Gaps & Opportunities
Gaps & Opportunities
Our suite of GO analyses highlights the Gaps & Opportunities of digital marketing, providing you with quick wins -- objective insights and optimization tactics for specific aspects of your digital marketing mix.
In just a matter of weeks, we’ll give you a complete analysis of your performance against meaningful benchmarks. This culminates in creative and proven recommendations to close the Gaps and leverage the Opportunities, focusing your team's efforts and driving a clear path to stronger ROI.
Below is the complete list of GO analyses; please click for more info:
• Word-of-Mouth/Social Media
• Organic Search (SEO)
• Conversion Attrition
• Mobile Web & Apps
• Site Traffic Quality
• Email Marketing/CRM
• Analytics Configuration
• Facebook Marketing
• Display Advertising
• Pay Per Click (PPC)
• Affiliate Marketing coming soon!
Word-of-Mouth/Social Media
What do people say about your brand – and what can you do about it?
To identify Word-of-Mouth opportunities, we look at:
• conversation volume
• conversation sources/site types
• top influencers
• popular discussion topics
• sentiment (Net Approval Index)
• competitive WOM metrics
• category WOM metrics
• and more
More info on the
Word-of-Mouth/Social Media GO.
Organic Search (SEO)
Where should you focus SEO resources, to achieve the best ROI?
To prioritize all your SEO opportunities, we look at:
• site analytics data
• volume/quality of backlinks
• anchor text of backlinks
• server configuration
• on-page markup & coding
• competitive SEO profiles
• individual keyword query volume
• and more
More info on the
Organic Search (SEO) GO.
Conversion Attrition
What’s causing your customer to give up and shop elsewhere?
To solve the problem of conversion attrition, we look at:
• site conversion rate
• unique conversion paths
• checkout conversion rate
• hands-on usability trials
• page-by-page attrition rates
• page load speeds
• and more
More info on the
Conversion Attrition GO.
Mobile Web & Apps
Are you looking for more frequent, deeper interaction with on-the-go customers?
To help you create a valuable mobile customer experience, we look at:
• mobile search trends in your business
• engagement with mobile ad units
• device & connection customer segmentation
• page load time performance
• optimization of mobile-friendly content
• mobile conversion & revenue performance
• mobile shopping cart & lead form attrition
• cross-platform gap analysis
• and more
More info on the
Mobile Web & Apps GO.
Site Traffic Quality
Are you attracting the right kind of visitors to your website?
To identify your most valuable sources of website traffic, we look at:
• ‘hard’ quality profiling: revenues, leads, conversion rate, return on investment
• ‘soft’ quality profiling: depth, attrition, loyalty, recency
• advertising performance evaluation
• device segmentation: desktop v. mobile
• keyword evaluation in paid/organic search
• content category & URL analysis
• hourly daypart performance audit
• geography & language segmentation
• site technology & visit interaction
• trend analysis across all metrics
• and more
More info on the
Site Traffic Quality GO.
Email Marketing/CRM
Are you managing your customers to maximize growth and profits?
To help you manage a growing customer database, we look at:
• database age, structure & size
• contact frequency
• demographic, profile & behavior segments
• email open rates
• email click-through rates
• performance of A/B/n tests
• list acquisition & attrition
• customer lifetime value
• promotional engagement
• referral rate
• and more
More info on the
Email Marketing/CRM GO.
Analytics Configuration
Are your marketing analytics systems properly capturing the data you need?
To help ensure integrity in your analytics data, we look at:
• available analytics systems
• code/tag implementation
• multi-system integration
• attribution methodology
• cross-domain tracking
• data pass-through
• reporting output
• and more
More info on the
Analytics Configuration GO.
Facebook Marketing
Are you channeling all your Facebook activity into better ROI and a stronger brand?
To understand the unique marketing opportunity on Facebook, we look at:
• Content Type analysis on fan pages
• Textual analysis of posts/comments
• Fan demographics/psychographics
• Advertising media costs (CPM & CPC)
• Conversion metrics (CPA & ROAS)
• Fan page tab & app performance
• Landing page performance
• Likes, comments & shares
• Competitive intelligence
• A/B/n creative testing
• Post reach & quality
• Brand/Fan post ratio
• and more
More info on the
Facebook Marketing GO.
Display Advertising
Are display ads building your brand and driving revenue as well as they should?
To keep display advertising ahead of the curve, we look at:
• behaviors of target audience
• segmentation of target audience
• media structures & commitments
• tracking, testing & measurement
• optimization metrics
• creative effectiveness
• publisher/network strategy
• and more
More info on the
Display Advertising GO.
Paid Search (PPC)
What’s your Paid Search advertising program worth, and could it be better?
To prioritize all your Paid Search opportunities, we look at:
• customer platform behavior
• account design & campaign structure
• segmentation of search queries
• quality score trends
• creative performance
• A/B/n & multivariate testing
• bid management strategies
• landing page performance
• search funnels & conversion paths
• remarketing opportunities
• competitive positioning
• and more
More info on the
Paid Search (PPC) GO.
For more information on GO analyses, please contact us.
How can a GO help me?
Your GO analysis is delivered around a specific digital marketing channel or function, so as to provide crystal-clear next steps for how you can make progress against specific objectives.
We’ll give you a complete analysis of your performance against meaningful benchmarks. This culminates in creative and proven recommendations to close the Gaps and leverage the Opportunities, focusing your team's efforts and driving a clear path to stronger ROI.
