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Digital Strategy & Marketing Audit(SM)

   Product Background & Information




        Prepared by East Coast Catalyst
        April 2011
Table of Contents
I.     Background & Description
        a. Why a digital strategy audit? 
        b. Questions answered through an audit
        c. Who can benefit from an audit
        d. The digital strategy challenge
        e. ECC philosophy & tactical model

II.    Digital Strategy Assessment
        a. Top‐line review of aggregate digital alignment & contributions

III.   Digital Asset Audit
        a. Expert assessment of market‐facing platforms & infrastructure systems
        b. Websites, communities, CMS, ecommerce, analytics

IV.    Interactive Marketing Assessment
         a. Overall traffic & performance
         b. Tools & techniques: search marketing (paid & organic), email, display, social media

V.     Competitive Landscape Review
        a. Performance review vis‐à‐vis top three competitors

VI.    Key Findings & Roadmap
        a. Critical findings & takeaways; recommendations for next steps
Why a Digital Strategy Audit? 
Since few companies have established Chief Digital 
Strategist offices, most rely on “digital” to be successfully 
addressed by mid‐level managers throughout functional 
areas of an organization; as a result, a sprawling maze of 
disjointed digital operations and spending are the norm. 

A Digital Strategy & Marketing Audit(SM) audit provides 
senior managers with the analysis and insights needed to 
formulate effective digital strategies. 
Key Features & Benefits
• A detailed and research‐based analysis of digital ecosystems and strategies – from 
an independent and objective expert
• A structured approach for understanding digital strategy performance vis‐à‐vis direct 
competitors and best practice companies
• An understanding of digital strategy cost structures and ROI
• A method for prioritizing and re‐balancing digital investments
• A first step towards using digital strategy to optimize competitiveness
Why a Digital Strategy Audit?                                            (continued)


Questions Addressed By an Audit: 

• What is the company’s aggregate digital asset 
inventory, associated costs for maintenance and 
optimization, and ROI?

• How much is the company spending on its 
digital strategy and how do its investments 
compare with the competition and best practice 
companies? 

• Where are the company’s digital strategy 
strengths, weaknesses, opportunities and 
threats (S.W.O.T.)? 

Summary: A digital strategy and marketing audit provides senior managers with the 
 quantitative and qualitative analysis and information to inform intelligent digital 
                   strategies that drive competitive advantage. 
Why a Digital Strategy Audit?                        (continued)


Who Can Benefit From An Audit:

• Marketing Directors who need to make a case for 
digital marketing budget increases

• VPs‐Marketing who want a second opinion on 
agency recommendations & spending

• General Managers with broad management 
responsibilities who need to understand the 
comprehensive digital marketing function

• Non‐marketing executives who have management 
or financial responsibility for digital marketing 
activities & expenditures

• Entrepreneurs who need to formulate and execute 
digital marketing strategies – fast

• Committees that are considering investments in 
digital marketing programs (website, media buy)
The Digital Strategy Challenge
                                                                            U.S. Internet Adverti s i ng Revenue ($B)

Given the explosion of the digital sector over the past                                                                             $26.0
decade, it’s no wonder that many organizations now find                                                                    $23.5$22.7
themselves with sprawling and unmanageable interactive                                                                 $21.2

ecosystems. Spending on online programs continue to rise –                                                      $16.9

and for good reason, because they work – but investments                                                $12.5

in corresponding management and optimization activities             $8.1
                                                                            $7.1          $7.3
                                                                                                 $9.6

                                                                                   $6.0
have lagged. A Digital Strategy & Marketing Audit(SM) is a 
smart first step for organizations seeking to take their digital
programs to the next level.                                          2000   2001 2002     2003   2004    2005   2006    2007   2008   2009   2010




                                                                   Source: Interactive Advertising Bureau & PwC


An audit allows companies to rapidly acquire a detailed understanding of their digital 
ecosystem and assets, investment dollars at work, and competitive strengths and 
weaknesses. An audit is the ideal first step before embarking on a new website 
overhaul or digital strategy planning process – both of which require significant capital 
expenditures. Without a baseline set of understanding in place, it’s impossible to 
establish future plans and measure ongoing performance and return‐on‐investment.
ECC Philosophy & Tactical Model
We at ECC believe digital strategy has 
emerged unequivocally as a source of 
competitive differentiation across all 
industries. At the same time, the interactive 
industry continues to evolve rapidly, which 
makes setting and executing strategy 
increasingly challenging.

From a tactical perspective, an organization’s 
digital ecosystem should incorporate a variety 
of online and offline tactics that – working in 
an integrated manner – support the 
underlying goals of a company’s corporate, 
marketing and communication strategies.  

This figure illustrates a hub‐and‐spoke model 
that is relevant for most organizations 
pursuing a multi‐faceted digital strategy. 

For more background and information about 
our philosophy, please see our Defining An 
Interactive Roadmap white paper.  
Digital Strategy Assessment Approach
What It Is
We gather information about an organization’s 
corporate, business unit, and marketing 
strategies, and evaluate digital programs to 
determine alignment.

Why It’s Important
If you don’t know where you’re going, any road 
can get you there. “Digital” ‐ as a category ‐ is a 
useful and growing capability, but at most 
companies it should be used in primarily a 
support role. Digital tactics can be used in nearly 
every functional area of an organization to 
improve performance, but needs to  be analyzed 
in that context. 

Key Questions Answered
Are digital operations supporting critical business 
goals? How do digital investments correspond to 
corporate priorities, and what adjustments 
can/should be made to realize alignment? How 
do digital strategies measure up against the 
competition?
Digital Asset Audit
What It Is
Digital ecosystems have sprawled over the years 
as organizations have invested aggressively in 
online activities. Managing the labyrinth has 
become exceedingly difficult. 

Why It’s Important
Digital ecosystems are getting more complicated, 
not less so, and an audit highlights inefficiencies, 
gaps, and management oversight misalignment 
(e.g., the IT function managing websites). 

Key Questions Answered
How comprehensive is the infrastructure? How 
compelling is the user experience? How much is 
being spent across the system? Where are there 
opportunities for cross‐pollination or 
redundancies? 
Interactive Marketing Assessment
What It Is
The primary components of a digital ecosystem 
are interactive assets (websites, microsites, etc.) 
and online promotional programs ‐ which 
typically consist of search marketing, email, 
display advertising, and–increasingly–social 
media such as Facebook, Twitter, and LinkedIn. 

Why It’s Important
As companies increase digital advertising 
activity, it becomes increasing challenging to 
make sense of the varied interactive marketing 
tactics at work. 

Key Questions Answered
What programs are being pursued and why? how 
much is being spent? How is investment and 
performance relative to direct competitors and 
best practice companies? 
Competitive Landscape Review
                                                                                          COMPETITOR 
                                                                                 CLIENT      SET
What It Is
Companies often viscerally understand            DIGITAL ASSETS
that they are at a competitive                   Website(s)
disadvantage, but have difficulty                Blog(s)
                                                 C ommunty(s)
quantifying it. The competitive landscape 
                                                    Content Value
review is targeted at providing structure 
                                                 FEATURES & FUNCTIONALITY
around digital competitiveness.                  Engagement & Personalization
                                                 Ecommerce
Why It’s Important                               Demonstrations
                                                 Multimedia
Broad‐based market statistics and norms 
                                                 ONLINE MARKETING
are typically useless when it comes to           Search engine performance
understanding digital strategy                   Email & outreach
effectiveness; the only analysis that usually    Display advertising
matters is performance relative to core          Social media
competitors and relevant market leaders.            Facebook
                                                    Twitter
Key Questions Answered                              LinkedIn
                                                 OVERALL PERFORMANCE
How your company’s digital assets, online        General presentation & affect
marketing efforts, levels of investment,         User experience & ease of use
and interactive strategies stand up against      Engagement & stickiness
the competition. 
Key Findings & Roadmap
What It Is
Audit‐related information and analysis are 
delivered in report format, and include a ‘key 
findings and roadmap’ section, which provide 
high‐level recommendations for taking action to 
improve the organization’s digital strategy. 

Why It’s Important
Identifying problems is important; offering 
solutions is invaluable. 

Key Questions Answered
Now that we know our strengths and 
weaknesses, how do we go about making 
improvements? 

Critical Next Steps
Develop a detailed Digital Vision for the 
organization. 
East Coast Catalyst
                                 300 Summer Street, Boston, MA 02210
                                           617‐314‐6400
                                      www.eastcoastcatalyst.com

         Contact Tim Bourgeois, Partner at tbourgeois@eastcoastcatalyst.com to discuss 
             engaging East Coast Catalyst for a Digital Strategy & Marketing Audit. 



About East Coast Catalyst
East Coast Catalyst, Inc. is a digital strategy management consulting firm. Located in Boston, the firm’s mission 
is to help client executives optimize their companies’ performance through the strategic application of digital 
tools and techniques. ECC’s core offerings include digital strategy and planning, creative and user experience 
strategy, and digital platform management and optimization, as well as the flagship Digital Strategy & 
Marketing Audit(SM) . The firm was founded by two industry veterans – Tim Bourgeois and David Polcaro – who 
each rely on more than a decade of experience delivering digital strategy, implementation, and interactive 
platform optimization services to globally recognized brands and emerging companies across all major industry 
sectors. For more information contact East Coast Catalyst at 617‐314‐6400 or visit www.eastcoastcatalyst.com. 

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