LSA17: Developing a Marketing Prioritization Model for Greater Effectiveness (Location3)

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The document discusses developing a market prioritization model to effectively allocate digital marketing resources. It describes collecting various data points on stores like sales, search engine optimization performance, population density, and level of local competition. Stores are then ranked and placed into tiers (high, medium, low priority) based on a composite score of these factors. The model aims to start a dialogue on where to focus efforts to increase returns on investment and drive the highest performance and visibility across all locations.

Marketing

Developing a
Market Prioritization Model
For Greater Effectiveness
Nick Neels, Head of Local Search | @nickneels | nneels@location3.com
#LSA17 @NickNeels

We Built a Model & Started a Dialogue
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The Competition Has Heated Up
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Digital Marketers Back in the Day
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Focus on Location Level Results
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The Picture is Not Complete
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It Gets to the Point Where…
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Monkey Investment Portfolio
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Monkey Portfolios Beat the Stock Universe
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….and a method that is a lot more safe.
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Don't Rely on a Blindfolded Monkey
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Tiered Market Prioritization Model
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Top ROI Indicators
#LSA17 @NickNeels
Store
Number
Stability Assessment Sales
100 Open (5,000)$
101 Open 12,000$
102 Open (10,000)$
103 Open 6,000$
104 Open 6,000$
105 Open 1,000$
108 Future Closure (March 2017)
109 Future Closure (April 2017)
106 New Store (June 2017)
107 New Store (July 2017)

Tiers For the Win!
#LSA17 @NickNeels
Store Number Sales $ Sales
100 $ (5,000) 1
101 $ 12,000 3
102 $ (10,000) 1
103 $ 6,000 2
104 $ 6,000 2
105 $ 1,000 2
Middle of
the Pack
Low
Priority
High
Priority
High
Priority

Current Local Search Performance
#LSA17 @NickNeels
Store Number LLM SEO PPC
100 3 2 2
101 2 2 3
102 2 2 1
103 2 3 2
104 3 3 2
105 1 1 2

Population Density
#LSA17 @NickNeels
Store Number Population
100 2
101 1
102 3
103 2
104 2
105 2

Scale It
#LSA17 @NickNeels
Location ID Group Lat Long
High Competitor
Count Group Lat Long
Miles
Apart
1 SlimGenics 39.815068 -105.081104 5 Jenny Craig 40.6667729 -73.475811 1658.9
2 SlimGenics 41.459875 -82.019666 4 Jenny Craig 41.861201 -87.975686 903.7
3 SlimGenics 41.681404 -81.296272 3 Jenny Craig 32.9411882 -97.1176371 648.9
4 SlimGenics 44.866012 -93.056131 5 Jenny Craig 34.074212 -118.37558 833.2
5 SlimGenics 44.8731253 -93.3254647 7 Jenny Craig 31.9941086 -81.1286575 1439.7
6 SlimGenics 39.749225 -105.000338 7 Jenny Craig 35.443561 -80.859494 1354.9
7 SlimGenics 41.119607 -81.47236 3 Jenny Craig 38.6702055 -121.1552884 862.6
8 SlimGenics 41.539973 -81.451364 5 Jenny Craig 42.2746069 -71.7501199 1734.0
9 SlimGenics 45.039171 -93.220902 4 Jenny Craig 39.8808624 -105.0942944 4.6
10 SlimGenics 44.9054244 -92.9240745 4 Jenny Craig 33.0154311 -96.7088565 660.8

Competitive Saturation
#LSA17 @NickNeels
Store
Number
Competition
100 2
101 3
102 2
103 2
104 2
105 1

Final Priority Score & Tiers
#LSA17 @NickNeels
Store
Number
Sales LLM SEO PPC Population Competition
Priority
Score
Priority
Tier
100 1 3 2 2 2 2 12 2
101 3 2 2 3 1 3 14 3
102 1 2 2 1 3 2 11 1
103 2 2 3 2 2 2 13 2
104 2 3 3 2 2 2 14 3
105 2 1 1 2 2 1 9 1

Highest Priority, Regardless of Data
#LSA17 @NickNeels
Store Number Sales $ Sales LLM SEO PPC Population Competition
Priority
Tier
The Trump
Priority
100 $ (5,000) 1 3 2 2 2 2 2 -
101 $ 12,000 3 2 2 3 1 3 3 1
102 $ (10,000) 1 2 2 1 3 2 1 1
103 $ 6,000 2 2 3 2 2 2 2 -
104 $ 6,000 2 3 3 2 2 2 3 -
105 $ 1,000 2 1 1 2 2 1 1 -

Poor Performance, High Population
#LSA17 @NickNeels

Poor Performance, Low Population
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Edge Cases: Ranked 2, 4, 11, 21, or Page 2
#LSA17 @NickNeels

Case Study: Page 1 Visibility
#LSA17 @NickNeels
+10%
+561%

Case Study: Top 10 Visibility
#LSA17 @NickNeels
+13% +1,200%

Increased ROI: Personal & Corporate
Investment
#LSA17 @NickNeels

Roadmap for All Locations
#LSA17 @NickNeels

Build a Model.
Start a Dialogue.
Educate.
Then Put in the Work.
#LSA17 @NickNeels

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2. We Built a Model & Started a Dialogue #LSA17 @NickNeels +10% +561% +13% +1,200%

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6. The Competition Has Heated Up #LSA17 @NickNeels

7. Digital Marketers Back in the Day #LSA17 @NickNeels

8. Unable to React #LSA17 @NickNeels

9. Poor Non-brand Visibility #LSA17 @NickNeels

10. Poor User Experience #LSA17 @NickNeels

11. Poor Store Page Speed #LSA17 @NickNeels

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13. Focus on Location Level Results #LSA17 @NickNeels

14. The Picture is Not Complete #LSA17 @NickNeels

15. It Gets to the Point Where… #LSA17 @NickNeels

16. Monkey Investment Portfolio #LSA17 @NickNeels

17. Monkey Portfolios Beat the Stock Universe #LSA17 @NickNeels

18. ….and a method that is a lot more safe. #LSA17 @NickNeels

19. Don't Rely on a Blindfolded Monkey #LSA17 @NickNeels

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21. #LSA17 @NickNeels

22. Top ROI Indicators #LSA17 @NickNeels Store Number Stability Assessment Sales 100 Open (5,000)$ 101 Open 12,000$ 102 Open (10,000)$ 103 Open 6,000$ 104 Open 6,000$ 105 Open 1,000$ 108 Future Closure (March 2017) 109 Future Closure (April 2017) 106 New Store (June 2017) 107 New Store (July 2017)

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24. Current Local Search Performance #LSA17 @NickNeels Store Number LLM SEO PPC 100 3 2 2 101 2 2 3 102 2 2 1 103 2 3 2 104 3 3 2 105 1 1 2

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26. Real Estate Team #LSA17 @NickNeels

27. Estimate It #LSA17 @NickNeels

28. Scale It #LSA17 @NickNeels Location ID Group Lat Long High Competitor Count Group Lat Long Miles Apart 1 SlimGenics 39.815068 -105.081104 5 Jenny Craig 40.6667729 -73.475811 1658.9 2 SlimGenics 41.459875 -82.019666 4 Jenny Craig 41.861201 -87.975686 903.7 3 SlimGenics 41.681404 -81.296272 3 Jenny Craig 32.9411882 -97.1176371 648.9 4 SlimGenics 44.866012 -93.056131 5 Jenny Craig 34.074212 -118.37558 833.2 5 SlimGenics 44.8731253 -93.3254647 7 Jenny Craig 31.9941086 -81.1286575 1439.7 6 SlimGenics 39.749225 -105.000338 7 Jenny Craig 35.443561 -80.859494 1354.9 7 SlimGenics 41.119607 -81.47236 3 Jenny Craig 38.6702055 -121.1552884 862.6 8 SlimGenics 41.539973 -81.451364 5 Jenny Craig 42.2746069 -71.7501199 1734.0 9 SlimGenics 45.039171 -93.220902 4 Jenny Craig 39.8808624 -105.0942944 4.6 10 SlimGenics 44.9054244 -92.9240745 4 Jenny Craig 33.0154311 -96.7088565 660.8

29. Competitive Saturation #LSA17 @NickNeels Store Number Competition 100 2 101 3 102 2 103 2 104 2 105 1

30. Final Priority Score & Tiers #LSA17 @NickNeels Store Number Sales LLM SEO PPC Population Competition Priority Score Priority Tier 100 1 3 2 2 2 2 12 2 101 3 2 2 3 1 3 14 3 102 1 2 2 1 3 2 11 1 103 2 2 3 2 2 2 13 2 104 2 3 3 2 2 2 14 3 105 2 1 1 2 2 1 9 1

31. The Trump Card #LSA17 @NickNeels

32. Highest Priority, Regardless of Data #LSA17 @NickNeels Store Number Sales $ Sales LLM SEO PPC Population Competition Priority Tier The Trump Priority 100 $ (5,000) 1 3 2 2 2 2 2 - 101 $ 12,000 3 2 2 3 1 3 3 1 102 $ (10,000) 1 2 2 1 3 2 1 1 103 $ 6,000 2 2 3 2 2 2 2 - 104 $ 6,000 2 3 3 2 2 2 3 - 105 $ 1,000 2 1 1 2 2 1 1 -

33. Poor Performance, High Population #LSA17 @NickNeels

34. Poor Performance, Low Population #LSA17 @NickNeels

35. Edge Cases: Ranked 2, 4, 11, 21, or Page 2 #LSA17 @NickNeels

36. Case Study: Page 1 Visibility #LSA17 @NickNeels +10% +561%

37. Case Study: Top 10 Visibility #LSA17 @NickNeels +13% +1,200%

38. Increased ROI: Personal & Corporate Investment #LSA17 @NickNeels

39. Roadmap for All Locations #LSA17 @NickNeels

40. Build a Model. Start a Dialogue. Educate. Then Put in the Work. #LSA17 @NickNeels

41. Developing a Market Prioritization Model For Greater Effectiveness Nick Neels, Head of Local Search | @nickneels | nneels@location3.com #LSA17 @NickNeels

LSA17: Developing a Marketing Prioritization Model for Greater Effectiveness (Location3)

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