![Page 1: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/1.jpg)
![Page 2: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/2.jpg)
I N T R O D U C T I O N
![Page 3: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/3.jpg)
ebow calibre
![Page 4: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/4.jpg)
lifelines
website
3rd party
mobile
testing
search
social
A/B testing
CRM
analytics
CRO
actions
![Page 5: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/5.jpg)
tweak
![Page 6: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/6.jpg)
S T R A T E G Y & I M P L E M E N T A T I O N
![Page 7: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/7.jpg)
acquire
Organic search, PPC, content, email, referrals
Propositions, UX optimisation, content and email
A/B testing, segmentation, UX
conversion optimisation, all platforms
Loyalty, email remarketing, reviews & engagement
} Acquisition
} Conversion
Awareness
Consideration
Intent
Sale
Retention
Informational
Transactional
Relationship
Language
![Page 8: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/8.jpg)
roadmap
Urgent & quick wins !
PPC optimisation Technical SEO fixes Copy optimisation
Email re-design UX fixes
Goal funnel optimisation !
!mobile & tablet
!Mobile optimisation
iPhone app Android app
Responsive website !!!!!!
content & personalisation
!Segmentation
Strategic content marketing
A/B testing !!!
loyalty & retention !
Recommendations Reviews
Loyalty & rewards Customer service
Social media !!!
Q1Q2
Q3Q4
continuous measurement, optimisation & tweaking
![Page 9: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/9.jpg)
Digital Plan
000’s Dec Jan Feb March April May June July Aug Sept Oct Nov
Product 1
Product 2
Goal 1
Goal 2
Site Visits
Return Visits
Total
The numbers Total monthly KPI
Digital Plan
![Page 10: Dave Douglas, ebow, DMX Dublin 2014 - Build it. They Don't Come](https://reader034.vdocuments.site/reader034/viewer/2022042814/554cff9cb4c905ae138b56b8/html5/thumbnails/10.jpg)
Q U E S T I O N S A N D A N S W E R S