Understanding Digital Behaviour: How?

@jonathanbriggs

Digital is an ecosystem

A client asks you to improve the impact of their digital work

How do you know how well they are doing already?

Digital presenceeCommerce activity

Social activityOld media activity and PR

Advertising activityPPC activityReputationFindability

CompetitorsCompetitor activity

OpportunitiesInfluential followers & friends

Social sentimentDemand for what they offer

GoogleOrganic

68%

PPC 8%

Direct 14%

Referrals 10%

34%

24%

26%

13%

0.33% (1.76%)

1.46%

0.36%

1.75%

0.77%

0.85%

Products 1.4%Yahoo 3%Bing 2%

2%1%

Source Conversion Revenue

Bran

ded

MQ

Reputation

Presence

Influence

Value

Sites Ecommerce Campaigns Ads

Social Participation

Traditional Media New Media

Calvin Klein

Calvin Klein

Teams of 4What tools do you use now?

What can you find out?What questions can we not

answer?

What can we discover about the brand?

its customers?its competitors?opportunities?

Calvin Klein

Some Tools for You...Addictomatic

Double Click AdPlannerSpyFu

TweetFeel & Klout

What can we discover about the brand?

its customers?its competitors?opportunities?