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Marketing Audit Example


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A framework for a digital marketing audit project.

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Marketing Audit Example

  1. 1. Digital Marketing Ecosystem Audit & Strategic Roadmap Engagement Background Information Prepared by Tim Bourgeois July 2018
  2. 2. 2 Table of Contents Project Summary 3-9 About East Coast Catalyst (summary) 10-15 [Sample] Project Process & Team 16-19 Contact Information 20 About East Coast Catalyst (expanded) 21-38
  4. 4. 4 Why The Need for Digital Audits & Roadmaps? Executing successfully on marketing and digital strategies has never been more challenging. While the rapid proliferation of web-based technologies and techniques over the past decade has fueled the growth of an exciting new industry, it has also created massive disruption that must be managed effectively. “In our experience, companies may be leaving as much as 20% to 30% of potential [digital advertising] returns on the table.” “Software is eating the world.“ (Marc Andreessen) “Pressure from CFOs and CIOs means that now, more than ever, CMOs need to improve their martech capabilities.” “The global marketplace for marketing software solutions will grow from $20B in 2014 to $32B in 2018…and will see a number of transformations as it evolves from point solutions to platforms to marketing as a service.” (Gerry Murray, IDC)
  5. 5. 5 Project Approach (Framework) The East Coast Catalyst 30-point assessment framework is a proven methodology that ensures every aspect of a digital marketing operation is thoroughly evaluated and incorporated into the strategic planning process. CATEGORY AREA OF FOCUS DESCRIPTION / INVENTORY ASSESSMENT OPTIONS RECOMMENDATIONS Strategy Alignment with Corporate Sales, Marketing & Operational Objectives Strategy Competitive Benchmarking: Digital Footprint & Reach Strategy Competitive Benchmarking: Competitor Ad Spending & Budgets Infrastructure Hosting: Setup & Configuration Infrastructure Hosting: Performance & Scability Applications Content Management System (CMS) Applications Baseline Functionality (Forms, Personalization) Applications Database / Data Warehouse Applications Ecommerce Applications CRM / Marketing Technology & Automation Applications Custom Applications / Intranet / Extranet Applications Community Applications Mobile Apps / Mobility Creative/Design User Experience Creative/Design Branding / Identity Creative/Design Website Assets (Imagery, Content, Widgets) Creative/Design Rich Media / Video Promotion Social Media Promotion Search Engine Optimization / Organic Search Promotion Pay-Per-Click (PPC) Search Marketing / Paid Search Promotion Email Marketing Promotion Content Marketing Promotion Mobile Marketing Promotion Display Advertising Promotion Online PR Analytics Tool(s) Setup & Configuration Analytics Conversion / Goal Tracking Analytics Reporting: Business Process Talent / Skills Staff Capability Assessment Vendors Vendor Mix, Contracts & Performance Assessment THE DIGITAL STRATEGY AUDIT & ROADMAP FRAMEWORK
  6. 6. 6 Project Approach (Framework) (continued) • Strategy: Alignment with corporate goals • Strategy: Competitor benchmarking •Infrastructure: Hosting vendor & contract evaluation • Infrastructure: Hosting performance & scalability • Infrastructure: Business process management methods • Infrastructure: Database / data warehouse • Website: Application (CMS) • Website: Application (ECommerce) • Website: Application (CRM / Marketing Automation) • Website: Intranet / Extranet • Website: Custom application(s) • Website: User experience • Website: Community • Website: Multimedia assets • Creative: Communication strategy & offline integration • Creative: Digital asset review The ECC team works with clients to focus the project on areas that require more or less attention, as every business has unique marketing operations, goals, and requirements. • Promotion: Display advertising & media • Promotion: Organic search engine optimization (SEO) • Promotion: Pay-per-click (PPC) advertising • Promotion: Email marketing • Promotion: Content marketing • Promotion: Mobile marketing • Promotion: Online public relations (PR) • Promotion/Community: Social media • Analytics: Systems & setup • Analytics: Conversion tracking • Analytics: Data management • Competitor Review: Site assets & performance assessment • Competitor Review: Digital advertising activities & budget benchmarking • Talent/Skills Review: Assess capabilities & composition of client team • Vendor / Partner review: Vendor management relationships, contracts, and optimization planning
  7. 7. 7 Project Approach (Framework) (continued) The East Coast Catalyst digital strategy assessment framework directs the investigation – and subsequent recommendations – into all aspects of an company’s digital ecosystem. STRATEGY Establish a clear understanding of a company’s corporate strategy, goals and targets, to gauge digital marketing alignment. INFRASTRUCTURE & APPLICATIONS Ensure that a company’s technology infrastructure can accommodate its digital operations, and will scale effectively. It’s not unusual for an organization to run dozens of applications in its digital marketing *stack*, and making them operate together effectively can be a significant challenge. CREATIVE / DESIGN Seamless creative experiences across devices and platforms is a constant challenge for companies, as are customer and user experience flows – an emerging area of emphasis for strategy and marketing teams. PROMOTION Digital advertising and social media promotion typically account for more than 50% of an organization’s overall digital marketing budget, and are usually fertile areas for realizing cost-savings and performance gains. ANALYTICS Since the early 2000s, the digital channel has been valued for its accountability – far more than any other marketing channel offers – and today multi-channel and attribution measurement are emerging as viable analytic tactics. STAFF, VENDORS & CONTRACTS Considering how quickly digital trends come and go, a company’s staffing and vendor strategy require regular review and assessment; even minor tweaks can impact performance dramatically.
  8. 8. 8 Proposed Deliverables Primary deliverables associated with this project are expected to be as follows: State of Affairs Assessment ECC will produce a detailed assessment of the client's digital ecosystem, as well as an assessment of its components in relation to competitors and best practice companies. Options Based on the client's unique requirements – corporate goals, legacy investments, culture considerations, and budget availability – ECC will provide a variety of options for the organization to consider that will accommodate its needs. Expected areas of focus will include: technology investments, marketing tactics, media buys, business process design, staffing, and vendor relationships. Recommendations & Roadmap Though many options will be available for the organization to consider, ECC will specify critical paths to success, and develop a strategic roadmap to inform the client's decision-making.
  9. 9. 9 Proposed Deliverables (continued) Assessment results and strategic recommendations will be delivered to the client in two primary formats: a series of reporting documents and in-person presentations. Historically, our digital strategy audit and roadmap assignments have yielded reports that address the following in each major area of the project (planning, infrastructure, applications, creative, promotion, analytics, vendors and staff): - Description / inventory - Research findings (quotes from the field, industry experts) - Competitive benchmarks - Assessment (weak, industry standard, strong) plus commentary - Options - Opportunity - Costs - Recommendations
  11. 11. 11 About East Coast Catalyst: Summary East Coast Catalyst is a strategy consulting firm that helps clients plan, execute and optimize digital strategies that drive new business, customer retention, and competitive advantage. How We’re Different  We offer a world-class, experienced team with expertise in all aspects of the digital value chain: strategy, execution, optimization  Independent, unbiased and customized strategic recommendations  A unique and proven methodology for designing and optimizing digital strategies  Access to a vast network of industry experts through the global community
  12. 12. 12 About East Coast Catalyst: Digital Strategy Approach Comprehensive Approach to Digital Strategy The digital landscape has evolved at a breakneck pace over the past decade, with billions of dollars invested in new technologies and solutions – resulting in the proliferation of social media outlets, infrastructure technologies, advertising exchanges, and analytics platforms. As a result, formulating digital strategies has never been more complicated – or more critical. The East Coast Catalyst digital strategy philosophy is rooted in an integrated approach, taking into account the intersection of strategy, marketing, technology, innovation, and talent management.
  13. 13. 13 About East Coast Catalyst: What Clients Say “East Coast Catalyst’s fresh approach to digital strategy combines analytical rigor, innovative thinking, and nuts-and-bolts best practices. The firm is a bona fide hidden gem. I’ve hired the company on more than one occasion and sing its praises at every opportunity.” - Alan Osetek, Executive Chairman, Digilant “East Coast Catalyst is the rare digital firm that has demonstrated expertise in every area of the value chain: strategy, tactics, execution and optimization. I've personally been a client for more than five years – at two different companies – and I recommend them enthusiastically and without hesitation. - Mark Lorion, President & GM / Apperian "We wanted to work with a nimble company on our digital strategy project, and East Coast Catalyst was one of the few small shops with demonstrated expertise in this area. And they didn't disappoint - the ECC team articulated problems and recommendations to our executives effectively, and its structured approach to doing the work was exactly what we needed." - Bob Visco, Marketing Director / Fortis College "The principals at East Coast Catalyst combine both digital strategy savvy and front-line execution expertise in a unique and highly effective way. I consider myself one of their biggest fans.” - Brian Piccolo, Digital Strategic Services / Liberty Mutual
  14. 14. 14 About East Coast Catalyst: Marketing Audit Cases Fortis College, a well-established player in the fiercely competitive for-profit higher education marketplace, hired East Coast Catalyst to conduct an audit of its digital marketing ecosystem. The private equity-owned Fortis planned to invest millions of dollars into its marketing operation over a multi-year period, and the company sought out an independent consultancy to deliver an objective assessment and strategic roadmap. Virtuzone, a business services company in Dubai, had grown from just a handful of employees in 2009 to nearly 100 in 2017. In preparation for continued rapid expansion, and having become increasingly reliant on digital channels for new business development (more than 75% of customers are generated via online tactics), the company engaged East Coast Catalyst to assess its marketing infrastructure and design a blueprint for its evolution. Though early in the process (the project was completed during Q1 2018), the company has already implemented many of ECC’s recommendations, across technology infrastructure, marketing applications, and media buying. Fortune 50 Retail Brand (Confidential) One of the leading retails brands in the U.S. – with an annual marketing budget in excess of $500 million – had watched its digital media budget grow more than 10X over a five year period. While the digital channel was performing well, especially in comparison to offline tactics, senior marketing managers at the brand were getting pressure from multiple areas of the organization (offices of the CFO, CIO and CMO) to justify continued media and technology budget increases. This pressure triggered a digital media audit engagement. The result of the effort included best practice benchmarking to inform decision-making, a strategic roadmap, and the identification of $2 million in media buying savings over a multi-year period.
  16. 16. 16 The Process Quick-Hit Recommendations for Immediate ImplementationIII Fact-Gathering, Research, Competitive Intelligence & Analysis II Discovery I Typically 6 to 12 Weeks Mid-Project Results Presentation to the client TeamIV Summary Results PresentationV
  17. 17. 17 The Process (continued) I. Discovery Conduct interviews across the client organization. Gather information about strategies, competencies, vendors, audience, messaging, customer / partner / staff requirements, and the competitive landscape, relying on ECC’s 30-point assessment framework to guide the engagement. II. Analysis, Research & Competitive Intelligence Gathering Conduct research outside the organization – assess competitor digital operations, consult with domain experts, and identify best practices and map how they relate to the client's infrastructure and requirements. III. Quick-Hit Recommendations Based on early research findings, deliver recommendations to the client to implement in the short-term, which will have the ability to bolster marketing performance, save money, and/or get the organization moving in the right direction. IV. Mid-Project Presentation Deliver mid-project findings to the client’s project team leadership. This step inserts a formal deliverable into the process and keeps everyone aligned, as well as allows ECC to share initial findings and solicit feedback, and then make changes to the process as appropriate. V. Final Recommendations & Presentation Deliver final presentation and report to the client executive team. Document findings and fully transfer knowledge to the client marketing, IT and operations groups.
  18. 18. 18 The Team Tim Bourgeois* – Engagement manager & digital strategist Tim is a partner at East Coast Catalyst and has been advising senior executives on digital strategies since 2000 and digital marketing audits since 2005. He is also the founder of, a global community of senior digital professionals. Alan Osetek* – Digital media strategist Alan is an experience digital industry executive, having held CEO roles at global digital agencies Digilant and Resolution (an Omnicom company), and senior management positions at iProspect and Visual IQ (recently acquired by Nielsen). Throughout his career, he has worked with some of the biggest and most prestigious brands in the world on digital strategy, including Lowe’s, McDonald’s, Nike, Pepsi, and Dicks’ Sporting Goods. * Click to view expanded bio’s on LinkedIn
  19. 19. 19 The Team (continued) David Polcaro* – User experience & creative strategist David is a partner at East Coast Catalyst and has been a digital creative director since 2000. He has delivered digital creative and design strategies to companies such as Black & Decker, Comcast, and Sulzer. Domain Experts As a matter of business practice, ECC regularly consults with point solution specialists to bring our clients world-class expertise. * Click to view expanded bio’s on LinkedIn
  20. 20. 20 East Coast Catalyst 300 Summer Street, Boston, MA 02210 617-314-6400 @ECoastCatalyst @ChiefDigOfficer Tim Bourgeois |
  21. 21. 21 ABOUT EAST COAST CATALYST (EXPANDED) (Note: the remainder of this deck provides general background about East Coast Catalyst and is not project-specific.)
  22. 22. 22 About East Coast Catalyst Located in the heart of the Boston’s Innovation District, ECC is a digital consultancy that specializes in helping clients optimize digital operations. The firm’s principals – Tim Bourgeois and David Polcaro – each bring more than a decade of experience in the digital industry to every client engagement. ECC’s core consulting offerings include digital strategy, digital audits, user experience planning, and digital marketing optimization. Current and active ECC clients span the spectrum of Fortune 500 organizations and start-ups alike, including: Apperian, Attivio, CoreAxis, Digilant, North Bridge Ventures, Paradigm4, Resolution (an Omnicom company), and Signiant. Prior to launching ECC in 2009, ECC’s principals managed Pixel Bridge, a full-service interactive marketing and web development agency. Acquired by AMP Agency, the firm delivered a range of digital agency and consulting services to a client list that included global brands such as Black & Decker, The Boston Globe, Comcast, Harvard, ITW, Sulzer, Thomson- Reuters, and TIBCO. For more information, please visit East Coast Catalyst is a digital strategy consulting firm.
  23. 23. 23 About East Coast Catalyst: What Clients Say “It was a pleasure working with Tim and his team. The level of insights and optimization recommendations really drove the process and helped develop a roadmap that is being put into place and executed. The level of details combined with the blue sky thinking really provided both strategic and tactical support for the client, and the outcome was a real team effort. I welcome the opportunity to work together again soon.” - David Taub, President (East Region) “We've been working with East Coast Catalyst for a few years and can always count on them for strategic counsel that's objective and delivered with our best interests in mind." - Jason Kucsma, Executive Director "An important client of mine (I've worked with them for almost 10 years) called me and asked if I knew of a great digital strategy firm - someone who could assess the company's major digital investments and make solid recommendations for improving conversion rates and sales. They had already called McKinsey and Accenture, but wanted another choice. Without hesitation I recommended Tim Bourgeois and East Coast Catalyst." - William Agush, Marketing Strategy Consultant & CEO, Shuttersong
  24. 24. 24 Consulting Capabilities DIGITAL STRATEGY & PLANNING • Corporate and business unit digital strategy • Digital roadmaps and visioning statements • Marketing mix assessment and ROI modeling • Vendor and technology selection CREATIVE & UX STRATEGY • Digital identity and branding planning • Website design and development planning • Information architecture, wireframes, user flows, audience definition • User testing and heuristic reviews • Animation, video, games planning DIGITAL MARKETING PLANNING • Digital marketing audits and assessments • Search marketing • Content marketing • Social media marketing • Email marketing • Mobile marketing • Display advertising and rich media DIGITAL MARKETING OPTIMIZATION • Digital platform optimization • Conversion optimization • Digital project management • Analytics and reporting • Interim CMO / VP-Marketing services
  25. 25. 25 The East Coast Catalyst Approach to Digital Strategy ECC’s digital strategy consulting philosophy is rooted in four beliefs: 1) Smart digital strategy directly supports differentiation and competitive advantage 2) Digital ecosystems are complex and must balance user experience (platform) and promotion (marketing) to be successful 3) Digital operations require constant attention and investment 4) Digital tactics are almost always inter- dependent with offline activities Philosophy
  26. 26. 26 Client Experience
  27. 27. 27 The East Coast Catalyst Difference Experience Senior team whose individuals each bring 10+ years practical, hands-on digital strategy and marketing optimization experience Holistic Approach Strategy → Platform & User Experience → Promotion → Analytics → Optimization Tailored Methodologies & Techniques Digital Strategy Planning, Digital Marketing Audit Network of Digital Experts Best-in-class specialists and team assembly on-the-fly Independence & Objectivity Technology agnostic; no contracts with solution / software vendors; no financial relationships with agencies or technology companies
  28. 28. 28 Client Spotlight | • Digital Strategy Audit & Roadmap • Digital Skills Assessment (Vendor & Staff) • 360 Degree Digital Marketing Assessment • Technology Review & Recommendations • Strategic Recommendations delivered to C-level management team, private equity partner, and sister companies
  29. 29. 29 Client Spotlight | • Digital strategy audit & roadmap • Vendor assessments & selection • Budget planning & optimization • Interim VP-Marketing • Staff training • New business development planning • Event production
  30. 30. 30 Client Spotlight | • Digital Strategy Audit & Roadmap • Brand Evolution • User Experience • Web/Digital Design • Video • Copywriting • Interactive Advertising • Email Marketing • Microsites, Landing Pages • SEO/SEM • Analytics/Reporting
  31. 31. 31 Client Spotlight | • Digital Strategy Consulting • Brand Evolution • Web/Digital Design • Conversion Optimization • Copywriting • Interactive Advertising • Microsites, Landing Pages • SEO/SEM • Analytics/Reporting
  32. 32. 32 Community Spotlight | • Community design, development and expansion • is a growing community of senior professionals whose responsibilities intersect strategy, marketing & technology • This community is owned and operated by ECC and allows a unique reach into the digital leadership community
  33. 33. 33 Community Spotlight | • Boston TechJam is a showcase and accelerator for new ideas and world-class innovations coming out of the Boston region. Conceived and launched in 2013, this year’s showcase attracted 3,000 attendees and more than 50 companies. • ECC’s serves as the event’s digital partner, and creative director David Poclaro is a member of the 5-person team responsible for TechJam’s planning and execution • The event brings together early stage companies, entrepreneurs, students, established enterprises, venture capitalists and artists to celebrate the region’s technology, entrepreneurship and culture
  34. 34. 34 The Burgeoning Marketing Technology Landscape The number of marketing technology companies tracked by analyst Scott Brinker has increased from ~150 in 2011 to more than 5,000 in 2017.
  35. 35. 35 ECC’s Principals Tim is a digital strategist and works with clients to ensure their corporate business objectives are being successfully addressed throughout projects. Working side-by-side with senior managers, he formulates digital strategies by relying on ECC’s tailored methodologies and techniques. To help clients accomplish their objectives, he relies on his varied experiences helping organizations use digital strategies to optimize performance, both as an operational manager himself and in advisory roles to organizations such as The Boston Globe, Comcast, Constellation New Energy, the Metropolitan New York Library Council, TIBCO Spotfire, and Sulzer. Tim has been active in the digital industry for more than 15 years, and has authored dozens of articles, white papers, and blog posts on a range of digital topics over the years. He is founder and editor of, a global community of senior professionals whose responsibilities intersect strategy, marketing, technology and innovation. Tim’s writings can be found in publications such as Chief Executive magazine, eContent Magazine, Digital Content Next, and The Professional Services Firm Bible (Wiley). He keeps current on trends and developments by staying active in industry associations such as the Massachusetts Innovation & Technology Exchange (MITX) and research facilities such as the Center for Marketing Technology at Bentley University. Prior to launching East Coast Catalyst, Tim was CEO of Pixel Bridge, a firm he founded in 1999 and which was acquired in 2009 by AMP Agency. Previously, he was a vice president at Kennedy Information, an information and publishing company, and a senior analyst at IDC, the world’s premier provider of IT market intelligence. Tim is a graduate of Bowdoin College in Brunswick, Maine. Tim Bourgeois
  36. 36. 36 ECC’s Principals Alan is an experienced digital industry chief executive with a 20+ year history working in the marketing, technology and advertising sectors. He has a proven track record in launching, building and growing new companies and new lines of business, with a specific emphasis in online advertising and marketing technology. Most recently, he served as Chief Executive Officer at Digilant, the paid media arm of ispDigital, in charge of the company’s business development and expansion worldwide, and serving clients such as Nike, Pepsico, Este Lauder, Santander, Papa John’s, and Movistar Prior to becoming the CEO at Digilant, Alan was the Global President of Resolution Media, overseeing the global growth of Omnicom Media Group’s search, social and digital performance media unit. During his tenure, the company grew from a 150+ person company in 2012 to a 2,000+ in 2016, with employees in more than 50 markets around the world, and a client roster that included Lowe's, FedEx, McDonald's and Dick's Sporting Goods. Previously, he was a Managing Director at iProspect/Aegis, on the largest paid digital advertising companies in the world, and Chief Revenue Officer for Visual IQ, which Forrester Research rated #1 best-in-class global attribution technology platform. Alan serves on a number of advisory boards in the advertising and marketing technology category, including Pixability, SocialFlow, Celtra, Splinke, Progress Partners, Wonderlust Travel, and The Center for Marketing Technology of Bentley University. He received his undergraduate degree from Skidmore College and MBA from Babson College. Alan Osetek
  37. 37. 37 ECC’s Principals (continued) David is an award-winning creative director, user experience expert, and interactive producer with a diverse set of experiences to draw from when setting strategies for clients. He believes digital strategy can be used as the cornerstone for game-changing organizational growth and success, and that the most effective strategies combine keen design with customized user interfaces. David’s creative philosophy is based on creating engaging user experiences that are on-brand, intuitive, and effective in accomplishing business goals. David is a founding partner at East Coast Catalyst, and leads all digital creative initiatives for ECC clients -- including delivering creative digital strategies to clients and managing digital optimization teams. Prior to launching ECC, David managed the creative, UX, and development teams at a full- service interactive agency for more than 10 years. His background in architecture led him to develop a creative yet analytical thought-process that integrates seamlessly with information design and usability initiatives. David is a graduate of the Boston Architectural Center. As part of his studies he also completed coursework in mechanical engineering and photography. While at the BAC, David was awarded the DeGeorgio Scholarship Award for design excellence in 1999 and the Nast Portfolio Award for portfolio distinction in 1998. David Polcaro
  38. 38. 38 East Coast Catalyst 300 Summer Street, Boston, MA 02210 617-314-6400 @ECoastCatalyst @ChiefDigOfficer Tim Bourgeois |