1

Search Engine Strategies -New York-

June 3rd, 2010

Helping organizations develop, deploy and measure

effective digital strategies

2

Digital Marketing is the New Finance

• Why analytics?• Observations about Segmentation• Frameworks for Segmentation• Purchasing / Engagement Cycle• What Should we Measure?• The future of web experiences

Look for Hispanic specific Tips throughout the presentation

3

Why Analytics?

4

So what are the benefits?

• Customer Insights• Actionable Intelligence

5

Let 1,000 flowers bloom

6

7

Don’t do time. Avoid the crime.

Analyzing data in aggregate is a crime.

8

Segment, then analyze

Segments are a beautiful thing!

9

If I were given one hour to save

the planet, I would spend 59 minutes defining the

problem and one minute resolving it.

Albert Einstein

1004/12/2023

Thinking Counts!

11

5 Tips for Segmentation

12

#1: Needs-based segmentation improves ROI

Convenience• Geography• Language

Firmographics• Size• Industry• Geographic

Coverage

Behavior• Price Sensitive• Delivery Sensitive• Quality Sensitive

Needs• Security• Power• Esteem• Change

Easy to doEasy to replicate

Difficult to doDifficult to replicate

13

#2: Use Segmentation Maps

Lifestyle Product Geography Home Construction Status

Features Amenities Language

55+ 55+ Community By City New Construction Heating type (gas, propane)

Pool English

Military They’re Growing Up

By Zip or CEP Quick Move-In No landscape maintenance

Golf Course Spanish

Hispanics Townhome By County Overall Value Adult/Senior Community

Portuguese

Young Couples First timers Country Access to learning centers

French

First Time Main Floor Living By IP Pets

Government And Baby Makes Three

School Districts

Large Family Large and in Charge

High Net Worth Urban

Modern

Green

14

Case Study: New homes for Young Couples

Lifestyle Product Geography Home Construction Status

Features Amenities

55+ 55+ Community By City New Construction Heating type (gas, propane)

Pool

Military They’re Growing Up By Zip Quick Move-In No landscape maintenance

Golf Course

Hispanics Townhome By County Overall Value Adult/Senior Community

Young Couples First timers National Access to learning centers

First Time Main Floor Living International Pets

Government And Baby Makes Three

School Districts

Large Family Large and in Charge

High Net Worth Urban

Modern

Green

#3: Use psychographic segmentation for professional services

Perceptions of Advisors

Info

rmati

on S

eeke

rs

High

Ignore Rely

DelegatorsAvoiders

Do-it-Yourselfers Validators

15

16

Price Fighters

Traditionalists

Niche Buyers

Delivery Buyers

Quality Fanatics

#4: Align your segments with your product portfolio

Silverpop.com

Omniture.com

#5: Use psychographic profiles for online purchasing segments

Competitive Spontaneous

Methodical Humanistic

Logical Emotional

Slow

Fast

18

Can be used for Individuals (B2C) andOrganizational decisionMaking (B2B)

19

Case Study: School for Struggling Teens

• Largest School for struggling teens in the US• Positioned as the top school for struggling

teens • Process-dependent not people-dependent• Differentiated by the concept of

“transformational experience” • Designed as a learning laboratory

20

• Good parents• Stay-at-home

moms• Socially

Influential• Motivated by

Fear• Out of their

element• Embarrassed• Upper middle

class women• Loving & Caring

21

Wall Street Gordon Gekko (1987)

22

The path to cash

The Purchasing Funnel

PREFERENCE

Can you help me? What’s different about you?

How much? How long? And When?

What do you do?Are you the best value for me?

INTEREST PURCHASECONSIDERATIONAWARENESS

24

Social Media fits Latinos

• Entertainment– early adopters of entertainment technologies– On par with or more active than non-Hispanics across

most social computing activities• Community

– Culture promotes groups and families• Language

– User Generated content filling the gap since media and marketers largely ignore “Spanish-preferring” online Hispanics

The Engagement Funnel

RESPONDERS

Not engaged in Social Media Establish a presence Publishers, Writers, Editors, Filmmakers, Uploaders, Photographers, Critics, Leaders

Read, Listen, Watch, Review & Absorb

Comment, Contribute, Edit, Critique, Vote, Add to what has been said

JOINERS AMBASSADORSSPECTATORSINACTIVES

Hispanics Engage Even More than Non-Hispanics

vs. 12% for non-Hispanics

vs. 42 % for non-Hispanics

Mor

e En

gage

d

04/12/2023 27

28

Most Facebook Users Worldwide

http://www.facebakers.com/countries-with-facebook/

LinkedIn in Brazil is growing at 428% per year

29

Last 6 Months

30

Rapport

Qualify

Present

Close

Retain

Prospect Awareness

Consideration

Interest

Preference

Purchase

Services

Sales Cycle

Purchasing Cycle

For every step in the consumer cycle, there is a corresponding step in sales

And metrics!

31

Tool: Align communications with behavior

Stage in the buying process

Awareness Consideration Interest Preference Purchase Retention

Communication Objectives

Generate Awareness

Positioning, benefits & features and branding

Differentiation, lead generation

Assist in the purchase decision

Facilitate Purchase

Support use and retain

Internet Marketing Tactics

PPC, Banners, Social, email

SEM, SEO, affiliate marketing

Aggregators, directories, testimonials

Buyer guides, user reviews and ratings

Automated e-mails, offline options

Personalized website content and interaction

Tips for Latinos Segmented targets by language and culturally specific campaigns

Culturally sensitive landing pages – language specific

Language specific funnel and consistent messaging

Testimonials of similar purchasers

International shipping, language specific policy pages

Review sites so they can share with their friends

Campaigns

Key Performance Indicators (Success Metrics)

Example Chart – fill in for your organization

32

Putting the pieces together

33

Layout the Plan using a roadmap

Strategy Tactics Campaigns Analytics

34

Closed Loop Marketing Requires Integration

Pre - Click

• PPC Platforms

• Rich Media Platforms

• E-mail solutions

Post-Click

• Analytics• CRM• Content

Mgmt Sys• Landing Page

Opt.

Post Conversion

• Sales Order• Financial

SystemDriving Traffic Driving Engagement Conversion Optimization

Analytics extends throughout the entire funnel

35

This Stuff Wasn’t Made to Fit Together…

Red herrings & golden nuggetsOptimize content on your site to drive success

Key Business Questions• Which content drives

incremental engagement?• Which pages are most

popular, but do not drive success?

• Which pages seem unpopular but demonstrate success?

• Which pages drive conversion?

Key Benefits• Rework pages with high traffic but are consistently “dead-ends”.• Increase traffic to high-influence, low-traffic content.• Remove “dead wood” content. Retire content that has low influence and low

conversion.

37

Daily Motion Case StudyChallenge:

“the more registered members we have, and the longer our audience is watching the videos and engaging with the site, the more attractive we become to advertisers.” -SVP, Media Sales

Results:•Increased user engagement•Measures the performance of international expansion•Provides media buyers and advertising partners with accurate performance data

38

Data

Information

Advice, Innovations, New Experiences

It’s tough to build a pyramid from the top down

39

Bonus Tip!

Identify Spanish-preferred visitors using advanced segmentations

Dimensions Languages Contains ES

42

Developing, Deploying and Measuring online marketing strategies

Paul Limaplima@limaconsulting.comwww.LimaConsulting.com

www.twitter.com/paul__lima

1(866)500–LIMA (5462)

Philadelphia | Sao Paulo | Bogota | Montevideo

43

Classification Drilling Example

Media Source

Profile Classification•Title

•Industry

•Gender

•State

•Country

Channel TacticPromotion

04/12/2023

44

Side by Side Channel Analysis Campaign Return on Investment

Correlate ROI across all campaign types, both online and offline

Flexible campaign sourcing allowing users to choose between three options

Show Actions and Metrics

45

Online Business Optimization Evolution from A Channel to Business Strategy

Measure Optimize

Find and apply new

insights to optimize

your business based on

a complete view of all

interactions

Deliver reporting

and dashboards to

measure marketing

performance

Leverage these

measurements to

make informed

decisions about

how to interact with

customers Bring together

information from the

Internet and the

enterprise for a

comprehensive view

of customer

interactions

Automate certain

customer interactions

and activities based on

real-time data, business

rules and performance

Extend

Innovate

Automate

Execute

Measure

Process-Focused, proven model that yields resultsFor Developing, Deploying and Measuring Digital Strategies

Tracking, reporting, analyizing and adjusting user experiences to provide improved customer experiences.

Measure & AdjustDeveloping Online Marketing

Strategy and aligning business objectives with the tools,

campaigns, and metrics for success.

Think

ToolIdentifying & Implementing the sofware and systems to

enable key business and marketing processes.

Executing tactics & campaigns that map back to business objectives and provide engaging customer experiences.

Do

47

Measure using Launch and Learn StrategiesMeasure Goals by Integrating Analytics, Online Marketing Sources and CRM

Funnel Consumer Behavior Typical Key Performance Indicator

Awareness – Can you help me?

Find Your Site # of ImpressionsClick Through Rate and #

Consideration – What does your company/product do?

Search for Product/Service Bounce Rate Landing Page Bounce RatesE-mail open & Click through ratiosTime on Site for new visitorsNext Flow Analysis ReportInternal Search AnalysisNames/E-mails acquired

Interest– What’s different about your company/product?

Feature Compare and Education Webinar Signups“Portfolio Finder” StartsDownloads Video Starts & Finishes

Preference –Which solution offers the highest value for the money?

Compare Shopping Cart Starts & AbandonmentsRequests for QuotesCalls and Leads - unique numbers @ the keyword levelChat Starts

Purchase – How much for how long?

Commit Revenue by … Product Category Product Source (ad network, SEO, phone, chat, promotion, e-mail campaign) Segment

Retention – What have you done for me lately?

Re-order & up-sells Product reviews and ratings submittedCases submittedReturn frequencyLifetime value Customer Satisfaction

48

• This session will explore the use of web analytics in both the US Hispanic markets and in Latin America, the players in Latin America and the adoption of analytics by region. We will also explore how organizations can leverage best practices when running multi-channel campaigns, multi-lingual websites sites, and multiple diversity segments.

49