For More Information Please Contact

Transcription

1 For More Information Please Contact Eilish Canady

2 Products & Services

3 Customer Intent Modeling CIM Insight A combination of qualitative and quantitative research based on search behavior that is used to inform multiple aspects of a relevant and targeted multi-channel communication strategy. Because CIM has wide reaching applications it has been used by a variety of stakeholders including: content developers, marketing managers, digital strategists, information architects, SEO managers, SEM managers and social media strategists. Customer Intent Modeling can inform activities such as: Messaging and Content Strategy Display Media Planning Information Architecture Paid and Natural Search Strategy Directory Structure and URL Strategy Social Influencer Identification

4 Content Opportunity Engine Insight The Content Opportunity Engine is a tool that helps evaluate opportunity and prioritize action based on a variety of scenarios. This service guides decision making by providing sophisticated segmentation of opportunities for Social, Paid and Natural Search investment. The scenario-based, data-driven Search Investment Advisor: Integrates all known data components available about the target keyword set for the relevant search engines and geographic markets Considers any constraints such as seasonality patterns, day of the week limitations, franchise/ distributor/ affiliate relationships Provides a prioritized list of action items, taking into consideration a team s execution capacity Forecasts the potential revenue impact for the projects completed successfully

5 Newsroom Content Guidance Insight Newsroom Content Guidance provides a trusted, easily consumable means of identifying emerging content opportunities around a subject on a rapid cadence. By monitoring and analyzing both Google Search and Google News data, we are able to provide concise, data-based reports outlining foundational and emerging topics that represent key content opportunities for Newsroom content teams. Content strategists and Newsroom content desk managers. Identifies topics and brands that are generating the most news buzz across a subject Surfaces shifts in the conversation around a subject by tracking emerging trends in search demand Establishes the overall landscape around a subject providing a holistic view of content opportunity Provides data-driven insights to guide translation of research findings into actionable intelligence

6 Natural Search Optimization Action Our Natural Search Optimization suite includes several deliverables designed to ensure assets are properly optimized including Playbooks, Technical Infrastructure Advisor and Geo Support. Our Natural Search Optimization deliverables are intended for anyone that touches the site or assets including IT, paid, display and organic optimization teams. This can also be used by content strategists and brand managers. Playbooks Identifies 'search interest' per asset to assist in asset promotion prioritization Validates / assists in developing asset content publication strategy Technical Infrastructure Advisor Provides a prioritized set of recommendations that addresses elements including: Infrastructure, Design and Coding, Content Templates and Schema Markup and Social Tagging Natural Search Geo Support Provides an efficient method for managing the localization and optimization of content along with prioritized set of recommendations that addresses elements including: Infrastructure, Content Workflow and Local Content Creation

7 Influencer Identification Action A process by which influential sites and social properties are identified and analyzed in order to prioritize outreach and media placement. This service provides a curated list of websites including bloggers + their social property information for the social team to use in their outreach planning. The Influencer Identification service: Leverages the keyword landscape and categorization to identify authority sites by topic allowing for very targeted communication / outreach Consolidates all social property information about bloggers into one document which allows for wholeistic analysis and tracking

8 Natural Search Performance Reporting Impact Performance reporting is intended to keep a close pulse on the success of the site, success of programs and success of spend. By monitoring performance we are better able to determine what is working and what isn t and therefore make improvements quickly. Our belief is that performance reporting is intended for everyone, at all levels of the enterprise. Everyone from C-suite executives to media buyers to content strategists should be interested in understanding performance. Performance Reporting allows for: Tracking against established KPI s Better understanding of client s performance as well as that of competitors Allows a platform for integration of multiple data components to better assess performance levers

9 Center of Excellence Insight Action Impact A change management framework aimed at driving scale, sustainability and digital excellence in the enterprise. The Center of Excellence is for enterprise companies interested in scaling search effectiveness through process, education and evangelism. The Center of Excellence is a change management approach that is customized based on the unique goals and objectives of the enterprise. Informs organization structure and processes to maximize digital excellence Helps in the governance and management of disparate business units through understanding their objectives Aids in the integration of silo d functions such as IT, marketing communications, PR and business units toward a common goal Through education and evangelism the Center of Excellence increases the competence and knowledge levels of digital within the organization