This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand metrics to measure business performanceFullSurge
In this interactive session, Michael Million leads a discussion about how to frame different types of metrics in an effort to track performance of an organization's activities and how they effect both brand equity and business outcomes.
An overview of the latest best practices and trends in employer brand measurement, helping you to identify the right metrics, linkages and and potential returns on
your employer brand marketing investments.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand metrics to measure business performanceFullSurge
In this interactive session, Michael Million leads a discussion about how to frame different types of metrics in an effort to track performance of an organization's activities and how they effect both brand equity and business outcomes.
An overview of the latest best practices and trends in employer brand measurement, helping you to identify the right metrics, linkages and and potential returns on
your employer brand marketing investments.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
In This Issue
Why Do People Follow Brands Pages On Facebook
The life Of Brian Scudamore
5 Mistakes You Should Avoid When You Start An Online Business
Ads
Import&Export Companies
Shipping Lines
Logistics
Exhibition
Business Tools Companies
The Pitch ~ A great campaign can make a great career.
The 8 D’s of our methodology…
Discover > Define > Direct > Develop > Differentiate > Deploy > Decode > Deliver
Try it out and add your support to our wall - http://arbunize.com/8-step-branding-exercise/
We help user through an 8 step branding exercise that helps them build, broadcast and manage their identities. We provide tools, tips and resources to simplify the otherwise complicated process of creating a differentiated personal brand.
Career Facts & Tricks حقائق وحيل عن المستقبل المهنىMohamed Yasser
تعلم اكثر عن التحديات الموجودة فى سوق العمل العربى والمصرى تحديدا والعقبات التى يمكن ان تواجها فى بداية حياتك المهنية وتعرف على بعض الحقائق الخاصة بسوق العمل والمسار المهنى وكيفية التغلب عليها والبدأ بنجاح لكى تحقق اهدافك
Una 'Do It Yourself' Guía de la Marca Personal. En el mundo social digital de hoy, con nuestra identidad cruzar distintas redes sociales puede ser un desafío para decidir, y mantener una identidad de marca consistente que cruza plataformas y canales. Esta cubierta pone un caso para la importancia de la marca y algunos cómo es. No conectar y dar su opinión.
This presentation is my research on dealing with stress, anxiety and depression while I was going through a rough patch in life despite everything being good on paper, I wasn't happy and smiling was a struggle. Depression is a evil which doesn't even sho itself and fights from the shadows. People will move out on you just because they can't see a reason or a visual wound. Not many will even understand what and why you are the way you are yet the battle is constantly raging inside. On this star wars day... I wish you the best. MAY THE FORCE BE WITH YOU!
Feel free to connect with me or add a comment if you want to share your thoughts on this subject!
Postscript - Life right now is still quite unsettled and paradoxically all of this happened while trying to settle it down with a purpose. I moved out of my structured super awesome job environment to achieve some personal goals that initially crashed me hard on the ground. In a lifetime of work, what would you do to be proud of? What would you do if you really want to make a difference? and what would you do to be able to say.. yes I did it! These questions needed answers. Mediocre isn't good, so I am giving this a thought and a perspective.
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
How to Optimise the Efficiency of Your Digital CommunicationLa French Tech
Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.
Q4 Metrics of Success: How to Measure the Impact of Your Holiday CampaignsTinuiti
The holidays are fast approaching and with those eager consumers looking to complete their shopping list. Savvy marketers are already planning and executing for their seasonal campaigns, but many can get stuck on a crucial step of this process: determining their key performance indicators (KPIs). In this webinar, we’ll breakdown how to establish your marketing goals, identify metrics that indicate success, find the right attribution model, leverage metrics to inform testing, and more!
http://www.spiral16.com This step-by-step presentation from Eric Melin and Robert Madison from web monitoring solution Spiral16 goes through the 6 Practical Steps To Creating and Measuring An Effective Social Media Program.
There is a lot of excitement surrounding social media. People are doing very creative things and tying them into business gains. It’s not an exact science, but it is important to tie your efforts into supporting your company’s objectives.
This presentation will help you think about how you can identify business goals, align those goals with a social media program, establish benchmarks, set realistic targets, and measure KPIs to determine success. After it's all said and done, you can look at results and find ways to improve.
Simon Rogers, Head of Sales at Market Sentinel presents "How to manage your reputation and measure the ROI."
Simon presented at KMP Digitata's Reputation Management seminar on the 7th May at the MDDA in Manchester.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
Careers of future and future of careersShivam Dhawan
How the career landscape is changing with age and how we are adapting to it.
GetBoarded pitch for Universities providing career tools for students with Predictive Talent Analytics and personalized Opportunity Recommendations.
Finding and Funding Opportunities Around The WorldShivam Dhawan
How to find and fund for scholarships, grants, research funds, short term internships and more using digital platforms and tools.
Tips on work-study options and budget travelling.
The story of how jobs have evolved over history and what change is coming with the new generation of work style. Work is changing and so is the work force.
I envision a future where people are treated as people and companies understand their aspirations and help them find purpose. No burnouts, no corporate politics.. everybody has a defined place in the society where they feel fulfilled and happy.
A life of inspiration - Mahatma Gandhi 1869-1948Shivam Dhawan
Mahatma Gandhi, Father of our nation, whose profound spirituality and belief in justice inspired the world. In remembrance of his life of inspiration on his birth anniversary.
BI Consultancy - Data, Analytics and StrategyShivam Dhawan
The presentation describes my views around the data we encounter in digital businesses like:
- Looking at common Data collection methodologies,
-What are the common issues within the decision support system and optimiztion lifecycle,
- Where are most of failing?
and most importantly, "How to connect the dots and move from Data to Strategy?"
I work with all facets of Web Analytics and Business Strategy and see the structures and governance models of various domains to establish and analyze the key performance indicators that allow you to have a 360º overview of online and offline multi-channel environment.
Apart from my experience with the leading analytic tools in the market like Google Analytics, Omniture and BI tools for Big Data, I am developing new solutions to solve complex digital / business problems.
As a resourceful consultant, I can connect with your team in any modality or in any form that meets your needs and solves any data/strategy problem.
DISC analysis is a psychometric tool to understand personal traits towards Dominating, Influential, Steady and Compliant. Understanding your employee personalities can help us mould better teams and achieve higher coordination. For employees it gives them a perspective of their own identities and develop the personal skills to enhance their personality type.
Turning your Workforce into Brand ForceShivam Dhawan
Building lasting, effective brands takes time and there is no one-size-fits-all process but how about taking the help from all the resources you already have at your disposal. Your workforce could be your Brand Force if you know how to turn them in to your Brand Ambassadors.
In a global environment, diversity breeds learning. The flexibility is approach gives room for creativity and innovation. Personal branding highlights the unique attributes of an individual in the delivery of company objectives. Managers are redundant. A flat system of hierarchy is preferred with each individual motivated to manage their own brand with their actions and achievements.
A Do It Yourself Guide to Personal Branding. In today’s digital social world, with our identity crossing various social networks it can be a challenge to decide on, and keep a consistent brand identity that crosses platforms and channels. This deck puts a case for the importance of branding and some how to's. Do connect and give feedback.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
This presentation is a one day (actually 10 years) work in response to slideshare contest #in10years to win a free PRO account. So here, my life is opened to be shared.
Please like and share
The last link is not working in the presentation, check out more @ http://shivam.dhawan.biz
The anlaytics industry is in the biggest state of flux at this time with Adobe SiteCatalyst 15, Google Beta and WebTrends 10 hitting the market. Analytics, as a field, is changing faster than ever and the need of integrating analytics with more and more channels is increasing. The PPT covers some aspects of the tools and technologies available for advance analytics reporting and insights.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
2. Content
1 Overview
2 Brand Promotion (BP)
3 Terminologies
4 Analytics to track your BP
5 Summary
6 Market Scenario
2
3. Overview - Teasers
BRAND Value… easier to show than to explain!
Do you Google or search?
Do you Xerox of make a copy?
Do you use a Band-Aid or an adhesive bandage?
Do you use a Frisbee or a sports disc?
Do you use Vaseline or petroleum jelly?
Do you ask for a Coke or a cola?
Mica sheet or SunMica? And so on…
“In the initial years People were so curious to know how does Google earn… and
then adsense/adwords came to existence.”
“Orkut was not monetized in any way until it reached its peak”
3
4. Overview – Importance
Importance of Branding
If you can build a strong brand people will search specifically for you when
they are looking to buy what you offer.
Your new products will launch with the trust and credibility your brand has
acquired over time.
Brand establishes trust that is required for user to be comfortable in this
wicked world.
“A brand is the sum of all feelings, thoughts and recognitions – positive and
negative – that people in the target audience have about a company, a
product or service.”
Steve McNamara, AdCracker.Com
4
5. Brand Value – BV
What It is –
Awareness / Reach
Trust
Reputation
Perception
What It is not –
The Wikipedia definition of brand begins with “A brand includes a name, logo, slogan,
and/or design scheme associated with a product or service”
This explains everything that BV is NOT
A brand for a company is like a reputation for a person. You earn reputation by
trying to do hard things well.
–Jeff Bezos
5
6. Brand Promotion - Terminologies
Brand:
Reputation of a product, brand or service recognized by its name, logo, slogan, and/or design scheme associated with a product or service.
Brand Value:
Brand is the sum of all feelings, thoughts and recognitions that people in the target audience have about a company, a product or service .
Brand Promotion:
To elevate the perception of the brand in people’s mind.
Brand Promotion Analytics:
To analyze the change in Brand Value by the effect of our Brand Promotion activities. (In Scope)
Brand Value Optimization:
The process of systematic Brand Promotion where criteria’s of Reach, Trust, Reputation and Perception are strategically raised and
analyzed.
BVO = BP + BPA + Strategy
Brand Value Analytics:
Quantitatively measuring the metrics associated with the Brand, to identify its brand value. (Out of Scope)
More solid brands mean strong identities both for the products and for the people
using them.
–Jeff Bezos
6
7. Tracking BP – Brand Analytics
Have you lately measured your BP…?
Tracking BP – Brand Promotion Analytics
In the following slides we will see how we can qualitatively and
quantitatively measure Brand Promotion.
“One of the ultimate excuses for not measuring impact of Marketing campaigns is:
“Oh, that’s just a branding campaign.”
Admit it, you’ve heard it.
I suspect you’ve even used it liberally!! : )”
Avinash Kaushik
7
8. Brand Analytics - METRICS
Measure 1 : New Vs Returning Visitors
Measure the change in the percentage of New Visitors to your website.
% (New Vistors / Total visitors)
The metric “Change in percentage of New Vs Returning” tells you what is the
comparative increase of first time visitors that came to your site.
8
9. Brand Analytics - METRICS
Measure 2 : Visitor Loyalty and Recency
a) Visitor Loyalty
b) Visitor Recency
Repeat visits by number
– Loyalty
In the Before version you
can see that most people,
69.79%, visited the website
just once.
In the After version, when the branding campaigns were running, only 63.25% of
the visitors visited just once. This means atleast 7% of the visitors shifted to
visiting more than once.
9
10. Brand Analytics - METRICS
Measure 2 : Visitor Loyalty and Recency
a) Visitor Loyalty
b) Visitor Recency
Repeat visits by frequency – Recency
Measuring recency for the paid traffic or campaign traffic would let us know if
the frequency of visits increased in campaign / offer period compared to
general.
10
11. Brand Analytics - METRICS
Measure 3 : Traffic from Discussion forums / communities
By just doing referrer segmentation based on the domain / link they came from,
we can measure the increase in BV. Filter out those links that contain words as
/community/ or /Forum/ or /Thread/ in their link. We can measure this metric
to see how much the brand is being talked about in the general forums.
11
12. Brand Analytics - METRICS
Measure 4 : Brand Lift / Likelihood of Target Action
Many target actions intended for a visitor are offline. Purchases in stores, offline
recommendation, offline action, etc are a direct indicator of Brand Value.
Brand Lift: We can measure this at aggregate level or for specific campaigns by
Quick on exit survey forms
Refer to friend form
Noticed the “was this info useful”
check boxes (for content value
measurement)
Other interactive response
measures
12
13. Brand Analytics - METRICS
Measure 4 : Brand Lift / Likelihood of Target Action
Many target actions intended for a visitor are offline. Purchases in stores, offline
recommendation, offline action, etc are a direct indicator of Brand Value.
Likelihood of Target Action: We can measure this at aggregate level or for
specific campaigns by
On exit survey forms
Using unique phone numbers with
different campaigns (having an integrated
IVR that can segregate the calls based
on phone numbers or keywords, etc.
can measure this metric)
13
14. Brand Analytics - METRICS
Measure 5 : Launch / Introduction
Very often when you run branding campaigns your goal is simply to introduce
your business or a new product. This is where the metrics are important and
used with some seriousness.
This includes all the metrics gathered from product supporting material
Free Coupons
Free Downloads / Trial memberships
PDFs / Brochures / Application forms / Page print
And general metrics such as visit length, Navigation paths, etc.
14
15. Brand Analytics - METRICS
Measure 6 : Search Share
How many people would now
prefer your brand compared
to your competitors.
15
16. Brand Analytics - METRICS
Measure 7 : Traffic Differential
In the below report we notice the change in traffic owing to Press Releases,
campaigns or any product launches. With these we can measure the
comparative effects of the brand promotion activities to our competitor
traffic.
16
17. Brand Analytics - METRICS
Measure 8 : Brand Embossing
Branding campaigns are particularly effective at “embossing” brands into your
psyche with the goal of improving unaided brand recall.
17
18. Summary
We discussed on how to quantitatively measure the effectiveness of branding for
a Company, Product or a Service. Following is the summary of Metrics:
New Vs Returning Visitors
Visitor Loyalty and Recency
Traffic from Discussion forums / communities
Brand Lift / Likelihood of Target Action
Launch / Introduction
Search Share
Traffic Differential
Brand Embossing
18
19. Market Scenario
Universal Search has arrived
Google and Yahoo are in the
process of drastically
altering their search results,
the reaction has catalyzed
one of the biggest paradigm
shifts the search industry has
experienced.
19
20. Market Scenario
Google and Yahoo are in the process of drastically altering their search results,
the reaction has catalyzed one of the biggest paradigm shifts the search
industry has experienced. Search is evolving as Google Universal Search has
arrived
Historically search rankings focused primarily on HTML based text content,
optimized by keywords, relevancy, meta data and all those other lovely SEO
methods. With the shift to Universal Search, mixed within the regular content
will be media rich properties such as images, video’s, maps, books, shopping
feeds and much more. If a brand or business engages and optimizes with all
these mediums, then their coverage a brand value must be greater for it.
“Google's Eric Schmidt recently indicated that Google may be looking to brand
metrics as a means of determining search quality. That's not to say merely
having any old brand will mean you rank highly, but the brand building
process has synergies with the metrics Google uses to rank sites.”
20
21. Shivam Dhawan
Offering solutions to Designing, Marketing, Analytics and Branding
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