James Newbills sample ppt for landing a client or a job

1. Jim NewbillJim Newbill
Background BriefingBackground Briefing
November, 20th 2013November, 20th 2013

2. Table of ContentsTable of Contents
 Why Turner Broadcasting?Why Turner Broadcasting?
 Why Jim?Why Jim?
 Relevant High level SynergiesRelevant High level Synergies
 Company Website and PhilosophyCompany Website and Philosophy
 Company Blog – Integration of MarketingCompany Blog – Integration of Marketing
Through Actionable AnalyticsThrough Actionable Analytics
 Web Analytics ExperienceWeb Analytics Experience
 Client ProjectsClient Projects
 The ToolsThe Tools
 Web Analytic PlatformsWeb Analytic Platforms
 Web DevWeb Dev
 Examples of Web DevExamples of Web Dev
 Virtually ThereVirtually There
 More Job Requirement alignmentMore Job Requirement alignment
Data Analytic Case StudiesData Analytic Case Studies
 Of CourseOf Course
 More Job Requirement AlignmentsMore Job Requirement Alignments
 Data Analysis Case StudiesData Analysis Case Studies
 Next StepsNext Steps
 Contact Information and ClosingContact Information and Closing

3. Why Keystone?Why Keystone?
Senior Implementation ConsultantSenior Implementation Consultant
 13 years of Response/Digital Marketing13 years of Response/Digital Marketing
 Founded a consulting firm focused on veryFounded a consulting firm focused on very
similar strategy.similar strategy.
Check out my vision:Check out my vision:
 Passionate about Data Driven Integration ofPassionate about Data Driven Integration of
Marketing ChannelsMarketing Channels
Check out my blog posts:Check out my blog posts:
 Direct Marketer at heart, I am ROI driven andDirect Marketer at heart, I am ROI driven and
channel agnostic.channel agnostic.
*Keystone Job Requirements: Seasoned Digital Analysts, Focus on aligning business
strategy with the digital analytic strategy (mobile, web, and social), Passionate, Drive
revenue – customer acquisition – marketing efficiency.

4. Why Jim?Why Jim?
 Digital Marketing Veteran skilled at QuickDigital Marketing Veteran skilled at Quick
Discovery and Project Scoping, Project andDiscovery and Project Scoping, Project and
Budget Management across multiple clients.Budget Management across multiple clients.
 On-boarded a multitude of clients across a variety ofOn-boarded a multitude of clients across a variety of
industries for digital projects:industries for digital projects: Great American Power, Dayton Power andGreat American Power, Dayton Power and
Light, Fireside Gas, Beazer Homes, iDeviceMD, Digital Sherpa, The Home Depot, Peer1Light, Fireside Gas, Beazer Homes, iDeviceMD, Digital Sherpa, The Home Depot, Peer1
Hosting, EarthLink/EarthLink Business, PeoplePC, Time Warner, TheHosting, EarthLink/EarthLink Business, PeoplePC, Time Warner, The
Apartmentfinder.com, The Real Estate Book, Home Improvement Magazine,Apartmentfinder.com, The Real Estate Book, Home Improvement Magazine,
Livingchoices.com (10 sites), Response Mine Interactive, and TickerAlert. Retail EnergyLivingchoices.com (10 sites), Response Mine Interactive, and TickerAlert. Retail Energy
Advisors Staff Consultant.Advisors Staff Consultant.
 Managed Budgets ranging from $18MM to $50K – P&L Responsibility for 6 clients.Managed Budgets ranging from $18MM to $50K – P&L Responsibility for 6 clients.
 Client roster had me managing up to 3 clients at a time.Client roster had me managing up to 3 clients at a time.

5. Why Jim?Why Jim?
 A “people person” who has perfected the art of being the “tailA “people person” who has perfected the art of being the “tail
wagging the dog”. Skilled at building rapport to motivatewagging the dog”. Skilled at building rapport to motivate
performance without authority.performance without authority.
 Comfortable reporting to C-Level –Comfortable reporting to C-Level – Understands the importance ofUnderstands the importance of
stakeholder buy in and uber communication.stakeholder buy in and uber communication.
 IdeviceMD, Response Mine Interactive, Great American Power, ServiceMagic,IdeviceMD, Response Mine Interactive, Great American Power, ServiceMagic,
Beazer Homes, NCI, The Apartmentfinder, The Real Estate Book, HomeBeazer Homes, NCI, The Apartmentfinder, The Real Estate Book, Home
Improvement Magazine, PeoplePC, TickerAlert, & Retail Energy Advisors.Improvement Magazine, PeoplePC, TickerAlert, & Retail Energy Advisors.
 IT Management for Web Dev/Marcom/CC–IT Management for Web Dev/Marcom/CC–
 MIS Liaison for Marketing MindSpringMIS Liaison for Marketing MindSpring
 Call Center Integration and Management –Call Center Integration and Management – Infocision, RMI, The HomeInfocision, RMI, The Home
Depot, Peer1, EarthLink, iDeviceMD, Telemarketing on Demand, Time Warner,Depot, Peer1, EarthLink, iDeviceMD, Telemarketing on Demand, Time Warner,
The Real Estate Book, Apartmentfinder, Digital Sherpa, MindSpring.The Real Estate Book, Apartmentfinder, Digital Sherpa, MindSpring.

6. Web Analytic ExperienceWeb Analytic Experience
 iDeviceMD.com –iDeviceMD.com – iPhone, iPad, Ipod Repair and Buyback SpecialistsiPhone, iPad, Ipod Repair and Buyback Specialists
 Hired to advise on digital marketing strategyHired to advise on digital marketing strategy
 Designed SQL database to integrate online marketing to CRM, WorkflowDesigned SQL database to integrate online marketing to CRM, Workflow
and Call systemsand Call systems

Great American PowerGreat American Power -- A Retail Energy Provider for OH, PA, IL & MDA Retail Energy Provider for OH, PA, IL & MD
 Developed a comprehensive 5 year marketing plan. 66% was digitallyDeveloped a comprehensive 5 year marketing plan. 66% was digitally
focusedfocused
 Audited website for SEO, moved from HTML to WordPressAudited website for SEO, moved from HTML to WordPress
 Digital Sherpa –Digital Sherpa – A custom content marketing services company specializing in social media.A custom content marketing services company specializing in social media.
 Designed all custom reporting and dash-boarding for over 12K customersDesigned all custom reporting and dash-boarding for over 12K customers
 Response Mine Interactive –Response Mine Interactive – Digital Agency specializing in Performance MarketingDigital Agency specializing in Performance Marketing
 Advised on PPC media optimization and SEO for clients such as The HomeAdvised on PPC media optimization and SEO for clients such as The Home
Depot, PeerOne Hosting, Terminix, TruGreen, ProtectAmerica and LibertyDepot, PeerOne Hosting, Terminix, TruGreen, ProtectAmerica and Liberty
Medical.Medical.

7. Web Analytic ExperienceWeb Analytic Experience

Network Communications Inc.Network Communications Inc. –– An Internet-Integrated Media CompanyAn Internet-Integrated Media Company
 Director of Online Marketing/Web AnalyticsDirector of Online Marketing/Web Analytics ––
Family of brands Apartmentfinder, The Real Estate Book, Unique Homes, HomeFamily of brands Apartmentfinder, The Real Estate Book, Unique Homes, Home
Improvement Magazine, Atlanta Homes and Lifestyle (15 other brands)Improvement Magazine, Atlanta Homes and Lifestyle (15 other brands)
 ImplementedImplemented OmnitureOmniture across all major websites and Google Analytics and smalleracross all major websites and Google Analytics and smaller
brands.brands.
 Tracking requirements passed more url data than Amazon.Tracking requirements passed more url data than Amazon.
 Integrated across multiple platforms and complex taxonomyIntegrated across multiple platforms and complex taxonomy
architecture (.NET, ASP.NET, WordPress, Drupal)architecture (.NET, ASP.NET, WordPress, Drupal)
 Conducted major site designs using clickpath analysis, thirdConducted major site designs using clickpath analysis, third
party tracking software, and focus groups.party tracking software, and focus groups.
 Created complex dash-boarding for corporate, departmental,Created complex dash-boarding for corporate, departmental,
and client side reporting drawn from 4 different trackingand client side reporting drawn from 4 different tracking
platforms. (KPI discovery to creation)platforms. (KPI discovery to creation)
 Using keyword analysis increased kw pool from 8k to 100KUsing keyword analysis increased kw pool from 8k to 100K
 Tied SEO and SEM optimization using propriatery modelTied SEO and SEM optimization using propriatery model
that allowed for optimization by frequency and conversion.that allowed for optimization by frequency and conversion.

8. Web Analytic ExperienceWeb Analytic Experience
 Beazer Homes –Beazer Homes – The 2The 2ndnd
Largest Home Builder in the United StatesLargest Home Builder in the United States
 Developed entire Internet Strategy as the Director ofDeveloped entire Internet Strategy as the Director of
Internet Marketing.Internet Marketing. (PPC, SEO, Display, Co-Reg, Affiliate,(PPC, SEO, Display, Co-Reg, Affiliate,
Website Optimization for Conversion)Website Optimization for Conversion)
 Built custom reporting using WebTrends to optimizeBuilt custom reporting using WebTrends to optimize
website as well as online marketing.website as well as online marketing.
(Sales Funnels, Conversion Strategy, Exit pathing, Radio and TV(Sales Funnels, Conversion Strategy, Exit pathing, Radio and TV
integration with search)integration with search)
 Multivariant testing for lead conversionMultivariant testing for lead conversion
 Developed custom dashboards for c-Level as well asDeveloped custom dashboards for c-Level as well as
departmental reporting from KPI discovery todepartmental reporting from KPI discovery to
creation (Xcelcius)creation (Xcelcius)

9. ““Where does he get thoseWhere does he get those
wonderful toys”wonderful toys” – The Joker– The Joker

10. More Toys….More Toys….

11. Virtually ThereVirtually There
.

12. Of Course it’s Jim!Of Course it’s Jim!
 Seasoned Digital Analytic Practitioner with aSeasoned Digital Analytic Practitioner with a
Entrepreneurial mind.Entrepreneurial mind.
 The “Soft Skills” of a ConsultantThe “Soft Skills” of a Consultant
 Well Rounded Marketing Experience – can relate to anWell Rounded Marketing Experience – can relate to an
entire marketing strategy and not just digital.entire marketing strategy and not just digital.
 Data driven – Direct Marketer a slave to agnostic ROIData driven – Direct Marketer a slave to agnostic ROI
 Client Pleasing – One man show who can never burnClient Pleasing – One man show who can never burn
bridges to keep pipeline fullbridges to keep pipeline full
 Poly-lingual – IT, Marketing, C-level, Entry level,Poly-lingual – IT, Marketing, C-level, Entry level,
VendorVendor

13. Here are some real worldHere are some real world
examples of how I used dataexamples of how I used data
to find solutions for clientsto find solutions for clients
with complex problems.with complex problems.
Jim Newbill
Digital Marketing Scientist
DATA ANALYSIS CASE STUDY:
The Apartment Finder.com
The Issue: The Apartmentfinder.com had one of the most challenging strategic
directives that I have ever encountered. The challenge was driven by the unique
position of it’s business model. This company started out as a publishing model in
which its monetization was centered on advertiser’s (apartment communities and
management companies) paying for listings. Thus, the company had a sales force
that would travel to these communities and sell based on readership and reach
initially. However, with the advent of the Internet, “readership” was translated into
Unique Visitors and “reach” was interpreted as Search Engine position. To the
average apartment community manager, this made complete sense, but to those of
us in the online community there was not a direct correlation. Also, this vertical
relied on third party tools such as ComScore to prove just how many people visited
the home page. All the competition would walk into an office and show ComScore
Unique View’s and sell that as the gospel truth. The problem was that a third party
data was only as good as the sample size/set and its’ unique algorithmic projections.
Unfortunately, that sample set was reporting a third of our actual Omniture log
numbers. Lastly, AF had the normal challenges of driving more traffic paying for
keywords that provided the best ROI. So the directive was for me to spend the
budget so as to increase our rankings in ComScore, increase our “actual” traffic,
maintain top three positioning on competitive/expensive keywords, and lastly drive
quality traffic to the site at an acceptable expense. So in a nutshell, AF wanted me to
stay in the top 3 on major keywords for the sales force for credibility and selling
purposes, normalize our traffic for a third party traffic projection tool which I had
no control over, and then finally optimize our keywords buys for traditional
conversion purposes.
The Solution:
Internal Marketing Strategy – One bucket for Sales Collateral, One bucket of UV’s,
One Bucket for traditional conversion and ROI.
Selling terms: I surveyed all of our sales force and allowed them to pick their top 20
keywords that were the most important to them to “close a deal”. I separated this
channel and classified it as a collateral expense, therefore not tying the cost directly
to the investment. If I did that, then I risked skewing my overall line item spend for
keywords and collectively destroying a positive ROI. In other words, I marketed
this channel internally as an investment expenditure.
ComScore: After a in depth site audit with both Omniture and ComScore, I noticed
an interesting trend. A lot of our Unique Visiture as well as our competitions traffic
was coming from domains that I identified as Volume Display Advertisers such as
Value Click. Further research proved that ComScore recruited a lot of their sample
set from delivering cookies through Free Spyware or Anti Virus Software as well as
sweepstakes. Hardly our core demographic since most of our traffic occurred during

14. Really? Prove it! (cont.)Really? Prove it! (cont.)Jim Newbill
Digital Marketing Scientist
business hours and presumably on office computers. I surmised that this was a
poor place to recruit our customers with cookie placements when those customers
would not have the need for Free Spyware tools and wouldn’t risk signing up for
Sweepstakes. Thus, I found how their sample set unfairly penalized our numbers.
To fix this problem, I simply spent our own dollars on the same networks that they
distributed their recruiting cookie. Therefore, I was able to artificially control the
make up of their same set and (at will) could increase the numbers they reported for
UV. I was completely aware that the traffic generated was “poor quality traffic” for
conversion because of the nature of the distribution, but that wasn’t the intent.
Much like the sale collateral traffic for the sales team, I simply isolated this traffic
out of our site reporting so as not to dilute our other legitimate traffic and impair
our analytics.
Lastly (and where I play best), I optimized our keyword spend by increasing the
number of keywords we purchased based more on Long tail keywords identified in
the Omniture logs. In layman terms, people were searching using more descriptive
and more geographically targeted terms. For example, instead of Apartments in
Google, they were typing “Buckhead Apartments with a Pool and Volleyball near
NAVA 30309”. By spreading out the keywords across more inexpensive less
targeted terms, I was able to allow the customer to refine the search for us with less
expense. Adopting the philosophy, “A lot of crumbs still made up a piece of cake”, so
to speak. Also, I optimized paid keywords by looking at the organic search. I looked
at if we should be spending on terms that we were already getting enough traffic
organically. I also made sure that before redirecting that spend, I went keyword by
keyword to assess if frequency or impression in both Paid and Organic increased
click thru as well. (Interestingly, it helped on some terms and not on others.)
Impact:
The sales people immediately sold more listings. 25% more when they could show
someone that we were in the top position in Cleveland for Cleveland Apartments.
ComScore started to show that we were the number one Apartment site in the
nation. Finally, eclipsing the long time rivals of number two Apartment Guide and
number one, Rent.com.
With the broader long tail keyword strategy coupled with optimizing against SEO I
was able to increase traffic by 140% on AF, while decreasing spend by 44%
Jim Newbill
Digital Marketing Scientist
DATA ANALYSIS CASE STUDY:
The Real Estate Book
The Issue: In 2008, the housing market was in a deep tail spend, and what was
normally the flagship brand, The Real Estate Book was following the market trend. I
was asked to plug the hole in the dam so to speak but with a tenth of the budget to
do so. With less money, less demand, and a diminished brand, the request was a
daunting one.
Solution:
The only way that I thought this was possible was to greatly increase our SEO traffic.
Without doing an expensive redesign of an already complicated architected site with
intricate taxonomy, we were limited in how we could optimize the current site for
SEO. So I proposed the following:
My strategy was to cast a big net, then pull them into our fish farm. Then control the
environment in the tank by pushing the fish into our holding tanks and away from
out competition.
In actual terms, I proposed to a very skeptical and worried management that we
introduce 1.6 FREE home listings onto our site that had 600K paid listings! Crazy?
Yes…like a fox. My theory was that if we had more pages indexed by the search
engine then we had a better chance of delivering a free listing to capture a potential
customers attention. When a customer clicks thru to the free listing, we present the
listing in a way that works well within a search engines relevancy standards
However, it is at this point we present paid listings matching the same search
criteria all around the listing. Controlling the viewers click conversion funnel and
pulling them into our paid environment, we could lure them to continue to research
further and deeper in the site. Usability studies and Omniture logs would allow us
to refine and optimize this process along the way. So we negotiated API feeds with
several large free listings vendors such as Oodle.
Results:
Only spending internal web development time, which could be amortized as a
capital expense, we spent ZERO marketing dollars to launch this strategy. Unique
Visitors increased by 200%, and time on site went from 5 to 8 minutes on average.

15. Next StepsNext Steps

CallRomanKatz@CallRomanKatz@
212.384.6522212.384.6522
I hope that I was able to boil down my 20 years of sales and
marketing experience into some hyper relavant topics as it relates
to the Senior Implementations Consultant.
As you can imagine, I have a ton of scenarios that I would love to
explore further with you in person at your earliest convenience.
I am at your disposal to discuss the next steps to solidifying what
seems to be a perfect match for us both.
Jim Newbill
404.788.1017
Skype: jhnewbill