Marketing Intelligence

2 Agenda 01 Mission 02 Audits 03 Research 04 Analytics 05 Report Examples

Marketing Intelligence Mission Let the data be your guide. Our marketing intelligence combines the expertise of our research methods with our analytic capabilities in order to provide actionable business insights to our clients. Our mission is to give our clients a complete understanding of the digital space in their industry landscape, their position in that landscape, the opportunities for competitive advantage, and the strategies to implement in order to be more effective. 3

Marketing Intelligence 4 Audits

Marketing Intelligence Audit Approach Before we know where to go, we need to know where we are. Audits provide an in-depth assessment of a digital property by comparing the property to its competitors and industry best practice standards. The resultant document evaluates the property on a number of standard key metrics and provides recommendations for the optimization of performance. The following properties and landscapes can be audited by LEAP: Digital Competitive Landscape Website / SEO Website / UX Social Media Media Content 5

Marketing Intelligence Audit Process 6 IDENTIFICATION OF AUDITED PROPERTY IDENTIFICATION OF COMPETITIVE SET MEASUREMENT ASSESSMENT REPORT OF ACTIONABLE INSIGHTS

Marketing Intelligence Audit Deliverables The findings are delivered in a presentation of prioritized recommendations and a comprehensive bound document that serves as a leave behind for the presentation. 7

Marketing Intelligence 8 Research

Marketing Intelligence Research Approach Research is the first step in the course of focusing the lens and hitting the bull’s eye. Collaborating to define our objectives and to formulate the specific problems, we design our research to cater to the unique positions of each of our clients. While we possess many capabilities for market research and data collection (interviews, focus groups, surveys, A/B testing, Leap Panel), our focus is to align these proficiencies, interpret the outcomes, and present formidable recommendations in order to support our client’s main business objective. 9

Marketing Intelligence Research Methods 10 Focus GroupsInterviewsSurveys A/B TestingUser Testing Product Testing

Marketing Intelligence LEAP Panel LEAP has established its own proprietary panel of consumers representing Middle America. These are folks who sign up at local events and regularly respond to LEAP surveys on behalf of ourselves and our clients. 11

Marketing Intelligence Research Process 12 BaselineGapsMethodsMeasureAnalysisInsights Benchmarks Current state Pre-measurement Problem identification Objectives Hypotheses Develop methods: Procedure Instruments Sampling Analysis Measure via: Survey Interview Focus Groups Post-measurement Provide actionable recommendations based upon data Recommend further measurement Analyze using appropriate methods

Marketing Intelligence 13 Analytics

Marketing Intelligence Analysis The method of analysis is dependent upon the research objective/questions, type of data (nominal, ordinal, ratio), and sample characteristics. Frequently used statistical analyses include: Descriptive Analysis Used to summarize or describe the data Frequencies (X% responded Y), Central Tendency, Variability Group Differences Test for differences in measure between two or more groups (e.g. was there a gender difference in overall satisfaction?) T-tests, ANOVA, MANOVA Predictive Analysis Assess the predictive relationship between one or more variables and the outcome (e.g. time on hold was a significant predictor of customer satisfaction) Multiple regression, hierarchical linear modeling 14

Marketing Intelligence Analytics Process In order to provide continuous optimization and improvement of digital properties, the measurement process is cyclical. The website and digital properties should be continuously monitored and optimized based upon empirical recommendations. The frequency of reporting is dependent upon the client and can be delivered biweekly (typically for brief campaigns), monthly (most popular), quarterly, or biannually. 15 Business Objective Reporting Objective KPIsTrackingMeasureAnalysisInsights

Marketing Intelligence Custom Reporting Reports are custom made for each client, framed around the major reporting objective(s). Time is valuable; our reporting is concise and narrative driven in order to be consumed in a matter of minutes. For those like us that live in the data, appendixes supplement the primary report and contain greater detail on traffic, site engagement, and user behavior. 16

Marketing Intelligence 17 Report Examples

Marketing Intelligence Customizable Dashboard 18

Marketing Intelligence Weekly Performance Reports 19

Marketing Intelligence Monthly Summary & Behavioral Analysis 20

Marketing Intelligence Report Cards 21

22