Message in a Digital Bottle

(Find Your Audience in the Internet Ocean)Marla JohnsonCEO and Co-Founder

@marlajoceo #googlebreakfast

Challenge:

People get exactly what they want

when they want it much faster

@marlajoceo #googlebreakfast

Challenge:

new offeringsproducts & services

newsvideo

Aristotle’s Beacon

Technologies

CONTENT, CONTEXT & ACTION…

Google’s Personalization

Tools

INTENTDiscovering ways to focus on

the present moment in a person’s mind – intent and

the context of that intention.

MEANINGFUL ACTION

Cast for Target Audiences

Optimize and Create Ongoing

Content that Answers Needs

Determine and Design for

Audience Intent

3 Sets of Tools & Techniques

Cast for Target Audiences

@marlajoceo

Audience-Casting Tools

Tableau & GA – Quick Fire Analysis (BBB)

Tableau – Dept. of Transportation (BBB)

Tableau – GA Geographic Data (Graceland)

@marlajoceo

Determine & Design for Audience INTENT

– Family-focused– Memorable– Affordable– Simple– Safe

– All About Friends– Unique– Shareable– Fun– Different/New

@marlajoceo

Semantic Content Development

Intent-Determining Tools

Semantic Search Query ModelContent Calendar Development Schedule

@marlajoceo

#SEJSummit#Searchmetrics @marlajoceo

Aristotle Semantic Search (Utah)

Calendaring RELEVANCE

Optimize & Create Ongoing Content that Answers Real

Questions

Perf – Measuring Tools

Web Performance - SwiftSage Usability Studies

@marlajoceo

SSQ Model: Did we answer?

Clicks, signups, orders, subscriptions, shares…

Did they do what we hoped?

Did the landing pages & CTAs meet the audiences’ goals?

@marlajoceo

Homepage Eye-Tracking (5,153)

Homepage Eye-Tracking (5,153)

Did we give them the content they wanted?

Did the navigation help?Mobile Navigation

6% Bounce Rate (Speedy Too!)

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Did the ADS hit the mark? • Google Display• A/B Tested Two CTAs• ROI: 26:1

@marlajoceo

Cast for Target Audiences

Optimize and Create Ongoing

Content that Answers Needs

Determine and Design for Audiences’

Intent

3 Takeaways

Marla JohnsonCEO and Co-Founder, Aristotle Inc.

@MarlaJoCEO

Thank you!