Digital Marketing Consultancy Landscape Analysis

Market Intelligence & Consulting

Competitive Landscape Analysis
Study of Digital Marketing Consultancy Firms in USA

Table of Contents

Objectives

Approach Used

Selected Company Goals

Selected Customer Preferences

Opportunities & Threats

Research Data

2 ZENeSYS Confidential Market Intelligence & Consulting

Study Objectives

A positioning report for Atlas Digital Partners using Competitive Landscape
Analysis to help them get ahead as other Digital Marketing Consultancies
compete to provide the best solutions in the field of digital marketing Consulting


ZENeSYS Competitive Landscape Analysis
Methodology

Research the major
Digital Marketing Synthesis
• Customer Consultancy firms • Qualitative
Preferences observations
• Assess • Threats
• Company Goals • Quantitative
Companies
assessments • Opportunities
• Using a Goals-
Preference Matrix
Detailed Secondary
Analysis
Research

A set of Company Using the Goals and Slides 30 onwards the By rating the quality of
Goals and customer Preferences, we observations and activity seen, we
preferences were researched eboost ratings H, M or L on plotted charts to make
determined from Consulting, how each consultancy conclusions on relative
news, blogs, websites, Smart Insights, is meeting its goals performance and
social media Lenskold Group, along the dimensions generated insights on
conversations, etc. Intersection consulting of the customer threats and
,Spears marketing preferences opportunities for Atlas
and recorded Digital Partners.
observations


Analysis of Company Goals


Company Goals
After an in depth secondary research five goals were finalized. These are
presented here in descending order of importance

G1:Increase brand equity by providing unique experience
pertaining to specific needs

G2:Diversification & expansion of customer base through
existing client referrals

G3:Strategic tie-ups with major players in social media & digital
marketing arena

G4:Creating a digital marketing diagnostic tool for
differentiation from competitors and reviewing impact of digital
marketing

G5:Work on scalable business model through cost reduction &
increasing profit margins


Customer Preferences


Customer preferences
After an in depth secondary research five preferences were finalized.
These are presented here in descending order of importance

P1:Increase in order value of sales

P2:Reaching the specific target audience through contextual
advertising & behavioural targeting and generating trials and
thus increasing revenue

P3:Building & maintaining brand perception through efficient
use of e- marketing mix

P4:Be distinguishable through SEO(search engine optimization/
marketing)

P5:Cost optimization through optimum mix of
CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)


Analysis of Company’s Goals


How well are Digital Marketing Consultancy
Firms meeting their Goals?
10

9

8
Effectiveness (out of 10) 

7

6

5

4

3

2

1

0
Increasing brand Expansion through Strategic Tie ups Digital marketing Cost reduction &
equity Client Referrals diagnostic tool Profit margins

Company’s Goals  Co1-Atlas Digital
Co2-eBoost Consulting
Subsequent slides provide more insight on each goals Co3-Smart Insights
Co4-Lenskold

Note: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards
Co5-Intersection Consulting
Co6-Spear marketing


On Increasing brand equity–Brand equity can be
increased by providing unique experience to the customers

Observations

• Lenskold Group comes with the “next-best-
10
offer” analysis, channel preference
Lenskold is modeling, and offer modeling. It provides 9
the leader Marketing Testing & ROI tools and through
that increased iits brand value. 8
7
6
5
4
• Others are trying to increase their brand value
Others through blogs, ,expert 3
advice, testimonials, recommendations &
2
tools.
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

On Expansion through Client Referrals.- Companies try
to expand their customer base and diversify through
existing client referrals.
Observations

• Eboost consulting is the leader and 85% of their new
business leads come through referrals from existing 10
clients who are satisfied with the results. Helping
Eboost existing clients reach their desired audience has 9
consulting helped them achieve 55% of the growth by expanding
is the leader relationships with existing clients 8
7
6
5
4
• Other competitors are trying to achieve the
Others same by testimonials, depending mainly on 3
SAAS marketing tools and digital media
2
analyzer.
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

On Strategic Tie ups with major players- Strategic tie
ups with other major players in social media can help
companies get a competitive advantage.
Observations

• Lenskold Group works is in partnership with
10
Paradigma Marketing in order to cater to its
Lenskold customers. Also it has a partnership with 9
Group is ARC, through which it uses its data from ARC
the leader COMPASS. 8
7
6
5
• Other Competitors are not that active in
making strategic tie ups with major players in 4
Others social media industry yet. Atlas has two 3
strategic partners with Marketbridge and
Founders investment Banking 2
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

On creating Digital marketing diagnostic tool- Digital
Marketing Diagnostic tool helps in finding the required
areas to be addressed
Observations

• Lenskold Group has created marketing
diagnostic tools like ROI 10
Lenskold calculator, performance dashboard to help
9
Group is diagnosing the problems with digital marketing
the leader strategies and improve through use of a new 8
mix of tools.
7
6
5
• Other Competitors have also been actively 4
developing tools apart from the smaller
Others competitors like Atlas, Intersection and Spears 3
Marketing.Atlas uses SaaS but can explore
2
the option of developing its own tools.
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

On reducing cost & increasing Profit margins- Leading
firms try to reduce costs and increasing profit margins for
their profitability.
Observations

• Smart Insights is increasing its profit as its
Smart customers come back more .On any given 10
Insights is day, about 75% of purchases from Zappos are
from returning customers. Also, repeat 9
the leader customers order >2.5x more from in the
following 12 months. 8
7
6
5
4
• Other competitors focus on lead quality and
Others quantity and integrated marketing optimization 3
for this task..
2
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

Analysis of Consumer Preferences


Are customer expectations being fulfilled?

10
9
8
Effectiveness (out of 10) 

7
6
5
4
3
2
1
0
Order value of online Reaching specific Brand perception Be distinguishable Cost optimization
sales target audience through e- marketing through SEO through CPAs/CPLs
mix
Consumer Preferences  Co1-Atlas Digital

Subsequent slides provide insights into each customer Co3-Smart Insights
Co4-Lenskold
preference
Note: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards
Co6-Spear marketing


Order value of sales- An increase in this metric
measures the order value of sales generated through
online marketing and is an important preference of the
customer. Observations

• Lenskold group is one of the oldest
10
companies in the arena of digital marketing
Lenskold and provides Return on Investment solutions 9
Group is to its customers helping it achieve, measure
the leader and manage the order value of online sales. 8
7
6
5
4
• Other Competitors have also used different
Others strategies to help their customers increase 3
their online sales.
2
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

Reaching specific target audience- The customer wants
to reach the specific target audience through contextual
advertising & behavioural targeting which leads to an
increase in revenues.Observations

• Smart Insights has developed innovative
approaches like “RACE planning approach” which 10
Smart distinguishes it. It helps customer in creating
9
Insights is more brand value through expert advice and
the leader tools like Revenue Calculator and Digital 8
Marketing checkup.
7
6
5
• Lenskold group also has developed specific tools for 4
different ocassions like Super Bowl ROI calculator.
Others Other Competitors have not implemented similar 3
strategies that concentrate on a particular target
2
segment for its customers and have rather implemented
traditional strategies for targeting audience. 1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

Brand perception through e- marketing mix- The
customers wants to create a strong brand perception in the
marketplace through a mix of digital marketing strategies.
Observations

• eBoost Consulting has pioneered the technique of e-
marketing mix by offering services like capability 10
insourcing , conversion design , media buys and paid
eBoost search.Also they help build brand perception by 9
Consulting maintaining relationship with existing clients and
is the leader using approaches like 3C model 8
7
6
5
• Other Competitors like Intersection helps in 4
improving blog platform and uses tools like
Others competitive benchmarking matrix for creating a 3
marketing mix. Others have used different SaaS
2
marketing tools but failed to compile it with the
tactical planning for a marketing mix model. 1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

Be distinguishable through SEO- In today’s world,
Search Engine Optimization is necesarry as everything
happens through Google. This is a preference a customer
cannot ignore in this competitive environment.
Observations

• Lenskold group has the best set of digital
10
marketing tools that include a dashboard to
Lenskold measure digital marketing performance and 9
Group is diagnose the current status of Search Engine
the leader optimization for its customers. 8
7
6
5
4
• Other Competitors also install Search Engine
Others Optimization tools for its customers and are 3
slowly reaching competing levels of the top
2
firms implementing SEO.
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

Cost optimization through CPAs/CPLs- Customers
prefer to reduce their per acquisition/per lead costs through
digital marketing strategies.
Observations

• Atlas Digital Partners is effective in achieving
10
cost optimization for its customers, example, it
Atlas is the designed and implemented a strategy which 9
leader increased number iof leads generated by 23 %
and reduce the overall cost per lead by 7 %. 8
7
6
5
4
• Other Competitors have also tried to
Others implement similar strategies but have not 3
delivered similar results.
2
1
0
Co1-Atlas Digital
Co3-Smart Insights
Co4-Lenskold
Co6-Spear marketing

Summary of Opportunities and Threats
using a Synthesis Matrix


Performance of Digital marketing Consultancy Firms in
meeting their goals and delivering on consumer
expectations Competitive Landscape Synthesis Matrix

Expansion Digital
Increasing Strategic Tie Cost reduction
Firm Goal through Client marketing
brand equity ups & Profit margins
Referrals diagnostic tool
Customer
G1 G2 G3 G4 G5
Preference
Order value of sales
P1C e,s,L a,E ,S,L,i,sm a,e,L a ,E,S,L,I,sm a,s,l,i,sm

Reaching specific
P2C A, E,S,L,I,sm a,E,s,L,I,SM a,e,L e,s,L a,E,S,L,sm
target audience

Brand perception
through e-
P3C a,E,s,l a ,E,s,l,i,SM A ,E,s,L,SM A,E,S,L,I,SM A,E,s,l
marketing mix

Be distinguishable
P4C A, E ,S,L,I,SM A,e,s,L,I,SM a,s,L,i,sm a,E,S,L,I,SM
through SEO
Cost optimization
through P4U A, E,s,L,I,SM a,E,s,l a,e,s,l,I,sm
CPAs/CPLs

High Medium Insufficient No Correlation
X A=Co1, E= Co 2, S = Co 3, L=Co 4, I= Co5 SM= Co 6
Information

Note: Entry as caps indicate stronger correlation. See slide 28 to 82 for more information. ( U – Underwriter , C- Customer)


Summary of Opportunities (gaps seen)
Increase Brand Equity- Strategic tie ups – Reach target audience using
diagnostic tool- SEO using diagnostic tool

Cell Ref Opportunities Recommendation
Provide differentiated services to customers through
Developing brand equity through an tools like channel preference modelling, ROI and SaaS
G1 X P1C
increase in customer sales tools, marketing audit report, marketing dashboard
analysis, etc.
E-marketing mix strategy needs to be developed for
Use e-marketing mix effectively to
customers through tools like paid search, conversion
G1 X P3C improve customers and own brand
rate optimization , capability insourcing, conversion
image.
design , media buys and paid search.

Making strategic tie-ups to increase Atlas needs to create and leverage strategic tie-ups with
G3 X P1C
customers sales major players in the industry to increase customer sales.

Need to reach prospective customers by maintaining
Reach target audience through
G3 X P2C relationships through tie-ups and offering better post-
strategic tie-ups
sales service.
Diagnostic tools having features like Digital media
Using diagnostic tool for market
G4 X P2C analyser, Internet & Mobile Marketing, and SEO/SEM for
segmentation and targeting
differentiating from competitors need to be developed.
Aim to leverage SEO analysis in diagnostic tool in order
G4 X P4C Use Diagnostic tool for SEO
to provide better results to customers

Summary of Threats (best practices seen)
Reach target through referrals- increase brand perception for
customers- Increase Profit Margin through targeting- Provide best SEO
solutions

Cell Ref Best Practices Recommendation
Atlas currently has a limited target market and
Targeting customers through referrals
G2 X P2C needs to increase customer retention and get
due to limited market(client base)
new orders through client referrals.
We recommend providing unique value to clients
Converting brand value created to new from strategic implementation to post-sales
G2 X P3C
clients through referrals service which generally leads to expansion of
customer base.
Atlas should put emphasis on reaching the right
Targeting the right audience to reduce customers for its clients through strategies and
G5 X P2C
costs and increase Profit Margins sales effectiveness which helps in increasing
profit margins.
We recommend creating innovative and
Using Search Engine Optimization differentiating SEO tools and Search Engine
G5 X P4C effectively to increase brand perception Marketing. services as it is provided by all
and therefore profits competitors and is a necessity to survive in the
industry.


Synthesis & Findings
Detailed log of research findings for Digital Consulting
Firm by Goal and by Customer Preferences


The synthesis matrix was created using qualitative
scores that were rated during research
Synthesis Matrix

Example – Co1 Group score of
H was entered in Cell G1 and P1
as an upper case J. This
indicates that our Co 1 research
indicates a High correlation of
value for money on products to
Research Findings for Co1 Group for reach global consumers.
Goal 1
Note: A score of L in research findings was not entered in the matrix


Ranking of the Consulting firms through Synthesis
Matrix considering the preferences of customers and
company’s goals

» Lenskold Group
» Eboost consulting
» Smart Insights
» Atlas Digital Partners
» Intersection Consulting
» Spears Marketing


Synthesis & Findings
Detailed log of research findings for each Company’s
Goal and by Consumer Preferences


Findings on Atlas Digital Partners
by Digital Marketing Consulting Goal and Customer
Preferences


For Goal 1 (Increase brand equity by providing unique
experience pertaining to specific needs) – Atlas Digital
Partners
Preference Findings Reference Score
Increase in order 1. Atlas serves middle market companies • http://atlasdigitalpartners.com/who-we-work-for/ L
value of online sales primarily operating in the financial services,
software, health care, retail/hospitality and
franchising verticals

Reaching the specific 1. One of the clients for which Atlas worked • http://atlasdigitalpartners.com/case-studies/ H
target audience wanted to produce high quality leads and
through contextual the program produced $5.3 million in
advertising & closed business from 76 accounts against
behavioural targeting a $900,000 initial investment over two
and generating trials years
and thus increasing
revenue
Building & maintaining 1. Use of SAAS Marketing tools and digital • http://atlasdigitalpartners.com/who-we-are/ M
brand perception media Analyzer helps increase brand value
through efficient use of
e- marketing mix


experience pertaining to specific needs) – Atlas Digital
Partners
1. Providing unique experience through • http://atlasdigitalpartners.com/case-studies/ H
Be distinguishable
SEO e.g. Within 60 days, visits increased
through SEO(search
+31%, pages viewed per visit up 20%
engine optimization
and time on site increased 19% for a
/marketing)
client (major university)
Cost optimization 1. Atlas’s Digital Media SaaS tool partner • http://atlasdigitalpartners.com/case-studies/ H
through optimum mix of and the Client worked together to have
CPAs/CPLs(Cost per I/T systems feed the data in manually and
acquisition/lead) & better developed key metrics that measured
ROI(Return on field force productivity and thus reduced
Investment) costs.


For Goal 2 (Diversification & expansion of customer base
through existing client referrals) – Atlas Digital

Increase in order 1. Market Bridge _ an Atlas Founding Partner • http://atlasdigitalpartners.com/case-studies/ M
value of online sales – improved a leading financial services
firm’s sales by over 35% (YOY)

Reaching the specific 1. The client engaged an Atlas Partner to • http://atlasdigitalpartners.com/case-studies/ M
target audience reach and engage new opportunities
through contextual through a dialogue based marketing
advertising & outreach program. The Partner then scored
behavioural targeting and populated the client’s sales force CRM
and generating trials and nurtured these prospects until they
and thus increasing were ready to be closed by the sales force.
revenue
Building & maintaining 1. Depend mainly on SAAS marketing tools • http://atlasdigitalpartners.com/who-we-are/ M
brand perception and digital media analyzer
e- marketing mix


For Goal 2 ( Diversification & expansion of customer base
through existing client referrals) – Atlas Digital

1. Use SEO/ SEM techniques to increase • http://atlasdigitalpartners.com/case-studies/ H
Be distinguishable client base e.g. Working with an Atlas
through SEO(search Partner the university undertook a search
engine optimization engine optimization (SEO) campaign to
/marketing) improve search engine rankings to further
improve visibility and website traffic.
Cost optimization 1. Atlas designed and implemented a • http://atlasdigitalpartners.com/case-studies/ M
through optimum mix of publishing strategy that increased the
CPAs/CPLs(Cost per number of leads generated by +23% and
acquisition/lead) & better reduced the client’s overall cost per lead
ROI(Return on by 7% And increase customer base
Investment)


For Goal 3 (Strategic tie-ups with major players in social
media & digital marketing arena) – Atlas Digital

Increase in order 1. Strategic tie up with Market-Bridge and • http://atlasdigitalpartners.com/who-we-work-for/ M
value of online sales Founders Investment Banking to increase
order value of online sales

Reaching the specific 1. Atlas serves middle market ($5 million to • http://atlasdigitalpartners.com/who-we-work-for/ M
target audience $500 million) companies primarily
through contextual operating in the financial services,
advertising & software, health care, retail/hospitality and
behavioural targeting franchising verticals
and generating trials
and thus increasing
revenue
Building & maintaining 1. Serve clients like search mojo, televerde • http://atlasdigitalpartners.com/services/ H
brand perception etc • http://atlasdigitalpartners.com/who-we-are/
through efficient use of 2. Building customer relationships e.g.
e- marketing mix Conducting enlightenment session


media & digital marketing arena) – Atlas Digital

Be distinguishable 1. No Co relation
through SEO(search
engine optimization
/marketing)
Cost optimization 1. Effective use of Cost optimization e.g. • http://atlasdigitalpartners.com/case-studies/ M
through optimum mix of Atlas designed and implemented a
CPAs/CPLs(Cost per publishing strategy that increased the
acquisition/lead) & better number of leads generated by +23% and
ROI(Return on reduced the client’s overall cost per lead
Investment) by 7%.


For Goal 4 (Creating a digital marketing diagnostic tool for
differentiation from competitors and reviewing impact of
digital marketing) – Atlas Digital
Increase in order 1. Atlas’s Digital Media SaaS tool partner • http://atlasdigitalpartners.com/case-studies/ M
value of online sales and the Client worked together to have I/T
systems feed the data in manually and
developed key metrics that measured field
force productivity and Sales increased
24%.
Reaching the specific 1. SaaS marketing tools for customers. • http://atlasdigitalpartners.com/who-we-are/ M
target audience 2. Strategic tie up with market bridge
through contextual
advertising &
behavioural targeting
and thus increasing
revenue
Building & maintaining 1. Building brand perception through • http://atlasdigitalpartners.com/who-we-are/ H
brand perception innovative marketing programs – Revenue
through efficient use of Engines and buyer insights from business
e- marketing mix development – Demand Analytics.


digital marketing) – Atlas Digital

1. Working with an Atlas Partner to improve • http://atlasdigitalpartners.com/case-studies/ M
keyword analysis and content
Be distinguishable
management the university undertook a
through SEO(search
search engine optimization (SEO)
engine optimization
campaign to improve search engine
/marketing)
rankings to further improve visibility and
website traffic.
Cost optimization 1. No correlation
through optimum mix of
CPAs/CPLs(Cost per
acquisition/lead) & better
ROI(Return on
Investment)


For Goal 5(Work on scalable business model through cost
reduction & increasing profit margins ) – Atlas Digital

Increase in order 1. Atlas works towards increasing sales e.g. • http://atlasdigitalpartners.com/case-studies/ M
value of online sales Dashboard helped cut sales personnel
time in loading data. Sales management
gained improved visibility into key sales
metrics. Sales increased 24%

Reaching the specific 1. Different tools for separate customers to • http://atlasdigitalpartners.com/services/ M
target audience increase profit margins, e.g. digital media
through contextual analyser and SaaS marketing tools
advertising &
and thus increasing
revenue
Building & maintaining 1. Build brand through cost optimization • http://atlasdigitalpartners.com/services/ H
brand perception techniques and marketing automation
through efficient use of tools to drive sales and create digital
e- marketing mix assets


For Goal 5 (Work on scalable business model through cost
reduction & increasing profit margins ) – Atlas Digital

Be distinguishable 1. Be distinguishable through display • http://atlasdigitalpartners.com/case-studies/ M
through SEO(search advertising, affiliate marketing and SEM
engine optimization
/marketing)
Cost optimization 1. No Correlation
CPAs/CPLs(Cost per
ROI(Return on
Investment)


Findings on eboost Consulting
Preferences


experience pertaining to specific needs) – eboost Consulting

Increase in order 1. Unique experience being provided to • http://www.eboostconsulting.com/clients M
value of online sales companies like Real Age, San Diego State
University, MOGL, etc

Reaching the specific 1. Provides reach to specific target audience • http://www.eboostconsulting.com/case-studies/ H
target audience through conversion design/ contextual and
through contextual behavioral targeting e.g. Home of Décor
advertising & has seen a 104.32% increase in
behavioural targeting conversion rates over the past year
and thus increasing
revenue
Building & maintaining 1. Offer distinctive choices to customers • http://www.eboostconsulting.com M
brand perception through combination of techniques like
through efficient use of Capability Sourcing, Conversion Design,
e- marketing mix Personas, SEO etc


experience pertaining to specific needs) – eboost Consulting

Be distinguishable 1. Have varied experience in field like • http://www.eboostconsulting.com/case-studies/ H
through SEO(search Science and technology, Furniture
engine optimization Company, etc and increased their traffic
/marketing) from 65 to 46700
Cost optimization 1. Increased website traffic of • http://www.eboostconsulting.com/case-studies/ H
through optimum mix of TicketKick.com by 247% and reduced
CPAs/CPLs(Cost per cost per click from $1.65 to $1.16
ROI(Return on
Investment)


through existing client referrals) – eboost Consulting

Increase in order 1. 85% of their new business leads come • http://www.eboostconsulting.com/clients H
value of online sales through referrals from existing clients who
are satisfied with the results.

Reaching the specific 1. Helping existing clients reach their desired • http://www.eboostconsulting.com/clients H
target audience audience has helped them achieve 55% of
through contextual the growth by expanding relationships with
advertising & existing clients.
and thus increasing
revenue
Building & maintaining 1. Varied clientele list has added to brand • http://www.eboostconsulting.com/clients H
brand perception value of firm
e- marketing mix


through existing client referrals) – eboost Consulting

Be distinguishable 1. Providing SEO/SEM to customer helps in • http://www.eboostconsulting.com/services/ M
through SEO(search referral
engine optimization
/marketing)
Cost optimization 1. 95% of our clients continue using our • http://www.eboostconsulting.com/clients H
through optimum mix of services after completion of the initial
CPAs/CPLs(Cost per contract term
ROI(Return on
Investment)


media & digital marketing arena) – eboost Consulting

Increase in order 1. 95% of their clients continue using their • http://www.eboostconsulting.com/clients M
value of online sales services after completion of the initial
contract term.

Reaching the specific 1. Targeting specific audience through • http://www.eboostconsulting.com/clients M
target audience existing network of clients
through contextual
advertising &
and thus increasing
revenue
Building & maintaining 1. Building brand among existing and new • http://www.eboostconsulting.com/services/ H
brand perception clients with use strategic measures in
through efficient use of addition to extensive services provided.
e- marketing mix


media & digital marketing arena) – eboost Consulting

Be distinguishable 1. No Correlation
through SEO(search
engine optimization
/marketing)
Cost optimization 1. Basic cost optimization techniques like • http://www.eboostconsulting.com/services/ L
through optimum mix of paid search etc
CPAs/CPLs(Cost per
ROI(Return on
Investment)


digital marketing) – eboost Consulting
Increase in order 1. Make use of 3C model for implementing • http://www.eboostconsulting.com/ H
value of online sales business strategies
2. Puts emphasis on business drivers and
basic building blocks of business

Reaching the specific 1. Making use of services like paid search, • http://www.eboostconsulting.com/services/ M
target audience personas, email marketing etc, they
through contextual differentiate from competitors and increase
advertising & revenue of customers
and thus increasing
revenue
Building & maintaining 1. Offering differentiated services help in • http://www.eboostconsulting.com/services/ H
brand perception building brand value
e- marketing mix


digital marketing) – eboost Consulting

1. Specializes in Search Engine Marketing - • http://www.eboostconsulting.com/case-studies/ H
Be distinguishable includes search engine optimization and
through SEO(search pay-per-click marketing.
engine optimization 2. It also specializes in Email Marketing -
/marketing) includes expertise on platforms such as
Blue Hornet and Bronto.
Cost optimization 1. Optimum mix of CPAs/CPLs reduced • http://www.eboostconsulting.com/case-studies/ H
through optimum mix of cost per click from $1.65 to $1.16 of
CPAs/CPLs(Cost per TicketKick.com
ROI(Return on
Investment)


reduction & increasing profit margins ) – eboost Consulting

Increase in order 1. 55% of our growth has come from • http://www.eboostconsulting.com/clients L
value of online sales expanding relationships with existing
clients & through this their profit margin
& customers’ online sales by providing
unique experience.
Reaching the specific 1. Reach target audience through • http://www.eboostconsulting.com/webinars/ H
target audience Webinars, Blogs, Articles
through contextual
advertising &
and thus increasing
revenue
Building & maintaining 1. Building brand image by maintaining • http://www.eboostconsulting.com/ M
brand perception relationship with existing clients and
through efficient use of using approaches like 3C model
e- marketing mix


reduction & increasing profit margins ) – eboost Consulting

1. Being distinguishable through • http://www.eboostconsulting.com/approach H
Be distinguishable
approaches like 3C model and leveraging
through SEO(search
scalable start-ups and thus increasing
engine optimization
profit margins by having strategic
/marketing)
measures
Cost optimization 1. No Correlation
CPAs/CPLs(Cost per
ROI(Return on
Investment)


Findings on Smart Insights
Preferences


experience pertaining to specific needs) – Smart Insights

Increase in order Firm is providing expert advice & recommendations http://www.smartinsights.com/affiliate- M
value of online sales & tips & thus help customer in increasing order marketing/affiliate-marketing-trends-and-tips/
value http://www.smartinsights.com/email-
marketing/enewsletter-marketing/

Reaching the specific Through digital Marketing radar model, company http://www.smartinsights.com/online-pr/ H
target audience help its customer in reaching its target audience &
through contextual thus provide unique performance
advertising &
and thus increasing
revenue
Building & maintaining Company makes it easy for customer to build its http://www.smartinsights.com/customer- M
brand perception product & through shareable content, it creates relationship-management/customer-service-
through efficient use of awareness for their brand and-support/
e- marketing mix http://www.smartinsights.com/content-
management/content-marketing-strategy/


experience pertaining to specific needs) – Smart Insights

Be distinguishable 1.Company provide search optimization & http://www.smartinsights.com/conversion- H
through SEO(search conversion rate optimization to its customer optimisation/
engine optimization & thus increase its own brand equity http://www.smartinsights.com/search-engine-
/marketing) optimisation-seo/
http://www.smartinsights.com/ecommerce/

Cost optimization 1.Company recommend its customer all http://www.smartinsights.com/conversion- M
through optimum mix of optimization & better tools required for its optimisation/
CPAs/CPLs(Cost per benefit through the tools, recommendations & http://www.smartinsights.com/search-engine-
acquisition/lead) & better tips given by the firm, customer can optimize optimisation-seo/
ROI(Return on its cost. http://www.smartinsights.com/affiliate-
Investment) marketing/affiliate-marketing-trends-and-tips/
http://www.smartinsights.com/digital-marketing-
strategy-guide/


through existing client referrals) – Smart Insights

Increase in order 1. Through blogs & putting data related to  http://www.smartinsights.com/customer- H
value of online sales how customers prefer them & expanding. relationship-management/customer-service-and-
Company try to expand its customer base. support/
 http://www.smartinsights.com/blog/

Reaching the specific 1. Customers are teaching their target market • http://www.smartinsights.com/customer- M
target audience through recommendations given by the relationship-management/customer-service-and-
through contextual company. This helps company to diversify support/
advertising & & expand its business by putting this • http://www.smartinsights.com/online-pr/
behavioural targeting information on its site & through customers • http://www.smartinsights.com/digital-marketing-
and generating trials platforms/video-marketing/google-hangouts-
and thus increasing video-marketing/
revenue

Building & maintaining 1. Company help customer in building  http://www.smartinsights.com/online-pr/ M
brand perception their brand. Through customers &  http://www.smartinsights.com/digital-marketing-
through efficient use of blogs, they are trying to increase their platforms/video-marketing/google-hangouts-
e- marketing mix customer. video-marketing/
 http://www.smartinsights.com/blog/


through existing client referrals) – Smart Insights

1.Company is helping its customer for  http://www.smartinsights.com/search- M
Be distinguishable
optimization & thus with customers help & engine-optimisation-seo/
through SEO(search
recommendation trying to increase their  http://www.smartinsights.com/conversion-
engine optimization
/marketing) customer base optimisation/

Cost optimization 1. Customers are earning profits & thus they • http://www.smartinsights.com/customer- M
through optimum mix of are orders again & again to company. relationship-management/customer-service-and-
CPAs/CPLs(Cost per This helps company to help them more & support/
acquisition/lead) & better increase its own customer base
ROI(Return on
Investment)


media & digital marketing arena) – Smart Insights

Increase in order No information regarding strategic tie ups L
value of online sales

Reaching the specific No information regarding strategic tie ups L
target audience
through contextual
advertising &
and thus increasing
revenue
Building & maintaining 1.Company through the social media like • http://www.smartinsights.com/online-pr/ M
brand perception facebook, twitter, etc are helping its customer
through efficient use of to increase revenue & online sales but as no
e- marketing mix information is there regarding strategic tie ups


media & digital marketing arena) – Smart Insights

Be distinguishable No corelation
through SEO(search
engine optimization
/marketing)
Cost optimization 1. Customers are earning profits & thus they • http://www.smartinsights.com/customer- M
through optimum mix of are orders again & again to company. relationship-management/customer-service-and-
CPAs/CPLs(Cost per This helps company to help them more & support
acquisition/lead) & better increase its own customer base
ROI(Return on
Investment)


digital marketing) – Smart Insights

Increase in order 1. Company provide free interactive digital  http://www.smartinsights.com/digital- H
value of online sales marketing health check for reviewing marketing-strategy-guide/
and improving their approach. Thus this  http://www.smartinsights.com/online-pr/
increases their online sales

Reaching the specific 1. Through the digital marketing radar, apps &  http://www.smartinsights.com/digital- M
target audience digital checkup tools, customers are marketing-strategy-guide/
through contextual improving & trying to reach its target  http://www.smartinsights.com/online-pr/
advertising & audience  http://www.smartinsights.com/digital-
marketing-platforms/video-marketing/google-
hangouts-video-marketing/
and thus increasing
revenue

Building & maintaining 1. Through the digital review checkup tool & • http://www.smartinsights.com/digital-marketing- H
brand perception revenue calculator, company is helping its strategy-guide/
through efficient use of customer to increase revenue.
e- marketing mix


digital marketing) – Smart Insights

1. Company provide tactics for SEO,  http://www.smartinsights.com/search-engine- M
conversion rate optimization to customer optimisation-seo/
Be distinguishable
through the digital marketing radar tool  http://www.smartinsights.com/conversion-
through SEO(search
optimisation/
engine optimization
 http://www.smartinsights.com/ecommerce/
/marketing)
 http://www.smartinsights.com/online-pr/

CPAs/CPLs(Cost per
ROI(Return on
Investment)


reduction & increasing profit margins ) – Smart Insights

Increase in order Company got repeated customers order  http://www.smartinsights.com/customer- M
value of online sales >2.5x more from in the following 12 months relationship-management/customer-service-
& through this they are their profit margin & and-support/
customers’ online sales by providing  http://www.smartinsights.com/affiliate-
unique experience. marketing/affiliate-marketing-trends-and-tips/

Reaching the Company suggest its customers’ review  http://www.smartinsights.com/online-pr/ H
specific target the range of options & by  http://www.smartinsights.com/digital-
audience through developing Digital Marketing Radar marketing-platforms/video-marketing/google-
contextual Thus, increase it’s profit margin & help hangouts-video-marketing/
advertising & customers’ reaching target audience. It
behavioural targeting also provide Google hangouts for video
and generating trials marketing
and thus increasing
revenue
Building & Company helps its customer to build its  http://www.smartinsights.com/affiliate- M
maintaining brand brand by providing review tools, marketing/affiliate-marketing-trends-and-tips/
perception through recommendations & tips. It help in building  http://www.smartinsights.com/online-pr/
efficient use of e- brand & google video hangouts & through  http://www.smartinsights.com/digital-
marketing mix digital marketing radar. marketing-platforms/video-marketing/google-
hangouts-video-marketing/


reduction & increasing profit margins ) – Smart Insights

Be distinguishable Company provide ample no. of options,  http://www.smartinsights.com/search- H
through SEO(search optimization recommendations & by engine-optimisation-seo/
engine optimization  http://www.smartinsights.com/conversion-
helping try to increase its profit margin
/marketing) optimisation/
 http://www.smartinsights.com/ecommerce/

Cost optimization No co relation
CPAs/CPLs(Cost per
ROI(Return on
Investment)


Findings on Lenskold Group
Preferences


experience pertaining to specific needs) – Lenskold Group

Increase in order 1. Services of Comprehensive Measurement • http://www.lenskold.com/services/ma.html H
value of online sales Planning, Market Testing & Experimental
Design to check for increase in order value
as a unique experience.

Reaching the specific 1. Customer strategy becomes more effective • http://www.lenskold.com/services/analytics.html H
target audience with “next-best-offer” analysis, channel
through contextual preference modelling, and offer modelling.
advertising &
and thus increasing
revenue
Building & maintaining 1. Lenskold Group offers wide-ranging • http://www.lenskold.com/index.html M
brand perception marketing ROI services and tools to help
through efficient use of you achieve the results..
e- marketing mix


experience pertaining to specific needs) – Lenskold Group

Preference` Findings Reference Score
1. Came out with an award winning http://www.lenskold.com/about/roi_book.html H
“Marketing ROI” book which offers the
Be distinguishable most comprehensive and practical
through SEO(search approach to measuring and managing the
engine optimization return on investment (ROI) that marketing
/marketing) generates, bringing marketing
performance and profitability to new
levels
Cost optimization 1. They include metrics aligned to financial • http://www.lenskold.com/index.html H
through optimum mix of performance and prioritized based on
CPAs/CPLs(Cost per impact on performance
ROI(Return on
Investment)


through existing client referrals) – Lenskold Group

Increase in order 1. Referral online planning tool lets us assess • http://www.lenskold.com/tools/referral_value_blan H
value of online sales the impact "promoters," "detractors," and k.html
influencers have on customer lifetime value • http://www.lenskold.com/content/tools.html
and your customer portfolio value.
2. They have a basic ROI analysis for
marketing programs designed to improve
your Net Promoter® Score or to promote
customer references.
Reaching the specific 1. Created tools to determine the marketing • http://www.lenskold.com/content/articles/mprofs_ H
target audience investment to promote customer 032106.html
through contextual references. The ROI on implementing new
advertising & customer referral programs takes into
behavioural targeting account the total investment of the
and generating trials program .This is assessed against the
and thus increasing incremental profits generated (also as
revenue noted above).
Building & maintaining 1. Focus on customer defection reduction • http://www.lenskold.com/solutions/priorities.html M
brand perception and customer value retention.
e- marketing mix


through existing client referrals) – Lenskold Group

Be distinguishable 1. Tools have been created to assess • http://www.lenskold.com/content/articles/mprofs_ H
through SEO(search incremental referrals and close 032106.html
engine optimization rates. As noted above, referrals and
/marketing) reference customers should improve
the effectiveness of both sales and
marketing. Keep in mind that you also
want to reverse the negative impact that
detractor word-of-mouth has on lost
sales.

Cost optimization 1. Tools try to show current performance, • http://www.lenskold.com/index.html M
through optimum mix of trends, and early indicators of near term
CPAs/CPLs(Cost per performance changes
ROI(Return on
Investment)


media & digital marketing arena) – Lenskold Group
Increase in order 1. Partnership with Paradigma Marketing to • http://www.prweb.com/releases/2009/12/prweb33 H
value of online sales Expand its Marketing ROI Consulting 96014.htm
Presence into Europe. • http://www.lenskold.com/about/pr/arc_lenskold_se
2. ARC announced today an agreement with pt2011.html
Lenskold Group to provide joint marketing
measurement solutions to travel industry
companies..

Reaching the specific 1. Sales effectiveness is improved through • http://www.lenskold.com/services/analytics.html H
target audience prospect value scoring, conversion
through contextual analysis, and screening analysis.
advertising &
and thus increasing
revenue
Building & maintaining 1. Through partnership with ARC, using data • http://www.lenskold.com/about/pr/arc_lenskold_se H
brand perception from ARC COMPASS® and the analytic pt2011.html
through efficient use of insight of Lenskold Group, travel marketers
e- marketing mix can use Marketing ROI Solutions to help
assess their media mix, test alternative
strategies and tactics, track program
performance, and identify market
opportunities by viewing ticket sales trends.


media & digital marketing arena) – Lenskold Group

Be distinguishable No Coorelation
through SEO(search
engine optimization
/marketing)
1. Lenskold determines the marketing • http://www.lenskold.com/content/articles/mprofs_ M
investment to promote customer 032106.html
Cost optimization
references through tools. The ROI on
implementing new customer referral
CPAs/CPLs(Cost per
programs will take into account the total
investment for the program, plus the
ROI(Return on
marketing campaigns to communicate the
Investment)
referral content. This is assessed against
the incremental profits generated .


digital marketing)- Lenskold Group

Increase in order 1. Using marketing ROI techniques to improve http://www.lenskold.com/solutions/priorities.ht H
value of online sales sales conversion rates, profitable customer ml
acquisition and loyalty program profitability.
2. Use of ROI tools and techniques to strengthen
the objectives, targeting, and strategies, to http://www.lenskold.com/solutions/growth.htm
tighten the integration across diverse marketing l
initiatives, and to allocate budgets aligned to the
profit potential.
Reaching the specific 1. Created a specific ROI tool for super bowl • http://www.lenskold.com/about/pr/superbowl H
target audience advertising calculator. _tool_jan2012.html
through contextual 2. Targeting prioritization is established using a • http://www.lenskold.com/solutions/growth.ht
advertising & combination of a profitability analysis and ml
behavioural targeting predictive modeling. Forward-looking predictive
and generating trials models prioritize the most valuable and highest
and thus increasing conversion customer segments.
revenue
Building & maintaining 1. Focus on customer defection reduction and • http://www.lenskold.com/solutions/priorities. H
brand perception customer value retention through the use of ROI html
through efficient use of tools developed.
e- marketing mix


digital marketing) – Lenskold Group
Be distinguishable 1. The Lenskold Group and The Pedowitz • http://blog.marketo.com/blog/2012/10/how- H
through SEO(search Group recently released their 2012 Lead effective-is-your-lead-generation-key-insights-
engine optimization Generation Marketing Effectiveness from-lenskold-groups-2012-lead-generation-
/marketing) Study marketing-effectiveness-study.html
2. The study draws on 373 B2B marketers
to discuss the practice of lead generation,
marketing automation, ROI, and how they
are all interrelated.
CPAs/CPLs(Cost per
ROI(Return on
Investment)


reduction & increasing profit margins ) – Lenskold Group

Increase in order 1. Focus on lead quality and quantity and http://www.lenskold.com/solutions/priorities.html M
value of online sales integrated marketing optimization to reduce
costs and increase order sales.

Reaching the specific 1. Different tools for separate customers to • http://www.lenskold.com/content/tools.html H
target audience increase profit margins, e.g. separate
through contextual super bowl advertising tool, lead
advertising & generation tool.
and thus increasing
revenue
Building & maintaining 1. Marketing Mix Simulators and Optimization • http://www.lenskold.com/services/roi_tools.html M
brand perception Models Manage your budget allocation to • http://www.lenskold.com/content/tools.html
through efficient use of deliver greater returns from marketing
e- marketing mix using either simulation or optimization
tools, developed from marketing mix model
measurements.
2. Through sophisticated modeling , company
tries to establishes the influence of
different marketing channels and
strategies,.


reduction & increasing profit margins ) – Lenskold Group

Be distinguishable 1. Tactical planning is driven by simulation • http://www.lenskold.com/services/analytics.html H
through SEO(search modelling and optimization modelling
engine optimization (generated as extensions of marketing mix
/marketing) modelling).
CPAs/CPLs(Cost per
ROI(Return on
Investment)


Findings on Intersection Consulting
Preferences


experience pertaining to specific needs) – Intersection
Consulting
Increase in order 1.They also understand stakeholder business http://www.intersectionconsulting.com/content- L
value of online sales problems and then provide solutions through strategy/
the delivery of relevant content.

Reaching the specific 1.Through blogs,firm is trying to increase their • http://www.intersectionconsulting.com/blog/ H
target audience brand equity & reaching target audience
through contextual 2. Firm define the internal and external
advertising & audiences and their information needs for the
customer.
and thus increasing
revenue
Building & maintaining Firm help its customer in designing and setting • http://www.intersectionconsulting.com/digital- L
brand perception up a new blog or optimizing your existing channel-optimization/
through efficient use of blogging platform. This will help in increasing
e- marketing mix their brand perception & provide unique
experience to customers


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