightsPreference Findings Reference Score Be distinguishable Company provide ample no. of options,  http://www.smartinsights.com/search- H through SEO(search optimization recommendations & by engine-optimisation-seo/ engine optimization  http://www.smartinsights.com/conversion- helping try to increase its profit margin /marketing) optimisation/  http://www.smartinsights.com/ecommerce/ Cost optimization No co relation through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)63 ZENeSYS Confidential Market Intelligence & Consulting
  64. 64. Findings on Lenskold Group by Digital Marketing Consulting Goal and Customer Preferences64 ZENeSYS Confidential Market Intelligence & Consulting
  65. 65. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – Lenskold GroupPreference Findings Reference ScoreIncrease in order 1. Services of Comprehensive Measurement • http://www.lenskold.com/services/ma.html Hvalue of online sales Planning, Market Testing & Experimental Design to check for increase in order value as a unique experience.Reaching the specific 1. Customer strategy becomes more effective • http://www.lenskold.com/services/analytics.html Htarget audience with “next-best-offer” analysis, channelthrough contextual preference modelling, and offer modelling.advertising &behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Lenskold Group offers wide-ranging • http://www.lenskold.com/index.html Mbrand perception marketing ROI services and tools to helpthrough efficient use of you achieve the results..e- marketing mix65 ZENeSYS Confidential Market Intelligence & Consulting
  66. 66. For Goal 1 (Increase brand equity by providing uniqueexperience pertaining to specific needs) – Lenskold GroupPreference` Findings Reference Score 1. Came out with an award winning http://www.lenskold.com/about/roi_book.html H “Marketing ROI” book which offers the Be distinguishable most comprehensive and practical through SEO(search approach to measuring and managing the engine optimization return on investment (ROI) that marketing /marketing) generates, bringing marketing performance and profitability to new levels Cost optimization 1. They include metrics aligned to financial • http://www.lenskold.com/index.html H through optimum mix of performance and prioritized based on CPAs/CPLs(Cost per impact on performance acquisition/lead) & better ROI(Return on Investment)66 ZENeSYS Confidential Market Intelligence & Consulting
  67. 67. For Goal 2 (Diversification & expansion of customer basethrough existing client referrals) – Lenskold GroupPreference Findings Reference ScoreIncrease in order 1. Referral online planning tool lets us assess • http://www.lenskold.com/tools/referral_value_blan Hvalue of online sales the impact "promoters," "detractors," and k.html influencers have on customer lifetime value • http://www.lenskold.com/content/tools.html and your customer portfolio value. 2. They have a basic ROI analysis for marketing programs designed to improve your Net Promoter® Score or to promote customer references.Reaching the specific 1. Created tools to determine the marketing • http://www.lenskold.com/content/articles/mprofs_ Htarget audience investment to promote customer 032106.htmlthrough contextual references. The ROI on implementing newadvertising & customer referral programs takes intobehavioural targeting account the total investment of theand generating trials program .This is assessed against theand thus increasing incremental profits generated (also asrevenue noted above).Building & maintaining 1. Focus on customer defection reduction • http://www.lenskold.com/solutions/priorities.html Mbrand perception and customer value retention.through efficient use ofe- marketing mix67 ZENeSYS Confidential Market Intelligence & Consulting
  68. 68. For Goal 2 ( Diversification & expansion of customer basethrough existing client referrals) – Lenskold GroupPreference Findings Reference Score Be distinguishable 1. Tools have been created to assess • http://www.lenskold.com/content/articles/mprofs_ H through SEO(search incremental referrals and close 032106.html engine optimization rates. As noted above, referrals and /marketing) reference customers should improve the effectiveness of both sales and marketing. Keep in mind that you also want to reverse the negative impact that detractor word-of-mouth has on lost sales. Cost optimization 1. Tools try to show current performance, • http://www.lenskold.com/index.html M through optimum mix of trends, and early indicators of near term CPAs/CPLs(Cost per performance changes acquisition/lead) & better ROI(Return on Investment)68 ZENeSYS Confidential Market Intelligence & Consulting
  69. 69. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – Lenskold Group Preference Findings Reference Score Increase in order 1. Partnership with Paradigma Marketing to • http://www.prweb.com/releases/2009/12/prweb33 H value of online sales Expand its Marketing ROI Consulting 96014.htm Presence into Europe. • http://www.lenskold.com/about/pr/arc_lenskold_se 2. ARC announced today an agreement with pt2011.html Lenskold Group to provide joint marketing measurement solutions to travel industry companies.. Reaching the specific 1. Sales effectiveness is improved through • http://www.lenskold.com/services/analytics.html H target audience prospect value scoring, conversion through contextual analysis, and screening analysis. advertising & behavioural targeting and generating trials and thus increasing revenue Building & maintaining 1. Through partnership with ARC, using data • http://www.lenskold.com/about/pr/arc_lenskold_se H brand perception from ARC COMPASS® and the analytic pt2011.html through efficient use of insight of Lenskold Group, travel marketers e- marketing mix can use Marketing ROI Solutions to help assess their media mix, test alternative strategies and tactics, track program performance, and identify market opportunities by viewing ticket sales trends.69 ZENeSYS Confidential Market Intelligence & Consulting
  70. 70. For Goal 3 (Strategic tie-ups with major players in socialmedia & digital marketing arena) – Lenskold GroupPreference Findings Reference Score Be distinguishable No Coorelation through SEO(search engine optimization /marketing) 1. Lenskold determines the marketing • http://www.lenskold.com/content/articles/mprofs_ M investment to promote customer 032106.html Cost optimization references through tools. The ROI on through optimum mix of implementing new customer referral CPAs/CPLs(Cost per programs will take into account the total acquisition/lead) & better investment for the program, plus the ROI(Return on marketing campaigns to communicate the Investment) referral content. This is assessed against the incremental profits generated .70 ZENeSYS Confidential Market Intelligence & Consulting
  71. 71. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing)- Lenskold GroupPreference Findings Reference ScoreIncrease in order 1. Using marketing ROI techniques to improve http://www.lenskold.com/solutions/priorities.ht Hvalue of online sales sales conversion rates, profitable customer ml acquisition and loyalty program profitability. 2. Use of ROI tools and techniques to strengthen the objectives, targeting, and strategies, to http://www.lenskold.com/solutions/growth.htm tighten the integration across diverse marketing l initiatives, and to allocate budgets aligned to the profit potential.Reaching the specific 1. Created a specific ROI tool for super bowl • http://www.lenskold.com/about/pr/superbowl Htarget audience advertising calculator. _tool_jan2012.htmlthrough contextual 2. Targeting prioritization is established using a • http://www.lenskold.com/solutions/growth.htadvertising & combination of a profitability analysis and mlbehavioural targeting predictive modeling. Forward-looking predictiveand generating trials models prioritize the most valuable and highestand thus increasing conversion customer segments.revenueBuilding & maintaining 1. Focus on customer defection reduction and • http://www.lenskold.com/solutions/priorities. Hbrand perception customer value retention through the use of ROI htmlthrough efficient use of tools developed.e- marketing mix71 ZENeSYS Confidential Market Intelligence & Consulting
  72. 72. For Goal 4 (Creating a digital marketing diagnostic tool fordifferentiation from competitors and reviewing impact ofdigital marketing) – Lenskold GroupPreference Findings Reference Score Be distinguishable 1. The Lenskold Group and The Pedowitz • http://blog.marketo.com/blog/2012/10/how- H through SEO(search Group recently released their 2012 Lead effective-is-your-lead-generation-key-insights- engine optimization Generation Marketing Effectiveness from-lenskold-groups-2012-lead-generation- /marketing) Study marketing-effectiveness-study.html 2. The study draws on 373 B2B marketers to discuss the practice of lead generation, marketing automation, ROI, and how they are all interrelated. Cost optimization 1. No correlation through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)72 ZENeSYS Confidential Market Intelligence & Consulting
  73. 73. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – Lenskold GroupPreference Findings Reference ScoreIncrease in order 1. Focus on lead quality and quantity and http://www.lenskold.com/solutions/priorities.html Mvalue of online sales integrated marketing optimization to reduce costs and increase order sales.Reaching the specific 1. Different tools for separate customers to • http://www.lenskold.com/content/tools.html Htarget audience increase profit margins, e.g. separatethrough contextual super bowl advertising tool, leadadvertising & generation tool.behavioural targetingand generating trialsand thus increasingrevenueBuilding & maintaining 1. Marketing Mix Simulators and Optimization • http://www.lenskold.com/services/roi_tools.html Mbrand perception Models Manage your budget allocation to • http://www.lenskold.com/content/tools.htmlthrough efficient use of deliver greater returns from marketinge- marketing mix using either simulation or optimization tools, developed from marketing mix model measurements. 2. Through sophisticated modeling , company tries to establishes the influence of different marketing channels and strategies,.73 ZENeSYS Confidential Market Intelligence & Consulting
  74. 74. For Goal 5 (Work on scalable business model through costreduction & increasing profit margins ) – Lenskold GroupPreference Findings Reference Score Be distinguishable 1. Tactical planning is driven by simulation • http://www.lenskold.com/services/analytics.html Hthrough SEO(search modelling and optimization modellingengine optimization (generated as extensions of marketing mix/marketing) modelling).Cost optimization 1. No correlationthrough optimum mix ofCPAs/CPLs(Cost peracquisition/lead) & betterROI(Return onInvestment)74 ZENeSYS Confidential Market Intelligence & Consulting
  75. 75. Findings on Intersection Consulting by Digital Marketing Consulting Goal and Customer Preferences75 ZENeSYS Confidential Market Intelligence & Consulting

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