co2 blast cap: lee kennedy's leadcast
TRANSCRIPT
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LEADCASTLee Kennedy, Analytics Director, Coalmarch Productions
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FORECASTING YOUR LEADSHow understanding the relationship
between weather and demand can help you craft a smarter sales strategy.
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DOES THIS LOOK FAMILIAR?
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DOES THIS LOOK FAMILIAR?
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DOES THIS LOOK FAMILIAR?
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DOES THIS LOOK FAMILIAR?
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IS THERE A BETTER WAY TO DO THIS?CAN WE PREDICT NEXT YEAR’S
LEADS?CAN WE ANTICIPATE CUSTOMER DEMAND?
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YES.
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WE’RE GONNA HAVE TO SCIENCE THE SHIT OUT
OF IT
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STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
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STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
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Fact #1: The weather (temperature) is strongly correlated with search volume.
PREDICTING NEXT YEAR’S LEADS
TEMP. = SEARCH VOL.
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Fact #2: That search volume represents the total opportunity available in the
market.
PREDICTING NEXT YEAR’S LEADS
TEMP. = SEARCH VOL.TEMP. = SEARCH VOL. = OPPORTUNITY
ORGANIC
PPC
LOCAL
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ORGANIC
PPC
LOCAL
Fact #3: Your visibility in the search engines dictates how many leads you can convert.
PREDICTING NEXT YEAR’S LEADS
TEMP. = SEARCH VOL. = OPPORTUNITYTEMP. = SEARCH VOL. = OPPORTUNITY ≈ LEADS
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STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
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If the temperature in a target market goes up, will more people search for your services online?
TEMPERATURE AND SEARCH VOLUME
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TEMPERATURE AND SEARCH VOLUME
NOAA’s Climate Data Online
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TEMPERATURE AND SEARCH VOLUME
Google Trends
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TEMPERATURE AND SEARCH VOLUME
Location: Las VegasIndustry: Pest Control
Temperature vs Search Volume, Las Vegas
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As we plot the two graphs, we can determine the influence that
temperature has on search volume.
TEMPERATURE AND SEARCH VOLUME
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If the overall search volume for your services goes up, will your website
get more traffic?
SEARCH VOLUME AND WEBSITE TRAFFIC
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AKA, your visibility in the search engines.
SEARCH VOLUME AND WEBSITE TRAFFIC
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SEARCH VOLUME AND WEBSITE TRAFFIC
Google Analytics
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SEARCH VOLUME AND WEBSITE TRAFFIC
Location: Las VegasIndustry: Pest Control
Search Volume vs Website Traffic, Las Vegas
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If your website traffic goes up, will you get more leads?
WEBSITE TRAFFIC AND LEADS
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AKA, your website conversion rate.WEBSITE TRAFFIC AND LEADS
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WEBSITE TRAFFIC AND LEADS
Location: Las VegasIndustry: Pest Control
Website Traffic vs Leads, Las Vegas
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PROGRESS.
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STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
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PREDICTING THE WEATHERTempPast
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PREDICTING THE WEATHER+LeadPast
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PREDICTING THE WEATHER+TempCast
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PREDICTING THE WEATHER=LeadCast
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STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
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#1: LONG TERM PLANNINGDetermine marketing spend based on expected opportunity captured.
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#1: LONG TERM PLANNING=LeadCast
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#1: LONG TERM PLANNINGRevenue goal = $1.5 million
Revenue from leads = $1 million
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#1: LONG TERM PLANNINGRevenue goal = $1.5 million
Revenue from leads = $1 millionRevenue from leads = $1.5 million
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#2: SHORT TERM PLANNINGUse 10 day weather forecasts to make super accurate predictions.
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#3: BE AN INFORMED BUSINESS OWNER
Investigate and report on performance in the context of weather.
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What you are talking about.BASIC SLIDE
Do Science.Plan Better.
Be Informed.LEADCAST.
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FORECASTING YOUR LEADS
Lee Kennedy, Analytics DirectorCoalmarch Productions
linkedin.com/in/leelkennedy
[email protected] @leelkennedy