Digital Audit Digital Scan JCrew by Augustine Fou
The document provides a digital audit summary of JCrew's online presence across several dimensions: [1] JCrew's website is indexed by search engines but has declining traffic; [2] It ranks first for its own brand name in search but traffic is lower than expected for a national brand; [3] Social presences are detected but sentiment is dominated by JCrew's own tweets. The audit examines traffic sources, user demographics and benchmarks JCrew's online performance.
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Digital Audit Digital Scan JCrew by Augustine Fou
- 1. Digital Audit Sample:JCrew Dr. Augustine Fou November 7, 2012. November 7, 2012 1
- 2. Executive Summary • Using publicly available information from sources like Google, Alexa, Quantcast, Compete, SocialMention, etc. we analyze a brand’s digital presence across multiple dimensions: Digital Audit a. Website/Domain – PageRank, Alexa Rank b. Online Advertising, including rich media c. Site Traffic d. Visitor Demographics e. Competitive Landscape (concentric circles) f. Search (organic + paid) g. Social Marketing (social networks, social bookmarks) h. Word of Mouth / Buzz / Sentiment i. Integration – offline and online integration j. Benchmarks – media spend/allocation vs traffic November 7, 2012 2
- 3. Website Content and navigationis indexable by search engines • What humans see (left) • 585k pages indexed What Google sees Source: Google November 7, 2012 3
- 4. Findability in search Goodfindability on page 1 on own name “JCrew” • first result in search for own brand name • shopping results found November 7, 2012 4
- 5. Site Traffic Traffic onthe decline, far below what might be expected of national brand Unique Users: 898k /mo Visits: 1.7M /mo Source: Compete.com November 7, 2012 5
- 6. User Visits Visits peruser and pages per visit are flat, can be improved Visits/User: 1.9 /mo Pages/Visit: 27 /mo Source: Compete.com November 7, 2012 6
- 7. Search words drivingtraffic All top search terms contain the brand name “JCrew” Source: Alexa.com Source: Compete.com November 7, 2012 7
- 8. Social Presences Detected Presencesdetected, good amount of regular activity https://www.facebook.com/jcrew https://twitter.com/jcrew http://jcrew.tumblr.com/ November 7, 2012 8
- 9. User Demographics (est.) Over-indexes on higher income and 25-34 yr old demographics Source: Quantcast.com November 7, 2012 9
- 10. Social Sentiment Sentiment isgenerally positive; twitter dominated by own tweets November 7, 2012 10
- 11. Jcrew Search Volume trendline trendline November 7, 2012 11
- 12. Dr. Augustine Fou– Chief Digital Strategist “I help clients assess their current digital „footprint‟ and offer objective advice on improving and optimizing it.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou @acfou Augustine Fou
- 13. Client Engagement Process Intro Discovery Strategy Implementation Low New Digital Digital Hanging Ecosystem Revenue Scan Amplification Audit Fruit Streams FREE $ $ $$ $$$ 1 hr Mtg Delivery via Workshop 13
- 14. APPENDIX 14
- 15. Ugg Boots peak 2011 dip 2009 trendline October 31, 2012 15
- 16. Stock Price Correlation peak 2011 Deckers Outdoor Corp trendline (NASDAQ:DECK) trough 2009 October 31, 2012 16