The document discusses strategies for conducting an online market assessment prior to launching a new brand of coffee called "IPL Coffee" targeted towards cricket lovers in India. It outlines various digital marketing channels to consider like Google, Facebook, Twitter, and publishers. For each channel, it provides recommendations on assessing metrics like search volume, location trends, identifying related themes, engagement, and targeting demographics. The goal is to understand online consumer interest and optimize the digital marketing strategy.

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Digital Marketing
Bootcamp
Analytics - Estimate, Measure & Improve
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Nestle launching a new brand
"IPL Coffee"
Targeted: Cricket lovers
Geography: India
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Objective
Pre launch “Online” Market
Assessment
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Channels to Consider
 Google
 Facebook
 Twitter
 Individual Publishers – Display Ads
 Ad Networks
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Google
 Foundation: Search
 Key: Search Terms Identification
(How to think of search Terms?)
– Long Tail: “Coffee Cricket”
– Broad Match: Coffee, Cricket
– Lateral Theme: Tea, Indian Sports
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Assess Search Volume
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Location Trend Analysis
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Time Trend Analysis
Is it growing or reducing over time?
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Identifying Lateral themes
How?
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News Reference Volume
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Assess impulsive growth
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Hot Searches Analysis
Check for Designing new Lateral Themes
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Website Analysis
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Facebook
 Foundation: Profile
 Targeting is easy
 Key to Success: Engaging Theme
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Assess Target Market
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Specifics & Laterals
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Identify Direct & Lateral
Pages
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Twitter
• Foundation: Fan Following & Terms
• Key to Success: Credibility
• Success Metrics: People spreading &
engaging around the buzz
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Twitter Search
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Individual Publishers
 Watch out: Relevancy, Bargain
 Revenue Model: CPM, CPC, Fixed Cost
 Validate: Reporting (Visibility, Relevancy)
 Reporting: customized
Same is true about Ad Networks
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Important Tools
 Market/Completion Analysis – Google Treads,
Compete, Hitwise, Twitter search, Google
Keywords Suggestion Tool.
 ClickStream Analysis – Google Analytics,
Omniture, Web Treads etc
 Experimentation – Google Optimizer, Site
Perfect
 Listening & Buzz Measurement – Different for
every channel
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Can you target Specific
demographics through
Search Engine?
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Google Placement Targeting
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Tools to ‘Listen’, ‘Engage’ &
‘Create’ in Social Media
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Google Alerts
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Tweet Deck
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SM2 by Techrigy
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Radian6
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Thank You!
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