Jim NewbillJim NewbillBackground BriefingBackground Briefing

November, 20th 2013November, 20th 2013

Table of ContentsTable of Contents Why Turner Broadcasting?Why Turner Broadcasting?

Why Jim?Why Jim? Relevant High level SynergiesRelevant High level Synergies

Company Website and PhilosophyCompany Website and Philosophy Company Blog – Integration of Marketing Company Blog – Integration of Marketing

Through Actionable AnalyticsThrough Actionable Analytics Web Analytics ExperienceWeb Analytics Experience

Client ProjectsClient Projects The ToolsThe Tools

Web Analytic PlatformsWeb Analytic Platforms Web DevWeb Dev

Examples of Web DevExamples of Web Dev Virtually ThereVirtually There

More Job Requirement alignmentMore Job Requirement alignmentData Analytic Case StudiesData Analytic Case Studies

Of CourseOf Course More Job Requirement AlignmentsMore Job Requirement Alignments Data Analysis Case StudiesData Analysis Case Studies

Next StepsNext Steps Contact Information and ClosingContact Information and Closing

Why Keystone?Why Keystone?

Senior Implementation ConsultantSenior Implementation Consultant 13 years of Response/Digital Marketing 13 years of Response/Digital Marketing Founded a consulting firm focused on very Founded a consulting firm focused on very

similar strategy. similar strategy. Check out my vision:Check out my vision: Passionate about Data Driven Integration of Passionate about Data Driven Integration of

Marketing ChannelsMarketing Channels Check out my blog posts: Check out my blog posts: Direct Marketer at heart, I am ROI driven and Direct Marketer at heart, I am ROI driven and

channel agnostic.channel agnostic.*Keystone Job Requirements: Seasoned Digital Analysts, Focus on aligning business strategy with the digital analytic strategy (mobile, web, and social), Passionate, Drive revenue – customer acquisition – marketing efficiency.

Why Jim?Why Jim?

Digital Marketing Veteran skilled at Quick Digital Marketing Veteran skilled at Quick Discovery and Project Scoping, Project and Discovery and Project Scoping, Project and Budget Management across multiple clients. Budget Management across multiple clients. On-boarded a multitude of clients across a variety of On-boarded a multitude of clients across a variety of

industries for digital projects: industries for digital projects: Great American Power, Dayton Power and Great American Power, Dayton Power and Light, Fireside Gas, Beazer Homes, iDeviceMD, Digital Sherpa, The Home Depot, Peer1 Light, Fireside Gas, Beazer Homes, iDeviceMD, Digital Sherpa, The Home Depot, Peer1 Hosting, EarthLink/EarthLink Business, PeoplePC, Time Warner, The Hosting, EarthLink/EarthLink Business, PeoplePC, Time Warner, The Apartmentfinder.com, The Real Estate Book, Home Improvement Magazine, Apartmentfinder.com, The Real Estate Book, Home Improvement Magazine, Livingchoices.com (10 sites), Response Mine Interactive, and TickerAlert. Retail Energy Livingchoices.com (10 sites), Response Mine Interactive, and TickerAlert. Retail Energy Advisors Staff Consultant. Advisors Staff Consultant.

Managed Budgets ranging from $18MM to $50K – P&L Responsibility for 6 clients.Managed Budgets ranging from $18MM to $50K – P&L Responsibility for 6 clients. Client roster had me managing up to 3 clients at a time. Client roster had me managing up to 3 clients at a time.

Why Jim?Why Jim?

A “people person” who has perfected the art of being the “tail A “people person” who has perfected the art of being the “tail wagging the dog”. Skilled at building rapport to motivate wagging the dog”. Skilled at building rapport to motivate performance without authority. performance without authority.

Comfortable reporting to C-Level – Comfortable reporting to C-Level – Understands the importance of Understands the importance of stakeholder buy in and uber communication. stakeholder buy in and uber communication. IdeviceMD, Response Mine Interactive, Great American Power, ServiceMagic, IdeviceMD, Response Mine Interactive, Great American Power, ServiceMagic,

Beazer Homes, NCI, The Apartmentfinder, The Real Estate Book, Home Beazer Homes, NCI, The Apartmentfinder, The Real Estate Book, Home Improvement Magazine, PeoplePC, TickerAlert, & Retail Energy Advisors. Improvement Magazine, PeoplePC, TickerAlert, & Retail Energy Advisors.

IT Management for Web Dev/Marcom/CC– IT Management for Web Dev/Marcom/CC– MIS Liaison for Marketing MindSpringMIS Liaison for Marketing MindSpring Call Center Integration and Management – Call Center Integration and Management – Infocision, RMI, The Home Infocision, RMI, The Home

Depot, Peer1, EarthLink, iDeviceMD, Telemarketing on Demand, Time Warner, Depot, Peer1, EarthLink, iDeviceMD, Telemarketing on Demand, Time Warner, The Real Estate Book, Apartmentfinder, Digital Sherpa, MindSpring.The Real Estate Book, Apartmentfinder, Digital Sherpa, MindSpring.

Web Analytic ExperienceWeb Analytic Experience iDeviceMD.com – iDeviceMD.com – iPhone, iPad, Ipod Repair and Buyback SpecialistsiPhone, iPad, Ipod Repair and Buyback Specialists

Hired to advise on digital marketing strategy Hired to advise on digital marketing strategy Designed SQL database to integrate online marketing to CRM, Workflow Designed SQL database to integrate online marketing to CRM, Workflow

and Call systemsand Call systems

Great American Power Great American Power - - A Retail Energy Provider for OH, PA, IL & MDA Retail Energy Provider for OH, PA, IL & MD

Developed a comprehensive 5 year marketing plan. 66% was digitally Developed a comprehensive 5 year marketing plan. 66% was digitally focusedfocused

Audited website for SEO, moved from HTML to WordPressAudited website for SEO, moved from HTML to WordPress Digital Sherpa – Digital Sherpa – A custom content marketing services company specializing in social media.A custom content marketing services company specializing in social media.

Designed all custom reporting and dash-boarding for over 12K customers Designed all custom reporting and dash-boarding for over 12K customers Response Mine Interactive – Response Mine Interactive – Digital Agency specializing in Performance MarketingDigital Agency specializing in Performance Marketing

Advised on PPC media optimization and SEO for clients such as The Home Advised on PPC media optimization and SEO for clients such as The Home Depot, PeerOne Hosting, Terminix, TruGreen, ProtectAmerica and Liberty Depot, PeerOne Hosting, Terminix, TruGreen, ProtectAmerica and Liberty Medical.Medical.

Web Analytic ExperienceWeb Analytic Experience

Network Communications Inc. Network Communications Inc. – – An Internet-Integrated Media CompanyAn Internet-Integrated Media Company

Director of Online Marketing/Web Analytics Director of Online Marketing/Web Analytics – – Family of brands Apartmentfinder, The Real Estate Book, Unique Homes, Home Family of brands Apartmentfinder, The Real Estate Book, Unique Homes, Home Improvement Magazine, Atlanta Homes and Lifestyle (15 other brands) Improvement Magazine, Atlanta Homes and Lifestyle (15 other brands)

Implemented Implemented Omniture Omniture across all major websites and Google Analytics and smaller across all major websites and Google Analytics and smaller brands. brands.

Tracking requirements passed more url data than Amazon. Tracking requirements passed more url data than Amazon. Integrated across multiple platforms and complex taxonomy Integrated across multiple platforms and complex taxonomy

architecture (.NET, ASP.NET, WordPress, Drupal)architecture (.NET, ASP.NET, WordPress, Drupal) Conducted major site designs using clickpath analysis, third Conducted major site designs using clickpath analysis, third

party tracking software, and focus groups. party tracking software, and focus groups. Created complex dash-boarding for corporate, departmental, Created complex dash-boarding for corporate, departmental,

and client side reporting drawn from 4 different tracking and client side reporting drawn from 4 different tracking platforms. (KPI discovery to creation) platforms. (KPI discovery to creation)

Using keyword analysis increased kw pool from 8k to 100KUsing keyword analysis increased kw pool from 8k to 100K Tied SEO and SEM optimization using propriatery model Tied SEO and SEM optimization using propriatery model

that allowed for optimization by frequency and conversion.that allowed for optimization by frequency and conversion.(SEE EMBEDDED CASE STUDY) (SEE EMBEDDED CASE STUDY)

Web Analytic ExperienceWeb Analytic Experience Beazer Homes – Beazer Homes – The 2The 2ndnd Largest Home Builder in the United States Largest Home Builder in the United States

Developed entire Internet Strategy as the Director of Developed entire Internet Strategy as the Director of Internet Marketing. Internet Marketing. (PPC, SEO, Display, Co-Reg, Affiliate, (PPC, SEO, Display, Co-Reg, Affiliate, Website Optimization for Conversion)Website Optimization for Conversion)

Built custom reporting using WebTrends to optimize Built custom reporting using WebTrends to optimize website as well as online marketing.website as well as online marketing.(Sales Funnels, Conversion Strategy, Exit pathing, Radio and TV (Sales Funnels, Conversion Strategy, Exit pathing, Radio and TV integration with search)integration with search)

Multivariant testing for lead conversionMultivariant testing for lead conversion Developed custom dashboards for c-Level as well as Developed custom dashboards for c-Level as well as

departmental reporting from KPI discovery to departmental reporting from KPI discovery to creation (Xcelcius)creation (Xcelcius)

““Where does he get those Where does he get those wonderful toys” wonderful toys” – The Joker– The Joker

More Toys….More Toys….

Virtually ThereVirtually There

.

Of Course it’s Jim!Of Course it’s Jim!

Seasoned Digital Analytic Practitioner with a Seasoned Digital Analytic Practitioner with a Entrepreneurial mind.Entrepreneurial mind.

The “Soft Skills” of a ConsultantThe “Soft Skills” of a Consultant Well Rounded Marketing Experience – can relate to an Well Rounded Marketing Experience – can relate to an

entire marketing strategy and not just digital.entire marketing strategy and not just digital. Data driven – Direct Marketer a slave to agnostic ROIData driven – Direct Marketer a slave to agnostic ROI Client Pleasing – One man show who can never burn Client Pleasing – One man show who can never burn

bridges to keep pipeline fullbridges to keep pipeline full Poly-lingual – IT, Marketing, C-level, Entry level, Poly-lingual – IT, Marketing, C-level, Entry level,

VendorVendor

Here are some real world Here are some real world examples of how I used data examples of how I used data to find solutions for clients to find solutions for clients with complex problems. with complex problems.

Jim NewbillDigital Marketing Scientist

DATA ANALYSIS CASE STUDY:The Apartment Finder.com

The Issue: The Apartmentfinder.com had one of the most challenging strategicdirectives that I have ever encountered. The challenge was driven by the uniqueposition of it’s business model. This company started out as a publishing model inwhich its monetization was centered on advertiser’s (apartment communities andmanagement companies) paying for listings. Thus, the company had a sales forcethat would travel to these communities and sell based on readership and reachinitially. However, with the advent of the Internet, “readership” was translated intoUnique Visitors and “reach” was interpreted as Search Engine position. To theaverage apartment community manager, this made complete sense, but to those ofus in the online community there was not a direct correlation. Also, this verticalrelied on third party tools such as ComScore to prove just howmany people visitedthe home page. All the competition would walk into an office and show ComScoreUnique View’s and sell that as the gospel truth. The problemwas that a third partydata was only as good as the sample size/set and its’ unique algorithmic projections.Unfortunately, that sample set was reporting a third of our actual Omniture lognumbers. Lastly, AF had the normal challenges of driving more traffic paying forkeywords that provided the best ROI. So the directive was for me to spend thebudget so as to increase our rankings in ComScore, increase our “actual” traffic,maintain top three positioning on competitive/expensive keywords, and lastly drivequality traffic to the site at an acceptable expense. So in a nutshell, AF wanted me tostay in the top 3 on major keywords for the sales force for credibility and sellingpurposes, normalize our traffic for a third party traffic projection tool which I hadno control over, and then finally optimize our keywords buys for traditionalconversion purposes.

The Solution:

Internal Marketing Strategy – One bucket for Sales Collateral, One bucket of UV’s,One Bucket for traditional conversion and ROI.

Selling terms: I surveyed all of our sales force and allowed them to pick their top 20keywords that were the most important to them to “close a deal”. I separated thischannel and classified it as a collateral expense, therefore not tying the cost directlyto the investment. If I did that, then I risked skewing my overall line item spend forkeywords and collectively destroying a positive ROI. In other words, I marketedthis channel internally as an investment expenditure.

ComScore: After a in depth site audit with both Omniture and ComScore, I noticedan interesting trend. A lot of our Unique Visiture as well as our competitions trafficwas coming from domains that I identified as Volume Display Advertisers such asValue Click. Further research proved that ComScore recruited a lot of their sampleset from delivering cookies through Free Spyware or Anti Virus Software as well assweepstakes. Hardly our core demographic since most of our traffic occurred during

Really? Prove it! (cont.)Really? Prove it! (cont.)Jim NewbillDigital Marketing Scientist

business hours and presumably on office computers. I surmised that this was apoor place to recruit our customers with cookie placements when those customerswould not have the need for Free Spyware tools and wouldn’t risk signing up forSweepstakes. Thus, I found how their sample set unfairly penalized our numbers.To fix this problem, I simply spent our own dollars on the same networks that theydistributed their recruiting cookie. Therefore, I was able to artificially control themake up of their same set and (at will) could increase the numbers they reported forUV. I was completely aware that the traffic generated was “poor quality traffic” forconversion because of the nature of the distribution, but that wasn’t the intent.Much like the sale collateral traffic for the sales team, I simply isolated this trafficout of our site reporting so as not to dilute our other legitimate traffic and impairour analytics.

Lastly (and where I play best), I optimized our keyword spend by increasing thenumber of keywords we purchased based more on Long tail keywords identified inthe Omniture logs. In layman terms, people were searching using more descriptiveand more geographically targeted terms. For example, instead of Apartments inGoogle, they were typing “Buckhead Apartments with a Pool and Volleyball nearNAVA 30309”. By spreading out the keywords across more inexpensive lesstargeted terms, I was able to allow the customer to refine the search for us with lessexpense. Adopting the philosophy, “A lot of crumbs still made up a piece of cake”, soto speak. Also, I optimized paid keywords by looking at the organic search. I lookedat if we should be spending on terms that we were already getting enough trafficorganically. I also made sure that before redirecting that spend, I went keyword bykeyword to assess if frequency or impression in both Paid and Organic increasedclick thru as well. (Interestingly, it helped on some terms and not on others.)

Impact:

The sales people immediately sold more listings. 25%more when they could showsomeone that we were in the top position in Cleveland for Cleveland Apartments.

ComScore started to show that we were the number one Apartment site in thenation. Finally, eclipsing the long time rivals of number two Apartment Guide andnumber one, Rent.com.

With the broader long tail keyword strategy coupled with optimizing against SEO Iwas able to increase traffic by 140% on AF, while decreasing spend by 44%

Jim NewbillDigital Marketing Scientist

DATA ANALYSIS CASE STUDY:The Real Estate Book

The Issue: In 2008, the housing market was in a deep tail spend, and what wasnormally the flagship brand, The Real Estate Book was following the market trend. Iwas asked to plug the hole in the dam so to speak but with a tenth of the budget todo so. With less money, less demand, and a diminished brand, the request was adaunting one.

Solution:The only way that I thought this was possible was to greatly increase our SEO traffic.Without doing an expensive redesign of an already complicated architected site withintricate taxonomy, we were limited in how we could optimize the current site forSEO. So I proposed the following:

My strategy was to cast a big net, then pull them into our fish farm. Then control theenvironment in the tank by pushing the fish into our holding tanks and away fromout competition.

In actual terms, I proposed to a very skeptical and worried management that weintroduce 1.6 FREE home listings onto our site that had 600K paid listings! Crazy?Yes…like a fox. My theory was that if we had more pages indexed by the searchengine then we had a better chance of delivering a free listing to capture a potentialcustomers attention. When a customer clicks thru to the free listing, we present thelisting in a way that works well within a search engines relevancy standardsHowever, it is at this point we present paid listings matching the same searchcriteria all around the listing. Controlling the viewers click conversion funnel andpulling them into our paid environment, we could lure them to continue to researchfurther and deeper in the site. Usability studies and Omniture logs would allow usto refine and optimize this process along the way. So we negotiated API feeds withseveral large free listings vendors such as Oodle.

Results:Only spending internal web development time, which could be amortized as acapital expense, we spent ZEROmarketing dollars to launch this strategy. UniqueVisitors increased by 200%, and time on site went from 5 to 8 minutes on average.

Next StepsNext StepsC

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C

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212.384.6522212.384.6522

I hope that I was able to boil down my 20 years of sales and marketing experience into some hyper relavant topics as it relates to the Senior Implementations Consultant.

As you can imagine, I have a ton of scenarios that I would love to explore further with you in person at your earliest convenience.

I am at your disposal to discuss the next steps to solidifying what seems to be a perfect match for us both.

Jim Newbill404.788.1017Skype: jhnewbill