A framework for a digital marketing audit project.

1. Digital Marketing Ecosystem Audit &
Strategic Roadmap Engagement
Background Information
Prepared by Tim Bourgeois
July 2018

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

3. 3
PROJECT SUMMARY

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
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
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
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
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
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

10. 10
ABOUT EAST COAST CATALYST

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 ChiefDigitalOfficer.net
global community

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
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
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.

15. 15
[SAMPLE] PROJECT PROCESS & TEAM

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
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
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 ChiefDigitalOfficer.net, 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
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
East Coast Catalyst
300 Summer Street, Boston, MA 02210
617-314-6400
www.eastcoastcatalyst.com
@ECoastCatalyst
@ChiefDigOfficer
Tim Bourgeois | tbourgeois@eastcoastcatalyst.com

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
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 EastCoastCatalyst.com.
East Coast Catalyst is a digital strategy consulting firm.

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
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
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
Client Experience

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
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
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
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
Client Spotlight |
• Digital Strategy
Consulting
• Brand Evolution
• Web/Digital Design
• Conversion Optimization
• Copywriting
• Interactive Advertising
• Microsites, Landing
Pages
• SEO/SEM
• Analytics/Reporting

32. 32
Community Spotlight |
• Community design,
development and expansion
• ChiefDigitalOfficer.net 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
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
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
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 ChiefDigitalOfficer.net, 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
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
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
East Coast Catalyst
300 Summer Street, Boston, MA 02210
617-314-6400
www.eastcoastcatalyst.com
@ECoastCatalyst
@ChiefDigOfficer
Tim Bourgeois | tbourgeois@eastcoastcatalyst.com