Digital Audit Digital Scan JCrew by Augustine Fou
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The document provides a digital audit summary of JCrew's online presence across several dimensions: [1] JCrew's website is indexed by search engines but has declining traffic; [2] It ranks first for its own brand name in search but traffic is lower than expected for a national brand; [3] Social presences are detected but sentiment is dominated by JCrew's own tweets. The audit examines traffic sources, user demographics and benchmarks JCrew's online performance.
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Digital Audit Digital Scan JCrew by Augustine Fou
- 1. Digital Audit Sample: JCrew Dr. Augustine Fou November 7, 2012. November 7, 2012 1
- 2. Executive Summary • Using publicly available information from sources like Google, Alexa, Quantcast, Compete, SocialMention, etc. we analyze a brand’s digital presence across multiple dimensions: Digital Audit a. Website/Domain – PageRank, Alexa Rank b. Online Advertising, including rich media c. Site Traffic d. Visitor Demographics e. Competitive Landscape (concentric circles) f. Search (organic + paid) g. Social Marketing (social networks, social bookmarks) h. Word of Mouth / Buzz / Sentiment i. Integration – offline and online integration j. Benchmarks – media spend/allocation vs traffic November 7, 2012 2
- 3. Website Content and navigation is indexable by search engines • What humans see (left) • 585k pages indexed What Google sees Source: Google November 7, 2012 3
- 4. Findability in search Good findability on page 1 on own name “JCrew” • first result in search for own brand name • shopping results found November 7, 2012 4
- 5. Site Traffic Traffic on the decline, far below what might be expected of national brand Unique Users: 898k /mo Visits: 1.7M /mo Source: Compete.com November 7, 2012 5
- 6. User Visits Visits per user and pages per visit are flat, can be improved Visits/User: 1.9 /mo Pages/Visit: 27 /mo Source: Compete.com November 7, 2012 6
- 7. Search words driving traffic All top search terms contain the brand name “JCrew” Source: Alexa.com Source: Compete.com November 7, 2012 7
- 8. Social Presences Detected Presences detected, good amount of regular activity https://www.facebook.com/jcrew https://twitter.com/jcrew http://jcrew.tumblr.com/ November 7, 2012 8
- 9. User Demographics (est.) Over-indexes on higher income and 25-34 yr old demographics Source: Quantcast.com November 7, 2012 9
- 10. Social Sentiment Sentiment is generally positive; twitter dominated by own tweets November 7, 2012 10
- 11. Jcrew Search Volume trendline trendline November 7, 2012 11
- 12. Dr. Augustine Fou – Chief Digital Strategist “I help clients assess their current digital „footprint‟ and offer objective advice on improving and optimizing it.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou @acfou Augustine Fou
- 13. Client Engagement Process Intro Discovery Strategy Implementation Low New Digital Digital Hanging Ecosystem Revenue Scan Amplification Audit Fruit Streams FREE $ $ $$ $$$ 1 hr Mtg Delivery via Workshop 13
- 14. APPENDIX 14
- 15. Ugg Boots peak 2011 dip 2009 trendline October 31, 2012 15
- 16. Stock Price Correlation peak 2011 Deckers Outdoor Corp trendline (NASDAQ:DECK) trough 2009 October 31, 2012 16