Transcript Marketing Intelligence

Marketing
Intelligence
Marketing Intelligence
Agenda
01 Mission
02 Audits
03 Research
04 Analytics
05 Report Examples
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Mission
Let the data be your guide. Our marketing
intelligence combines the expertise of our
research methods with our analytic capabilities
in order to provide actionable business insights
to our clients.
Our mission is to give our clients a complete
understanding of the digital space in their
industry landscape, their position in that
landscape, the opportunities for competitive
advantage, and the strategies to implement in
order to be more effective.
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Audits
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Audit Approach
Before we know where to go, we need to know where we are.
Audits provide an in-depth assessment of a digital property by comparing the
property to its competitors and industry best practice standards. The resultant
document evaluates the property on a number of standard key metrics and provides
recommendations for the optimization of performance.
The following properties and landscapes can be audited by LEAP:
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Digital Competitive Landscape
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Website / SEO
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Website / UX
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Social Media
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Media
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Content
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Audit Process
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IDENTIFICATION OF AUDITED PROPERTY
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IDENTIFICATION OF COMPETITIVE SET
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MEASUREMENT
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ASSESSMENT
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REPORT OF ACTIONABLE INSIGHTS
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Audit Deliverables
The findings are
delivered in a
presentation of
prioritized
recommendations and a
comprehensive bound
document that serves as
a leave behind for the
presentation.
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Research
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Research Approach
Research is the first step in the course of
focusing the lens and hitting the bull’s eye.
Collaborating to define our objectives and to
formulate the specific problems, we design our
research to cater to the unique positions of each
of our clients.
While we possess many capabilities for market
research and data collection (interviews, focus
groups, surveys, A/B testing, Leap Panel), our
focus is to align these proficiencies, interpret
the outcomes, and present formidable Marketing Intelligence
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Research Methods
Focus Groups
Interviews
Surveys
A/B Testing
User Testing
Product Testing
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LEAP Panel
LEAP has established its own
proprietary panel of
consumers representing
Middle America. These are
folks who sign up at local
events and regularly respond
to LEAP surveys on behalf of
ourselves and our clients.
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Research Process
• Problem identification
• Objectives
• Hypotheses
Baseline
• Benchmarks
• Current state
• Pre-measurement
Gaps
• Measure via:
• Survey
• Interview
• Focus Groups
• Post-measurement
Methods
• Develop methods:
• Procedure
• Instruments
• Sampling
• Analysis
Measure
• Provide actionable
recommendations
based upon data
• Recommend further
measurement
Analysis
Insights
• Analyze using
appropriate methods
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Analytics
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Analysis
The method of analysis is dependent upon the research objective/questions, type of data
(nominal, ordinal, ratio), and sample characteristics.
Frequently used statistical analyses include:
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Descriptive Analysis
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Used to summarize or describe the data
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Frequencies (X% responded Y), Central Tendency, Variability
Group Differences
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Test for differences in measure between two or more groups (e.g. was there a gender difference
in overall satisfaction?)
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T-tests, ANOVA, MANOVA
Predictive Analysis
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Assess the predictive relationship between one or more variables and the outcome (e.g. time on
hold was a significant predictor of customer satisfaction)
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Multiple regression, hierarchical linear modeling
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Analytics Process
Business
Objective
Reporting
Objective
KPIs
Tracking
Measure
Analysis
Insights
In order to provide continuous optimization and improvement of
digital properties, the measurement process is cyclical. The
website and digital properties should be continuously monitored and
optimized based upon empirical recommendations.
The frequency of reporting is dependent upon the client and can be
delivered biweekly (typically for brief campaigns), monthly (most
popular), quarterly, or biannually.
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Custom Reporting
Reports are custom made for each client, framed around the
major reporting objective(s). Time is valuable; our reporting
is concise and narrative driven in order to be consumed in a
matter of minutes.
For those like us that live in the data, appendixes
supplement the primary report and contain greater detail on
traffic, site engagement, and user behavior.
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Report Examples
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Customizable Dashboard
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Weekly Performance Reports
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Monthly Summary & Behavioral Analysis
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Report Cards
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