This document provides an analysis of an unnamed company's content strategy and recommendations. It identifies key audiences including CIOs, CTOs and IT managers. It also performs a competitive analysis of the company and its competitors to determine content gaps and SEO opportunities. The goal is to develop a content-focused plan to drive organic traffic and leads. Recommendations include leveraging existing content through paid media, developing engaging content on key topics, and improving the site architecture for optimization.
This document outlines the agenda and content for a course on business rules for metadata, governance, and stewardship taught by Robert Abate. The course will cover introductions and definitions, the business rules approach including its history and benefits, and how it enables capabilities like business intelligence. Key topics include using metadata to understand data, the importance of capturing business rules, and how the business rules approach models the relationships between business, process, and technical architectures. The goal is to translate strategic goals into practical solutions through requirements management and defining how components like processes are determined by rules.
With a focus on providing high-quality, lower-cost care, the healthcare industry has been looking to the retail industry for strategies used to engage and empower consumers. Lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting by using technology.
What is often neglected when assessing retail industry tactics is their core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions provide streams of valuable information that can be mined and analyzed to achieve business objectives.
Perficient's healthcare and retail experts demonstrated how data can be leveraged to:
-Transform passive recipients of care into active participants in care
-Mass customize messaging aligned with population health initiatives
-Achieve outreach objectives that convert unknown consumers into patients/members
-Improve care and lower healthcare costs
- The document discusses closing the gap between customer expectations and companies' abilities to deliver excellent customer experiences.
- While most companies recognize the importance of customer experience, few have the necessary systems and capabilities to truly understand customers and act on insights.
- Customer experience leaders are more likely to have a customer-centric culture, single view of customer data, and empower employees to innovate for customers. However, most companies still struggle with data integration and silos preventing use of customer insights.
- IT can help break down silos and integrate customer data, but truly transforming customer experience requires executive support, clear strategy, and cultural change to make experience a priority.
UK Search Engine Benchmark Report 2009Econsultancy
The UK Search Engine Marketing Benchmark Report 2009, carried out in association with search agency Guava, contains a comprehensive analysis of the UK search marketing environment.
The 71-page report, covering Search Engine Optimisation, Paid Search and Social Media Marketing, is based on an online survey of nearly 900 respondents in February and March 2009.
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
AIMLEAP #outsourcebigdata.com is a Trusted Partner for #DigitalIT, #BI #Analytics, #Automation & #DataManagement, #dataprocessing. 20 % of CIOs may lose their jobs if they fail to implement a successful framework for #DataGovernance in their organization Source: Gartner.
Data Governance — Aligning Technical and Business ApproachesDATAVERSITY
Data Governance can have a varied definition, depending on the audience. To many, data governance consists of committee meetings and stewardship roles. To others, it focuses on technical data management and controls. Holistic data governance combines both of these aspects, and a robust data architecture and associated diagrams can be the “glue” that binds business and IT governance together. Join this webinar for practical tips and hands-on exercises for aligning data architecture & data governance for business and IT success.
The Rise of People Management AnalyticsMario Faria
Data is now as integral to our 21st century economy as oil has been for many decades. With the power of data and analytics, several organizations are rethinking their business strategy completely.
However, when we look at data and analytics from an HR or people management perspective, there are some untapped opportunities to make data-driven decisions. What are some of these opportunities? Does a culture change need to happen to positively impact your company’s bottom-line?
This is the material I used at my session at the Great Place to Work Institute in Canada, on April 2015.
I discussed these questions and share case studies on how some organizations are now using their second most important asset (data) to manage their most important asset (people).
DAS Slides: Data Quality Best PracticesDATAVERSITY
Tackling Data Quality problems requires more than a series of tactical, one-off improvement projects. By their nature, many Data Quality problems extend across and often beyond an organization. Addressing these issues requires a holistic architectural approach combining people, process, and technology. Join Nigel Turner and Donna Burbank as they provide practical ways to control Data Quality issues in your organization.
This document outlines the agenda and content for a course on business rules for metadata, governance, and stewardship taught by Robert Abate. The course will cover introductions and definitions, the business rules approach including its history and benefits, and how it enables capabilities like business intelligence. Key topics include using metadata to understand data, the importance of capturing business rules, and how the business rules approach models the relationships between business, process, and technical architectures. The goal is to translate strategic goals into practical solutions through requirements management and defining how components like processes are determined by rules.
With a focus on providing high-quality, lower-cost care, the healthcare industry has been looking to the retail industry for strategies used to engage and empower consumers. Lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting by using technology.
What is often neglected when assessing retail industry tactics is their core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions provide streams of valuable information that can be mined and analyzed to achieve business objectives.
Perficient's healthcare and retail experts demonstrated how data can be leveraged to:
-Transform passive recipients of care into active participants in care
-Mass customize messaging aligned with population health initiatives
-Achieve outreach objectives that convert unknown consumers into patients/members
-Improve care and lower healthcare costs
- The document discusses closing the gap between customer expectations and companies' abilities to deliver excellent customer experiences.
- While most companies recognize the importance of customer experience, few have the necessary systems and capabilities to truly understand customers and act on insights.
- Customer experience leaders are more likely to have a customer-centric culture, single view of customer data, and empower employees to innovate for customers. However, most companies still struggle with data integration and silos preventing use of customer insights.
- IT can help break down silos and integrate customer data, but truly transforming customer experience requires executive support, clear strategy, and cultural change to make experience a priority.
UK Search Engine Benchmark Report 2009Econsultancy
The UK Search Engine Marketing Benchmark Report 2009, carried out in association with search agency Guava, contains a comprehensive analysis of the UK search marketing environment.
The 71-page report, covering Search Engine Optimisation, Paid Search and Social Media Marketing, is based on an online survey of nearly 900 respondents in February and March 2009.
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
AIMLEAP #outsourcebigdata.com is a Trusted Partner for #DigitalIT, #BI #Analytics, #Automation & #DataManagement, #dataprocessing. 20 % of CIOs may lose their jobs if they fail to implement a successful framework for #DataGovernance in their organization Source: Gartner.
Data Governance — Aligning Technical and Business ApproachesDATAVERSITY
Data Governance can have a varied definition, depending on the audience. To many, data governance consists of committee meetings and stewardship roles. To others, it focuses on technical data management and controls. Holistic data governance combines both of these aspects, and a robust data architecture and associated diagrams can be the “glue” that binds business and IT governance together. Join this webinar for practical tips and hands-on exercises for aligning data architecture & data governance for business and IT success.
The Rise of People Management AnalyticsMario Faria
Data is now as integral to our 21st century economy as oil has been for many decades. With the power of data and analytics, several organizations are rethinking their business strategy completely.
However, when we look at data and analytics from an HR or people management perspective, there are some untapped opportunities to make data-driven decisions. What are some of these opportunities? Does a culture change need to happen to positively impact your company’s bottom-line?
This is the material I used at my session at the Great Place to Work Institute in Canada, on April 2015.
I discussed these questions and share case studies on how some organizations are now using their second most important asset (data) to manage their most important asset (people).
DAS Slides: Data Quality Best PracticesDATAVERSITY
Tackling Data Quality problems requires more than a series of tactical, one-off improvement projects. By their nature, many Data Quality problems extend across and often beyond an organization. Addressing these issues requires a holistic architectural approach combining people, process, and technology. Join Nigel Turner and Donna Burbank as they provide practical ways to control Data Quality issues in your organization.
<!-- wp:paragraph -->
<p>Good data is like good water: best served fresh, and ideally well-filtered. Data Management strategies can produce tremendous procedural improvements and increased profit margins across the board, but only if the data being managed is of a high quality. Determining how Data Quality should be engineered provides a useful framework for utilizing Data Quality Management effectively in support of business strategy, which in turn allows for speedy identification of business problems, delineation between structural and practice-oriented defects in Data Management, and proactive prevention of future issues. Organizations must realize what it means to utilize Data Quality engineering in support of business strategy. This webinar will illustrate how organizations with chronic business challenges often can trace the root of the problem to poor Data Quality. Showing how Data Quality should be engineered provides a useful framework in which to develop an effective approach. This in turn allows organizations to more quickly identify business problems as well as data problems caused by structural issues versus practice-oriented defects and prevent these from re-occurring.</p>
<!-- /wp:paragraph -->
<!-- wp:paragraph -->
<p>Learning Objectives:</p>
<!-- /wp:paragraph -->
<!-- wp:list -->
<ul><li>Understand foundational Data Quality concepts based on the DAMA Guide to Data Management Book of Knowledge (DAMA DMBOK), as well as guiding principles, best practices, and steps for improving Data Quality at your organization</li><li>Recognize how chronic business challenges for organizations are often rooted in poor Data Quality</li><li>Share case studies illustrating the hallmarks and benefits of Data Quality success</li></ul>
<!-- /wp:list -->
DAS Slides: Self-Service Reporting and Data Prep – Benefits & RisksDATAVERSITY
As more organizations see the value of becoming data-driven, an increasing number of business stakeholders want to become more actively involved in the reporting and preparation of critical business data. Tools and technologies have evolved to support this desire, and the ability to manage and analyze vast amounts of disparate data has become more accessible than ever before. With this increased visibility and usage of data, the need for data quality, metadata context, lineage and audit, and other core fundamental best practices is greater than ever.
How can an effective architecture & governance model be created that supports both business agility, as well as long-term sustainability and risk reduction? Where do these responsibilities lie between business and IT stakeholders? Join our panel of experts as they discuss the latest best practices, architectures, and tools that support self-service reporting and data prep to maximize benefits while at the same time reducing risk.
In 2020 there were challenges to data integration that no one ever expected. Projects involving cloud migrations, security, and analytics accelerated at lightning speed. The rapid pace of change has left many teams stretched thin, struggling to keep up with the business’ ever-changing demands.
The question then becomes – is your data integration architecture prepared for the year ahead?
View this on-demand webinar for a lively panel discussion with Precisely’s top executives on charting a course for success in 2021 and beyond.
During this webinar:
• Hear how the 2020 data integration trends will impact the coming year
• Gain best practices for building future-proof data integration architectures
• Get your data integration questions answered by Precisely’s experts
Debra Zahay gave a presentation on data and marketing strategy. She discussed how managing customer data requires having a corporate strategy aligned with collected data, a clear vision for data use, and organizational cooperation. Zahay emphasized that successful customer relationship management depends on high quality customer data and explained how companies can improve data quality. She also covered trends in marketing automation, analytics, and social/mobile and stressed that executive leadership is key to achieving results from customer data initiatives.
Based on the concept of the learning organization and that learning may be the only true way companies can distinguish themselves, this presentation describes the capabilities, such as top management vision and data sharing, that the organization must have to mange customer information effectively.
JumpStart Inc. is a non-profit organization based in Northeast Ohio that helps communities realize their entrepreneurial potential. The document outlines an agenda for a workshop to discuss transforming technology-based economic development (TBED) through technology. The agenda includes introductions, presenting a foundational thesis and survey highlights, introducing a TBED technology framework, an activity to apply the framework, and critical discussions on customer relationship management, marketing capabilities, and reporting/analytics solutions. The goal is for participants to develop a high-level technology roadmap for their organizations.
Big Challenges in Data Modeling Webinar: Data Security, Data Breaches – Data ...DATAVERSITY
We invite you to join us in this monthly DATAVERSITY webinar series, “Big Challenges with Data Modeling” hosted by Karen Lopez. Join Karen and guest expert panelists each month to discuss their experiences in breaking through these specific data modeling challenges. Hear from experts in the field on how and where they came across these challenges and what resolution they found. Join them in the end for the Q&A portion to ask your own questions on the challenge topic of the month.
This document summarizes the key findings of a 2008 survey on the UK search engine marketing landscape. It finds that 9% of companies spent over £1 million on paid search and 16% spent at least £50,000 on SEO annually. Over 60% of companies planned to increase their search budgets. The document also discusses Google's continued dominance of the search market, the growing complexity of search marketing, and common challenges cited by marketers like high keyword costs and lack of resources.
Mark Anderberg has over 25 years of experience in data analysis, project management, and analytics. He has held various leadership roles at several companies, including Grainger, TRUSERV Corporation, SERVISTAR Corporation, and Coast to Coast Hardware. Most recently, he worked as a Project Manager at Grainger, where he planned and guided projects to accomplish objectives on time. He has a proven track record of creating innovative data solutions, developing financial metrics, and driving results through strong leadership, analytical skills, and relationship building.
Info-Tech Research Group & Boardroom Events Value Prop PresentationHilary Carney Badoian
As a participant of Midmarket CIO Forum, you are given the opportunity to benefit from the Info-Tech offering (membership, advisory services, diagnostics & benchmarking, tools, templates including policies and job descriptions, vendor contract review and negotiations, and alignment tools) while having the overlay of the peer to peer vetting and communications. See the overview here and set up a call to speak in detail: https://calendly.com/MeetHilary/IT
Leverage Customer Data to Deliver a Personalized Digital ExperiencePerficient, Inc.
Extreme volumes of consumer data such as interests, behavioral patterns, and purchases are created each day across a variety of applications and devices. Companies must analyze these patterns and interactions to create a total view of their customer that incorporates more than simple demographics. This complete picture of the customer enables companies to provide personalized consumer experiences, meet the increasing demands of the marketplace, and ultimately prevent customer attrition.
Creating a personalized customer experience involves intuitive integration of all available data sources, prescribing the proper action through analytics and automatically tailoring the action through high-speed complex event processing. Many refer to this process as creating a 360-degree view of the customer, and achieving it requires a unified and comprehensive information governance strategy. Architecture, process, and skill sets must be aligned to achieve the responsiveness and accuracy that is required to meet customer expectations.
Our webinar covered:
-How to address the demands of the “Me” generation
-Pragmatic solutions and architecture approaches to the challenges of Big Data in motion and at rest
-The role of Big Data, analytics, events processing, and information management in personalized consumer interactions
-When, where, and how to process Big Data, and the issues surrounding the nebulous digital space
RainKing provides sales intelligence on companies and buyers within those companies that need clients' products and services. They have a global research team that refreshes all contact information every 60 days, the fastest in the industry. The research team also verifies information by speaking directly with decision makers and monitoring online sources. RainKing's database profiles over 50,000 companies and nearly 1 million technology decision makers globally. It provides analytical tools to surface the most likely buyers and daily investment signals on opportunities at targeted companies.
IDC is a global provider of market intelligence and advisory services. It has over 1,100 research analysts located around the world covering 110 countries. IDC's IT Executive Programs consist of research intended to help technology professionals make effective decisions. The programs offer customized research and analyst access to help clients mitigate risks, maximize investments, identify opportunities, and align IT with business objectives. IDC provides benchmarking, sourcing advice, consulting services, and custom research to help clients develop strategies and optimize technology decisions.
INO 585 Group 3 Case Study - Target.pptxNihalNaveen
Target Corporation is an upscale discount retailer providing high-quality merchandise at attractive prices. It has 1,774 stores in the US and was founded in 1902. Target uses data analytics and predictive modeling extensively. It analyzes customer purchase data to personalize offers, which led to controversy over predicting a customer's pregnancy. Target continues investing in analytics, hiring experienced leaders from competitors to develop analytical capabilities. Recommendations include benchmarking analytical maturity, integrating data across functions, and emphasizing tools and dashboards.
Transform Your Digital Strategy with Web Site PersonalizationAmericaneagle.com
Americaneagle.com, Sitecore, and the American Dental Association (ADA) discuss how the ADA successfully implemented a personalized web strategy with the Sitecore DMS.
Building a 360 Degree View of Your Customers on BICSPerficient, Inc.
Why there is a need for Customer 360 and what the proposed cloud based solution is. We cover the stages of strategic marketing and how Oracle BI can help.
The drive towards digital transformation begins with the customer and extends far into the company, impacting every area of the organization from vision and strategy to architecture, technology, operations, and culture. While not insurmountable, these changes can be challenging.
Guest speaker Nigel Fenwick, an analyst with Forrester, and Michael Porter, Perficient’s principal strategic advisor, discussed the top 5 barriers to a successful digital transformation, and how some real-world companies have overcome them.
We covered five barriers to digital mastery and how to:
-Overcome functional silos and resource scarcity
-Deal with segregated customer data
-Address technical budgets that are in a downward spiral
-Move from a product-centered to a customer-centered approach to business
-Break down the IT and business barrier
Are you getting the most out of your data?SAS Canada
Data is an organizations most valuable asset, but raw data by itself has little value. To drive data’s worth, it must be managed and processed to extract value and information that decision makers can leverage and turn into actionable insights. It is the ways in which a company choses to put that information to use that will determine the true value of its data.
Through business intelligence and business analytic tools, businesses are enabling themselves to make more strategic, accurate decisions, while optimizing business processes. Hear from Info-Tech Research Group and learn what you need to consider when choosing an analytics solution provider. The webinar will highlight Info-Tech Research Group’s recently published vendor landscape for selecting and implementing Business Intelligence and Business Analytics solutions. The report positions SAS as the only leader across all four categories of Enterprise BI, Mid-Market BI, Enterprise BA and Mid-Market BA.
17 Must-Do's to Create a Product-Centric IT OrganizationCognizant
This document discusses transforming an IT organization into a product-centric model. It provides 17 "plays" or steps to take including establishing a CXO steering committee, identifying key business capabilities and mapping them to product lines, strengthening the business-IT partnership, defining new product-centric roles, aligning the IT organizational structure around products rather than projects, starting enablement programs to build a product-centric culture, and establishing communities of practice. The goal is to align the people, processes, and platforms dimensions around a product mindset and ways of working like Agile and DevOps to better deliver customer value and business outcomes.
<!-- wp:paragraph -->
<p>Good data is like good water: best served fresh, and ideally well-filtered. Data Management strategies can produce tremendous procedural improvements and increased profit margins across the board, but only if the data being managed is of a high quality. Determining how Data Quality should be engineered provides a useful framework for utilizing Data Quality Management effectively in support of business strategy, which in turn allows for speedy identification of business problems, delineation between structural and practice-oriented defects in Data Management, and proactive prevention of future issues. Organizations must realize what it means to utilize Data Quality engineering in support of business strategy. This webinar will illustrate how organizations with chronic business challenges often can trace the root of the problem to poor Data Quality. Showing how Data Quality should be engineered provides a useful framework in which to develop an effective approach. This in turn allows organizations to more quickly identify business problems as well as data problems caused by structural issues versus practice-oriented defects and prevent these from re-occurring.</p>
<!-- /wp:paragraph -->
<!-- wp:paragraph -->
<p>Learning Objectives:</p>
<!-- /wp:paragraph -->
<!-- wp:list -->
<ul><li>Understand foundational Data Quality concepts based on the DAMA Guide to Data Management Book of Knowledge (DAMA DMBOK), as well as guiding principles, best practices, and steps for improving Data Quality at your organization</li><li>Recognize how chronic business challenges for organizations are often rooted in poor Data Quality</li><li>Share case studies illustrating the hallmarks and benefits of Data Quality success</li></ul>
<!-- /wp:list -->
DAS Slides: Self-Service Reporting and Data Prep – Benefits & RisksDATAVERSITY
As more organizations see the value of becoming data-driven, an increasing number of business stakeholders want to become more actively involved in the reporting and preparation of critical business data. Tools and technologies have evolved to support this desire, and the ability to manage and analyze vast amounts of disparate data has become more accessible than ever before. With this increased visibility and usage of data, the need for data quality, metadata context, lineage and audit, and other core fundamental best practices is greater than ever.
How can an effective architecture & governance model be created that supports both business agility, as well as long-term sustainability and risk reduction? Where do these responsibilities lie between business and IT stakeholders? Join our panel of experts as they discuss the latest best practices, architectures, and tools that support self-service reporting and data prep to maximize benefits while at the same time reducing risk.
In 2020 there were challenges to data integration that no one ever expected. Projects involving cloud migrations, security, and analytics accelerated at lightning speed. The rapid pace of change has left many teams stretched thin, struggling to keep up with the business’ ever-changing demands.
The question then becomes – is your data integration architecture prepared for the year ahead?
View this on-demand webinar for a lively panel discussion with Precisely’s top executives on charting a course for success in 2021 and beyond.
During this webinar:
• Hear how the 2020 data integration trends will impact the coming year
• Gain best practices for building future-proof data integration architectures
• Get your data integration questions answered by Precisely’s experts
Debra Zahay gave a presentation on data and marketing strategy. She discussed how managing customer data requires having a corporate strategy aligned with collected data, a clear vision for data use, and organizational cooperation. Zahay emphasized that successful customer relationship management depends on high quality customer data and explained how companies can improve data quality. She also covered trends in marketing automation, analytics, and social/mobile and stressed that executive leadership is key to achieving results from customer data initiatives.
Based on the concept of the learning organization and that learning may be the only true way companies can distinguish themselves, this presentation describes the capabilities, such as top management vision and data sharing, that the organization must have to mange customer information effectively.
JumpStart Inc. is a non-profit organization based in Northeast Ohio that helps communities realize their entrepreneurial potential. The document outlines an agenda for a workshop to discuss transforming technology-based economic development (TBED) through technology. The agenda includes introductions, presenting a foundational thesis and survey highlights, introducing a TBED technology framework, an activity to apply the framework, and critical discussions on customer relationship management, marketing capabilities, and reporting/analytics solutions. The goal is for participants to develop a high-level technology roadmap for their organizations.
Big Challenges in Data Modeling Webinar: Data Security, Data Breaches – Data ...DATAVERSITY
We invite you to join us in this monthly DATAVERSITY webinar series, “Big Challenges with Data Modeling” hosted by Karen Lopez. Join Karen and guest expert panelists each month to discuss their experiences in breaking through these specific data modeling challenges. Hear from experts in the field on how and where they came across these challenges and what resolution they found. Join them in the end for the Q&A portion to ask your own questions on the challenge topic of the month.
This document summarizes the key findings of a 2008 survey on the UK search engine marketing landscape. It finds that 9% of companies spent over £1 million on paid search and 16% spent at least £50,000 on SEO annually. Over 60% of companies planned to increase their search budgets. The document also discusses Google's continued dominance of the search market, the growing complexity of search marketing, and common challenges cited by marketers like high keyword costs and lack of resources.
Mark Anderberg has over 25 years of experience in data analysis, project management, and analytics. He has held various leadership roles at several companies, including Grainger, TRUSERV Corporation, SERVISTAR Corporation, and Coast to Coast Hardware. Most recently, he worked as a Project Manager at Grainger, where he planned and guided projects to accomplish objectives on time. He has a proven track record of creating innovative data solutions, developing financial metrics, and driving results through strong leadership, analytical skills, and relationship building.
Info-Tech Research Group & Boardroom Events Value Prop PresentationHilary Carney Badoian
As a participant of Midmarket CIO Forum, you are given the opportunity to benefit from the Info-Tech offering (membership, advisory services, diagnostics & benchmarking, tools, templates including policies and job descriptions, vendor contract review and negotiations, and alignment tools) while having the overlay of the peer to peer vetting and communications. See the overview here and set up a call to speak in detail: https://calendly.com/MeetHilary/IT
Leverage Customer Data to Deliver a Personalized Digital ExperiencePerficient, Inc.
Extreme volumes of consumer data such as interests, behavioral patterns, and purchases are created each day across a variety of applications and devices. Companies must analyze these patterns and interactions to create a total view of their customer that incorporates more than simple demographics. This complete picture of the customer enables companies to provide personalized consumer experiences, meet the increasing demands of the marketplace, and ultimately prevent customer attrition.
Creating a personalized customer experience involves intuitive integration of all available data sources, prescribing the proper action through analytics and automatically tailoring the action through high-speed complex event processing. Many refer to this process as creating a 360-degree view of the customer, and achieving it requires a unified and comprehensive information governance strategy. Architecture, process, and skill sets must be aligned to achieve the responsiveness and accuracy that is required to meet customer expectations.
Our webinar covered:
-How to address the demands of the “Me” generation
-Pragmatic solutions and architecture approaches to the challenges of Big Data in motion and at rest
-The role of Big Data, analytics, events processing, and information management in personalized consumer interactions
-When, where, and how to process Big Data, and the issues surrounding the nebulous digital space
RainKing provides sales intelligence on companies and buyers within those companies that need clients' products and services. They have a global research team that refreshes all contact information every 60 days, the fastest in the industry. The research team also verifies information by speaking directly with decision makers and monitoring online sources. RainKing's database profiles over 50,000 companies and nearly 1 million technology decision makers globally. It provides analytical tools to surface the most likely buyers and daily investment signals on opportunities at targeted companies.
IDC is a global provider of market intelligence and advisory services. It has over 1,100 research analysts located around the world covering 110 countries. IDC's IT Executive Programs consist of research intended to help technology professionals make effective decisions. The programs offer customized research and analyst access to help clients mitigate risks, maximize investments, identify opportunities, and align IT with business objectives. IDC provides benchmarking, sourcing advice, consulting services, and custom research to help clients develop strategies and optimize technology decisions.
INO 585 Group 3 Case Study - Target.pptxNihalNaveen
Target Corporation is an upscale discount retailer providing high-quality merchandise at attractive prices. It has 1,774 stores in the US and was founded in 1902. Target uses data analytics and predictive modeling extensively. It analyzes customer purchase data to personalize offers, which led to controversy over predicting a customer's pregnancy. Target continues investing in analytics, hiring experienced leaders from competitors to develop analytical capabilities. Recommendations include benchmarking analytical maturity, integrating data across functions, and emphasizing tools and dashboards.
Transform Your Digital Strategy with Web Site PersonalizationAmericaneagle.com
Americaneagle.com, Sitecore, and the American Dental Association (ADA) discuss how the ADA successfully implemented a personalized web strategy with the Sitecore DMS.
Building a 360 Degree View of Your Customers on BICSPerficient, Inc.
Why there is a need for Customer 360 and what the proposed cloud based solution is. We cover the stages of strategic marketing and how Oracle BI can help.
The drive towards digital transformation begins with the customer and extends far into the company, impacting every area of the organization from vision and strategy to architecture, technology, operations, and culture. While not insurmountable, these changes can be challenging.
Guest speaker Nigel Fenwick, an analyst with Forrester, and Michael Porter, Perficient’s principal strategic advisor, discussed the top 5 barriers to a successful digital transformation, and how some real-world companies have overcome them.
We covered five barriers to digital mastery and how to:
-Overcome functional silos and resource scarcity
-Deal with segregated customer data
-Address technical budgets that are in a downward spiral
-Move from a product-centered to a customer-centered approach to business
-Break down the IT and business barrier
Are you getting the most out of your data?SAS Canada
Data is an organizations most valuable asset, but raw data by itself has little value. To drive data’s worth, it must be managed and processed to extract value and information that decision makers can leverage and turn into actionable insights. It is the ways in which a company choses to put that information to use that will determine the true value of its data.
Through business intelligence and business analytic tools, businesses are enabling themselves to make more strategic, accurate decisions, while optimizing business processes. Hear from Info-Tech Research Group and learn what you need to consider when choosing an analytics solution provider. The webinar will highlight Info-Tech Research Group’s recently published vendor landscape for selecting and implementing Business Intelligence and Business Analytics solutions. The report positions SAS as the only leader across all four categories of Enterprise BI, Mid-Market BI, Enterprise BA and Mid-Market BA.
17 Must-Do's to Create a Product-Centric IT OrganizationCognizant
This document discusses transforming an IT organization into a product-centric model. It provides 17 "plays" or steps to take including establishing a CXO steering committee, identifying key business capabilities and mapping them to product lines, strengthening the business-IT partnership, defining new product-centric roles, aligning the IT organizational structure around products rather than projects, starting enablement programs to build a product-centric culture, and establishing communities of practice. The goal is to align the people, processes, and platforms dimensions around a product mindset and ways of working like Agile and DevOps to better deliver customer value and business outcomes.
Customer Context: Power Relevant Experiences Create Brand AdvocatesSDL
Consumers expect relevant experiences and meaningful interactions across all channels and devices. They don’t trust your ads and they are more likely to engage and interact with your brand on other channels. So where are those interactions taking place? And how can you spark engagement to keep them coming back? The key is understanding the customer context.
iProfile is a leading provider of sales and marketing intelligence solutions for technology vendors. It has a unique research capability powered by in-house teams conducting primary and secondary research. iProfile collects contact intelligence on over 700k IT decision makers across 73,000+ companies globally. It provides information on key contacts, their titles and responsibilities, company organization charts, technology footprints, budgets, and recent IT purchases to help sales teams target the right individuals. iProfile's proprietary research process involves data mining, phone interviews, surveys, and quality control to verify and source accurate contact details.
This document is a resume for Bruce A. Bennett that summarizes his career experience and qualifications. He has over 35 years of experience in marketing research, data collection, customer satisfaction programs, and management. His experience includes positions at several research firms such as Synovate, Nielsen Media Research, Evalueserve, and Querster where he has led teams, developed new programs, increased sales, and provided excellent customer service.
The document outlines a roadmap for digital business transformation with the following key points:
1. It describes 5 stages of a digital transformation initiative - Ambition, Design, Deliver, Scale, and Refine.
2. Each stage includes selected tasks, milestones, and associated Gartner resources to help organizations plan and execute an effective transformation.
3. Cross-functional teams across the organization should be involved, including leaders from IT, data/analytics, applications, infrastructure, and more.
Data analytics and digital transformation go hand in hand. Data analytics provides the foundation upon which digital transformation can thrive. By harnessing the power of data, organizations can make informed decisions and create personalized experiences for their customers.
2nd Annual I-Biz Forum 2014 Intelligence for BusinessSuki Fuller
This document summarizes an intelligence conference focused on gaining competitive advantages through data analysis and insights. The conference features presentations from industry leaders on topics such as utilizing big data and social media to improve customer experiences and gain market insights, leveraging online communities for e-business intelligence, and connecting competitive intelligence to strategic decision making. It also includes panels on extracting value from customer data and competing with intelligence in China. The conference concludes with an intensive workshop on driving business decisions through world-class data analysis.
Digital-Warriors-Marketing Roadmap with Big Data AnalyticsJaysonBowden
This document outlines a presentation on driving marketing programs with big data analytics. It discusses the evolution of analytics, provides a 4-step roadmap for implementing big data marketing, and reviews some key risks. The 4 steps are: 1) proof of concept, 2) datatification, 3) governance, and 4) consumerization. Each step provides critical people, process, and technology considerations. The presentation also reviews big data enablers and provides references for further information.
This document summarizes how the Computerworld Premier 100 IT Leaders were chosen for 2014. Nominations were collected from February to September 2013, with over 1,000 submitted. Nominees then completed an online questionnaire from July to October 2013 about their backgrounds, accomplishments, leadership styles, and IT strategies. References for each finalist were also contacted. Computerworld editors and outside judges then evaluated the completed questionnaires based on how closely the nominees matched the definition of an IT leader, which included promoting an IT vision to support business strategy and using technology to help gain a competitive advantage. The honorees are listed alphabetically, with information from their questionnaires. Ten past Premier 100 IT Leaders served as judges to help evaluate this year's candidates
Learn more about a world beyond CRM suites and how your company can build the customer data technology stack that matches the reality of today’s multi-channel, digital era.
1. 1digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
60-DAY
ASSESSMENT
REVIEW
DECEMBER 2014
2. 2digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
TABLE OF CONTENTS
ͫͫ Executive Summary
ͫͫ Audience Segments
Chief Information Officer
Chief Technology Officer
Information Technology Manager
ͫͫ Competitive Analysis
Keyword Gap Analysis
Competitive Content Analysis
ͫͫ Recommendations
On-Page Recommendations
Thought Leadership Opportunities
ͫͫ Scope & Timeline
3
5
7
8
9
10
12
14
16
18
24
34
3. 3digital.relevance.com
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EXECUTIVE SUMMARY
[Company] has tasked DigitalRelevance with developing a content strategy
designed to drive leads through organic and referral traffic. This strategy takes
into consideration on-page SEO best practices, content creation and promotional
opportunities. DigitalRelevance has developed actionable content recommendations
coinciding with [Company] buyer’s journey. The findings and recommendations are
tied to specific audience segment pain points, key insights from the competitive
analysis and research from audience and content assessments.
These recommendations are based on our research of the client’s brand and target
audiences, the media outlets and influencers the audience is following and the
content that performs best and addresses audience pain points. Recommendations
are split into major categories: On-Page Opportunities and Thought Leadership
Opportunities.
Goal
The goal of the 60-Day Assessment Review is for DigitalRelevance to recommend a content-centric course of
action that will drive leads through improved organic and referral traffic. These recommendations will drive
the upcoming 10-month engagement between DigitalRelevance and [Company].
Methodology
DigitalRelevance performed several research tasks to inform our recommendations. Detailed reports are
provided in separate documents.
ͫͫ Keyword Research: We identified the top keywords in the industry space, including search volumes and
rankings (for [Company] and its competitors).
ͫͫ Audience & Brand Immersion: Our team gained an understanding of [Company]’s industry, products,
website and target audience. The audience immersion included an examination of survey data received
from internal [Company] team members and interviews with [Company] customers.
ͫͫ Architecture Audit: We analyzed [Company]’s site architecture for SEO optimization, including site
structure and navigation.
ͫͫ Content Gap & Competitive Analysis: This task helped us discover and understand [Company]
opportunities through keyword identification as well as content and competitive gap analyses.
4. 4digital.relevance.com
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ͫͫ Media Analysis: This process identified and analyzed top relevant industry publications and influencers
to study industry trends and identify common pain points and earned media opportunities.
ͫͫ Onsite Content Assessment: We identified and analyzed current onsite assets, including resources,
multimedia, case studies, infographics and blog posts. We also made recommendations for promotable
content and examined the current [Company] media coverage along with primary and secondary media
outlets.
Key Insights
DigitalRelevance has identified opportunities for [Company] to improve site-wide user experience, convey
brand recognition on and off [Company Website] and illustrate the overall [Company] experience. The
following are our key insights, which will be further fleshed out in the “On-Page Recommendations & Thought
Leadership Opportunities” section.
1. Leverage existing content through paid media, paid search tactics and social media presence:
Currently, [Company] has 41 resources, which contribute to the industry; however, they aren’t as
accessible as they could be. The existing content can be amplified within the industry through onsite
and offsite optimization by utilizing both paid media and search platforms for native advertising,
sponsored social media updates and content discovery.
2. Develop engaging content: Among the most relevant media articles, 65% discussed topics related
to disaster recovery and 45% addressed cloud infrastructure and cloud data. By utilizing [Company]’s
biggest value props – local data centers, disaster recovery for business continuity, cloud infrastructure
and personalized support – we can illustrate to customers the advantages of working with [Company].
3. Improve site architecture for onsite optimization: The current title tags, meta descriptions and H1
stats are very inconsistent and often missing from key pages. Through preliminary architecture audits,
DigitalRelevance has diagnosed several opportunities to improve overall site health and, therefore,
leverage SEO opportunities.
6. 6digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
OVERVIEW
The purpose of audience segmentation is to identify the motivations and digital
habits of [Company]’s target audience. The following personas will help inform
[Company]’s messaging and digital content strategy in order to most effectively
reach key audience members.
DigitalRelevance examined survey data, conducted an audience interview, performed
keyword research and reviewed published studies, social media, industry forums and
publications to determine the pain points, questions and purchase considerations for
the following primary target user personas: CIO, CTO and IT Manager.
Resources
“How to Hire a CTO” http://www.inc.com/guides/2010/04/hiring-chief-technology-officer-cto.html
“Today’s CIO Infographic” http://www.idgenterprise.com/report/todays-cio-infographic
“What are the Different IT Manager Responsibilities” http://www.wisegeek.com/what-are-the-different-it-
manager-responsibilities.htm
7. 7digital.relevance.com
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CHIEF INFORMATION OFFICER
The CIO plays a cross-functional role between business leadership and IT leadership.
CIOs are expected to deliver a dependable IT infrastructure , provide constant
connectivity and meet the growing demand for business intelligence, all while
keeping costs under control. CIOs are focused primarily on three strategic activities:
ͫͫ Analyzing company needs for new upgrades to software and hardware
ͫͫ Making decisions on how to maintain a secure, dependable and efficient system
ͫͫ Communicate with company leaders on IT performance, needs and future concerns
CIO’s Buyer’s Journey
CIOs are the decision makers in the business: 78% of CIOs determine what a business needs and 71% of
CIOs lead the approval stage.
On average, CIOs download EIGHT INFORMATIONAL ASSETS during the purchase process.
FOUR OF THOSE assets are produced by the vendor they ultimately select.
78%of CIOs determine business needs
8. 8digital.relevance.com
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CHIEF TECHNOLOGY OFFICER
The CTO aligns technology-related decisions with business goals. The main
responsibilities of the CTO include:
ͫͫ Identifying opportunities and risks for the business
ͫͫ Managing research and development
ͫͫ Maintaining current information about technology standards and compliance regulations
CTO’s Buyer Journey
Although a CTO and CIO have similar business goals in mind, a CTO may approach a purchasing decision much
differently than the CIO. While the CIO considers the operational side of a buying decision, the CTO considers
the following factors in a purchase decision:
ͫͫ The relationship with potential vendors and how their solutions enhance the company’s product
ͫͫ Aligning the company’s architecture and infrastructure with business priorities
ͫͫ How technology enhances the company’s product offerings
9. 9digital.relevance.com
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INFORMATION TECHNOLOGY MANAGER
An IT manager’s roles can include both operational responsibilities as well as
business planning. Ultimately, IT managers harness their skillset to identify and
implement new technologies to enhance the long-term operational and strategic
goals of the company.
IT Manager Buyer’s Journey
IT managers are crucial to business continuity and success, yet their role is significantly different than the
CIO or CTO. The IT department consults with executive-level officers to decide upon a company’s IT policy
and standards. The IT manager is often first touch for outside tech suppliers and third-party vendors when it
comes to the following issues:
ͫͫ Software
ͫͫ Quality of network performance and company assets
ͫͫ Security
ͫͫ Training of IT staff or outside departments
11. 11digital.relevance.com
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OVERVIEW
Competitive analysis determines any content gaps and opportunities for keyword
optimization and on-page content through a quantitative and qualitative analysis of
[Company] and its competitor domains.
Goal
DigitalRelevance analyzed [Company], [Competitor], [Competitor], [Competitor], [Competitor], [Competitor],
[Competitor] and [Competitor] to determine where competitors were performing well and what content gaps
[Company] needs to fill to adequately answer user questions and speak to audience pain points.
35%of keywords fall into ‘cloud computing’
Key Findings
Through research composed during the competitive analysis, DigitalRelevance uncovered the following
findings:
ͫͫ Of [Company]’s 1,500 organic search terms, 27% are location-based queries such as “data center
Baltimore.”
ͫͫ [Company] can better optimize for search queries related to “cloud computing” – 35% of [Company]’s
organic keywords fall into the “cloud computing” category.
ͫͫ [Company]’s “managed data center” product page ranks [number] in in Search Engine Results Pages
(SERPs) for FOUR iterations of “managed data center services.”
ͫͫ Of the 320 keywords examined and their respective ranking URLs for [Company] and competitors,
[Company] has ZERO RESOURCE PAGES RANKING, whereas [Competitor] has 19 PAGES
RANKING that live in their Knowledge Center.
[Company] has zero resource pages ranking whereas [Competitor]
has 19 pages ranking that live in their Knowledge Center
12. 12digital.relevance.com
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KEYWORD GAP ANALYSIS
DigitalRelevance compiled extensive keyword research, focusing on [Company]’s local data centers and
services and products.
Competitive Analysis Charts
The competitive analysis charts below depict the organic keywords within each category ranking between
5 and 30 in order to illustrate striking distance opportunity. The charts show how [Company] stacks up in
comparison to its keywords in the following groups:
ͫͫ Disaster Recovery
ͫͫ Data Centers
ͫͫ Cloud Computing
Disaster Recovery Services
[Company]’s “Disaster Recovery” page is not within close striking distance for keywords around disaster
recovery planning and services. DigitalRelevance has identified key reasons why this gap exists:
ͫͫ Product and services pages are opportunities to answer common user questions and utilize related
search terms. [Company]’s competitors have both more resource content and context around their
products and services. For instance, [Company]’s “Disaster Recovery” page only contains [number]
words, whereas [Competitor]’s “Disaster Recovery” services pages have [number] words.
ͫͫ The “[Company Resource]” is a downloadable PDF that cannot be scraped by search engines. While it
provides useful information to the end user, its PDF format makes it unreadable to search engines, thus
lessening its ability to reach the end user.
[Competitor] (34)
[Company] (17)
[Competitor] (71)
[Competitor] (94)
“Disaster
Recovery”
13. 13digital.relevance.com
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Data Centers
[Company]’s biggest search opportunity revolves around “data center”-related search queries. The “Data
Center” ([Company Website]/[Name-of-Page]) product page receives the majority of the traffic for these
keywords with multiple data center keywords ranking first in the SERPs.
Co-location is a valuable way to connect with customers; however, we have found that including co-location
services along with other managed hosting services proves to be a more beneficial way to offer solutions to
customer pain points.
None of [Company]’s ranking pages related to data centers are resource pages (case studies, articles, etc.).
DigitalRelevance has identified two major keyword optimization opportunities:
ͫͫ Location-based data center searches
ͫͫ Bottom-of-funnel resource content and educational material to inform consumers
Cloud Computing
Cloud computing is a very competitive space. Vendors such as [Competitor] and [Competitor] heavily
dominate this area because they have hundreds of product and service pages devoted to their types of cloud,
cloud services and cloud computing; however, there is an opportunity to create advanced content around
cloud computing to drive long-tail traffic. This type of content establishes thought leadership within the space,
optimizes for specific keywords and allows customers to see the [Company] site as a source of educational and
resource material.
[Company] (121)
[Competitor] (31)
[Competitor] (47)
[Competitor] (144)
“Data
Center”
[Company] (178)
[Competitor] (623)
[Competitor] (44)
[Competitor] (1,166)
“Cloud
Computing”
14. 14digital.relevance.com
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COMPETITIVE CONTENT ANALYSIS
The competitive content analysis revealed a large gap in terms of advanced content and educational
resources. Materials such as case studies, blogs and whitepapers can be used to push customers through the
sales funnel and to attract new leads. Additionally, this type of content can also address key topics and answer
long-tail queries that have strong organic search benefits. Here’s a snapshot of how [Company] stacks up
against [Competitor], [Competitor], [Competitor] and [Competitor].
Case Studies
[Company] features only two case studies, whereas [Competitor], [Competitor] and [Competitor] feature 472,
332 and 11 respectively.
Whitepapers
[Company] features only one whitepaper. [Competitor] and [Competitor] currently host 55 and 78
whitepapers on their sites, respectively.
0
100
200
300
400
500
Expedient
AWS
Rackspace
Bluelock
0
20
40
60
80
100
Expedient
AWS
Rackspace
[Competitor] [Competitor] [Competitor][Company]
[Competitor] [Competitor][Company]
15. 15digital.relevance.com
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Blog
[Company]’s News & Articles section lacks robust and relevant content. For instance, [Company] articles have
an average word count of 215, whereas the average [Competitor] article’s word count is 475. Blog articles are
the perfect opportunity to address long-tail queries that may not deserve an entire product or service page,
but do cover common customer questions and concerns.
Blog topic ideation takes into account not only keyword opportunities, but also the competitive analysis and it
keeps a constant finger on the pulse of customer queries.
17. 17digital.relevance.com
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OVERVIEW
Based on the keyword research, competitive analysis and audience and media
assessments, DigitalRelevance recommends implementing a series of changes
to the [Company] website, current content and promotion opportunities. These
observations, opportunities and next steps will be actionable during the 10-month
engagement between DigitalRelevance and [Company]. The two sections are
broken up into two categories: On-Page Recommendations and Thought Leadership
Opportunities.
The recommendations include an observation gleaned from our research phase
on an opportunity unique to [Company Website], detailed recommendations to
implement the opportunity and, lastly, proposed action items to be completely in the
upcoming 10-month engagement between DigitalRelevance and [Company].
18. 18digital.relevance.com
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ON-PAGE RECOMMENDATIONS
The following on-page recommendations tackle site-wide user experience, SEO
optimization opportunities and overall site health. Each recommendation includes
observations gleaned from our research, an [Company]-specific opportunity,
further information explaining the recommendation and, lastly, the next steps to be
completed.
19. 19digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
ARCHITECTURE AUDIT
Observation
Title tags, meta descriptions and H1 stats are very inconsistent and often missing from key pages.
Opportunity
Standardize onsite technical SEO, based on opportunities identified via the site audit.
Detailed Recommendations
TITLE TAGS
Title tags have two main purposes and both align with the purposes of a website: They improve the
user’s experience and your website’s visibility on SERPs. When utilized correctly, title tags can attract
users to your site even if you haven’t yet achieved the top position. Title tags also tell users and search
engines clearly and concisely, “this is what my page is about.”
Apart from the site’s content, title tags are the second most important on-page SEO element. The more
relevant they are to a user’s search, the more likely [Company] is to receive a boost in position (i.e.
potential for more leads). Additionally, title tags play a large role in attracting clicks in the SERPs.
META DESCRIPTIONS
The meta description of a page goes hand-in-hand with the title tag. It’s an opportunity to provide more
information to the visitor and the search engine.
When prospects conduct a search, they can learn what the page is about just by looking at the title. A
brief scan of the description helps most visitors decide if this is actually the page they are looking for.
H1
While not a major ranking factor, the significance of the H1 is that it is often the first page element a
user sees upon landing on a page. Therefore, it is imperative that this headline assures the user she
is in the right place and has found what she is looking for. If a user is confident that she has found her
answer, she will likely spend some time on the page, resulting in the “long click” and over a period of
time, this will lower a site’s bounce rate, which is a significant factor in terms of relevance. The H1 is
not only a direct ranking factor (considering keyword usage), but also an indirect ranking factor via user
experience.
Next Steps
ͫͫ An architecture audit outlining technical SEO violations and instructions for correcting each violation
through optimization best practices.
20. 20digital.relevance.com
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888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
CONTENT VISIBILITY
Observation
Many of the smaller resources and info sheets on [Company Website] are downloadable PDFs. Offering
content through PDFs leads to a number of drawbacks when it comes to navigation, including a lack of control
regarding document length, page content, document organization, code editing, structured markup and
tracking.
Opportunity
To realize the greatest benefits from SEO, where applicable, we recommend reformatting the info sheets from
PDFs to HTML site pages. This will provide greater control, flexibility and the best opportunity at SEO visibility
and tracking advantages.
Detailed Recommendation
EARNS MORE VIEWS AND POTENTIALLY MORE LEADS
Since there aren’t any barriers to obtaining your content, more prospects will be willing to view it,
which can help facilitate the buying process. For example, local data center pages lack resource content,
and info sheets live under resources where they have to be downloaded as PDFs. Most people are more
comfortable with HTML and experience less freezing and slow loading with HTML versus PDF. It’s also
easier to incorporate interactivity and social functionality into HTML pages. People also link to HTML
pages and share them more frequently than PDFs. That being said, having both HTML and PDF versions
of the same content can sometimes be a wise choice, but only if you take measures to prevent the
duplicate content issue.
Next Steps
ͫͫ Strategically remove barriers to content and implement conversion tracking goals on said content.
DigitalRelevance will provide implementation steps on which pages to create and how to best adhere to
SEO best practices.
21. 21digital.relevance.com
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FEATURES & BENEFITS
Observation
[Company] lays out all the features of the data centers, but doesn’t explicitly state the benefits.
Opportunity
Emphasize [Company]’s point of difference and why your solution is better than the competition in some
notable way. Redundancy, transparency and personalized support are key differentiators for [Company], so
talk about it in clear terms and explicitly state [Company]’s value props.
Detailed Recommendation
VALUE PROPOSITIONS
A client call with [Client Name] showed that clients were pleased with the relationship with [Company],
but this didn’t come until a face-to-face conversation. [Company]’s strongest value propositions come
once a potential customer has visited the physical data center and gained a better understanding of the
wide range of managed data services available.
Catchy, yet intangible buzzwords don’t make decisions easier for customers when they are making
“apples to apples” comparisons between services. In other words, telling your customers “we’re the
best” doesn’t make choosing a service provider any easier, especially for a midsize company.
Give your offering relevancy to potential customers by explicitly stating what problem it solves or how it
will improve their current situation. If you can, quantify the value for your customers by listing specific
benefits.
Next Steps
ͫͫ Add information regarding the one-on-one support clients receive from local support in data centers
and mention co-location offerings on product/services pages. Speak to their [Company Branded Term]
and their customer transparency.
ͫͫ Add key messaging recommendations on products and services pages to link to case studies.
22. 22digital.relevance.com
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PAID SEARCH & MEDIA CAMPAIGNS
Observation
[Company] has many keywords within striking distance that revolve around location and geographical
targeting.
Opportunity
Utilize paid content distribution to amplify the impact of all recommended blog posts and advanced content.
Focus PPC campaigns and onsite optimization around location.
Detailed Recommendation
LOCATION, LOCATION, LOCATION
With so many companies in this space, getting noticed is paramount. Thankfully, local SEO allows search
engines to provide the most pertinent information and results to users, based on geographic location.
This can be tremendously helpful, as appearing in relevant searches means you can quickly build a
location-specific customer base. Based on our discussion with [Client Name] and [Company], location
is a key factor in the decision-making process, so it only makes sense to try to appeal to potential
prospects near your data centers.
REDUCED COMPETITION AT A LOCAL LEVEL
There are hundreds, if not thousands, of service providers out there, but not all are convenient or
relevant to potential clients. When looking for services that need close inspection, such as a data
center, [Company]’s target customers value having something nearby. By optimizing local to appear in
relevant listings, we are able to target those customers that may be in search of your services within
a geographic radius. For companies such as [Company], this means the competition for finding clients
is significantly reduced, as targeting a niche local market will always prove more effective than a
scattergun approach.
PAID CONTENT DISTRIBUTION
Analysis of competitors’ content marketing efforts revealed that they often do not utilize paid media
to directly reach their target audiences after publishing content resources. Topically relevant content
resources published by competitors like [Competitor] and [Competitor] often underperformed on social
media, due to a lack of promotion.
Paid content distribution engages new readers by amplifying your content and it drives traffic by being
recommended from other articles on top publisher sites. This increased exposure will assist in building
a community of readers for [Company] content that supports recurring site traffic. We recommend
that [Company] focus a paid budget on content distribution platforms such as StumbleUpon, Zemanta,
Taboola, Outbrain, etc.
23. 23digital.relevance.com
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The benefits of using a paid content distribution tool include:
ͫͫ Improved SEO through increased traffic volume and increased social sharing.
ͫͫ Expanded content reach to highly defined target audiences with a defined interest in the content topic.
ͫͫ Improved brand positioning by pairing your content with that of major publishers and industry thought
leaders.
Most content distribution networks utilize a cost per click (CPC) pricing model that, when optimized and
managed effectively, can reach a highly defined audience actively seeking new content in under $0.25
CPC.
SPONSORED ARTICLES
Sponsored articles provide brands with a guarantee to reach many members of a target audience
at a trusted media outlet where they regularly consume content. By reaching a critical mass of the
target audience when they are seeking new information and solutions, sponsored articles will provide
increased audience exposure, targeted referral traffic and more qualified leads.
Next Steps
ͫͫ Begin localized PPC campaigns and a greater presence on Google My Business.
ͫͫ Utilize paid content distribution as a tactic for each suggested Integrated Promotion Strategy.
ͫͫ Utilize small monthly paid content distribution campaigns to promote the strategic blog articles.
ͫͫ Consider sponsored articles as a tactic for each suggested Integrated Promotion Strategy.
ͫͫ Prepare a target list of potential media outlets for sponsorship, and collaborate with advertising account
executives to evaluate each opportunity based on rates, schedules and content frequency.
ͫͫ Partner with the media outlets and [Company] to guide the creation of any content necessary for the
partnership.
24. 24digital.relevance.com
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THOUGHT LEADERSHIP OPPORTUNITIES
The following thought leadership opportunities address specific content marketing
prospects, content promotion strategies and industry-specific tactics to boost
organic and referral traffic and establish lead-generation opportunities.
25. 25digital.relevance.com
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CONTENT MARKETING & PROMOTION
Observation
Studies and influencers deliver the largest content promotion results.
Opportunity
Create and promote two new advanced content pieces that align with the existing audience and media
interests.
Detailed Recommendations
STUDIES & SURVEYS
During the media analysis, 75% of the most relevant media articles cited studies and surveys.
Additionally, 70% of the media articles cited or included influencer insights. Media contacts are eager to
share content that focuses on new industry insights from studies and influencers.
DISASTER RECOVERY
The most prevalent data center topics covered by the media focus on disaster recovery and cloud
infrastructure. Among the most relevant media articles, 65% discussed topics related to disaster
recovery and security. [Company] has a significant opportunity to capitalize on the audience’s and
media’s interest in survey results and disaster recovery topics. An infographic can provide the media
with a fresh way to share survey insights with their readers. This data visualization should focus on
compelling insights from already-existing industry studies related to disaster recovery.
70%
of the media articles
cited or included
influencer insights
75%
of the most relevant
media articles cited
studies and surveys
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CLOUD INFRASTRUCTURE
Among the most relevant media articles, 45% addressed cloud infrastructure and cloud data topics.
[Company] has an opportunity to capitalize on the audience and media interest in influencer insights
and cloud infrastructure. An advanced content resource may take the form of an ebook, a “how-
to” guide or another advanced content format. This advanced content piece would focus on the
most relevant cloud infrastructure topics and also showcase expertise from third-party data center
influencers. Partnering with influencers who are respected contributors in the cloud infrastructure
industry provides the content with unbiased credibility and increased potential reach to the target
audience.
INTEGRATED PROMOTION STRATEGY
Competitive analysis of advanced content, including ebooks, whitepapers and infographics, revealed
that [Company]’s content competitors do not utilize any strategic integrated promotion after publishing
content resources. Our analysis revealed that topically relevant content resources from competitors like
[Competitor] and [Competitor] often earned zero backlinks from the media and underperformed on
social media, due to a lack of promotion.
Content resources from competitors like [Competitor] and [Competitor] often earned
zero backlinks and underperformed on social media due to a lack of promotion.
Next Steps
ͫͫ Conduct targeted research to pinpoint precise disaster recovery topics, studies and data points to be
included in the infographic.
ͫͫ Conduct targeted research to further narrow the cloud infrastructure topic. Pinpoint the most pertinent
details to include and also the best format for the content: ebook, blog post series, white paper,
infographic, etc.
ͫͫ Identify non-client experts, including CIOs, CTOs, IT managers and systems administrators, to provide
influencer insights within the content piece.
ͫͫ With [Company], create two advanced content pieces and any additional resources needed to support
the content on [Company Website] related to disaster recovery and cloud infrastructure.
ͫͫ Develop an Integrated Promotion Strategy for each advanced content piece to maximize impact.
27. 27digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
[COMPANY]’S EXISTING CONTENT
Observation
Existing [Company] content is underutilized by media outlets.
Opportunity
Optimize and promote existing [Company] resources to increase the content’s impact.
Detailed Recommendation
2014 [REPORT]
The landing page for the 2013 [Report] received nearly no coverage on trusted, third-party media sites.
Also, the [Report] landing page was only shared on Twitter four times.
[Company] has the opportunity to capitalize on the audience’s and media’s interest in industry studies
by promoting the results of the official 2014 [Report]. The study provides the kind of credible, third-
party endorsed insights that media contacts desire to share, and an Integrated Promotion Strategy will
drive quality backlinks, referral traffic and search authority from media outlets, social media channels
and paid media.
[COMPANY] [RESOURCES]
[Company]’s [Resources] are valuable resources for IT professionals, and they have not yet been fully
utilized to drive brand awareness, referral traffic and leads. Eight different [Resources] are available
through [Resource Website] and [Company Website]. Currently, they have been shared on social
media 169 times, with many of the [Resources] never having received a single social share. Analysis
also revealed that the [Resources] have only received three total backlinks from media sites and blogs.
The [Proprietary Resource] and [Proprietary Resource] received two backlinks and the [Proprietary
Resource] received one backlink. The other six [Resources] have earned zero backlinks from media
outlets.
28. 28digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
With the [Resources], [Company] has the opportunity to directly engage the target audience while they
are progressing through the marketing funnel and actively gathering information to make business
decisions. An Integrated Promotion Strategy will consider which specific [Resources] have the most
potential to earn media coverage and ways to build more search authority through social media
channels, media outlets and paid media.
Next Steps
ͫͫ Provide landing page recommendations to [Company] to optimize the content for promotion.
ͫͫ Guide development of any additional charts or visuals needed to support the promotion of the study to
the media.
ͫͫ Review all existing [Resources] and select the most relevant [Resources] for media promotion.
ͫͫ Guide development of any additional charts or visuals needed to support the promotion.
ͫͫ Determine which domain to promote, [Company Website] or [Resource Website].
ͫͫ Develop an Integrated Promotion Strategy for each content piece to maximize impact.
29. 29digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
BLOG STRATEGY
Observation
More than 85% of all media articles discussed the modern data center and strategies for managing a data
center of the future.
Opportunity
Create and share blog content that enables [Company] to become a data center thought leader.
Detailed Recommendation
BLOG CONTENT
During analysis, more than 85% of the media articles discussed future-focused concepts related to data
centers. Trends for data centers of the future were an underlying theme through nearly all of the most
relevant media articles. The most prevalent modern data center topics included cloud infrastructure,
colocation, security, virtualization and disaster recovery.
There is a significant opportunity for [Company] to regularly publish blog content that positions the
brand as a thought leader in the data center industry. By writing about topics like cloud infrastructure,
colocation, security, virtualization and disaster recovery, [Company] can capitalize on the audience and
media interest in those topics to build a loyal readership and also drive overall site authority.
Next Steps
ͫͫ Develop a comprehensive blog strategy including architecture, navigation and category
recommendations.
ͫͫ Deliver monthly strategic blog topic outlines based on competitive intelligence, keyword research and
media analysis.
85%
More than 85% of
all media articles
discussed the data
center of the future
30. 30digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
INTEGRATED PROMOTION STRATEGY
[Company] can maximize the reach of each content marketing initiative by implementing an Integrated
Promotion Strategy after publishing each new content resource. Effective content promotion can yield
impressive campaign results, including increased target audience awareness, referral traffic, social
engagement and off-page SEO signals.
Each Integrated Promotion Strategy is unique to that particular piece of content, and every strategy will
consider the specific audiences, media contacts, influencers, social media and paid channels that are the best
mix for each advanced content initiative. Two vital aspects of an Integrated Promotion Strategy are editorial
outreach and social influencer outreach.
EDITORIAL OUTREACH ENCOURAGES NICHE JOURNALISTS TO SHARE CONTENT AS A RESOURCE
IN ARTICLES
Editorial outreach for content differs slightly from traditional media relations. Rather than sharing news
about a company or their products, we pitch the helpful content to the media because it is a valuable
resource to their existing stories and their readers. Media outlets can provide a trusted and credible
third-party endorsement of your content and brand.
SOCIAL OUTREACH PROGRAMS ENCOURAGE SOCIAL INFLUENCERS TO SHARE CONTENT WITH
THEIR FOLLOWERS
In addition to working with influencers and experts in the development of advanced content, we also
recommend partnering with influencers to promote each advanced content marketing initiative through
social media. Social outreach serves the overall campaign goals in several ways. Social signals have both
a direct and indirect impact on organic search rankings. Additionally, influencers are a trusted, third-
party resource for highly engaged members of the target audience and can assist in delivering qualified
referral traffic.
Next Steps
ͫͫ Research and plan a comprehensive Integrated Promotion Strategy for each content promotion
initiative.
ͫͫ Ensure that each Integrated Promotion Strategy considers the specific audiences, media contacts,
influencers, social networks and paid channels that are the best mix for each piece of content.
EFFECTIVE
CONTENT
PROMOTION
AUDIENCE
AWARENESS
REFERRAL
TRAFFIC
SOCIAL
ENGAGEMENT
OFF-PAGE
SEO SIGNALS
INCREASED
31. 31digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
BYLINED ARTICLES
Observation
95% of the most relevant media articles wrote about data centers from an advanced or intermediate point of
view.
Opportunity
Contribute bylined articles from [Company] experts to hyper-targeted niche media outlets.
Detailed Recommendation
BYLINED ARTICLES
During the media analysis, 95% of the most relevant media articles were written from an advanced
or intermediate level of technical difficulty. With only 5% of the media articles discussing data center
topics with a beginner level of technical difficulty, it is apparent that media outlets are seeking
contributors and experts with significant industry expertise. Additionally, 70% of the media articles cited
or included influencer insights.
NICHE MEDIA OUTLETS
Many mainstream and niche media outlets accept and publish articles from writers not on their
editorial staff to add perspective and expert insights to their publications. A bylined article is an
effective way to establish credibility with a target audience, showcase [Company] as a thought leader
and differentiate the company from its competitors. Bylined articles in hyper-targeted niche media
outlets can drive referral traffic, expand overall brand authority and ultimately increase search visibility.
They also enable a brand to focus on issues and topics important to the company and its potential
customers.
Next Steps
ͫͫ Consider bylined articles as a tactic for each suggested Integrated Promotion Strategy.
ͫͫ Identify the most qualified and reputable [Company] experts to author bylined articles.
ͫͫ Work with [Company] experts to ghostwrite or co-write articles that address customer pain points and
share [Company] content resources.
95%
of the most relevant media
articles were written from
an advanced or intermediate
level of technical difficulty
32. 32digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
SOCIAL MEDIA
Observation
79% of the time, the most commonly shared social network for the articles was LinkedIn.
Opportunity
Build social audience and share relevant content with followers and influencers.
Detailed Recommendations
LINKEDIN & TWITTER
Media and influencer analysis revealed two overriding social networks for the target audience —
LinkedIn and Twitter. For 79% of the media articles analyzed, LinkedIn was the most common social
network the articles were shared on. This revealed that the target audience is most reliant on LinkedIn
as a social channel to share content that bolsters their own professional credibility.
SPONSORED SOCIAL MEDIA UPDATES
Advertising options on social media networks like LinkedIn and Twitter allow you to target the right
people so your ads appear in front of those most likely to respond to them. Promoted content is labeled
“promoted” or “sponsored” so users can easily distinguish between ads and organic content.
Audience-targeting features through LinkedIn and Twitter allow you to reach people based on interests,
employers, job titles and geographic location. By targeting narrowly defined target audiences with
sponsored posts, you can promote content directly to the intended audience. Increasing social following
and engagement increases content visibility and brand authority — ultimately leading to increases in
domain authority, rankings and traffic.
UTILIZING INFLUENCERS & BUILDING SOCIAL MEDIA PRESENCE
Additionally, 70% of the media articles cited or included influencer insights. Industry influencers often
have a strong presence on Twitter and regularly engage with their followers to discuss hot topics in the
industry. Through the suggested content promotion efforts, [Company] has the opportunity to build
a larger following on social media by sharing helpful content more regularly and engaging with the
community.
Social signals provide both a direct and
indirect impact on organic search rankings.
33. 33digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
An improved social presence serves the overall campaign through social signals that provide both a
direct and indirect impact on organic search rankings. Additionally, influencers are a trusted, third-party
resource for the target audience and can assist in delivering qualified referral traffic.
Next Steps
ͫͫ Consider social media channels for each suggested Integrated Promotion Strategy.
ͫͫ Provide ongoing social strategy consultation and social content recommendations.
35. 35digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
1/15 2/15 3/15 4/15 5/15 6/15 7/15 8/15 9/15
Blog Strategy
Blog Ideation
Consulting - Convert PDFs
to Webpages
Conversion Tracking
for PDF to Webpages
Disaster Recovery Thought Leadership
Cloud Benchmark Report Promotion
Cloud Calculators Promotion
Bylined Articles
Architecture Audit
and Recommendations
Messaging Content Strategy
Local PPC Plan
Implement PPC Plan*
Project Management and Reporting
SCOPE & TIMELINE
*actionable from [Company]’s side