Lima Consulting Group presentation at SES New York 2011: Helping Organizations Develop, Deploy and Measure Effective Digital Strategies

1. 1 Search Engine Strategies -New York- Helping organizations develop, deploy and measure effective digital strategies June 3rd, 2010

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 2 Look for Hispanic specific Tips throughout the presentation

3. 3 Why Analytics?

4. So what are the benefits? Customer Insights Actionable Intelligence 4

5. Let 1,000 flowers bloom 5

6. 6

7. Don’t do time. Avoid the crime. 7 Analyzing data in aggregate is a crime.

8. Segment, then analyze 8 Segments are a beautiful thing!

9. If I were given one hour tosave the planet, I would spend 59 minutes defining the problem and one minute resolving it. Albert Einstein 9

10. Thinking Counts! 3/22/11 10

11. 11 5 Tips for Segmentation

12. 12 #1: Needs-based segmentation improves ROI Easy to do Easy to replicate Difficult to do Difficult to replicate

13. #2: Use Segmentation Maps 13

14. Case Study: New homes forYoung Couples 14

15. #3: Use psychographic segmentation for professional services High Do-it-Yourselfers Validators Information Seekers Delegators Avoiders Ignore Rely Perceptions of Advisors 15

16. #4: Align your segments with your product portfolio Niche Buyers Quality Fanatics Delivery Buyers Traditionalists Price Fighters 16

17. Silverpop.com Omniture.com

18. #5: Use psychographic profiles for online purchasing segments Fast Can be used for Individuals (B2C) and Organizational decision Making (B2B) Slow Emotional Logical 18

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 19

20. Good parents Stay-at-home moms Socially Influential Motivated by Fear Out of their element Embarrassed Upper middle class women Loving & Caring 20

21. Wall Street Gordon Gekko (1987) 21

22. 22 The path to cash

23. The Purchasing Funnel Can you help me? What’s different about you? How much? How long? And When? PREFERENCE INTEREST PURCHASE CONSIDERATION AWARENESS Are you the best value for me? What do you do?

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 24

25. The Engagement Funnel Not engaged in Social Media Establish a presence Publishers, Writers, Editors, Filmmakers, Uploaders, Photographers, Critics, Leaders RESPONDERS JOINERS AMBASSADORS SPECTATORS INACTIVES Comment, Contribute, Edit, Critique, Vote, Add to what has been said Read, Listen, Watch, Review & Absorb

26. Hispanics Engage Even More than Non-Hispanics vs. 12% for non-Hispanics More Engaged vs. 42 % for non-Hispanics

27. 3/22/11 27

28. 28 Most Facebook Users Worldwide LinkedIn in Brazil is growing at 428% per year http://www.facebakers.com/countries-with-facebook/

29. 29 Last 6 Months

30. For every step in the consumer cycle, there is a corresponding step in sales And metrics! Sales Cycle Prospect Awareness Consideration Rapport Interest Qualify Preference Present Purchase Close Purchasing Cycle Retain Services 30

31. Tool: Align communications with behavior 31 Example Chart – fill in for your organization

32. 32 Putting the pieces together

33. Layout the Plan using a roadmap 33

34. Closed Loop Marketing Requires Integration 34 Driving Engagement Driving Traffic Conversion Optimization Analytics extends throughout the entire funnel

35. 35 This Stuff Wasn’t Made to Fit Together…

37. Increase traffic to high-influence, low-traffic content.

39. Measures the performance of international expansion

41. 39 Bonus Tip!

42. Identify Spanish-preferred visitors using advanced segmentations

43. Dimensions  Languages  Contains  ES

44. Developing, Deploying andMeasuringonline marketing strategies 42 Paul Lima plima@limaconsulting.com www.LimaConsulting.com www.twitter.com/paul__lima 1(866)500–LIMA (5462) Philadelphia | Sao Paulo | Bogota | Montevideo

46. Industry

47. Gender

48. State

49. CountryClassification Drilling Example 43 3/22/11

50. Side by Side Channel AnalysisCampaign Return on Investment 44 Show Actions and Metrics Correlate ROI across all campaign types, both online and offline Flexible campaign sourcing allowing users to choose between three options

51. Online Business Optimization Evolution from A Channel to Business Strategy Automate certain customer interactions and activities based on real-time data, business rules and performance Innovate Leverage these measurements to make informed decisions about how to interact with customers Find and apply new insights to optimize your business based on a complete view of all interactions Extend Deliver reporting and dashboards to measure marketing performance Automate Bring together information from the Internet and the enterprise for a comprehensive view of customer interactions Execute Measure Measure Optimize 45

52. Process-Focused, proven model that yields results For Developing, Deploying and Measuring Digital Strategies Think Measure & Adjust Developing Online Marketing Strategy and aligning business objectives with the tools, campaigns, and metrics for success. Tracking, reporting, analyizing and adjusting user experiences to provide improved customer experiences. Tool Do Identifying & 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.

53. Measure using Launch and Learn StrategiesMeasure Goals by Integrating Analytics, Online Marketing Sources and CRM 47

54. 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. 48

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