Marketing without competitive intelligence is like hitting a pinata blindfolded. How would you know who you're competing with or what your strategic advantages are if you don’t have a firm grip on your competitive landscape?
This slide deck is part of a webinar that shows you how to get a leg-up on your online competition in five steps. Whether you’re looking to formulate a comprehensive competitive strategy or just to build competitive intelligence into your current marketing plan, this resource will help you gain insight into how to use competitive intelligence tools to stay informed and adjust for shifts in your industry.
This document outlines 5 steps to online marketing success using competitive intelligence:
1. Formulate a strategy and know the competition by benchmarking competitors, identifying industry leaders, and investigating top performers.
2. Understand competitors' search analytics by analyzing keywords, referral share, and time on site.
3. Copy successful tactics by identifying referral sources and partnership opportunities.
4. Fix "leaky buckets" by analyzing conversion funnels and destination traffic to recapture lost leads.
5. Stay on top through frequent monitoring and integrating competitive intelligence into the marketing strategy.
This document provides an overview of marketing automation presented by Marti Konstant. The presentation covers the core components of marketing automation including lead scoring, metrics, and goals. It also discusses challenges companies face with marketing automation and how to select a vendor. Case studies show marketing automation can increase leads by 4.5x and website traffic by 13% on average. The document concludes recommending companies evaluate their size, needs, and user experience when selecting a marketing automation platform.
The Power of Analytics Based Marketing StrategyKashif Khurshid
Kashif Khurshid is a senior manager of marketing analytics, platforms, and technology with 15 years of experience in digital marketing and analytics. He discusses how going beyond the first click involves leveraging data to power marketing decisions. Key aspects include capturing the right data, cleansing and standardizing it, generating insights through analysis and visualization, integrating systems, and creating personalized experiences based on intelligence. The presentation emphasizes starting with goals and aligning analytics to audiences in order to maximize the impact of marketing investments.
This document discusses the importance of web analytics over web reporting and provides examples of how to properly segment data and create custom variables to gain meaningful insights. Key points covered include:
- Web analytics delivers next steps for businesses based on segmented data analysis, while web reporting just provides numbers.
- Proper segmentation using variables like visitor type, location, content viewed, and actions taken can reveal performance differences between groups.
- Creating custom variables at the visitor, content, and session levels allows more accurate tracking of metrics over time even as users interact with the site differently.
- Analyzing segmented data from campaigns can optimize future spending and improve performance by reducing investment in less effective campaigns.
This document discusses analyzing website traffic and visitor behavior to optimize a website. Key points include:
- Web traffic stats can identify effective and ineffective pages by seeing which pages visitors spend more or less time on or exit from rapidly.
- Pages with high exit rates or that are deemed important may need improvements to content, links, or design to better engage visitors.
- Analyzing keywords used to find the site provides insight into visitor needs and can identify keywords that misdirect visitors or need adjustment.
- Noticing increased brand searches is a sign of growing success and brand recognition.
This document discusses how analyzing website traffic statistics can help improve a website. It explains that statistics about the pages visitors spend the most and least time on can reveal which pages are effective and need improvements. Examining exit pages can show why visitors are leaving before completing tasks. Analyzing the keywords used to find the site provides insight into what visitors are looking for and whether they are finding relevant information. Achieving brand recognition shown by people searching the company name directly is a sign of success.
Presented on 3.29.11 to the Richmond chapter of the American Marketing Association. Covers metrics and KPI's for SEO and PPC campaigns, as well as how to track them in Google Analytics.
This document outlines 5 steps to online marketing success using competitive intelligence:
1. Formulate a strategy and know the competition by benchmarking competitors, identifying industry leaders, and investigating top performers.
2. Understand competitors' search analytics by analyzing keywords, referral share, and time on site.
3. Copy successful tactics by identifying referral sources and partnership opportunities.
4. Fix "leaky buckets" by analyzing conversion funnels and destination traffic to recapture lost leads.
5. Stay on top through frequent monitoring and integrating competitive intelligence into the marketing strategy.
This document provides an overview of marketing automation presented by Marti Konstant. The presentation covers the core components of marketing automation including lead scoring, metrics, and goals. It also discusses challenges companies face with marketing automation and how to select a vendor. Case studies show marketing automation can increase leads by 4.5x and website traffic by 13% on average. The document concludes recommending companies evaluate their size, needs, and user experience when selecting a marketing automation platform.
The Power of Analytics Based Marketing StrategyKashif Khurshid
Kashif Khurshid is a senior manager of marketing analytics, platforms, and technology with 15 years of experience in digital marketing and analytics. He discusses how going beyond the first click involves leveraging data to power marketing decisions. Key aspects include capturing the right data, cleansing and standardizing it, generating insights through analysis and visualization, integrating systems, and creating personalized experiences based on intelligence. The presentation emphasizes starting with goals and aligning analytics to audiences in order to maximize the impact of marketing investments.
This document discusses the importance of web analytics over web reporting and provides examples of how to properly segment data and create custom variables to gain meaningful insights. Key points covered include:
- Web analytics delivers next steps for businesses based on segmented data analysis, while web reporting just provides numbers.
- Proper segmentation using variables like visitor type, location, content viewed, and actions taken can reveal performance differences between groups.
- Creating custom variables at the visitor, content, and session levels allows more accurate tracking of metrics over time even as users interact with the site differently.
- Analyzing segmented data from campaigns can optimize future spending and improve performance by reducing investment in less effective campaigns.
This document discusses analyzing website traffic and visitor behavior to optimize a website. Key points include:
- Web traffic stats can identify effective and ineffective pages by seeing which pages visitors spend more or less time on or exit from rapidly.
- Pages with high exit rates or that are deemed important may need improvements to content, links, or design to better engage visitors.
- Analyzing keywords used to find the site provides insight into visitor needs and can identify keywords that misdirect visitors or need adjustment.
- Noticing increased brand searches is a sign of growing success and brand recognition.
This document discusses how analyzing website traffic statistics can help improve a website. It explains that statistics about the pages visitors spend the most and least time on can reveal which pages are effective and need improvements. Examining exit pages can show why visitors are leaving before completing tasks. Analyzing the keywords used to find the site provides insight into what visitors are looking for and whether they are finding relevant information. Achieving brand recognition shown by people searching the company name directly is a sign of success.
Presented on 3.29.11 to the Richmond chapter of the American Marketing Association. Covers metrics and KPI's for SEO and PPC campaigns, as well as how to track them in Google Analytics.
It would not come as a surprise that like all marketing professionals, B2B marketers are also crazy about numbers and data.
For More: http://bit.ly/29CvHvJ
Web Analytics Training Day was hosted by Andy Atkins, an internet marketer with over 10 years of experience. The objectives of the training were to understand web analytics and how to use the data to focus business growth efforts. The agenda covered what web analytics are, why they are useful, site-focused and market-focused analytics, and how to use analytics packages. Attendees learned about Google Analytics, browser plugins for quick snapshots, and paid SEO software for more robust competitor and keyword data analysis over time. The training emphasized using analytics tools relevant to business objectives and not being afraid to pay for the right tools.
Bid management, A Farce - Search Automation? Now We're Talking!doj464
The document criticizes "bid management" tools as overly simplistic solutions that ignore important factors like keyword matching, quality score, and impression share. It introduces the concept of "search automation" which it defines as automating everyday tasks of search marketers so they can focus on more in-depth work. The author argues that automated bid management alone is a waste of money, but that "search automation" tools have the potential to be more effective if they consider the right elements.
Introductory Presentation for Startups - using Digital Marketing to acquire first customers, given on behalf of Catalyst NI. Overview of the structure startups can use to decide which digital tools to use for acquiring customers and when to use them. Discusses ideal customer profiles, your value proposition and then Inbound and Outbound marketing. Finally, the presentation introduces the idea of Account Based Marketing.
The document discusses the basic elements needed to set up a successful affiliate marketing program, including affiliate management, tracking software, creatives, commissions, proven offers, and deciding between an in-house program or outsourcing to an affiliate network. It provides an overview of how affiliate marketing works and its benefits for both advertisers and affiliates. The document aims to help readers understand the fundamentals of affiliate marketing.
Agencies: set busines goals with your inbound prospectsbreakoutrevenue
Inbound marketing agencies should be setting business goals during their sale process. Dive deep into the financial impact of new customers and establish a baseline activity to determine the true value of your services.
Onlab Data Conference Slides - GinzametricsDemandSphere
This document discusses organic marketing strategies using better data. It recommends focusing on creating interesting content in various formats like blogs, videos and more. The content should be promoted across different channels and platforms. Data about content performance, traffic sources, search rankings and social signals should be collected and analyzed to continuously improve content and reach. Regular measurement of key performance indicators like click-through rate, bounce rate and traffic sources can help optimize efforts.
Is Affiliate Marketing Just an Alternative? (Basics, Size, Trends, Opportunit...Evgenii Prussakov
The document discusses affiliate marketing and its current state. It defines affiliate marketing as performance-based marketing where affiliates promote products and services and earn commissions based on sales or leads generated. The size of the industry is estimated to be over $3 billion in the US with over 10,000 merchants and 1 million affiliates. Trends in the industry include improvements in attribution tracking and opportunities in mobile, social media, and local marketing as these channels continue growing. The document emphasizes the importance of affiliates adapting to new opportunities to survive and succeed in the evolving affiliate marketing landscape.
Secrets to Buying Established Websites for ProfitAffiliate Summit
This session will deep-dive on the growing trend of buying websites. It will highlight case studies, offer tips to avoid getting ripped off, and show some of the fantastic bargains to be found.
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Buying Websites
Matt Mickiewicz, Co-Founder, 99designs (Twitter @sitepointmatt)
Lead validation is the process of separating sales leads from other types of conversions generated by internet marketing campaigns. The author discusses the importance of lead validation for understanding campaign effectiveness and calculating accurate costs. Analysis of over 350,000 inquiries from the past 18 years revealed that around 50% were not actual sales leads. Without validation, campaigns may be optimized using inaccurate data that overstates results by 50%, wasting resources. Lead validation is necessary for improving campaigns and maximizing returns on marketing investments.
This document provides tips for promoting a site through pay per click (PPC) search engines. It emphasizes the importance of choosing relevant keywords and titles/descriptions to grab attention. It also recommends investigating the PPC search engine to assess its anti-fraud measures and customer service before advertising. Tracking sales and monitoring traffic sources and bids are important to evaluate effectiveness and avoid wasting funds.
Website engagement can predict buying intent, as engagement is the single biggest predictor of intent. Tracking website behaviors of named accounts through tools like Demandbase allows predicting which accounts are most likely to buy by monitoring engagement levels over time. Following a process of identifying unknown website visitors, tracking named accounts, monitoring engagement levels, setting sales alerts, and customizing the website experience can help optimize predicting and closing sales.
The document provides information about CSS 301 E-Business Principles course including case studies and analyzing web traffic data. It discusses key terms like bounce rate and referring sites. It explains how to analyze web traffic qualitatively by looking at customer experience and quantitatively by reviewing statistics. Finally, it presents a sample business model canvas for a global business school program with partners, activities, value propositions, customer segments, relationships, resources, channels, cost structure and revenue streams.
Paying attention to several key points can maximize the effectiveness of pay per click (PPC) search engine advertising campaigns and minimize losses from fraud. These include using factual, attention-grabbing titles and descriptions; choosing relevant keywords; carefully selecting search result positions due to incentives for affiliates; investigating the search engine for reviews, anti-fraud measures, and traffic of other advertisers; tracking sales and traffic sources through unique links or tags; and regularly monitoring bids to optimize costs.
Protecting Your Company's Brand & Reputation OnlineMarvin Dejean
Online Reputation Management (ORM) services work to maintain your positive reputation by counteracting malicious information on the Internet such as: erroneous rumors, unfair opinions and other negative information posted online.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
ActiveConversion & Leadsloth webinar - Learn how to use lead nurturing to tur...Activeconversion
The document discusses strategies for finding untapped revenue in a company's marketing database. It outlines a 7-step lead nurturing process: 1) collaborate with sales, 2) choose the right audience, 3) invest in buyer personas, 4) provide valuable content, 5) create offers prospects can't refuse, 6) have conversations, and 7) track and measure results. Examples are provided for each step. The presentation concludes by introducing the speakers.
Making Your Marketing Team an Intent-Driven MachineDemandbase
AI, Machine Learning and Intent are all the rage, but how do you make it real and operationalize it within your marketing organization? In this session, we’ll walk through a number of use cases that show how you can use intent data to inform your programs and drive specific actions to help build stronger pipelines and close more deals.
How to Measure Strategic Market and Competitive Intelligence PerformanceIntelCollab.com
What is it worth? The question is as old as commerce itself...
Decision-makers want to be sure they are expending the appropriate amount of resources on the right kind of activities to maximize value.
Intense, hyper-competitive environments and stakeholder concerns continue to create pressure on firms to enhance spending efficiency wherever possible. Senior managers expect to see tangible return on their investments and often complain about the lack of understanding of how a given activity like CI, actually contributes to the bottom line. Numbers-driven CEOs and CFOs need to know that CI budgets and activities are efficiently making a tangible contribution to desired performance.
Too many CI executives lack convincing responses when asked by senior executives to justify their budgets or staffing requests, whether it be financial measures like return on investment (ROI) and internal rate of return (IRR), year-on-year productivity improvement indices, or just doing far more with much less. Unfortunately, even after decades of practice and scholarly research on this topic, no accepted industry convention or “plug and play” software application exists to reliably make the case for and connect CI results with organizational ones.
Benefiting from nearly two decades of successful experience in leading several top CI functions, we'll discuss a variety of approaches, philosophies, processes and methods to illuminate discussions about results and performance between intelligence and organizational leadership. Specifically, the session will look at:
- Measurement and valuation approaches and tactics demonstrated to work (as well as those that don’t)
- Critical factors to address in demonstrating CI performance and its impact to the organization when the time comes to ask for more resources
- Quantifiable methods for connecting intelligence results with organizational performance
Best Practices in Implementing Strategic and Competitive IntelligenceACRASIO
The document discusses best practices for implementing strategic and competitive intelligence, including defining key intelligence topics and questions, collecting information from various secondary and primary sources, and conducting analyses like competitor profiling, SWOT analysis, and benchmarking to reduce costs, increase revenues, enable better strategic decisions, and minimize risks. An example is given of a large automotive supplier that achieved substantial cost savings through product benchmarking.
It would not come as a surprise that like all marketing professionals, B2B marketers are also crazy about numbers and data.
For More: http://bit.ly/29CvHvJ
Web Analytics Training Day was hosted by Andy Atkins, an internet marketer with over 10 years of experience. The objectives of the training were to understand web analytics and how to use the data to focus business growth efforts. The agenda covered what web analytics are, why they are useful, site-focused and market-focused analytics, and how to use analytics packages. Attendees learned about Google Analytics, browser plugins for quick snapshots, and paid SEO software for more robust competitor and keyword data analysis over time. The training emphasized using analytics tools relevant to business objectives and not being afraid to pay for the right tools.
Bid management, A Farce - Search Automation? Now We're Talking!doj464
The document criticizes "bid management" tools as overly simplistic solutions that ignore important factors like keyword matching, quality score, and impression share. It introduces the concept of "search automation" which it defines as automating everyday tasks of search marketers so they can focus on more in-depth work. The author argues that automated bid management alone is a waste of money, but that "search automation" tools have the potential to be more effective if they consider the right elements.
Introductory Presentation for Startups - using Digital Marketing to acquire first customers, given on behalf of Catalyst NI. Overview of the structure startups can use to decide which digital tools to use for acquiring customers and when to use them. Discusses ideal customer profiles, your value proposition and then Inbound and Outbound marketing. Finally, the presentation introduces the idea of Account Based Marketing.
The document discusses the basic elements needed to set up a successful affiliate marketing program, including affiliate management, tracking software, creatives, commissions, proven offers, and deciding between an in-house program or outsourcing to an affiliate network. It provides an overview of how affiliate marketing works and its benefits for both advertisers and affiliates. The document aims to help readers understand the fundamentals of affiliate marketing.
Agencies: set busines goals with your inbound prospectsbreakoutrevenue
Inbound marketing agencies should be setting business goals during their sale process. Dive deep into the financial impact of new customers and establish a baseline activity to determine the true value of your services.
Onlab Data Conference Slides - GinzametricsDemandSphere
This document discusses organic marketing strategies using better data. It recommends focusing on creating interesting content in various formats like blogs, videos and more. The content should be promoted across different channels and platforms. Data about content performance, traffic sources, search rankings and social signals should be collected and analyzed to continuously improve content and reach. Regular measurement of key performance indicators like click-through rate, bounce rate and traffic sources can help optimize efforts.
Is Affiliate Marketing Just an Alternative? (Basics, Size, Trends, Opportunit...Evgenii Prussakov
The document discusses affiliate marketing and its current state. It defines affiliate marketing as performance-based marketing where affiliates promote products and services and earn commissions based on sales or leads generated. The size of the industry is estimated to be over $3 billion in the US with over 10,000 merchants and 1 million affiliates. Trends in the industry include improvements in attribution tracking and opportunities in mobile, social media, and local marketing as these channels continue growing. The document emphasizes the importance of affiliates adapting to new opportunities to survive and succeed in the evolving affiliate marketing landscape.
Secrets to Buying Established Websites for ProfitAffiliate Summit
This session will deep-dive on the growing trend of buying websites. It will highlight case studies, offer tips to avoid getting ripped off, and show some of the fantastic bargains to be found.
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Buying Websites
Matt Mickiewicz, Co-Founder, 99designs (Twitter @sitepointmatt)
Lead validation is the process of separating sales leads from other types of conversions generated by internet marketing campaigns. The author discusses the importance of lead validation for understanding campaign effectiveness and calculating accurate costs. Analysis of over 350,000 inquiries from the past 18 years revealed that around 50% were not actual sales leads. Without validation, campaigns may be optimized using inaccurate data that overstates results by 50%, wasting resources. Lead validation is necessary for improving campaigns and maximizing returns on marketing investments.
This document provides tips for promoting a site through pay per click (PPC) search engines. It emphasizes the importance of choosing relevant keywords and titles/descriptions to grab attention. It also recommends investigating the PPC search engine to assess its anti-fraud measures and customer service before advertising. Tracking sales and monitoring traffic sources and bids are important to evaluate effectiveness and avoid wasting funds.
Website engagement can predict buying intent, as engagement is the single biggest predictor of intent. Tracking website behaviors of named accounts through tools like Demandbase allows predicting which accounts are most likely to buy by monitoring engagement levels over time. Following a process of identifying unknown website visitors, tracking named accounts, monitoring engagement levels, setting sales alerts, and customizing the website experience can help optimize predicting and closing sales.
The document provides information about CSS 301 E-Business Principles course including case studies and analyzing web traffic data. It discusses key terms like bounce rate and referring sites. It explains how to analyze web traffic qualitatively by looking at customer experience and quantitatively by reviewing statistics. Finally, it presents a sample business model canvas for a global business school program with partners, activities, value propositions, customer segments, relationships, resources, channels, cost structure and revenue streams.
Paying attention to several key points can maximize the effectiveness of pay per click (PPC) search engine advertising campaigns and minimize losses from fraud. These include using factual, attention-grabbing titles and descriptions; choosing relevant keywords; carefully selecting search result positions due to incentives for affiliates; investigating the search engine for reviews, anti-fraud measures, and traffic of other advertisers; tracking sales and traffic sources through unique links or tags; and regularly monitoring bids to optimize costs.
Protecting Your Company's Brand & Reputation OnlineMarvin Dejean
Online Reputation Management (ORM) services work to maintain your positive reputation by counteracting malicious information on the Internet such as: erroneous rumors, unfair opinions and other negative information posted online.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
ActiveConversion & Leadsloth webinar - Learn how to use lead nurturing to tur...Activeconversion
The document discusses strategies for finding untapped revenue in a company's marketing database. It outlines a 7-step lead nurturing process: 1) collaborate with sales, 2) choose the right audience, 3) invest in buyer personas, 4) provide valuable content, 5) create offers prospects can't refuse, 6) have conversations, and 7) track and measure results. Examples are provided for each step. The presentation concludes by introducing the speakers.
Making Your Marketing Team an Intent-Driven MachineDemandbase
AI, Machine Learning and Intent are all the rage, but how do you make it real and operationalize it within your marketing organization? In this session, we’ll walk through a number of use cases that show how you can use intent data to inform your programs and drive specific actions to help build stronger pipelines and close more deals.
How to Measure Strategic Market and Competitive Intelligence PerformanceIntelCollab.com
What is it worth? The question is as old as commerce itself...
Decision-makers want to be sure they are expending the appropriate amount of resources on the right kind of activities to maximize value.
Intense, hyper-competitive environments and stakeholder concerns continue to create pressure on firms to enhance spending efficiency wherever possible. Senior managers expect to see tangible return on their investments and often complain about the lack of understanding of how a given activity like CI, actually contributes to the bottom line. Numbers-driven CEOs and CFOs need to know that CI budgets and activities are efficiently making a tangible contribution to desired performance.
Too many CI executives lack convincing responses when asked by senior executives to justify their budgets or staffing requests, whether it be financial measures like return on investment (ROI) and internal rate of return (IRR), year-on-year productivity improvement indices, or just doing far more with much less. Unfortunately, even after decades of practice and scholarly research on this topic, no accepted industry convention or “plug and play” software application exists to reliably make the case for and connect CI results with organizational ones.
Benefiting from nearly two decades of successful experience in leading several top CI functions, we'll discuss a variety of approaches, philosophies, processes and methods to illuminate discussions about results and performance between intelligence and organizational leadership. Specifically, the session will look at:
- Measurement and valuation approaches and tactics demonstrated to work (as well as those that don’t)
- Critical factors to address in demonstrating CI performance and its impact to the organization when the time comes to ask for more resources
- Quantifiable methods for connecting intelligence results with organizational performance
Best Practices in Implementing Strategic and Competitive IntelligenceACRASIO
The document discusses best practices for implementing strategic and competitive intelligence, including defining key intelligence topics and questions, collecting information from various secondary and primary sources, and conducting analyses like competitor profiling, SWOT analysis, and benchmarking to reduce costs, increase revenues, enable better strategic decisions, and minimize risks. An example is given of a large automotive supplier that achieved substantial cost savings through product benchmarking.
How to make a diagnosis of the needs of companies in technology watch. The experience of the partners of the Stratinc project in the detection of strategic intelligence needs in companies belonging to innovative clusters.
Competitive Intelligence is critical to any company striving to make their product deliver the value customers expect. As a Product Manager, you want to keep a holistic view of both your client’s opinion, desire and thoughts on new development, combined with a perspective on what your competition will be up to next. After all, the competition has smart Product Managers who may have discovered an important service or product angle those customers are going to want.
With social media in a mature phase, can’t you just rely on Twitter Feeds, news aggregators, and information from the odd LinkedIn Group? Is that enough? What else should you be doing to stay ahead of you competitors?
Join our guest speaker, Zena Applebaum, of Bennet Jones LLP, for a practical discussion about where to look for competitive intelligence (ethically), how to collect it, the questions you should be asking, who to ask, and how best to use the intel once you have it
Intelligence Trends 2017 - Snapshot of Market and Competitive Intelligence T...ACRASIO
This document outlines 9 intelligence trends for 2017 according to Johannes Deltl of Acrasio GmbH. The trends include: (1) shifting from competitive to market intelligence by analyzing a company's full ecosystem; (2) challenging market data from industry groups and clients; (3) focusing more on future trends, scenarios, and competitors' responses to digitization; (4) empowering local employees as intelligence champions; (5) increasing support for sales teams through intelligence; (6) making processes faster to identify market metrics without losing quality; (7) using more interactive reporting tools; (8) reducing information overload by eliminating unused reports; and (9) developing smart data applications to automate tasks and gain new insights.
Porsche has traditionally positioned itself as an exclusive, high-performance sports car brand. However, several factors in recent years impacted Porsche's business performance, including the 2008 recession, increased costs, and stringent emission standards. In response, Porsche introduced new models like the Cayenne SUV and Panamera to broaden its appeal. It also formed a strategic alliance with Volkswagen to share technology and innovation. Porsche's marketing strategy shifted to target younger consumers and emphasize the practical aspects and fuel efficiency of its vehicles to better align with changing American consumer values. This led to increased sales success in the North American market. The recommendation proposes further targeting younger demographics, increasing product placement, and highlighting Porsche's fuel efficiency to
This document contains a strategic marketing and sales plan for an organization from [Current Year] to [Target Year]. It includes an introduction, environmental scan, vision, mission, values, key success measures, current state assessment, strategies, and implementation plan. The core strategies identified are to [1-2 bullet points of core strategies]. The plan aims to move the marketing and sales department from its current state to its envisioned future state over the period outlined.
To gain an edge over your competitors, conducting paid search competitor analysis is essential. Explore how to perform paid search competitor research with the help of PPC competitor analysis tools.
Any digital marketing strategy is incomplete without an effective competitor analysis. Many digital marketers do competitor analysis before getting into the ebbs and flows of digital marketing.
Making Sense of Internet Marketing for Manufacturers for the 2010 CMBCSite-Seeker, Inc.
Making Sense of Internet Marketing for Manufacturers was given at the 2010 CONNSTEP Manufacturers and Business Conference. It outlines many different techniques to help manufacturers grow their business online through the use of SEO, SEM, Social Media, and Web Analytics.
Smash the Data Silos: Use Marketo to Create A Single Source Of Customer TruthGary DeAsi
As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.
Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth
-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.
-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.
-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.
Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist
This document discusses the importance of conducting competitor analysis for SEO purposes. It provides tips for analyzing a competitor's backlinks, page authority, domain authority, keyword relevance, and other online marketing strategies. The key aspects to analyze include the competitors' capabilities, strategies, objectives, and assumptions. Competitor analysis helps determine why some sites outrank others, identify opportunities to improve rankings, and predict the returns of future marketing investments. It is recommended to outsource competitor analysis to a company like Outsource2india that can conduct a thorough quantitative and qualitative analysis.
This session will present a survey of advanced web analytics that will provide deeper insights into whether a strategy is working, and how to create the infrastructure to glean those insights.
Gary Angel is President and CTO of one of the leading web analytics firms in the United States. Their practice focuses on Fortune 500 companies and global enterprises.
Digital Marketing Stategy Template by PinkPowerCo 2020.pptxRAVcom1
This document provides an overview of developing a digital marketing strategy. It discusses understanding your industry, competition, buyers, and the digital channels that will work for your business.
The first part focuses on analyzing your industry through a Porter's Five Forces analysis and understanding competitive rivalry, threats of new entrants/substitutes, buyer and supplier power. The second part is a SWOT analysis of your own company to understand strengths, weaknesses, opportunities, and threats.
The third part discusses creating buyer personas to understand who your target customers are. The fourth part analyzes different digital marketing channels like SEO, social media, paid ads, content marketing and which may work best based on resources and budget. The fifth part discusses key
Campaign launch techniques - Dave Chaffey - smart insightsDave Chaffey
Imran Farooq introduced the webinar which featured a presentation by Dr. Dave Chaffey on 7 practical insights for digital marketing campaigns. The webinar covered goals and analytics, customer insights, core messaging, targeting, creative elements, communications strategy, and optimization. Dr. Chaffey provided examples and recommendations in each area to help attendees launch successful digital campaigns. At the end, Imran promoted an exclusive social media training pack offering 17 webinars on platforms like Twitter, Facebook, LinkedIn and YouTube for a limited time price of £97.
How digital marketing can drive revenue for construction companies. Lake One
On March 13, Lake One teamed up to present "Building Sustainable Growth" a sales and marketing presentation for the Minnesota Subcontractors Association. Here are our slides on the role of digital in building a pipeline for construction companies.
Branded Facebook Advertising Proposal for Organo GoldKevin James
Here is a Facebook advertising proposal that I produced for Organo Gold, one of the largest and fastest growing MLM/Direct Sales companies of the decade. The proposal was accepted and successfully launched.
The document provides a list of resources for measurement and analytics as well as tips and best practices for setting goals and tracking key performance indicators (KPIs) in Google Analytics. It discusses setting up SMART goals and KPIs, segmentation, funnels, and tools for gathering customer feedback.
5 B2B Content Marketing Hacks to Drive More LeadsDemandWave
Discover how to revamp your B2B content marketing strategy to drive more sales-qualified leads. This is a no-frills tutorial dedicated to delivering actionable tips to grow a stronger pipeline with great content.
Here are some things to audit at the top of the funnel to assess a prospect's traffic generation efforts:
- Keyword research - Are they targeting the right long-tail keywords relevant to their business?
- On-page SEO - Do their pages have optimized titles, meta descriptions, headings? Is content well-structured?
- Content marketing - Do they have a blog? How frequently do they publish relevant, shareable content?
- Social profiles - Are their profiles optimized for their business and industry? How is their engagement?
- Website usability - Is the site easy to navigate? Does it clearly communicate their value proposition?
- Calls to action - Are there clear calls to action on landing pages
How to Do A Competitive Analysis for Digital Marketing – Pro Guide.pdfNadir Khan
In digital marketing, if you are ready to launch your marketing campaigns in the vast digital universe but no comprehensive competitive analysis is done, then success is not possible. Competitive analysis is like your personal spy mission, gathering intelligence about your competitors and discovering their strengths, weaknesses, and everything in between.
Here, we will explore the step-by-step process of conducting a competitive analysis for digital marketing. You’ll learn the tools, strategies, and insider information to gain a competitive edge in online marketing.
What Is Competitive Analysis?
Competitive analysis is like putting on your detective hat and delving into the world of your business rivals. It’s all about gathering valuable intel on what your competitors are up to, understanding their strategies, and uncovering their strengths and weaknesses. By examining their products or services, target audience, marketing tactics, pricing, and overall business performance, you gain a deeper understanding of the competitive landscape in your industry. This knowledge empowers you to make informed decisions and develop effective strategies that will give you a fighting chance in the market.
When you conduct a competitive analysis, you gain a bird’s-eye view of your industry. It’s like having a secret map revealing trends, opportunities, and pitfalls. With this knowledge, you can make smart choices about product development, marketing campaigns, and overall business growth.
By analyzing your competitors, you uncover their strengths and weaknesses. It’s like peering through a magnifying glass and discovering their secret sauce. This insight allows you to capitalize on their weaknesses and carve out your unique position in the market. You can fine-tune your value proposition and communicate it effectively to your target audience, setting yourself apart from the pack.
Competitive analysis lets you gauge your performance compared to your rivals. It’s like running a race and checking your progress. By comparing metrics such as market share, sales growth, customer satisfaction, and brand reputation, you can identify areas where you shine and areas that need a bit of polish. Armed with this information, you can set realistic goals and develop strategies that will leave your competitors eating your dust.
When you keep a watchful eye on your competitors, you become a savvy opportunist. You can spot potential gold mines and lurking dangers in the market. If a competitor branches into a new segment or launches an innovative product, that could be your cue to jump on a similar opportunity. Conversely, if a rival is gaining ground or implementing a new marketing strategy, it’s a red flag that you need to address to keep your business safe.
Conducting a comprehensive competitive analysis for digital marketing is a valuable practice for any business aiming to succeed in the online landscape.
5 Prover Customer Acquisition Strategies For B2C StartupsMarketing Masala
When it comes to customer acquisition strategy, most startups struggle with it. Here are 5 proven ways to gain more customers today for your B2C startup.
The document discusses digital marketing strategies and measurement. It begins by outlining key aspects of digital marketing including channels, technology, strategy, analytics, and integration. It then discusses challenges like creating interactive websites and growing social media audiences. The rest of the document provides guidance on setting goals, creating buyer personas, analyzing competition, researching keywords and content, using SEO checklists, and defining key performance indicators (KPIs) for measurement.
Similar to 5 Steps to Competitive Intelligence Success (20)
How Ad Effectiveness Tools Can Help Optimize Your Media Strategy May 2012Compete
The document provides an overview of a webinar presented by Compete, an advertising effectiveness solutions company. The webinar discusses how Compete uses a panel-based measurement approach to analyze advertising campaigns and maximize effectiveness. It highlights Compete's large consumer panel, methodology for comparing exposed versus unexposed groups, and ability to measure outcomes across the marketing funnel. An example case study shows how Compete was able to analyze view-through rates, upper funnel activity, and branded search for a display campaign to optimize performance.
3 Tools for Targeting Your Display AdvertisingCompete
This document summarizes a webinar presented by Compete on tools for targeted display advertising. It introduces Compete and their Media Planner tool, which allows advertisers to go beyond basic demographic targeting by leveraging data on the online behaviors of 2 million consumers. The webinar contrasts old methods of targeting broad demos with newer approaches using first and third party data to identify custom audiences. It demonstrates how the Media Planner allows users to discover audiences and optimize ad targeting in a transparent way.
'Twas the Season for Online Shopping WebinarCompete
- The document summarizes holiday shopping trends from 2011 based on data from Compete, including survey responses and online traffic. It found that more shoppers planned to shop online and use mobile devices, with traffic up significantly around Cyber Monday and Christmas compared to 2010. Popular gifts were clothes, electronics, toys, and games while books/media decreased. Gift cards remained a popular last-minute option.
This document provides an agenda and overview for a webinar on keeping tabs on travel and Facebook. The agenda includes discussing the current state of the travel industry, vacation intent versus consumer confidence trends, and exploring the value of Facebook users. It outlines who will be presenting, logistics for the webinar, and provides brief updates on the recovery of the hotel, flight, and car rental industries in recent years.
39 Twitter Quotes That Will Change Your LifeCompete
This document is a collection of 39 quotes about Twitter from various experts and industry professionals. The quotes provide insights into how to effectively use Twitter to build communities, engage with followers, and amplify messages. They emphasize the importance of original, engaging content, authentic conversations, and understanding how users connect in order to build a strong presence on the platform. The document also includes brief biographies of the individuals quoted.
The document discusses several people's responses to questions about their Twitter experiences. One respondent said they had been tweeting for 18 months and had their "Ah-Ha" moment when they learned about Osama Bin Laden's death on Twitter before other sources. Another said their favorite person to follow is @markwschaefer for his excellent marketing content. When asked who they wish would tweet, one said "Ben Bernanke - just cause."
Industries in the Blogosphere: 2010 vs. 2011 Compete
The document analyzes blog performance by industry in 2010 versus 2011. It discusses which industry blogs performed better in 2010, including business/finance, education, and science/technology blogs. It also covers up and coming industries and trends in the blogosphere for news/politics, entertainment, recreation, family/home, health/fitness, personal, and shopping blogs.
Compete PRO is a competitive intelligence tool that analyzes online consumer behavior and traffic patterns using a large panel of online users. It provides insights into website performance metrics, audience demographics, and competitive trends. This information helps digital marketers optimize campaigns, understand their target audiences, and evaluate competitors. Compete PRO offers more accurate and extensive data than local analytics tools, along with customizable dashboards and reports to track key metrics over time. Common uses of Compete PRO include identifying prospects, monitoring website performance, and researching competitors.
Digital Connections 2011 was welcomed by Scott Ernst, President of Kantar Media Compete. The conference aimed to discuss where companies are in their digital evolution and how to better connect with consumers through opportunities in the market, improving conversion, and streamlining measurement and time to action. Success requires participating, challenging ideas, meeting new people, and celebrating connections within the industry and for Compete clients through combining different data sources for new insights and partnering with other organizations.
This document discusses digital connections and consumer insights. It notes that 44 million people in the UK are active online users, accounting for 7.2% of GDP and 24% of media spending. It also mentions that John Lewis stores saw a 1% increase in like-for-like sales but would have seen a 3.6% decrease without a 27% rise in online sales. The document lists various online video sources and platforms for collecting consumer data. It provides an overview of Kantar's approach to collect, connect, and speed insights and some examples of its RapidView panels around the world to study consumer behavior.
Christian Goodman: The Power of Connections Compete
LinkedIn connects over 120 million professionals globally and provides insights about connections, behaviors, and data. The average consumer is more digitally connected than ever before, with LinkedIn being the largest professional network. LinkedIn aims to connect professionals worldwide to make them more productive and successful by providing trusted professional identities, insights from network data, and opportunities for knowledge sharing.
Charlie Hiscocks: Our Journey Towards Getting Digital Compete
This document discusses SABMiller's journey towards embracing digital technologies. It notes that SABMiller is a large global brewing company with over $28 billion in revenues and 70,000 employees operating in over 75 countries. The document suggests moving from having a separate "digital strategy" to having a strategy for "winning in a digitally enabled world." It identifies culture, education on digital topics, technical standards and platforms, and recognition and sharing as key elements to consider in such a strategy.
Caspar Schlickum: Audience Buying and How It's Changing EverythingCompete
This document discusses how audience buying is changing advertising by allowing more precise targeting of audiences. It outlines how large data repositories containing demographic, behavioral, and other data segments from various third party sources can be used for multifaceted audience analytics. This helps advertisers select the right audience segments rather than relying on trial and error. The document also discusses how second party and look-alike modeling can enhance targeting capabilities beyond first party client data alone.
Three Tools for Understanding Ad Reach: Did my display campaign reach anybody...Compete
This webinar discusses tools for understanding the reach and frequency of display ad campaigns. It introduces reach and frequency metrics like unique users, impressions, and demographic composition that can help optimize campaigns. It then demonstrates Compete's Ad R/F tool, which unifies panel and tag-based data to provide precise impression counts and audience insight from a large online panel. This helps advertisers optimize campaigns to increase effectiveness by targeting the right audience and minimizing wasted spend.
Three Tools for Understanding Ad Reach: Did my display campaign reach anybody...Compete
As a media professional, you spend a huge amount of time on ad targeting to get to your ideal customer. But during and after the campaign, how do you know if you’re actually reaching who you care about? During this webinar, Dan Pflock, Compete’s Product Manager of Online Media Products, and Damian Roskill, Managing Director of Marketing, will review multiple techniques for tracking advertising reach and identify gaps in these systems. In addition, they’ll show how Compete’s Ad R/F™ product can help you optimize your display campaigns for maximum effectiveness.
3 Tools for Targeting Your Display AdvertisingCompete
What tools media planners have at their disposal today.
How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior.
A demonstration of the Compete Media Planner.
Three Gaps In Your Ad Data: You Don't Know What You Don't KnowCompete
This document discusses the limitations of using only internal analytics tools to measure advertising campaigns. It argues that these tools provide an incomplete picture and do not account for factors outside of a company's direct reach. A consumer panel is able to provide a more holistic view of campaign metrics like reach, frequency, and incremental gains in areas like market share and conversions. It can measure outcomes across multiple sites and audiences that may have been exposed but not directly reached, in order to optimize spending and understand true returns on advertising investments.
The biggest obstacles companies face in unlocking digital opportunities are:
1) Treating digital platforms as one-way communication instead of engaging with consumers.
2) Not using customer data to personalize offers and build loyalty.
3) Fragmentation across different digital channels and lack of collaboration.
4) The complexity of emerging technologies and need for holistic measurement across campaigns.
Compete provides marketers with data and metrics on online consumer behavior through its large online consumer panel. It combines data from its proprietary recruited panel of 350,000 consumers who have installed meter software, with clickstream data licensed from partners. This multi-source panel totaling over 2 million consumers in the US allows Compete to provide more detailed metrics than other audience measurement providers. Compete uses harmonization algorithms to integrate these multiple data sources and normalization techniques to project accurate base audience metrics. This comprehensive data helps marketers optimize digital media strategies, measure success across the consumer purchase pathway, and gain insights to increase traffic, sales and reduce churn.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
1. 5 Steps to Online Marketing Success Using Competitive Intelligence A beginner’s guide to competitive intelligence Presented by: Lindsey Mark Client Relations compete.com
8. Compete versus Local AnalyticsWhy the numbers aren’t exactly the same… Compete tracks actual users’ online behaviors. Local Analytics tracks individual pages of a website using a javascript tag.
9. Competitive Opportunities, there are... Use local analytics & competitive intelligence,we will. Local analytics is a great way to understand your own website. However, Some questions can only be answered through competitive intelligence tools. http://www.flickr.com/photos/ecastro/262721042/
10. Step 1: Identify the Competition Understanding the Competitive Landscape
20. Metrics, what are they good for? Loyalty = Visits Popularity = Unique Visitors Engagement = Average Stay
21. Investigate Trend Analysis Deep-Dive For Top Performers Analyze Domain & Subdomain Activity Search Activity Traffic Referrals Identify the root of your competition's stellar performance using competitive intelligence tools. http://www.flickr.com/photos/loungerie/
22. Step 2: Synthesize the Data Analyze reports and identify areas of opportunity
23. Gathering information is only the first step of the process. Reporting vs. Analysis Synthesizing information and applying insights to your overall business objectives. What’s the difference?
27. What keywords would I like to rank higher for?http://www.flickr.com/photos/eivindw/4876863646/
28. Critical Thinking Is paid search more or less important to Zappos.com this year versus 2010?
29. Inbound & Outbound Traffic Uncover where your competition is getting traffic & where that traffic leaves after visiting. http://www.flickr.com/photos/lfodness/
30. Critical Thinking In the past month, the shopping category was Zappos’ 2nd largest referrer. In which segment can we see cross-shopping behavoirs? Hint: the answer is highlighted
31. Hypothesize Jump to conclusions about opportunities in… Search SEO SEM Traffic Data Partnerships Service Initiatives Product Offerings Retargeting http://www.flickr.com/photos/gsfc/4812875482/
32. Step 3: Take Action Analysis & Implementation, an iterative process
33. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman. David M. Ogilvy
35. It’s important to remain objective. Things are notalways as they seem. http://www.flickr.com/photos/san_drino/1454922072/
36. Understanding Search Referrals Dig yourself out of a keyword rut. Take advantage of search work tested & implemented by your competitors. http://www.flickr.com/photos/loungerie/
37. Identify Opportunities in Search Strategy transparency in the search spend Hypothesize why your competition had stellar performance? Ask yourself if this tactic is repeatable? What would your company or brand do differently? http://www.flickr.com/photos/wandering_angel/434537887
38. Copying is a form of flattery Use your successful competitors as a model for your own success. Remain true to your core values. http://www.icanhascheezburger.com
39. Relationship Building Which websites are key to your competition's traffic acquisition strategy? Affiliates Advertisers Publishers Influencers http://www.flickr.com/photos/archetypefotografie/5120656071
40. Prospecting Find the right partners, publishers & clients using thorough qualification tactics. Spend more time perusing and less time qualifying. http://www.flickr.com/photos/mauricekoop/
41. Step 4: Fix your Leaky bucket Identify lost opportunities through referral traffic reporting
42. Create Conversion Funnels What does our current funnel look like? What does your future conversion funnel to look like?
43. Identify Where Customers Drop-Off Using outbound traffic reports Identify marketing opportunities in competitor's destinations. Be aware of shifts in destination share. Hypothesize why visitors leave to the listed destination sites. http://www.flickr.com/photos/yummy1986/3309283418/
44. Critical Thinking Where can you find retargeting opportunities in this example report for Nordstrom.com?
45. Retarget and Incentivize Nurture customers & ask for referrals Creatively engage your current customer base. Woo loyal customers with special offers and referral bonuses. Encourage your best customers to becomebrand advocates. http://www.flickr.com/photos/aussiegall/337102798/
46. Step 5: Stay Hungry & INFORMED Drive for knowledge, leverage tools, push your company forward
47. Keep Tabs Frequent checkups help ensure your website stays healthy. Monitor your benchmarks and KPI’s regularly. Integrate competitive intelligence data into your marketing practice. http://www.flickr.com/photos/cjmphotos/1141218766
51. Put the feed in your mail client or RSS readerhttp://www.flickr.com/photos/abletoven/3223086466
52. Lather, Rinse, Repeat Like any online marketing strategy, there is no simple fix. Arm yourself with the tools needed to succeed. Commit to integrating competitive intelligence into your existing digital marketing practice. http://www.flickr.com/photos/flashpro
53. Marketing without Competitive Intelligence is like hitting a target blindfolded http://www.flickr.com/photos/peasap/1393320084
Compete’s numbers are unaffected by cookie deletion & non-human behaviorBoth technologies have strengths and weaknesses but ultimately compliment each other to help marketers get a better understanding of their competitor’s online strategy.
Your local analytics is a great tool for understanding the behavior of visitors on your own website, but local analytics can’t tell you how you’re performing against your competition. Nor can it tell you what keywords your competition is buying or how well they’re ranking on search engines. It can’t indicate that your competition implemented a new tactic or technology that was really successful & that you might also benefit from. That’s why the force is strongest for those that use competitive intelligence as well as local analytics. Yoda Agrees!
Knowing who your competition is will be the Critical First Step. Without knowing who you’re competing against it’s difficult to come up with a strategy that will push your marketing efforts forward.
Start by making list of competitors large and small. I’d recommend getting a group of colleagues together from different departments, as it’s likely that your colleagues will all identify different competitors. Keep in mind that the key to a great brainstorming session is the ability to throw around ideas, there is no right or wrong answers. Even if some of the competitors don’t make the short list of sites you look at often it’s good practice to do this exercise periodically. Even if it’s simply an email blast asking your colleages to rank your top 5 competitors in each segment (size –Large, mid, small / direct & indirect). Especially in retail, direct and indirect competition can be good to keep an eye on. For example, Zappos would consider New Balance an indirect competitor as they sell this brand of shoes on their site… however they want ensure sales through the zappos domain, not through the brand’s domain.
Getting your bearings is imperative to understanding who your competition is an how they’ve performed year over year. Making an industry timeline is a great way to assess how occurrences like product releases, seasonality, and current events impact performance. I recommend using resources like google twitter search and googlenewstimeline to start piecing together your timelines. http://newstimeline.googlelabs.com/http://realtime.google.com – 404
There is no one metric that indicates stellar performance. Understanding both the data sets and the trends is imperative to competitive intelligence success. Once you can understand and identify which trends are indicators of top performance you’ll be on your way to crafting a persuasive story about what your competition did to be successful and how your team might approach replicating this success in your own marketing strategy.
Knowing what your competition is doing online is more than a one step approach. Make sure to investigate your competition’s url structure. Sometimes gems can be found in subdomain performance activity in addition to search and referral analytics data.
Anyone can report, but reporting isn’t actionable… in order to get value out of any competitive intelligence product or service data needs to be first understood to be acted upon.
Ask yourself, what are the “trends” telling me?! Reporting is the act of gathering information, will not be actionable as it is only the first step of the process. Analysis is the act of synthesizing information and applying insights to your overall business objectives.*I’m not alone on this line of thinking, it’s been echoed by thought leaders such as Avinash author of web analytics and hour a day.
Above are some questions to think about before beginning to craft your search strategy. The answer to each of these questions will differ from company to company and industry to industry as keyword marketing spend and each company’s position in the market make different search strategies more or less effective. There is no one size fits all answer to improving search, but baking both SEO and SEM efforts in with competitive intelligence can give you an edged on your competition because you’ll be able to identify shifts in your competition’s strategy and quickly adjust to take advantage of opportunities in these shifts. Allow you to pull the correct reports to influence ppl within your organization to act on the information you’re reporting on. You can tell what products are most important to your competition through looking at the search spend. If they are spending a lot on a certain keyword campaign you want to not only be aware but also prepared to act.
TELL THEM WHAT THEY’RE LOOKING AT.Critical Thinking – The green line on this graph indicated paid activity. Does Paid search activity seem more or less important to Zappos.com as it was last year? (Give them 1 min)
Understanding your competition’s flow of traffic can be imperative to your own marketing efforts. If you know that certain search, email, or affiliate relationships have been fruitful you can use this information to persuade your organization to shift your own efforts toward higher performing affiliate networks, more fruitful SEM investments, or targeting your email segments more strategically for example. Destination reports can also be helpful in your retargeting efforts, and I’ll elaborate further on retargeting later in the presentation.
Critical Thinking – What you’re looking at here is Zappos’ traffic dashboard. With this behavioral information you can see indications of cross shopping from other similar domains. If you take a look shoppers in August were referred to Zappos by other domains in the shoes and accessories category 10.82% more often than the month prior. This type of behavior usually indicates that shoppers are price sensitive. If I were zappos I’d consider AB testing 2 groups of users and incentivizing one group with free shipping, to see if this increases conversions on the site.On the right there is the visits count, which we see increasing. When you hover it shows you the categories. Click and you can deep dive to see the interaction on a domain level. (Give them 1 min)*typically you’d want to spend more time investigating these reports and performance on referrals on a domain level, but this overview helps you narrow in on top-performing domains via category grouping.
Ultimately in step 2 reporting and analyzing should allow you to be able to jump to conclusions about opportunities in your search efforts and relationships that may be fruitful to pursue.
Take a stab and formulating a strategy… depending on what worked well for your competition and your unique position in the market. There is no one size fits all strategy for your digital marketing efforts. Using competitive intelligence in your online marketing efforts is an iterative process.
The best way to persuade someone is with actionable metrics. Be sure to come prepared if you’re looking to pitch an idea that requires new resources. Using competitive tools and data can be a great way to formulate a case to acquire resources for the project you’re seeking to accomplish.
First… You need to hypothesize about what will work well for you.Next persuade others to think the same so you’re able to Implement your hypothesisAfter you’ve implemented this change you’ll need to measure and analyze the performance before tweaking your campaign with new hypothesis’ on what works best.
Your own expectations can interfere with your ability to understand online behaviorsSome results when taken out of context may make you scratch your head… Make sure you do your best to remain objective as unexpected results do not always mean incorrect ones. There is no right or wrong answer, digital marketing is not math. There will be successful and unsuccessful endeavors, it is what you gain in light of less successful results that matters.
For SEO’s and SEMS’s understanding how users might actually type in search results can be challenging once you’ve familiarized yourself with your company and brand it’s hard to un-learn everything you know about it so you can get a user perspective. That’s why keyword tools like compete’s category searches that return thousands of industry specific keywords & their performance in terms of engagement can be helpful in supplement to google’s keyword tool and Google trends’ keyword information. Depending on your role as a marketer or analyst your use of these tools will differ slightly, however ultimately we all should have an awareness of their capabilities and uses to get ourselves unstuck from inevitable plateaus that happen in our digital marketing efforts.
Knowing which keywords you’re competing on and with whom is a large part having the advantage to win the paid search battle. Once you identify keywords that are important to you and your competition. You can assess what’s currently working for you (internally) and what’s working for your competition on compete.You’ll find that you’ll be able to make alterations to your current marketing strategy, such as smart, targeted exclusions and more precise buys that will allow you to see the positive results you’re looking for.
Your larger competitors have more resources to invest in optimizing their campaigns, taking cues from their success can help you grow. Just remember not to lose your identity or compromise your values. If it doesn’t feel like an approach you should take, trust your instincts.Once you identify what’s working for them, think about if this aligns with what your goals are and what type of approach you want to take. Some find that buying more engaging and precise long tail keywords from their competitor’s search referrals highly affective.
Knowing what channels of traffic perform for your competition allows you take this information as a proof concept to demonstrate an opportunity to build a symbiotic relationship with new Affiliates, Advertisers, Publishers, and Influencers that allows both parties to benefit.
Make sure to qualify your partners through benchmarking their compete performance. Look for relationships that will bring you the highest value, whether it be exposure to new markets, more targeted ad placements, or better fitting clients.You can also use compete to feed leads to your sales organization.
Get answers about the flow of inbound and outbound traffic to your site and your competitors, which will help you retargeting efforts
Create conversion funnels – What does this look like currently, with the resources you have how can you project positive change?Identify where customers drop off using destination traffic reports to find out where users go after they leave your site as well as local analytics to measure quantifiable metrics like cart abandonment. Reward customers for coming back and bringing other new customers with loyalty programs
One of the age-old questions for analysts and marketers to understand has always been, where do my visitors leave after they go to my site? Competitive intelligence is key in answering this as compete information is behavioral an can help companies get to the root of where traffic leaves, so they can reposition, Identify where customers drop off using destination traffic reports to find out where users go after they leave your site as well as local analytics to measure quantifiable metrics like cart abandonment. Perform usability tests on your own site to ensure your conversion is a path of little resistance. Think about why your site and your competition has the destination traffic sites listed that it does. Be aware of shifts in performance month to month and year to year. Why do people leave?!Are your customers price sensitive? Is shipping cost an issue?What are the factors to when you get an abandoned cart –survey them via email to
In this example much of the outbound traffic leading away from nordstrom.com went first to search with a little over 33% share.In the top 5 referrers, there is a high amount of social activity with almost 5% going to facebook and about 1.5% to youtube. We also see cross shopping behaviors with Macy.com and shopathome.com. They’ve also increased % share m-o-m with their credit card activity, further research could be done to investigate how they increased engagement with card members.
Create conversion funnels – What does this look like currently, with the resources you have how can you project positive change?Reward customers for coming back and bringing other new customers with loyalty programs. You can alsoRetarget your customers with ads and incentives.For cart abandonment, you can survey your users if you collect their email address prior to check-out. That way you can help tweak your site make your products and services more appealing to the people you’re having drop out of the funnel. Ultimately you’ll want to test along the way. However asking is the first step to learning more about how to make the customer experience better.
Your expertise is one of your best tools, keep up with your industry it’s tools, and push yourself to learn something new every single day. Additionally ,I applaud you for attending our webinar today you’re already working toward this goal by taking the time to learn more about new tools, tricks, and techniques to keep you on top.
You want to be able to keep a pulse not only on your website performance, but also what’s going on in the industry. Much like the tenant – the early bird gets the worm, those that keep the pulse of the industry are quicker to act & benefit from industry opportunities, many others miss.
It’s important to get the most pertinent results with very specific searches. If you find a particular result helpful and want more like it find similarities in the information and update your searches. In my experience, monitoring thought leaders in your industry via name or sending leads to sales can make you a rock star within your organization. Sharing this type of information makes you a person ‘in the know’ that other’s will look to for advise and expertise.Personally I use it for updating blogs and forums related to my work. I also follow some of my colleagues that speak a lot (those of you in PR may already do this). You can also keep an eye out for your competition, your industry, or send leads to sales…
Unfortunately there’s no one size fits most solution in marketing. It’s the experience you gain in the practice that’s most important. Baking competitive intelligence in to your process is similar to backing SEO into the building of your website. It’s something that should be done but typically gets missed in the hustle-bustle of the day to day. Using CI can help you be aware and ready to act when other’s aren’t which can give you the advantage to outperform the competition, whether you’re an underdog or a major player.
Keeping your eye on your competition is instrumental to success, competitive intelligence is like being able to peek It’s hard to know if what you’re whacking is your target. Sometimes you can have a luck swing and have the pinata rain candy, but typically there is a number of failures associated with being blindfolded. I’m sure you could spend a delightful afternoon on youtube finding funny examples
There is no one correct approach for digital marketing. You can use a left-brained data driven approach & right-brained approaches to creating engaging content and copy. Competitive intelligence compliments your local analyticsKnowing your competitive landscape is key to being able to quantify your successDifferentiate yourself from those that simply report by offering actionable insights. These insights will be suggestions based off of trends observed in the data rather a regurgitation of statistics gleaned from reports. Integrating competitive intelligence into your digital marketing strategy is an iterative process. Testing your hypothesis’ through changes in your current strategy, analyzing the results, and adjusting for changes is a recursive process.Finding improvements for your conversion funnel is important because you work hard to convert visitors into customers. Reinforce your efforts with retargeting campaigns that engage bounced visitors and nurture your current brand advocates to promote word of mouth business. Staying on top isn’t just about being number 1, being number 1 takes drive, ambition, and continuous attention. You desire to learn will be your best tool for success. Luckily, attending workshops and educational webinars like this one are a great start.
Add search help resource, google alerts “about” Quick-tips for PRO compete tool helpSupport contact informationLinked in groupCompete blog