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Digital Marketing
Bootcamp
Analytics - Estimate, Measure & Improve
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Nestle launching a new brand
"IPL Coffee"
Targeted: Cricket lovers
Geography: India
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Objective
Pre launch “Online” Market
Assessment
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Channels to Consider
Google
Facebook
Twitter
Individual Publishers – Display Ads
Ad Networks
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Google
Foundation: Search
Key: Search Terms Identification
(How to think of search Terms?)
– Long Tail: “Coffee Cricket”
– Broad Match: Coffee, Cricket
– Lateral Theme: Tea, Indian Sports
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Time Trend Analysis
Is it growing or reducing over time?
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Hot Searches Analysis
Check for Designing new Lateral Themes
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Facebook
Foundation: Profile
Targeting is easy
Key to Success: Engaging Theme
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Twitter
• Foundation: Fan Following & Terms
• Key to Success: Credibility
• Success Metrics: People spreading &
engaging around the buzz
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Individual Publishers
Watch out: Relevancy, Bargain
Revenue Model: CPM, CPC, Fixed Cost
Validate: Reporting (Visibility, Relevancy)
Reporting: customized
Same is true about Ad Networks
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Important Tools
Market/Completion Analysis – Google Treads,
Compete, Hitwise, Twitter search, Google
Keywords Suggestion Tool.
ClickStream Analysis – Google Analytics,
Omniture, Web Treads etc
Experimentation – Google Optimizer, Site
Perfect
Listening & Buzz Measurement – Different for
every channel
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Can you target Specific
demographics through
Search Engine?
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Thank You!
Want to leverage SMM for your Business?
Join us in our next Bootcamp
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