engaging your audience in the flow of their work
DESCRIPTION
Presentation I gave at Henry Stewart Events - Marketing Analytics Conference in BostonTRANSCRIPT
Engaging your audience in the flow of their workTony FrazierNovember 10, 2011
2GeoEye Proprietary
Connecting The DotsLessons in Customer Engagement
1. All Revenue Not Created Equal2. Make Yourself Easy to Find3. Make Your Product The Offer
Where We Go From Here
My Journey in Marketing
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Connecting The Dots
Connect Dots Looking Back
Find What You Love
Embrace each experience good or bad and trust the dots will connect in the future
You Have Nothing To Lose
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My Journey To Date
Strategy Consulting
Venture Startups
Acquisition Platform
Technology Leader
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What does GeoEye Marketing do?
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Our Business Today …
75%
25%
Imagery CollectionMultisource Services
69%
8%
23%
US GovernmentOther DomesticInternational
2011 YTD Revenue by Product and Customer Segment
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7 Doha, Qatar – September 20, 2010
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Driving Customer EngagementResource Allocation
Lesson 1: All Revenue Not Created Equal
Promotional StrategiesLesson 2: Make Yourself Easy to Find
Lead Conversion and NurturingLesson 3: Make Your Product Your Offer
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Resource AllocationLesson 1: All Revenue Not Created Equal
Different Acquisition Costs
Different Contribution Margin
New Accounts > Cross Sell > Renewal
Hardware vs. Software vs. Data vs. Services
Allocate Budget To Optimize Long Term Incremental Contribution To
Company
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GeoEye Allocation Methodology
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other Global Value Added Services
Federal Value Added Services
International Imagery
Other Domestic Imagery
Federal Imagery
24%
18%
20%
26%
12%
Total Reven
ue
Total Growt
h
Campaign Budget Allocation
Illustrative Metrics
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Promotional StrategiesLesson 2: Make Yourself Easy to Find
Integrate Promotional ActivitiesAcross Multiple Channels
Authoritative Analysis Social VideoInteractive Media
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Spatial Events Can Be Correlated To Multiple Layers of Geospatial Data
• Demographics• Tribal Boundaries• Political
Boundaries• Religious
Composition• Socioeconomic
Data• Cultural Features
• Terrain/Elevation• Landmarks• Roads/
Infrastructure• Weather Patterns• Satellite Imagery• UAV Full Motion
Video
• Mission Planning• Terrorist Attack• Border Crossing• Disaster Response• Oil and Gas
Exploration
SpatialEvent Data
Human Geograp
hy
Physical Geograp
hy
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GeoEye Analytics Methodology
Human Geogra
phy
Physical Geogra
phy
SpatialEvent Data
Expertise
ToolsTradecraft
Multisource DataFusion and Analysis
Geospatial Insight
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Scale Promotions With Analytics
Discover Most Influential Social Media Outlets
Discover Best LocationsTo Target Your Customers
Analyze Patterns To Target Promotions
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SocMetrics Social Media Profile
Lead Conversion and NurturingLesson 3: Make Your Product Your Offer
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PlaceIQ Location Based Profile
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Instead of investing in whitepapers and reports let your users touch and
feel your product
40 million people now use Apps. We also announced
that 4 million businesses run on Apps and another
5,000 join the movement every
day
Google Enterprise Blog
Lead Conversion and NurturingLesson 3: Make Your Product Your Offer
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19
GeoEye Google Earth Layer
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Lead Conversion and Nurturing
Are enough people using your
product?
Low Awarenes
s
No Real Need
Better Alternativ
es
Poor Value
Proposition
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The Next Step In Our Journey Invest appropriately to drive
long term profitable growth
Analyze patterns to get your message in front of your users
Minimize barriers between your product and your users
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Thank You!
Tony FrazierEmail: [email protected]: @tfraz06LinkedIn: http://www.linkedin.com/in/tonyfrazier