2. Table of Contents:
● Breakdown of Analytics Report (3-17)
● KeyWord Analysis (18)
● Buyer Persona (19- 41
i) Hubspot’s Buyer Persona Template (23-27)
ii)City Data (28-31)
iii) Nielson’s SRDS (32)
-Designated Market Area (33)
-PRIZIM Lifecycle Segments (35-36)
-PRIZIM Social Group Segments (37-39)
3.
4. Metric: Geographic Modified
Unique Visitor
Metric: Toal Unique Visitors
Dates: March 3, 2013- Apr 3, 2013
Significance: Unique Visitors is the number of
unduplicated (counted only once) visitors to
your website over the course of a specified
time period.
-Source-
Metric: Total Northern California Bay/Area
Unique Visitors
Significance: The number of geographic
segmented visitors of your website (counted
only once) over the course of a specified time
period. See effectives of time-specific KW
Specific SEO optimized Content- for both on-
page SEO and Local SEO efforts
Source:
Navigational Side Bar: Advanced Segments Check
“New Visttors”-> Apply->
rimary Dimension “City” + Secondary Dimension
“Metro”-> Add sum of all cities and metros
listed in the Bay Area/ Northern, CA
6. Metric: Geographic Modified
Unique Visitor (Continued)
Metric: Bay Area Unique Visitors as % of Total
Unique Visitors
Total: Formula [ Total Bay Area Unique Visitors/ Total
Unique Visitors] = .076
Significance:
Metric: Total Bay Area Search Traffic
Significance:
Source:
Navigational Side Bar: Advanced Segments Check
“Search”-> Apply-> Primary Dimension “City” +
Secondary Dimension “Metro”-> Add sum of all
cities and metros listed in the Bay Area/ Northern,
CA
7. Metric: Google Local
Metric: Google Local Search
Impressions
Significance:
Source:
Metric: Google Local Search
Actions
Significance:
Source:
8. Metric-Conversion Assist
Significance:
Conversion assists are pages on your website that
people looked at before becoming leads or
customers. The Conversion Assists Report tell you
the percentage of leads and customers that visited
each page on your website before converting.
The pages with the highest assist rates may have
great content that attracts more qualified prospects,
or great calls to action that lead your prospects to
effective landing pages.
Pages Include:
-Blogs
-Landing Pages
-Website Pages
10. Metric: Emails
Significance:
Send emails to different groups of your contacts.
You can email your whole database or a limited
segmented selection, such as leads who have
filled out a particular form, leads that entered a
specific city or state on your forms, or just your
customers. Email marketing bring leads back to
your site and HubSpot's email and contact
intelligence applications will help you determine
which of your leads are more interested in your
offerings. This will make it easy for your sales
team to reach out to the most qualified leads.
12. Metric: Bay Area Unique Visitors
Metric: Bay Area Unique Vistors [Landing Pages]
Significance: The number of geographic
segmented visitors of your website (counted
only once) over the course of a specified time
period. See effectives of time-specific KW
Specific SEO optimized Content- for both on-
page SEO and Local SEO efforts for April’s
Landing Pages, Blogs, and Webpages.
Source:
Navigational Side Bar “Content”-”Site Content”->”
Landing Pages”: Advanced Segments Check
“New Visttors”-> Apply-> Primary Dimension
“City” + Secondary Dimension “Metro”-> Add
sum of all cities and metros listed in the Bay
Area/ Northern, CA
13. Metric: Search Terms From BA
Metric: Bay Area Search Term
Inquiry | Unique Vistors
Significance: The number of
geographic segmented visitors that
typed these KW search phrases into
google to find your website
organiclly over the course of a
specified time period. See effectives
of time-specific KW Specific SEO
optimized Content- for both on-page
SEO and Local SEO efforts for
April’s Landing Pages, Blogs, and
Webpages.
Source:
Advanced Segments Check “New
Visttors”-> Apply->
Navigational Side Bar “Content”-”
Traffic Sources”->”Search”->
“Overview”->Primary Dimension
“KeyWord” + Secondary Dimension
“Metro”-> Add sum of all cities and
metros listed in the Bay Area/
Northern, CA
19. Buyer Persona
i) Hubspot’s Buyer Persona Template
ii)City Data
iii) Nielson’s SRDS
-Designated Market Area
-PRIZIM Lifecycle Segments
-PRIZIM Social Group Segments
21. What Are Buyer
Personas?
Buyer personas are fictional representations of your ideal
customers. They are based on real data about customer
demographics and online behavior, along with educated
speculation about their personal histories, motivations, and
concerns.
??
22. How Are Buyer
Personas Created?
Buyer personas are created through research, surveys, and interviews
of your target audience. That includes a mix of customers – both “good”
and “bad” -- prospects, and those outside of your contact database who
might align with your target audience. You’ll collect data that is both
qualitative and quantitative to paint a picture of who your ideal customer
is, what they value, and how your solution fits into their daily lives.
?
24. Persona Name
BACKGROUND:
● Basic details about persona’s role
● Key information about the persona’s
company
● Relevant background info, like
education or hobbies
DEMOGRAPHICS:
● Gender
● Age Range
● HH Income (Consider a spouse’s
income, if relevant)
● Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
● Buzz words
● Mannerisms
You can find this
information by
administering
online surveys of
your target
audience.
25. Persona Name
GOALS:
● Persona’s primary goal
● Persona’s secondary goal
CHALLENGES:
● Primary challenge to persona’s
success
● Secondary challenge to persona’s
success
HOW WE HELP:
● How you solve your persona’s
challenges
● How you help your persona achieve
goals
Conduct interviewswith your targetaudience to learnabout their goalsand challenges inmore detail.
26. Persona Name
REAL QUOTES:
● Include a few real quotes –
taken during your interviews –
that represent your persona
well. This will make it easier for
employees to relate to and
understand your persona.
COMMON OBJECTIONS:
● Identify the most common
objections your persona will
raise during the sales process.
Identifying common
objections will help
your sales team be
better prepared
during their
conversations.
27. Persona Name
MARKETING MESSAGING:
● How should you describe
your solution to your
persona?
ELEVATOR PITCH:
● Make describing your
solution simple and
consistent across everyone
in your company.
Establishing your
messagingprepares yourentire organization
to convey the same
message.
Including a real
photo from
Creative Commons
or iStockphoto
helps everyone
envision the same
person.
28. City-Data.Com
What is it?
City-Data is a social networking and information website known for its comprehensive
profiling system of U.S. cities, containing everything from U.S. cities, counties, zip codes,
and neighborhoods are profiled and compared using data about race, income, education,
crime, weather, housing, maps, air pollution, religions and any other information deemed
vital. In addition, the website contains detailed information and articles about other
features of local interest, such as schools and their demographics and test scores,
hospitals, libraries, tourist attractions, local businesses, restaurant inspection findings,
building permits, bridge conditions, hotels, water systems, airports, cell phone towers,
property tax assessments, and car accidents.
Page, AZ
29. City-Data.com +Buyer
Persona
Population Make-Up Demographics:
Gender, Race, Educational Attainment , School Enrollment by Level of School, Martial
Status
Page City, Income, Earnings, and Wages Data:
House-Hold Income, Median Housing Values, Single-family new house construction
building permits, Home Mortgage Disclosure Act , Private Mortgage Insurance
Companies Aggregated Statistics For Year 2009
Page, AZ residents, houses, and apartments details
Annual Home Sales Fiscal Years Per Quarter,
Waste management, arts - Economy and Business Data
Most Common Industries by Gender, Most Common Occupations by Gender, Poverty
Level [State Averages]
Political, Religious, and Top Media Influences :
Breakdown of population affiliated with a religious congregations, Presidential Election
results, Page government finances in 2004 (Community Voted Needs), Strongest AM
radio stations , Strongest FM radio stations , TV broadcast stations :
32. SRDS
● This next-generation, online-only consumer market research service from
SRDS and Nielsen delivers sophisticated demographic, segmentation, and
targeting data for media planners and consumer marketers. [County/DMA
Level Not City Specific like City-Data]
Benefit: DMA or County Specific Lifestyle Ranking Index, Cross-
Referencing Lifestyle Ranking Index, PRIZM Social Group, PRIZIM
Lifestage Group, and PRIZM Target Group Lifestyle Report “ PRIZM Social
Group & Lifestage Cross Reference
-
33. Designated Market Area
Nielsen Media Research Company as a
group of counties that make up a
particular television market. These
counties comprise the major viewing
audience for the television stations
located in their particular metropolitan
area. For the most part, the metropolitan
areas correspond to the standard
metropolitan statistical areas (see metro
area) defined by the Federal
Government Office of Management and
Budget. The areas do not overlap, and
every county in the United States
belongs to only one DMA. dmas are
used in the evaluation of audience data
as well as in the planning and buying of
media.
Sources: DMA Map
Page, AZ
