The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Developing a successful digital marketing strategy - Part 1 (high level)Durgesh Kaushik
Quick notes on how to go about building your digital marketing strategy. Describing the importance of social media, content marketing, marketing automation, performance marketing, net promotor score and digital marketing infrastructure for start-ups.
Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/
What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
Role of Media Planning & Buying?
Self Serve V/S Network Managed
What is the Self Serve Model?
Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
Digital Marketing Strategy - Canvas for Bruxelles formation trainingDavid Hachez
This is the backbone of the workshop given during the 2 half days regarding Digital Marketing Strategy aimed at the e-marketing project management students
Hi I am a Food Technologist. This presentation is full of my learning from past 2 years. Would like to share the same with all the startup business people for easy digital marketing
Developing a successful digital marketing strategy - Part 1 (high level)Durgesh Kaushik
Quick notes on how to go about building your digital marketing strategy. Describing the importance of social media, content marketing, marketing automation, performance marketing, net promotor score and digital marketing infrastructure for start-ups.
Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/
What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
Role of Media Planning & Buying?
Self Serve V/S Network Managed
What is the Self Serve Model?
Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
Digital Marketing Strategy - Canvas for Bruxelles formation trainingDavid Hachez
This is the backbone of the workshop given during the 2 half days regarding Digital Marketing Strategy aimed at the e-marketing project management students
Hi I am a Food Technologist. This presentation is full of my learning from past 2 years. Would like to share the same with all the startup business people for easy digital marketing
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
12 Winning Ways to Increase College Admissions GrowthPallab Kakoty
Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.
1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history)
2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users )
3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search)
4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click)
5: Future : ( Latest trends in Paid search, mobile ads, app stores)
Introducing CPA MARKETING - the ultimate tips books. Inside this eBook, you will discover the topics about what is CPA - a comprehensive explanation, how to select the right CPA offer, method of CPA promotion, how to selection natural traffic to your CPA offer, CPA Marketing, 5 steps to choose the best CPA network, 3 steps to implement CPA Marketing the #1 fears in CPA Marketing, the advantage of joining a CPA Network, the benefits of CPA marketing 4.tips to get accepted by a CPA Network a Comprehensive explanation of CPA, What are the option for advertising CPA offer.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
This is a bespoke digital skills workshop I prepared for Concern Charity Worldwide. It covers paid search (PPC), search engine optimisation (SEO), display advertising, google analytics, and other insights for driving an insight led content strategy.
Google Quality Score Workshop: How to Raise Your Quality Score and Increase t...Bob Dirkes
In this Google Quality Score workshop, learn how to raise your Quality Score so that you can pay less for higher ad positions. Topics include improving your click through rate, ensuring the relevancy of your ad copy, keywords and landing pages and building quality history.
The Local-Mobile Opportunity: Presented by 15milesKatie Fellenz
The 3rd webinar in a series presented by Local Search experts, 15miles. Learn how-to take your business mobile and optimize your business for local search.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
12 Winning Ways to Increase College Admissions GrowthPallab Kakoty
Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.
1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history)
2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users )
3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search)
4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click)
5: Future : ( Latest trends in Paid search, mobile ads, app stores)
Introducing CPA MARKETING - the ultimate tips books. Inside this eBook, you will discover the topics about what is CPA - a comprehensive explanation, how to select the right CPA offer, method of CPA promotion, how to selection natural traffic to your CPA offer, CPA Marketing, 5 steps to choose the best CPA network, 3 steps to implement CPA Marketing the #1 fears in CPA Marketing, the advantage of joining a CPA Network, the benefits of CPA marketing 4.tips to get accepted by a CPA Network a Comprehensive explanation of CPA, What are the option for advertising CPA offer.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
This is a bespoke digital skills workshop I prepared for Concern Charity Worldwide. It covers paid search (PPC), search engine optimisation (SEO), display advertising, google analytics, and other insights for driving an insight led content strategy.
Google Quality Score Workshop: How to Raise Your Quality Score and Increase t...Bob Dirkes
In this Google Quality Score workshop, learn how to raise your Quality Score so that you can pay less for higher ad positions. Topics include improving your click through rate, ensuring the relevancy of your ad copy, keywords and landing pages and building quality history.
The Local-Mobile Opportunity: Presented by 15milesKatie Fellenz
The 3rd webinar in a series presented by Local Search experts, 15miles. Learn how-to take your business mobile and optimize your business for local search.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Geary LSF Vice President of Paid Media, Liz Serafin, presented at the 2014 MEDevice medical device conference in San Diego on the topic of digital marketing in the healthcare industry. See her tips for successful digital advertising.
Geary LSF University Presents: Advanced AnalyticsKatie Fellenz
Geary LSF University, a Geary LSF Initiative, is proud to present this How-to presentation about Analytics. Learn everything you need to know about analytics and attribution for digital advertising.
Anvil's Pascal Inderabudhi presented at the quarterly lunch & learn seminar on paid media. From exactly what paid media is to an overview on how to use it, he covered all the bases in order to get anyone off and running with this own campaign.
PPC (Pay-Per-Click) management refers to the process of overseeing and optimizing paid advertising campaigns on search engines and other online platforms. In PPC, advertisers pay a fee each time their ad is clicked. Effective PPC management involves keyword research, ad creation, bid management, and continuous analysis to maximize the return on investment (ROI).
How to buy traffic from Facebook, Instagram and Facebook Audience NetworkTravelpayouts
Facebook is one of the biggest sources of mobile traffic in the whole world for now. Learn how to launch a successful campaign and convert your prospects into loyal customers!
Data Driven Digital Marketing Strategy Wecomex Ltd
In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips.
But, this explosion in increased connectivity has meant an overwhelming wave of data and information.
Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.
Guide to optimizing Adwords and Bing Ads pay per click ad campaigns for a lower average cost per click and more qualified leads and sales conversions. To learn more about how to generate more qualified leads from search advertising and content marketing, check out http://www.marketdoc.com
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
Companies spends precious money on online advertisements, organic optimization but yet they are unsatisfied with the outcome. Typical problems faced by a Website/Portal are as following.
1) High Traffic but high bounce rate.
2) High Traffic but low conversion rate (sale or enquiry).
3) Low Overall Traffic
4) Ever increasing budget on Digital Marketing without improvement in average cost of customer acquisition.
5) Low Average Order Value.
Are you facing any of these issues?
Some Global statistics.
Conversion rate typically range from 1 to 3 percent
Companies typically spend $92 to bring customers, but only $1 to convert
Only 22 percent companies are satisfied with their conversion rate
About 75 percent of businesses have problems finding suitable expertise to optimise their landing page
Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages
The presentation will help you to work out a Digital Marketing Strategy with quick ROI.
A cookieless world — What will this major shakeup do for your business or clients? What impact will this hit to digital advertising have on lead quality from your paid marketing campaigns? The elimination of third-party cookies means Google will become even more of a walled garden. How will you adapt to overcome this change? Register for this webinar to learn how savvy marketers can utilize improved paid search techniques to benefit from the first-mover’s advantage. In this webinar, you’ll learn:
-What we know so far about the imminent cookieless future.
-First-mover advantages, opportunities, and challenges facing search marketers.
-Strategies to future-proof and win in this new normal.
Join us if you want to succeed beyond the cookie and learn new strategies to drive performance and quality acquisitions. Sreekant Lanka, SVP of Digital Solutions at iQuanti, shares data-backed tips and techniques to leverage paid search beyond the bottom of the funnel.
Digital Marketing Launch Strategy for Honor - marketplace for in-home careTobias Kemper @tek
This digital marketing launch strategy deck is for the online service Honor. Honor, an in-home care service marketplace, had not launched and needed a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond.
In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements.
Taking you through each stage of the enrollment journey, this webinar demonstrates which metrics schools should be evaluating at every point in the funnel in order to best optimize their digital marketing campaigns.
Content Marketing: Your Digital SalespersonKatie Fellenz
The San Diego American Marketing Association's 2016 Signature Series trip through the funnel continued with NextLeft’s Katie Fellenz sharing cutting-edge insights with 40+ local marketers.
Katie Fellenz led the discussion around content strategy. Key takeaways included:
As a brand, how do you capitalize on “micromoments” all those little parts of the buyer’s journey that are driven by mobile technology? The key is to:
• Be there – People use mobile more for search than PCs
• Be useful – 80% of Google searches are “how to”; more than 50% of buyers will change from an initial brand selection based on content usefulness. Example: Realtor.com has a nurturing path built around the process of moving to a new home.
•Be relevant – 78% of consumers expect personalized content. Example: Through its “Hosted Walks”, Airbnb’s hosts illuminate points of interests along a walking journey.
Google is responding to micromoments in four ways:
• Localized search results (the 3-pack)
• Rich Snippets/Article Cards
• Knowledge Cards/Answer Boxes
• Video results
A presence on YouTube is vital, not just because videos are showing up in Google search results, but because people are now using YouTube as a search engine in itself.
Here is Katie Fellenz's slides from the 2016 SDAMA 'Middle of the Funnel' conversion discussion on Content Marketing.
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
Geary LSF University Presents: Social Media BasicsKatie Fellenz
Geary LSF presents an overview of basic Social Media practices. Learn how to use social media in your marketing and the benefits social media can have on your business. For more information, or for help with your social media, contact Geary LSF at sales@gearylsf.com.
Geary LSF University Presents: Digital media 101Katie Fellenz
Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this presentation by Geary LSF's Paid Media experts.
Geary LSF University Presents: Analytics BasicsKatie Fellenz
Geary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.
15miles, the Local Search division of Geary LSF, along with Neustar Localeze produced the 6th Annual Local Search Usage Study, conducted by comScore. Here are the primary findings.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Geary LSF University Presents: Paid Media Discipline
1. Media Discipline Course
Presented: August 22, 2013
Media Discipline Course
Geary LSF University
Presented: August 22, 2013
Presented by: Liz Serafin
2. Training Purpose and Agenda
• Media Discipline Course Purpose: To provide “real world” application of concepts
taught within Media 101 and Advanced Display courses.
• Training Agenda
– Paid Search Audit Example: Putting PPC Knowledge to use in identifying
optimization opportunity.
– Media Plan Example: Putting knowledge to use in formulating a new campaign
plan.
– Q and A
3. PPC Audit Methodology
• Audit YTD 2013
• Examining performance data in
multiple dashboard views
• Provide insights to improve account
performance
• Identify best practices that can be
applied to future account activity
Examine Structure & Architecture
Separation of Campaigns
Details
Relevancy
Ad copy messaging
Devices Ranking / Bidding
Networks
Keywords
SettingsTracking
4. Executive summary
• Geary LSF Performed an audit of the Grantham AdWords account to identify the
foundational strengths as well as areas for improvement that would lay the groundwork for
tactical plan development for a PPC program.
• Account has strong foundation with multiple identified opportunities for
improvement/scale.
• Findings and recommendations are based on preliminary analysis of Grantham’s AdWords
account..
• Profile-wide KPI’s:
– 44,295 Clicks
– $203,700 Total Spend ($29-$30k average monthly)
– 0.50% CTR (Average)
– $4.60 Average CPC (increasing)
– 1,190 Conversions
– $106.23 Cost per Conversion (significantly lower for branded)
– 4.39% Conversion Rate (Average)
5. Current campaign wins
• Strong foundational architecture allows for ease of identifying performing vs. non-
performing segments, and optimizing based on specific programs.
– Separation of brand vs. non-brand campaigns.
– Separation of campaigns by program type.
– Separation of campaigns by device (Prior to enhanced campaigns migration)
– Separation of search vs. display campaigns
• Maximization of branded campaign budgets – “always on”
• Presence of remarketing campaigns
• Some separation of match type by ad group
• Minimum of 2 ads in rotation for each ad group
• Utilizing dayparting tactics
• Using SiteLinks
• Using Call Extensions
• Using negative keywords
7. Keyword Match Types
• Finding – Campaign spend is dependent on Broad and
Phrase match keywords which doesn’t allow for maximum
campaign control or performance
• Details
– Broad match keywords represent slightly higher volume composition than
Exact and Phrase.
– Broad Match keywords account for the highest spend, and highest Cost
per Conversion, with the lowest conversion rate.
– Exact match keywords drive an exponentially stronger CTR compared to
the other match types, and a significantly lower CPC
– Exact match is driving the strongest conversion rate, at the most efficient
CPC
• Opportunities
– Negative match type mirror strategy
– Separation of campaigns by match type
36%
32%
32%
Keywords by Volume
Broad
Exact
Phrase
8. Keyword Status
• Finding – Over 40% of keywords are requiring a premium bid due to Quality Score.
• Details
– There is a large portion (44%) of active keywords that have a low quality score
– Paying a premium CPC to drive traffic in comparison to higher quality score keywords ($11 vs. $2.20)
– 5% of active keywords are falling below the first page positions, limiting traffic.
• Opportunities
– Refine group structure for low quality score keywords in order to more specifically tailor ad copy and
landing page experience.
– Evaluate longer term performance of keywords below first page bid to define revised bid strategy.
9. Ad Group Structure
• Finding – Ad groups contain mix of long
tail and high volume terms.
• Details
– High volume keywords likely cannibalizing
traffic from lower volume, more specific
keywords.
– Current structure prevents tightly themed ad
copy application, which may be contributing to
low quality scores.
• Opportunity
– Revise ad grouping and campaign structures to
separate high volume from long tail keywords.
10. Landing Page Experience
• Finding – Multiple landing pages exist, however, opportunity to further tailor a
specific user experience.
• Details
– Currently landing pages exist that speak to Military, General, and Specific Program categories.
However, based on low quality scores, and some findings (example above), opportunity exists to
continue to refine a more relevant user experience.
• Opportunity
– Content specific pages for keyword categories like Graduate School Admissions tests
– Military branch specific landing pages to align with account structure
– Conversion optimization
Keyword: GRE
11. SiteLinks Optimization
• Finding – SiteLinks Augment Overall Performance (CTR and Conversions), but need
to be optimized
• Details
– SiteLinks have not been migrated to new format under Enhanced Campaigns. (Benefit of new format is
ability to track each SiteLink individually).
• Opportunity
– Migration of SiteLinks to new format, with ability to track each individually.
– Testing of additional wording or SiteLinks combinations to further augment performance.
12. Mobile Tactics
• Finding – Mobile drives cost efficient performance, but is not being maximized or
customized.
• Details
– Mobile CPC’s are ¼ that of desktop, which translates into a cost efficient Cost per Conversion.
– Mobile conversion rates are on par with that of desktop.
– Current account does not utilize mobile preferred ads. Mobile CTR is lower than that of desktop.
– Only some campaigns have mobile bid multipliers in use. Some are suppressing mobile devices all together.
• Opportunity
– Create mobile preferred ads to improve CTR. (With call extensions)
– Track calls resulting from mobile.
– Enable mobile bid multipliers across campaigns (based on analysis of historical data).
13. Impression share SOV
• Finding – There is room to grow current paid search efforts due to campaign
quality, keyword matching and budget restraints; Impression Share is less than 25%
• Opportunity
– Adjust budget caps to maximize SOV based on spend.
– Work towards improving quality score to offset amount of impression share being lost due to rank factors.
14. Summary of Opportunities
• Improve quality score to drive better cost efficiency
– Restructure ad groups for a more relevant ad and landing page application.
– Continue to develop more specific landing page experiences.
– Ensure bidding strategy promotes first page exposure.
• Capitalize on mobile performance
– Enable mobile across campaigns
– Formulate mobile preferred ads
– Define appropriate mobile bid multipliers
• Maximize SOV, particularly on exact match keywords, which drive the strongest
performance. Expand exact match keyword set.
• Migrate and optimize SiteLinks to improve CTR and Conversions.
• Track calls and account for them in bidding strategy.
16. Digital Media Campaign Overview
Markets • Houston, TX metro area
• Metro’s around existing Fresh Market store locations
Target Audiences • Males & Females between the ages of 25-64 years old
• Organic food eaters, health enthusiasts, nutrition conscious
Campaign Media Goals • Create awareness and brand lift for Houston Store openings
• Increase reach against target audience that will engage with the Fresh Market
website
• Promote select 4th of July catering/deli platter initiatives
17. 2013 Paid Media Goals and Objectives
Store Opening Holiday Promotion
Goals/Objectives
• Drive awareness of The Fresh
Market store opening among
local target audience
•Establishing brand positioning
and creating the foundation for a
strong PPC campaign in the
future
• Drive user interest in Fresh
Market’s products & services.
through promotion of specific
holiday products
• Increase online and offline sales of
holiday promotional platters
Means of Measurement
•Track impressions & clicks
•Measure engagement of site
content (i.e. New vs. Returning
visits - Google Analytics)
• Track online orders
• Track store locator views/directions
widget
18. 2013 Paid Media Goals and Methodology
Goals
Methodology
Store Opening Holiday Promotion
Brand Awareness
• Branded keywords
• Relevant brand modified product
terms
• CPM based cost model for efficient
impression volume
• Promotional product keywords
• CPM based cost model for efficient
impression volume
Brand Positioning
• Non-branded product terms
• Promote The Fresh Market as
synonymous with premium quality
• Rich Creative that compliments
existing website look and feel
• High volume modified promotional
keywords (ie. best)
• Promotional product imagery
Increase Site Traffic
• Brand keywords
• Leveraging display creative focused
on site content (food recipes)
• Enhanced ad network optimization
& audience refinement
• Promotional product keywords
• Strong call to action ad copy
messaging
• Enhanced ad network optimization &
audience refinement
19. Paid Search Benefits
• Reach users when they are actively looking for
you.
– “Bottom of the funnel” users.
– Users qualify themselves.
• Search Engines represent one of the single
best traffic driving sources online.
• Ability to influence brand exposure
(positioning and frequency).
• Ability to customize marketing message.
21. Paid Search Recommendation: Houston
Store Opening
• Focus on Fresh Market brand related
keywords.
• Heavily focus on use of Brand in ad
copy to pre-qualify users and in effort
to gain residual branding effect from
search ads.
• Utilize Sitelinks to highlight
specific areas of the site that
might be of interest to target
audience.
• Target individual devices for testing
and customization purposes.
22. Paid Search Recommendation: Holiday
Promotion
• Focus on three categories of
keywords:
• Fresh Market branded
keywords
• Deli Platters / Catering
• 4th of July party recipes
• Test ad copy messaging
• General Platters/Catering
• Holiday specific
• Target individual devices for
testing and customization
purposes.