Competitive Landscape AnalysisStudy of Digital Marketing Consultancy Firms in USA
Market Intelligence & Consulting
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Table of Contents
Objectives
Approach Used
Selected Company Goals
Selected Customer Preferences
Opportunities & Threats
Research Data
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Study Objectives
A positioning report for Atlas Digital Partners using Competitive Landscape Analysis to help them get ahead as other Digital Marketing Consultancies compete to provide the best solutions in the field of digital marketing Consulting
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ZENeSYS Competitive Landscape Analysis Methodology
• Customer Preferences
• Company Goals
Detailed Secondary Research
• Assess Companies
• Using a Goals-Preference Matrix
Research the major Digital Marketing
Consultancy firms • Qualitative observations
• Quantitative assessments
Analysis
• Threats• Opportunities
Synthesis
A set of Company Goals and customer preferences were determined from news, blogs, websites, social media conversations, etc.
Using the Goals and Preferences, we researched eboost Consulting,Smart Insights,Lenskold Group,Intersection consulting ,Spears marketing and recorded observations
Slides 30 onwards the observations and ratings H, M or L on how each consultancy is meeting its goals along the dimensions of the customer preferences
By rating the quality of activity seen, we plotted charts to make conclusions on relative performance and generated insights on threats and opportunities for Atlas Digital Partners.
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Analysis of Company Goals
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Company GoalsAfter an in depth secondary research five goals were finalized. These are presented here in descending order of importance
G1:Increase brand equity by providing unique experience pertaining to specific needs
G5:Work on scalable business model through cost reduction & increasing profit margins
G2:Diversification & expansion of customer base through existing client referrals
G3:Strategic tie-ups with major players in social media & digital marketing arena
G4:Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing
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Customer Preferences
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Customer preferencesAfter an in depth secondary research five preferences were finalized. These are presented here in descending order of importance
P1:Increase in order value of sales
P2:Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
P3:Building & maintaining brand perception through efficient use of e- marketing mix
P4:Be distinguishable through SEO(search engine optimization/marketing)
P5:Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
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Analysis of Company’s Goals
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Increasing brand equity
Expansion through Client Referrals
Strategic Tie ups Digital marketing diagnostic tool
Cost reduction & Profit margins
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How well are Digital Marketing Consultancy Firms meeting their Goals?
Effe
ctiv
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ss (
out
of 1
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Company’s Goals
Subsequent slides provide more insight on each goals
Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketingNote: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards
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On Increasing brand equity–Brand equity can be increased by providing unique experience to the customers
Observations
Lenskold is the leader
Others• Others are trying to increase their brand value
through blogs, ,expert advice, testimonials, recommendations & tools.
• Lenskold Group comes with the “next-best-offer” analysis, channel preference modeling, and offer modeling. It provides Marketing Testing & ROI tools and through that increased iits brand value.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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On Expansion through Client Referrals.- Companies try to expand their customer base and diversify through existing client referrals.
Observations
Eboost consulting is the leader
Others• Other competitors are trying to achieve the
same by testimonials, depending mainly on SAAS marketing tools and digital media analyzer.
• Eboost consulting is the leader and 85% of their new business leads come through referrals from existing clients who are satisfied with the results. Helping existing clients reach their desired audience has helped them achieve 55% of the growth by expanding relationships with existing clients
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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On Strategic Tie ups with major players- Strategic tie ups with other major players in social media can help companies get a competitive advantage.
Observations
Lenskold Group is the leader
Others
• Other Competitors are not that active in making strategic tie ups with major players in social media industry yet. Atlas has two strategic partners with Marketbridge and Founders investment Banking
• Lenskold Group works is in partnership with Paradigma Marketing in order to cater to its customers. Also it has a partnership with ARC, through which it uses its data from ARC COMPASS.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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On creating Digital marketing diagnostic tool- Digital Marketing Diagnostic tool helps in finding the required areas to be addressed
Observations
Lenskold Group is the leader
Others
• Other Competitors have also been actively developing tools apart from the smaller competitors like Atlas, Intersection and Spears Marketing.Atlas uses SaaS but can explore the option of developing its own tools.
• Lenskold Group has created marketing diagnostic tools like ROI calculator, performance dashboard to help diagnosing the problems with digital marketing strategies and improve through use of a new mix of tools.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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On reducing cost & increasing Profit margins- Leading firms try to reduce costs and increasing profit margins for their profitability.
Observations
Smart Insights is the leader
Others• Other competitors focus on lead quality and
quantity and integrated marketing optimization for this task..
• Smart Insights is increasing its profit as its customers come back more .On any given day, about 75% of purchases from Zappos are from returning customers. Also, repeat customers order >2.5x more from in the following 12 months.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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Analysis of Consumer Preferences
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Are customer expectations being fulfilled?
Subsequent slides provide insights into each customer preference
Effe
ctiv
ene
ss (
out
of 1
0)
Consumer Preferences
Order value of online sales
Reaching specific target audience
Brand perception through e- marketing
mix
Be distinguishable through SEO
Cost optimization through CPAs/CPLs
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketingNote: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards
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Order value of sales- An increase in this metric measures the order value of sales generated through online marketing and is an important preference of the customer.
Observations
Lenskold Group is the leader
Others• Other Competitors have also used different
strategies to help their customers increase their online sales.
• Lenskold group is one of the oldest companies in the arena of digital marketing and provides Return on Investment solutions to its customers helping it achieve, measure and manage the order value of online sales.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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Reaching specific target audience- The customer wants to reach the specific target audience through contextual advertising & behavioural targeting which leads to an increase in revenues.
Observations
Smart Insights is the leader
Others
• Lenskold group also has developed specific tools for different ocassions like Super Bowl ROI calculator. Other Competitors have not implemented similar strategies that concentrate on a particular target segment for its customers and have rather implemented traditional strategies for targeting audience.
• Smart Insights has developed innovative approaches like “RACE planning approach” which distinguishes it. It helps customer in creating more brand value through expert advice and tools like Revenue Calculator and Digital Marketing checkup.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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Brand perception through e- marketing mix- The customers wants to create a strong brand perception in the marketplace through a mix of digital marketing strategies.
Observations
eBoost Consulting is the leader
Others
• Other Competitors like Intersection helps in improving blog platform and uses tools like competitive benchmarking matrix for creating a marketing mix. Others have used different SaaS marketing tools but failed to compile it with the tactical planning for a marketing mix model.
• eBoost Consulting has pioneered the technique of e-marketing mix by offering services like capability insourcing , conversion design , media buys and paid search.Also they help build brand perception by maintaining relationship with existing clients and using approaches like 3C model
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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Be distinguishable through SEO- In today’s world, Search Engine Optimization is necesarry as everything happens through Google. This is a preference a customer cannot ignore in this competitive environment.
Observations
Lenskold Group is the leader
Others• Other Competitors also install Search Engine
Optimization tools for its customers and are slowly reaching competing levels of the top firms implementing SEO.
• Lenskold group has the best set of digital marketing tools that include a dashboard to measure digital marketing performance and diagnose the current status of Search Engine optimization for its customers.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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Cost optimization through CPAs/CPLs- Customers prefer to reduce their per acquisition/per lead costs through digital marketing strategies.
Observations
Atlas is the leader
Others• Other Competitors have also tried to
implement similar strategies but have not delivered similar results.
• Atlas Digital Partners is effective in achieving cost optimization for its customers, example, it designed and implemented a strategy which increased number iof leads generated by 23 % and reduce the overall cost per lead by 7 %.
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Co1-Atlas Digital
Co2-eBoost Consulting
Co4-Lenskold
Co3-Smart Insights
Co5-Intersection Consulting
Co6-Spear marketing
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Summary of Opportunities and Threats using a Synthesis Matrix
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Performance of Digital marketing Consultancy Firms in meeting their goals and delivering on consumer expectations
XMedium No CorrelationHigh Insufficient Information
A=Co1, E= Co 2, S = Co 3, L=Co 4, I= Co5 SM= Co 6
Note: Entry as caps indicate stronger correlation. See slide 28 to 82 for more information. ( U – Underwriter , C- Customer)
Competitive Landscape Synthesis Matrix
Firm GoalIncreasing
brand equity
Expansion through Client
Referrals
Strategic Tie ups
Digital marketing
diagnostic tool
Cost reduction & Profit margins
Customer Preference
G1 G2 G3 G4 G5
Order value of salesP1C e,s,L a,E ,S,L,i,sm a,e,L a ,E,S,L,I,sm a,s,l,i,sm
Reaching specific target audience
P2C A, E,S,L,I,sm a,E,s,L,I,SM a,e,L e,s,L a,E,S,L,sm
Brand perception through e-
marketing mix P3C a,E,s,l a ,E,s,l,i,SM A ,E,s,L,SM A,E,S,L,I,SM A,E,s,l
Be distinguishable through SEO
P4C A, E ,S,L,I,SM A,e,s,L,I,SM a,s,L,i,sm a,E,S,L,I,SM
Cost optimization through
CPAs/CPLsP4U A, E,s,L,I,SM a,E,s,l a,e,s,l,I,sm
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Summary of Opportunities (gaps seen)
Cell Ref Opportunities Recommendation
G1 X P1C Developing brand equity through an increase in customer sales
Provide differentiated services to customers through tools like channel preference modelling, ROI and SaaS tools, marketing audit report, marketing dashboard analysis, etc.
G1 X P3CUse e-marketing mix effectively to improve customers and own brand image.
E-marketing mix strategy needs to be developed for customers through tools like paid search, conversion rate optimization , capability insourcing, conversion design , media buys and paid search.
G3 X P1C Making strategic tie-ups to increase customers sales
Atlas needs to create and leverage strategic tie-ups with major players in the industry to increase customer sales.
G3 X P2C Reach target audience through strategic tie-ups
Need to reach prospective customers by maintaining relationships through tie-ups and offering better post-sales service.
G4 X P2C Using diagnostic tool for market segmentation and targeting
Diagnostic tools having features like Digital media analyser, Internet & Mobile Marketing, and SEO/SEM for differentiating from competitors need to be developed.
G4 X P4C Use Diagnostic tool for SEO Aim to leverage SEO analysis in diagnostic tool in order to provide better results to customers
Increase Brand Equity- Strategic tie ups – Reach target audience using diagnostic tool- SEO using diagnostic tool
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Summary of Threats (best practices seen)
Cell Ref Best Practices Recommendation
G2 X P2C Targeting customers through referrals due to limited market(client base)
Atlas currently has a limited target market and needs to increase customer retention and get new orders through client referrals.
G2 X P3C Converting brand value created to new clients through referrals
We recommend providing unique value to clients from strategic implementation to post-sales service which generally leads to expansion of customer base.
G5 X P2C Targeting the right audience to reduce costs and increase Profit Margins
Atlas should put emphasis on reaching the right customers for its clients through strategies and sales effectiveness which helps in increasing profit margins.
G5 X P4CUsing Search Engine Optimization effectively to increase brand perception and therefore profits
We recommend creating innovative and differentiating SEO tools and Search Engine Marketing. services as it is provided by all competitors and is a necessity to survive in the industry.
Reach target through referrals- increase brand perception for customers- Increase Profit Margin through targeting- Provide best SEO solutions
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Synthesis & FindingsDetailed log of research findings for Digital Consulting
Firm by Goal and by Customer Preferences
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The synthesis matrix was created using qualitative scores that were rated during research
Example – Co1 Group score of H was entered in Cell G1 and P1 as an upper case J. This indicates that our Co 1 research indicates a High correlation of value for money on products to reach global consumers.
Note: A score of L in research findings was not entered in the matrix
Research Findings for Co1 Group for Goal 1
Synthesis Matrix
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Ranking of the Consulting firms through Synthesis Matrix considering the preferences of customers and company’s goals
» Lenskold Group
» Eboost consulting
» Smart Insights
» Atlas Digital Partners
» Intersection Consulting
» Spears Marketing
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Synthesis & FindingsDetailed log of research findings for each Company’s
Goal and by Consumer Preferences
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Findings on Atlas Digital Partnersby Digital Marketing Consulting Goal and Customer
Preferences
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Preference Findings Reference Score
Increase in order value of online sales
1. Atlas serves middle market companies primarily operating in the financial services, software, health care, retail/hospitality and franchising verticals
• http://atlasdigitalpartners.com/who-we-work-for/ L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. One of the clients for which Atlas worked wanted to produce high quality leads and the program produced $5.3 million in closed business from 76 accounts against a $900,000 initial investment over two years
• http://atlasdigitalpartners.com/case-studies/ H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Use of SAAS Marketing tools and digital media Analyzer helps increase brand value
• http://atlasdigitalpartners.com/who-we-are/ M
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Atlas Digital Partners
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Providing unique experience through SEO e.g. Within 60 days, visits increased +31%, pages viewed per visit up 20% and time on site increased 19% for a client (major university)
• http://atlasdigitalpartners.com/case-studies/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Atlas’s Digital Media SaaS tool partner and the Client worked together to have I/T systems feed the data in manually and developed key metrics that measured field force productivity and thus reduced costs.
• http://atlasdigitalpartners.com/case-studies/ H
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Atlas Digital Partners
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Preference Findings Reference Score
Increase in order value of online sales
1. Market Bridge _ an Atlas Founding Partner – improved a leading financial services firm’s sales by over 35% (YOY)
• http://atlasdigitalpartners.com/case-studies/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. The client engaged an Atlas Partner to reach and engage new opportunities through a dialogue based marketing outreach program. The Partner then scored and populated the client’s sales force CRM and nurtured these prospects until they were ready to be closed by the sales force.
• http://atlasdigitalpartners.com/case-studies/ M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Depend mainly on SAAS marketing tools and digital media analyzer
• http://atlasdigitalpartners.com/who-we-are/ M
For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Atlas Digital
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Use SEO/ SEM techniques to increase client base e.g. Working with an Atlas Partner the university undertook a search engine optimization (SEO) campaign to improve search engine rankings to further improve visibility and website traffic.
• http://atlasdigitalpartners.com/case-studies/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Atlas designed and implemented a publishing strategy that increased the number of leads generated by +23% and reduced the client’s overall cost per lead by 7% And increase customer base
• http://atlasdigitalpartners.com/case-studies/ M
For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Atlas Digital
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Preference Findings Reference Score
Increase in order value of online sales
1. Strategic tie up with Market-Bridge and Founders Investment Banking to increase order value of online sales
• http://atlasdigitalpartners.com/who-we-work-for/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Atlas serves middle market ($5 million to $500 million) companies primarily operating in the financial services, software, health care, retail/hospitality and franchising verticals
• http://atlasdigitalpartners.com/who-we-work-for/ M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Serve clients like search mojo, televerde etc
2. Building customer relationships e.g. Conducting enlightenment session
• http://atlasdigitalpartners.com/services/• http://atlasdigitalpartners.com/who-we-are/
H
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Atlas Digital
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. No Co relation
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Effective use of Cost optimization e.g. Atlas designed and implemented a publishing strategy that increased the number of leads generated by +23% and reduced the client’s overall cost per lead by 7%.
• http://atlasdigitalpartners.com/case-studies/ M
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Atlas Digital
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Preference Findings Reference Score
Increase in order value of online sales
1. Atlas’s Digital Media SaaS tool partner and the Client worked together to have I/T systems feed the data in manually and developed key metrics that measured field force productivity and Sales increased 24%.
• http://atlasdigitalpartners.com/case-studies/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. SaaS marketing tools for customers.2. Strategic tie up with market bridge
• http://atlasdigitalpartners.com/who-we-are/ M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Building brand perception through innovative marketing programs – Revenue Engines and buyer insights from business development – Demand Analytics.
• http://atlasdigitalpartners.com/who-we-are/ H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Atlas Digital
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Working with an Atlas Partner to improve keyword analysis and content management the university undertook a search engine optimization (SEO) campaign to improve search engine rankings to further improve visibility and website traffic.
• http://atlasdigitalpartners.com/case-studies/ M
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No correlation
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Atlas Digital
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Preference Findings Reference Score
Increase in order value of online sales
1. Atlas works towards increasing sales e.g. Dashboard helped cut sales personnel time in loading data. Sales management gained improved visibility into key sales metrics. Sales increased 24%
• http://atlasdigitalpartners.com/case-studies/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Different tools for separate customers to increase profit margins, e.g. digital media analyser and SaaS marketing tools
• http://atlasdigitalpartners.com/services/ M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Build brand through cost optimization techniques and marketing automation tools to drive sales and create digital assets
• http://atlasdigitalpartners.com/services/ H
For Goal 5(Work on scalable business model through cost reduction & increasing profit margins ) – Atlas Digital
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Be distinguishable through display advertising, affiliate marketing and SEM
• http://atlasdigitalpartners.com/case-studies/ M
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No Correlation
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Atlas Digital
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Findings on eboost Consultingby Digital Marketing Consulting Goal and Customer
Preferences
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Preference Findings Reference Score
Increase in order value of online sales
1. Unique experience being provided to companies like Real Age, San Diego State University, MOGL, etc
• http://www.eboostconsulting.com/clients M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Provides reach to specific target audience through conversion design/ contextual and behavioral targeting e.g. Home of Décor has seen a 104.32% increase in conversion rates over the past year
• http://www.eboostconsulting.com/case-studies/ H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Offer distinctive choices to customers through combination of techniques like Capability Sourcing, Conversion Design, Personas, SEO etc
• http://www.eboostconsulting.com M
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – eboost Consulting
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Have varied experience in field like Science and technology, Furniture Company, etc and increased their traffic from 65 to 46700
• http://www.eboostconsulting.com/case-studies/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Increased website traffic of TicketKick.com by 247% and reduced cost per click from $1.65 to $1.16
• http://www.eboostconsulting.com/case-studies/ H
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – eboost Consulting
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Preference Findings Reference Score
Increase in order value of online sales
1. 85% of their new business leads come through referrals from existing clients who are satisfied with the results.
• http://www.eboostconsulting.com/clients H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Helping existing clients reach their desired audience has helped them achieve 55% of the growth by expanding relationships with existing clients.
• http://www.eboostconsulting.com/clients H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Varied clientele list has added to brand value of firm
• http://www.eboostconsulting.com/clients H
For Goal 2 (Diversification & expansion of customer base through existing client referrals) – eboost Consulting
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Providing SEO/SEM to customer helps in referral
• http://www.eboostconsulting.com/services/ M
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. 95% of our clients continue using our services after completion of the initial contract term
• http://www.eboostconsulting.com/clients H
For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – eboost Consulting
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Preference Findings Reference Score
Increase in order value of online sales
1. 95% of their clients continue using their services after completion of the initial contract term.
• http://www.eboostconsulting.com/clients M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Targeting specific audience through existing network of clients
• http://www.eboostconsulting.com/clients M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Building brand among existing and new clients with use strategic measures in addition to extensive services provided.
• http://www.eboostconsulting.com/services/ H
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – eboost Consulting
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Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. No Correlation
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Basic cost optimization techniques like paid search etc
• http://www.eboostconsulting.com/services/ L
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – eboost Consulting
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Preference Findings Reference Score
Increase in order value of online sales
1. Make use of 3C model for implementing business strategies
2. Puts emphasis on business drivers and basic building blocks of business
• http://www.eboostconsulting.com/ H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Making use of services like paid search, personas, email marketing etc, they differentiate from competitors and increase revenue of customers
• http://www.eboostconsulting.com/services/ M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Offering differentiated services help in building brand value
• http://www.eboostconsulting.com/services/ H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – eboost Consulting
50 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Specializes in Search Engine Marketing - includes search engine optimization and pay-per-click marketing.
2. It also specializes in Email Marketing - includes expertise on platforms such as Blue Hornet and Bronto.
• http://www.eboostconsulting.com/case-studies/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Optimum mix of CPAs/CPLs reduced cost per click from $1.65 to $1.16 of TicketKick.com
• http://www.eboostconsulting.com/case-studies/ H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – eboost Consulting
51 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. 55% of our growth has come from expanding relationships with existing clients & through this their profit margin & customers’ online sales by providing unique experience.
• http://www.eboostconsulting.com/clients L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Reach target audience through Webinars, Blogs, Articles
• http://www.eboostconsulting.com/webinars/ H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Building brand image by maintaining relationship with existing clients and using approaches like 3C model
• http://www.eboostconsulting.com/ M
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – eboost Consulting
52 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Being distinguishable through approaches like 3C model and leveraging scalable start-ups and thus increasing profit margins by having strategic measures
• http://www.eboostconsulting.com/approach H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No Correlation
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – eboost Consulting
53 Market Intelligence & ConsultingZENeSYS Confidential
Findings on Smart Insightsby Digital Marketing Consulting Goal and Customer
Preferences
54 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
Firm is providing expert advice & recommendations & tips & thus help customer in increasing order value
http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/http://www.smartinsights.com/email-marketing/enewsletter-marketing/
M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
Through digital Marketing radar model, company help its customer in reaching its target audience & thus provide unique performance
http://www.smartinsights.com/online-pr/ H
Building & maintaining brand perception through efficient use of e- marketing mix
Company makes it easy for customer to build its product & through shareable content, it creates awareness for their brand
http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/http://www.smartinsights.com/content-management/content-marketing-strategy/
M
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Smart Insights
55 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1.Company provide search optimization & conversion rate optimization to its customer & thus increase its own brand equity
http://www.smartinsights.com/conversion-optimisation/http://www.smartinsights.com/search-engine-optimisation-seo/http://www.smartinsights.com/ecommerce/
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1.Company recommend its customer all optimization & better tools required for its benefit through the tools, recommendations & tips given by the firm, customer can optimize its cost.
http://www.smartinsights.com/conversion-optimisation/http://www.smartinsights.com/search-engine-optimisation-seo/http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/http://www.smartinsights.com/digital-marketing-strategy-guide/
M
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Smart Insights
56 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Through blogs & putting data related to how customers prefer them & expanding. Company try to expand its customer base.
http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/
http://www.smartinsights.com/blog/
H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Customers are teaching their target market through recommendations given by the company. This helps company to diversify & expand its business by putting this information on its site & through customers
• http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/
• http://www.smartinsights.com/online-pr/• http://www.smartinsights.com/digital-marketing-pl
atforms/video-marketing/google-hangouts-video-marketing/
M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Company help customer in building their brand. Through customers & blogs, they are trying to increase their customer.
http://www.smartinsights.com/online-pr/ http://www.smartinsights.com/digital-marketing-p
latforms/video-marketing/google-hangouts-video-marketing/
http://www.smartinsights.com/blog/
M
For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Smart Insights
57 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1.Company is helping its customer for optimization & thus with customers help & recommendation trying to increase their customer base
http://www.smartinsights.com/search-engine-optimisation-seo/
http://www.smartinsights.com/conversion-optimisation/
M
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Customers are earning profits & thus they are orders again & again to company. This helps company to help them more & increase its own customer base
• http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/
M
For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Smart Insights
58 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
No information regarding strategic tie ups L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
No information regarding strategic tie ups L
Building & maintaining brand perception through efficient use of e- marketing mix
1.Company through the social media like facebook, twitter, etc are helping its customer to increase revenue & online sales but as no information is there regarding strategic tie ups
• http://www.smartinsights.com/online-pr/ M
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Smart Insights
59 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
No corelation
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Customers are earning profits & thus they are orders again & again to company. This helps company to help them more & increase its own customer base
• http://www.smartinsights.com/customer-relationship-management/customer-service-and-support
M
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Smart Insights
60 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Company provide free interactive digital marketing health check for reviewing and improving their approach. Thus this increases their online sales
http://www.smartinsights.com/digital-marketing-strategy-guide/
http://www.smartinsights.com/online-pr/
H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Through the digital marketing radar, apps & digital checkup tools, customers are improving & trying to reach its target audience
http://www.smartinsights.com/digital-marketing-strategy-guide/
http://www.smartinsights.com/online-pr/ http://www.smartinsights.com/digital-marketi
ng-platforms/video-marketing/google-hangouts-video-marketing/
M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Through the digital review checkup tool & revenue calculator, company is helping its customer to increase revenue.
• http://www.smartinsights.com/digital-marketing-strategy-guide/
H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Smart Insights
61 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Company provide tactics for SEO, conversion rate optimization to customer through the digital marketing radar tool
http://www.smartinsights.com/search-engine-optimisation-seo/
http://www.smartinsights.com/conversion-optimisation/
http://www.smartinsights.com/ecommerce/ http://www.smartinsights.com/online-pr/
M
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No correlation
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Smart Insights
62 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
Company got repeated customers order >2.5x more from in the following 12 months & through this they are their profit margin & customers’ online sales by providing unique experience.
http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/
http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/
M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
Company suggest its customers’ review the range of options & by developing Digital Marketing RadarThus, increase it’s profit margin & help customers’ reaching target audience. It also provide Google hangouts for video marketing
http://www.smartinsights.com/online-pr/ http://www.smartinsights.com/digital-marketi
ng-platforms/video-marketing/google-hangouts-video-marketing/
H
Building & maintaining brand perception through efficient use of e- marketing mix
Company helps its customer to build its brand by providing review tools, recommendations & tips. It help in building brand & google video hangouts & through digital marketing radar.
http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/
http://www.smartinsights.com/online-pr/ http://www.smartinsights.com/digital-marketi
ng-platforms/video-marketing/google-hangouts-video-marketing/
M
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Smart Insights
63 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
Company provide ample no. of options, optimization recommendations & by helping try to increase its profit margin
http://www.smartinsights.com/search-engine-optimisation-seo/
http://www.smartinsights.com/conversion-optimisation/
http://www.smartinsights.com/ecommerce/
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
No co relation
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Smart Insights
64 Market Intelligence & ConsultingZENeSYS Confidential
Findings on Lenskold Groupby Digital Marketing Consulting Goal and Customer
Preferences
65 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Services of Comprehensive Measurement Planning, Market Testing & Experimental Design to check for increase in order value as a unique experience.
• http://www.lenskold.com/services/ma.html H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Customer strategy becomes more effective with “next-best-offer” analysis, channel preference modelling, and offer modelling.
• http://www.lenskold.com/services/analytics.html H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Lenskold Group offers wide-ranging marketing ROI services and tools to help you achieve the results..
• http://www.lenskold.com/index.html M
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Lenskold Group
66 Market Intelligence & ConsultingZENeSYS Confidential
Preference` Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Came out with an award winning “Marketing ROI” book which offers the most comprehensive and practical approach to measuring and managing the return on investment (ROI) that marketing generates, bringing marketing performance and profitability to new levels
http://www.lenskold.com/about/roi_book.html H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. They include metrics aligned to financial performance and prioritized based on impact on performance
• http://www.lenskold.com/index.html H
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Lenskold Group
67 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Referral online planning tool lets us assess the impact "promoters," "detractors," and influencers have on customer lifetime value and your customer portfolio value.
2. They have a basic ROI analysis for marketing programs designed to improve your Net Promoter® Score or to promote customer references.
• http://www.lenskold.com/tools/referral_value_blank.html
• http://www.lenskold.com/content/tools.html
H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Created tools to determine the marketing investment to promote customer references. The ROI on implementing new customer referral programs takes into account the total investment of the program .This is assessed against the incremental profits generated (also as noted above).
• http://www.lenskold.com/content/articles/mprofs_032106.html
H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Focus on customer defection reduction and customer value retention.
• http://www.lenskold.com/solutions/priorities.html M
For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Lenskold Group
68 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Tools have been created to assess incremental referrals and close rates. As noted above, referrals and reference customers should improve the effectiveness of both sales and marketing. Keep in mind that you also want to reverse the negative impact that detractor word-of-mouth has on lost sales.
• http://www.lenskold.com/content/articles/mprofs_032106.html
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Tools try to show current performance, trends, and early indicators of near term performance changes
• http://www.lenskold.com/index.html M
For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Lenskold Group
69 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Partnership with Paradigma Marketing to Expand its Marketing ROI Consulting Presence into Europe.
2. ARC announced today an agreement with Lenskold Group to provide joint marketing measurement solutions to travel industry
companies..
• http://www.prweb.com/releases/2009/12/prweb3396014.htm
• http://www.lenskold.com/about/pr/arc_lenskold_sept2011.html
H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Sales effectiveness is improved through prospect value scoring, conversion analysis, and screening analysis.
•http://www.lenskold.com/services/analytics.html H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Through partnership with ARC, using data from ARC COMPASS® and the analytic insight of Lenskold Group, travel marketers can use Marketing ROI Solutions to help assess their media mix, test alternative strategies and tactics, track program performance, and identify market opportunities by viewing ticket sales trends.
• http://www.lenskold.com/about/pr/arc_lenskold_sept2011.html
H
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Lenskold Group
70 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
No Coorelation
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Lenskold determines the marketing investment to promote customer references through tools. The ROI on implementing new customer referral programs will take into account the total investment for the program, plus the marketing campaigns to communicate the referral content. This is assessed against the incremental profits generated .
• http://www.lenskold.com/content/articles/mprofs_032106.html
M
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Lenskold Group
71 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Using marketing ROI techniques to improve sales conversion rates, profitable customer acquisition and loyalty program profitability.
2. Use of ROI tools and techniques to strengthen the objectives, targeting, and strategies, to tighten the integration across diverse marketing initiatives, and to allocate budgets aligned to the profit potential.
http://www.lenskold.com/solutions/priorities.html
http://www.lenskold.com/solutions/growth.html
H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Created a specific ROI tool for super bowl advertising calculator.
2. Targeting prioritization is established using a combination of a profitability analysis and predictive modeling. Forward-looking predictive models prioritize the most valuable and highest conversion customer segments.
• http://www.lenskold.com/about/pr/superbowl_tool_jan2012.html
• http://www.lenskold.com/solutions/growth.html
H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Focus on customer defection reduction and customer value retention through the use of ROI tools developed.
• http://www.lenskold.com/solutions/priorities.html
H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing)- Lenskold Group
72 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. The Lenskold Group and The Pedowitz Group recently released their 2012 Lead Generation Marketing Effectiveness Study
2. The study draws on 373 B2B marketers to discuss the practice of lead generation, marketing automation, ROI, and how they are all interrelated.
• http://blog.marketo.com/blog/2012/10/how-effective-is-your-lead-generation-key-insights-from-lenskold-groups-2012-lead-generation-marketing-effectiveness-study.html
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No correlation
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Lenskold Group
73 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Focus on lead quality and quantity and integrated marketing optimization to reduce costs and increase order sales.
http://www.lenskold.com/solutions/priorities.html M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Different tools for separate customers to increase profit margins, e.g. separate super bowl advertising tool, lead generation tool.
• http://www.lenskold.com/content/tools.html H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Marketing Mix Simulators and Optimization Models Manage your budget allocation to deliver greater returns from marketing using either simulation or optimization tools, developed from marketing mix model measurements.
2. Through sophisticated modeling , company tries to establishes the influence of different marketing channels and strategies,.
• http://www.lenskold.com/services/roi_tools.html• http://www.lenskold.com/content/tools.html
M
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Lenskold Group
74 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Tactical planning is driven by simulation modelling and optimization modelling (generated as extensions of marketing mix modelling).
• http://www.lenskold.com/services/analytics.html H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No correlation
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Lenskold Group
75 Market Intelligence & ConsultingZENeSYS Confidential
Findings on Intersection Consultingby Digital Marketing Consulting Goal and Customer
Preferences
76 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1.They also understand stakeholder business problems and then provide solutions through the delivery of relevant content.
http://www.intersectionconsulting.com/content-strategy/
L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1.Through blogs,firm is trying to increase their brand equity & reaching target audience2. Firm define the internal and external audiences and their information needs for the customer.
• http://www.intersectionconsulting.com/blog/\ H
Building & maintaining brand perception through efficient use of e- marketing mix
Firm help its customer in designing and setting up a new blog or optimizing your existing blogging platform. This will help in increasing their brand perception & provide unique experience to customers
• http://www.intersectionconsulting.com/digital-channel-optimization/
L
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Intersection Consulting
77 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1.The firm select the best tools to adopt and channels to activate based on your audience, social capacity and organizational goals and thus provide unique experience
2.In crappy website strategy, firm considers SEO & provide optimization & unique experience
http://www.intersectionconsulting.com/digital-channel-optimization/
http://www.intersectionconsulting.com/website-project-management/
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. In a digital marketing road map, firm considers ROI & use Analytics
• http://www.intersectionconsulting.com/digital-marketing-roadmaps/
H
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Intersection Consulting
78 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Through the testimonials, firm is building its customer base & by providing delivery of relevant content to its customer, it help customer in increasing online sales. In testimonial, customer share their experience.
http://www.intersectionconsulting.com/content-strategy/
http://www.intersectionconsulting.com/testimonials/
M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Through testimonials & blogs, firm is expanding its customer base & reaching its target audience.
• http://www.intersectionconsulting.com/testimonials/
• http://www.intersectionconsulting.com/blog/
H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Firm help in setting up relevant digital communication marketing channels. This would include social networks, digital advertising platforms, online press release tools and social media dashboards. Thus, build customers’ brand perception & try to diversifies & expand its customer through their testimonials
• http://www.intersectionconsulting.com/digital-channel-optimization/
• http://www.intersectionconsulting.com/testimonials/
M
For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Intersection Consulting
79 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. In crappy website strategy, firm considers SEO & provide optimization & unique experience to its customer ,which in turn is reflected by testimonials
http://www.intersectionconsulting.com/testimonials/
http://www.intersectionconsulting.com/digital-channel-optimization/
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Through the testimonials, company is increasing its customer base & through optimization, reducing customers’cost
http://www.intersectionconsulting.com/testimonials/
http://www.intersectionconsulting.com/digital-channel-optimization/
L
For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Intersection Consulting
80 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. No information regarding strategic tie ups L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
No information regarding strategic tie ups L
Building & maintaining brand perception through efficient use of e- marketing mix
No information regarding strategic tie ups L
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Intersection Consulting
81 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. No co relation
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Company provide SEO to customer & thus help in reviewing its impact through Digital Audit Review
• http://www.intersectionconsulting.com/digital-communication-audits/
• http://www.intersectionconsulting.com/digital-marketing-roadmaps/
H
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Intersection Consulting
82 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. After an in-depth discovery process customer will receive a Digital Audit Report that highlights recommendations, gaps and next steps including where to take action, what to evaluate and where to explore. This will help customer in reviewing & increasing its sales.
http://www.intersectionconsulting.com/digital-communication-audits/
H
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Through the digital audit review company helps the customer to review impact of digital marketing & through customers’ testimonial company tries to reach its target audience.
http://www.intersectionconsulting.com/digital-communication-audits/http://www.intersectionconsulting.com/testimonials/
L
Building & maintaining brand perception through efficient use of e- marketing mix
1.Through the tool like Competitive Benchmarking Matrix, company help customer to improve & build brand
• http://www.intersectionconsulting.com/digital-communication-audits/
• http://www.intersectionconsulting.com/digital-marketing-roadmaps/
H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Intersection Consulting
83 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Firm is differentiating through Competitive Benchmarking matrix & provide SEO to customer & thus help in reviewing its impact through Digital Audit Review
• http://www.intersectionconsulting.com/digital-communication-audits/
• http://www.intersectionconsulting.com/digital-marketing-roadmaps/
M
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No Correlation
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Intersection Consulting
84 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
Through the digital marketing roadmaps, firm follows a particular model & provide manageable plan that is customized to customers specific marketing and communication needs
http://www.intersectionconsulting.com/digital-marketing-roadmaps/
M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
It tries to optimize the existing blog of its customers & through digital marketing roadmaps, try to understand ROI & results vs goals
• http://www.intersectionconsulting.com/digital-marketing-roadmaps/
L
Building & maintaining brand perception through efficient use of e- marketing mix
The firm help customer in developing and executing your digital content strategy. Our process includes planning, creating, publishing and managing content in a way that helps brand or organization connect with its audiences.
• http://www.intersectionconsulting.com/content-strategy/
L
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Intersection Consulting
85 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1.It help in selecting the best tools to adopt and channels to activate based on customers’ audience, social capacity and organizational goals. 2.In crappy website strategy, firm considers SEO & provide optimization & unique experience3.Thus, it tries to optimize search engine & through best tools try to increase customer & its profit margin.
http://www.intersectionconsulting.com/digital-channel-optimization/
http://www.intersectionconsulting.com/website-project-management/
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
No co relation
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Intersection Consulting
86 Market Intelligence & ConsultingZENeSYS Confidential
Findings on Spears Marketingby Digital Marketing Consulting Goal and Customer
Preferences
87 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. It works one client at a time and provides unique experience
http://spearsmarketing.com/about/ L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Strong customjzation of employee preferences through a portfolio of clients from various industries
http://spearsmarketing.com/portfolio/ M
Building & maintaining brand perception through efficient use of e- marketing mix
1. Their expertise is helping small business owners understand and leverage technology and marketing strategies to grow their business.
http://spearsmarketing.com/about/ L
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Spears Marketing
88 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Offers comprehensive SEO packages to get businesses ranked at the top the search results.
http://spearsmarketing.com/services/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. They have an expertise in helping small business owners understand marketing strategies to grow their business.
http://spearsmarketing.com/about/ H
For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Spears Marketing
89 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Diversifying customer base through testimonials of diverse client base like dentistry firms, networking firms and hotels.
http://spearsmarketing.com/testimonials/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. They develop a strategic plan for your businesses to integrate all the newest digital marketing methods and put them to work to grow customers business faster.
http://spearsmarketing.com/services/ H
Building & maintaining brand perception through efficient use of e- marketing mix
1. Spears Marketing is a digital marketing consultancy dedicated to helping small business owners increase their profits through targeted online & relationship marketing, one client at a time.
http://spearsmarketing.com/about/ M
For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Spears Marketing
90 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Spears offers offer comprehensive SEO packages to get your business ranked at the top the search results.
http://spearsmarketing.com/services/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Insufficient Data L
For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Spears Marketing
91 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
Insufficient information to support this point. L
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
Strategic Consulting -As a service to keep up to date with the latest methods to market your business online.
• http://spearsmarketing.com/services/ L
Building & maintaining brand perception through efficient use of e- marketing mix
1. Diverse portfolio of customers who help build a brand perception for which a diverse mix of marketing services are offered through partners
• http://spearsmarketing.com/portfolio/ H
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Spears Marketing
92 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. No correlation
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. Local Search Marketing and Local Search Directory Package are offered to reduce costs and increase ROI using CPAs/CPLs.
• http://spearsmarketing.com/services/local-search-marketing/
M
For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Spears Marketing
93 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
1. Conducts Marketing audits to see the rankings of customers’ websites , effective use of social media in terms of getting sales.
http://spearsmarketing.com/services/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
1. Insufficient Data L
Building & maintaining brand perception through efficient use of e- marketing mix
1. Mobile app development services for different firms are provided to reach the young audience who are more active
• http://spearsmarketing.com/services/ H
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Spears Marketing
94 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Content marketing and distribution - Pay-Per-Click
http://www.thumbtack.com/ky/bowling-green/web-design/internet-marketing-for-small-business-owners
H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
1. No correlation
For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Spears Marketing
95 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Increase in order value of online sales
In cases of increase in order value of sales for customers, the volumes increase leading to higher profit margins.
http://spearsmarketing.com/about/ M
Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue
They help clients figure out which social media platform should be used by their business. They can help businesses map out a plan to navigate the treacherous social media waters.
• http://spearsmarketing.com/services/ M
Building & maintaining brand perception through efficient use of e- marketing mix
Insufficient Data L
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Spears Marketing
96 Market Intelligence & ConsultingZENeSYS Confidential
Preference Findings Reference Score
Be distinguishable through SEO(search engine optimization /marketing)
1. Offers unique solutions to clients one at a time in terms of search engine optimization and other preferences.
2. Offers comprehensive SEO packages to get your business ranked at the top the search results.
http://spearsmarketing.com/services/ H
Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)
No co relation
For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Spears Marketing