1. Understanding Digital
Behaviour: How?
@jonathanbriggs

2. Digital is an ecosystem

3. A client asks you to improve
the impact of their digital work
How do you know how well
they are doing already?

4. Digital presence
eCommerce activity
Social activity
Old media activity and PR
Advertising activity
PPC activity
Reputation
Findability
Competitors
Competitor activity
Opportunities
Influential followers & friends
Social sentiment
Demand for what they offer

5. Source Conversion Revenue
0.33% (1.76%) 34%
Google
Organic
68% 2%
1%
1.46%
Branded
24%
0.36%
Products 1.4%
Yahoo 3%
Bing 2% 1.75%
PPC 8% 26%
0.77%
Direct 14%
Referrals 10% 13%
0.85%
MQ

6. Sites Ecommerce Presence Campaigns Ads
Social Reputation Participation
Traditional Media Influence New Media
Value

7. Calvin Klein

8. What can we discover about
the brand?
its customers?
its competitors?
opportunities?
Calvin Klein
Teams of 4
What tools do you use now?
What can you find out?
What questions can we not
answer?

9. What can we discover about
the brand?
its customers?
its competitors?
opportunities?
Calvin Klein
Some Tools for You...
Addictomatic
Double Click AdPlanner
SpyFu
TweetFeel & Klout