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GoTime Marketing [google analytics, market segment research]

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GoTime Marketing [google analytics, market segment research]

  1. 1. GoTime Marketing Google Analytics, Market Segment Research
  2. 2. Table of Contents: ● Breakdown of Analytics Report (3-17) ● KeyWord Analysis (18) ● Buyer Persona (19- 41 i) Hubspot’s Buyer Persona Template (23-27) ii)City Data (28-31) iii) Nielson’s SRDS (32) -Designated Market Area (33) -PRIZIM Lifecycle Segments (35-36) -PRIZIM Social Group Segments (37-39)
  3. 3. Metric: Geographic Modified Unique Visitor Metric: Toal Unique Visitors Dates: March 3, 2013- Apr 3, 2013 Significance: Unique Visitors is the number of unduplicated (counted only once) visitors to your website over the course of a specified time period. -Source- Metric: Total Northern California Bay/Area Unique Visitors Significance: The number of geographic segmented visitors of your website (counted only once) over the course of a specified time period. See effectives of time-specific KW Specific SEO optimized Content- for both on- page SEO and Local SEO efforts Source: Navigational Side Bar: Advanced Segments Check “New Visttors”-> Apply-> rimary Dimension “City” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA
  4. 4. Metric: Geographic Modified Unique Visitor [Total Northern California Bay/Area Unique Visitors Report]
  5. 5. Metric: Geographic Modified Unique Visitor (Continued) Metric: Bay Area Unique Visitors as % of Total Unique Visitors Total: Formula [ Total Bay Area Unique Visitors/ Total Unique Visitors] = .076 Significance: Metric: Total Bay Area Search Traffic Significance: Source: Navigational Side Bar: Advanced Segments Check “Search”-> Apply-> Primary Dimension “City” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA
  6. 6. Metric: Google Local Metric: Google Local Search Impressions Significance: Source: Metric: Google Local Search Actions Significance: Source:
  7. 7. Metric-Conversion Assist Significance: Conversion assists are pages on your website that people looked at before becoming leads or customers. The Conversion Assists Report tell you the percentage of leads and customers that visited each page on your website before converting. The pages with the highest assist rates may have great content that attracts more qualified prospects, or great calls to action that lead your prospects to effective landing pages. Pages Include: -Blogs -Landing Pages -Website Pages
  8. 8. Metric-Conversion Assist Origin:
  9. 9. Metric: Emails Significance: Send emails to different groups of your contacts. You can email your whole database or a limited segmented selection, such as leads who have filled out a particular form, leads that entered a specific city or state on your forms, or just your customers. Email marketing bring leads back to your site and HubSpot's email and contact intelligence applications will help you determine which of your leads are more interested in your offerings. This will make it easy for your sales team to reach out to the most qualified leads.
  10. 10. Metric: Email [Sample]
  11. 11. Metric: Bay Area Unique Visitors Metric: Bay Area Unique Vistors [Landing Pages] Significance: The number of geographic segmented visitors of your website (counted only once) over the course of a specified time period. See effectives of time-specific KW Specific SEO optimized Content- for both on- page SEO and Local SEO efforts for April’s Landing Pages, Blogs, and Webpages. Source: Navigational Side Bar “Content”-”Site Content”->” Landing Pages”: Advanced Segments Check “New Visttors”-> Apply-> Primary Dimension “City” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA
  12. 12. Metric: Search Terms From BA Metric: Bay Area Search Term Inquiry | Unique Vistors Significance: The number of geographic segmented visitors that typed these KW search phrases into google to find your website organiclly over the course of a specified time period. See effectives of time-specific KW Specific SEO optimized Content- for both on-page SEO and Local SEO efforts for April’s Landing Pages, Blogs, and Webpages. Source: Advanced Segments Check “New Visttors”-> Apply-> Navigational Side Bar “Content”-” Traffic Sources”->”Search”-> “Overview”->Primary Dimension “KeyWord” + Secondary Dimension “Metro”-> Add sum of all cities and metros listed in the Bay Area/ Northern, CA
  13. 13. Metric: Landing Page [Sample]
  14. 14. Metric: Paid Campaign Results Insert Sample
  15. 15. KeyWord Analysis:
  16. 16. Buyer Persona i) Hubspot’s Buyer Persona Template ii)City Data iii) Nielson’s SRDS -Designated Market Area -PRIZIM Lifecycle Segments -PRIZIM Social Group Segments
  17. 17. A Marketer’s Template for Creating Buyer Personas [name][demographic] [goals]
  18. 18. What Are Buyer Personas? Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. ??
  19. 19. How Are Buyer Personas Created? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers – both “good” and “bad” -- prospects, and those outside of your contact database who might align with your target audience. You’ll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives. ?
  20. 20. Template: Company ABC Buyer Persona Overview Insert yourcompany name, as well as the month and year in the gray text on this slide.
  21. 21. Persona Name BACKGROUND: ● Basic details about persona’s role ● Key information about the persona’s company ● Relevant background info, like education or hobbies DEMOGRAPHICS: ● Gender ● Age Range ● HH Income (Consider a spouse’s income, if relevant) ● Urbanicity (Is your persona urban, suburban, or rural?) IDENTIFIERS: ● Buzz words ● Mannerisms You can find this information by administering online surveys of your target audience.
  22. 22. Persona Name GOALS: ● Persona’s primary goal ● Persona’s secondary goal CHALLENGES: ● Primary challenge to persona’s success ● Secondary challenge to persona’s success HOW WE HELP: ● How you solve your persona’s challenges ● How you help your persona achieve goals Conduct interviewswith your targetaudience to learnabout their goalsand challenges inmore detail.
  23. 23. Persona Name REAL QUOTES: ● Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona. COMMON OBJECTIONS: ● Identify the most common objections your persona will raise during the sales process. Identifying common objections will help your sales team be better prepared during their conversations.
  24. 24. Persona Name MARKETING MESSAGING: ● How should you describe your solution to your persona? ELEVATOR PITCH: ● Make describing your solution simple and consistent across everyone in your company. Establishing your messagingprepares yourentire organization to convey the same message. Including a real photo from Creative Commons or iStockphoto helps everyone envision the same person.
  25. 25. City-Data.Com What is it? City-Data is a social networking and information website known for its comprehensive profiling system of U.S. cities, containing everything from U.S. cities, counties, zip codes, and neighborhoods are profiled and compared using data about race, income, education, crime, weather, housing, maps, air pollution, religions and any other information deemed vital. In addition, the website contains detailed information and articles about other features of local interest, such as schools and their demographics and test scores, hospitals, libraries, tourist attractions, local businesses, restaurant inspection findings, building permits, bridge conditions, hotels, water systems, airports, cell phone towers, property tax assessments, and car accidents. Page, AZ
  26. 26. City-Data.com +Buyer Persona Population Make-Up Demographics: Gender, Race, Educational Attainment , School Enrollment by Level of School, Martial Status Page City, Income, Earnings, and Wages Data: House-Hold Income, Median Housing Values, Single-family new house construction building permits, Home Mortgage Disclosure Act , Private Mortgage Insurance Companies Aggregated Statistics For Year 2009 Page, AZ residents, houses, and apartments details Annual Home Sales Fiscal Years Per Quarter, Waste management, arts - Economy and Business Data Most Common Industries by Gender, Most Common Occupations by Gender, Poverty Level [State Averages] Political, Religious, and Top Media Influences : Breakdown of population affiliated with a religious congregations, Presidential Election results, Page government finances in 2004 (Community Voted Needs), Strongest AM radio stations , Strongest FM radio stations , TV broadcast stations :
  27. 27. City-Data.com Vist this Link: Page, AZ
  28. 28. Demographics Page, AZ
  29. 29. SRDS ● This next-generation, online-only consumer market research service from SRDS and Nielsen delivers sophisticated demographic, segmentation, and targeting data for media planners and consumer marketers. [County/DMA Level Not City Specific like City-Data] Benefit: DMA or County Specific Lifestyle Ranking Index, Cross- Referencing Lifestyle Ranking Index, PRIZM Social Group, PRIZIM Lifestage Group, and PRIZM Target Group Lifestyle Report “ PRIZM Social Group & Lifestage Cross Reference -
  30. 30. Designated Market Area Nielsen Media Research Company as a group of counties that make up a particular television market. These counties comprise the major viewing audience for the television stations located in their particular metropolitan area. For the most part, the metropolitan areas correspond to the standard metropolitan statistical areas (see metro area) defined by the Federal Government Office of Management and Budget. The areas do not overlap, and every county in the United States belongs to only one DMA. dmas are used in the evaluation of audience data as well as in the planning and buying of media. Sources: DMA Map Page, AZ
  31. 31. Prizim’s LifeStage and Social Group My Best Segments Page, AZ ZipCode: 86040
  32. 32. Life Style Segmentation “New Homesteaders ” My Best Segments Page, AZ
  33. 33. All Lifestyle Segmentations Full Segmentation
  34. 34. Social Group: Country Comfort My Best Segments Page, AZ
  35. 35. LifeStage Group: “Mainstream Families Page, AZ
  36. 36. All PRIZIM Social Group Segmentation Full Segmentation
  37. 37. Relevance of DMA MAP Page, AZ
  38. 38. DEMO Demo
  39. 39. A Marketer’s Template for Creating Buyer Personas [name][demographic[goals]
  40. 40. END

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