digital scientists capabilities

August 11, 2009

Introduction to Digital Scientists

DIGITAL SCIENTISTS 08.11.2009

Our CapabilitiesA FULL SET OF IN-HOUSE DIGITAL MARKETING SERVICES

Weʼre strategists and brand marketers with a scientistʼs passion for measurement and optimization. If you need to activate your brand with a digital marketing plan, we can help.

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Strategy & Planning Design & Development Analytics & OptimizationWeʼre web-savvy designers who believe elegant, usable designs are the most beautiful. Weʼre also open source developers who use Rails, Flex and mobile platforms.

Weʼre obsessed with tracking and analyzing online behaviors and ultimately the ROI of everything we do. Weʼre not obsessed with awards, unless they come from our clients.

• Marketing Strategy• Marketing Planning• Brand Identity• Brand Architecture• Market Research & Analysis

• Web Design• Application Design• User Experience Design• Video & Motion Creative• Advertising Creative• Social Networks• E-commerce• Desktop & Advertising Widgets• Mobile & iPhone Applications

• Web/Digital Analytics• Marketing Investment Tracking & Analysis• Marketing Investment Optimization• Media Buying & PPC Management• Search Optimization

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Our TeamWE'RE A FULL-SERVICE DIGITAL MARKETING FIRM

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Tom has led numerous business strategy, marketing strategy and transformation engagements for Global 1000 companies. Earlier positions include serving as the SVP, Marketing Strategy and Solutions for Inforte, a 300 person, publicly traded strategy and business analytics consulting firm. He was a Vice President / Principal Consultant at marketing consulting firm Zyman Group, founded by Sergio Zyman, where he helped to triple the companyʼs revenue in three years. Tom also served as Executive Director of Strategy at the Chanel Group, the global luxury products company, overseeing strategy and new market entry in Asia and the Americas. Was a Senior Associate at management consulting firm CSC Index, a division of Computer Sciences Corporation, led by Jim Champy and Mike Hammer, authors of Reengineering the Corporation. He started his marketing career at Nabisco Biscuit Company, helping to manage and grow well-known consumer brands like Barnumʼs Animal Crackers and Teddy Grahams.

Heʼs the coauthor of Enterprise Marketing Management: The New Science of Marketing (Wiley: 2003).

Tom holds an MBA in Marketing from The Wharton School, a Masters in International Studies from the University of Pennsylvania, and a B.B.A. in Accounting from The Goizueta Business School at Emory University. He also earned a Diploma of French Studies at the Université de Strasbourg (Strasbourg, France), as a Rotary Foundation Ambassadorial Scholar.

• Jeff Ader• Shane Ardell• Paul Buckley• Chris Burnett• Kristen Cahill

• Vishi Gondi• JR Gunderson• Maggie Hunsucker• Lee Jones• Nadim Kahn

• Clyde Morgan• Ryan Paddock• Marcus Rosentrater• Jeremiah Smith

Chief Scientist: Tom Klein

• Bob Klein• Tom Klein• Ben Lehn• Van Martin• Matt Mongeau

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How We’re DifferentTHE DIGITAL SCIENTISTS APPROACH

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•We’re a service company.We donʼt earn commission on anything we do. If a vendor provides a commission or discount, it is passed straight on to you.

•We have a simple rate structure.Our hourly rates are based on the three categories of work that we do: Marketing, Design & Development, and Analytics & Optimization.

•We’re a pay-by-the-drink company and can handle projects of all sizes.Unlike most large agencies, we work on projects of all sizes. We can handle all of your marketing efforts or just a few pieces.

•We can provide to lower rates offshore, depending on your appetite for risk.For clients with limited resources, we can help to find an offshore partner to handle some of the load.


How We’re DifferentTHE DIGITAL SCIENTISTS APPROACH

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•We work on a weekly schedule.We have a no-nonsense, disciplined approach for managing projects that keeps everyone informed, including a weekly update that includes accomplishments, upcoming tasks, upcoming milestones, budget and schedule.

•We’re a “butts-in-seats” company - not a collection of contractors.When you call our office, weʼre all in the office, working together. Part of our secret sauce is the fact that weʼve marketers, designers, and developers working elbow to elbow. From iPhone apps to analytics to marketing strategy – we have the talent in house and ready to go. If we donʼt, weʼll tell you and work toward a specific solution.

•We’re interested in the numbers, not awards.Whether itʼs Clios or Webbys, we just donʼt care about awards, unless theyʼre in service to achieving a business objective. Weʼre marketers first.


Interface, Inc.MISSION ZERO SOCIAL NETWORK & IPHONE APPLICATION

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One of our most recent projects involves developing a sustainability-focused site, MissionZero.org. Beyond all of the social networking features and available widgets, the site categorizes sustainability news (pulling from over 300 hand-picked RSS feeds) and features a site specific RSS feed reader to easily view and save articles. In conjunction with the site, we developed a custom iPhone application. Currently, the app has over 100,000 downloads and drives a significant amount of traffic to the site.

• Social networks• iPhone app• Online widgets• RSS integration

Strategy & Tactics

Jeff Roman - Vice President, Information Services: “The benefit of utilizing digital scientists’ services is their experience and knowledge in the analysis of a working site. They are experts at what they do and continually push to extend the use and functionality of Mission Zero to keep it fresh and growing. We feel like we have a true partnership with Tom and his team, like they are a part of Interface.”


Thomson-ReutersTRIstudio INNOVATION NETWORK

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Digital Scientists planned and organized Thomson Reutersʼ Technology & Innovation Summits which focused on the role of social networks and social media in leveraging a company or organizationʼs understanding of its customers. Keynote speakers included Guy Kawasaki, Chris Brogan, (thought leaders in the social media field) and Don Norman, the guru of user experience design.

• Social networks• Social media• Event planning & management• Motion design

Strategy & Tactics

Arezu Ingle - SVP of Change Management & Operations, Thomson: "Our business is information. Exploring new technology, technology that furthers intelligent information exchange, is vital to the success of Thomson. The Innovation Summits [...] the lineup of topics, the conversations that followed, and the panel of experts and thought-leaders digital scientists brought in far exceeded our expectations.


InterfaceFLORDIGITAL MARKETING STRATEGY

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To penetrate targeted market segments, we developed integrated marketing campaigns featuring a combination of distinct emails, landing pages, and display advertising on hand picked sites. These integrated online campaigns activate and enhance new product launches, catalog distribution, and brand promotions.

For example, The Reduce Waste, Save Money emails highlighted the ease of install and maintenance of modular carpet to Higher Education and K-12. The Inter Circle emails featured the companyʼs new sample return program promoting social awareness to the design industry.

In addition, we conduct a monthly marketing analytics review with optimization recommendations.

• Email• Landing pages• Display advertising• Analytics

Strategy & Tactics


Purchasing PowerSEARCH OPTIMIZATION AND SEARCH STRATEGY CAMPAIGNS

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Digital Scientists manages all of Purchasing Powerʼs paid media. Our AdWords Professionals actively monitor and optimize their campaigns across all of the major search engines. We also design & place all of their display ads, as well as develop landing pages used to test and optimize conversion rates. All of these marketing investments plus the revenue they bring in are tracked and reported in our monthly Digital Marketing Lab Report. The report gives company leaders the answer to the constant question - “how are we doing?”

• Email• Landing pages• Display advertising• Analytics

Strategy & Tactics

Ed Angstadt - Segment Manager, Direct to Consumer, and Interactive: "We were able to drive, track, and measure a significant amount of traffic from paid search, and as a result of the campaign, more purchases were made online than we had expected. Throughout the process, the digital scientists staff was extremely responsive and nimble to our ever-changing needs.”


LizzerEASILY SEARCH AND ADD LINKS TO YOUR BLOG, EMAIL, & TWEETS

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Digital Scientists developed Lizzer, a bookmarklet (web-based tool) you can use to search, preview, and then link or embed content. Sources of social media and content include Google, Google images, docstoc, YouTube, and Delicious. Users can also configure their personal account, making it easy to access and insert/embed images from your personal Flickr account. Lizzer works on all major blogging and email platforms, as well as on Twitter and Facebook. It is also an effective tool for content providers to monetize and distribute their content to bloggers and publishers who want to share it throughout the web.

• Social media• Web bookmarklet• Content distribution

Strategy & Tactics

Mashable - Social Media Guide: "Links are what make the Web as incredible as it is. No question about it. So why not empower Web users with a superfast method to search for and establish links with sites and services and individual webpages that can help enrich their own publications. Lizzer does exactly that.”


ShoeGazrSOCIAL TRENDING, GALLERY & BLOGGING NETWORK

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Based on search trending data, Digital Scientists worked with Tidal Research to develop ShoeGazr, a social network devoted to the appreciation of shoes & shoe fashions.

The site features user collections and blogs, categorizing each new addition by tags for easy perusal -- and even features a bookmarklet that allows users to add shoes to their online profile without visiting the site.

• Digital strategy consulting• Social media• Web bookmarklet• Content distribution

Strategy & Tactics


Global Child Dental FundSITE REDESIGN, MARKETING STRATEGY

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• The site is now live and has over 50 new users within 3 weeks of launch, including international professors and physicians, as well as 40 partnering schools

• The site has had visitors from 11 different countries

• The site features “Learning Zones” where users can find the latest news and technology by category

• The site also features a Discussion forum where users can ask or answer questions regarding dental care and the GCD Fund

• Individual users can also maintain a blog on the GCD Fund websiteProfessor Bedi (Chairman of the Board) is launching a campaign including materials published to the website (articles and videos) and speaking engagements in order to generate more user traffic and content

Results:


InterfaceFLOR Product PortfolioDOWNLOADABLE PRODUCT CATALOG

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InterfaceFLOR was looking for an expandable, easily updatable distribution method for their online catalog.

The downloadable Product Portfolio supports a versatile browsing experience by allowing users to show or hide product photography, browse product by collection, save favorite collections and even email favorites to friends and clients.

By developing the application with the Adobe AIR platform, it is readily usable on Apple, Windows, and Linux platforms.

• Digital strategy consulting• Social media• Web bookmarklet• Content distribution

Strategy & Tactics


feed growth! & WordPress pluginDIGITAL MARKETING IDEA-A-DAY BLOG, AND IMAGE COMMENTING PLUGIN

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Feed Growth! is our digital marketing and social media blog (free daily e-mail newsletter, RSS Feed, and website). We serve up one, bite-sized digital marketing idea every day, covering topics such as social networks, blogging / publishing, and metrics & analysis. Itʼs our way to stay on top of whatʼs new in the rapidly growing field of digital marketing and social media.

Additionally, we developed an image commenting plugin for a weekly caption contest. We feature it on our blog in an effort to increase traffic and engage our visitors.

• Digital marketing resource • RSS driven newsletter • Downloadable plugin

Strategy & Tactics


MarketingNPVMARKETING STRATEGY AND WEBSITE REDESIGN

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MarketingNPV came to Digital Scientists with the need to leverage their website to drive conversions. Beginning with a strategy session, the website has been totally redesigned to support their core business.

The site features an extensive library of articles, webcasts, book reviews, interviews, and more.

Registered users can access an online version of the MarketingNPV Journal using Issuu

The website is integrated with MailChimp for easy mailing list management

The site features a solution center where users can find resources toanswer the most challenging questions of the day with regards to Return-on-Marketing-Investments

• DRUPAL• MAILCHIMP• ISSUU• GOOGLE ANALYTICS

Strategy & Tactics


RTI International Metals, Inc.REBRANDING STRATEGY, WEBSITE REDESIGN AND DISPLAY ADS

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RTI International Metals, Inc., a titanium and specialty metals supplier, needed to redefine their brand and give their corporate website (RTIIntl.com) a fresh, interactive design.

A unified online front for all RTI subsidiaries that refines the companyʼs messages to its target markets.

Built with siteReviser, a Ruby on Rails application, and utilizes open source tools.

Comprehensive product catalog with expanded product search.

Interactive Investor Relations portal.

Organic Search Traffic increased three-fold over the first week (launch was February 16).

• RUBY ON RAILS• CSS• MYSQL• SITEREVISER• GOOGLE MAPS• GOOGLE CUSTOM SEARCH

Strategy & Tactics


PrinciplesTHE NOT SO SECRET FORMULA

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Clients always come firstWhenever we are presented with an opportunity to earn revenue indirectly, e.g., commissions on software, we will pass the savings on to you. Our allegiance is to our clients – never to anyone else.

Run by the numbersWe are a terrifically creative bunch of people but realize that success is measured in numbers. We provide our clients regular, detailed, quantitative reports (that are easyto-use and understand) on the results of their digital marketing investments.

Focus on . . . resultsWe are completely focused on generating a return from your investment in digital marketing. Itʼs how we evaluate our work, our people, our company. Itʼs what we will always want to talk about.

Observe, test, and learnThe scientific part of scientific discipline means that we believe in applying the scientific method. Our approach to marketing is built on testing hypotheses and getting smarter over time. Itʼs our mission to help you learn what works and what doesnʼt.

One point of contact - a digital scientistEvery client is assigned one of our digital scientists. Your digital scientist acts as your primary contact for everything we do together.

Fact-based marketingIf youʼve ever met a scientist, you know what we mean. We deal in facts, not hunches. If we donʼt know, weʼll tell you.

No secrets, no black boxesWhenever we are presented with an opportunity to earn revenue indirectly, e.g., commissions on software, we will pass the savings on to you. Our allegiance is to our clients – never to anyone else.

Fair and clear ratesWhenever we are presented with an opportunity to earn revenue indirectly, e.g., commissions on software, we will pass the savings on to you. Our allegiance is to our clients – never to anyone else.

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• Current investments trackable?• Taking advantage of opportunities to engage with current or potential clients in online environment?• Spending too much?• Does your site represent your brand and sell your products and services?

QUESTIONS TO ASK YOURSELF ABOUT YOUR CURRENT MARKETING EFFORTS

Digital Marketing Assessment/Check Up

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• Do they really understand the digital marketing world?• Do they practice what they preach?• Do they live and breathe this stuff once they leave the office (do they blog, are they on twitter, etc.)?• Are social networking and social media just buzzwords?• Do they actually build social networks?• Do they claim to be experts and then outsource the work?• Are they slow as molasses?

QUESTIONS TO ASK YOURSELF ABOUT YOUR CURRENT AGENCIES

Advertising/Marketing Agency Assessment

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digital scientists capabilities

Documents

marketing career

digital marketing plan

new science of marketing

traded strategy

numerous business strategy

executive director of

scientists passion

brand marketers