Module 1 Videos Flashcards
Two Types of Research Approaches
Primary Data (user) Secondary Data (other than the user)
Secondary Data Resources
Authoritative Blogs (MOZ)
Google Trends & Correlate
Platforms (Adwords, Keyword Planner)
Syndicated Market Research (eMarketer)
White Papers
Primary Data Resources
Your own data by
Listening Labs Surveys Testing-split A/B Transactional Data Web Analytics
Google Trends
A website by Google that analyzes the popularity of top search queries in Google Search across various regions and languages. The website uses graphs to compare the search volume of different queries over time.
Used for SEO but mainly for PPC and social media-topics/keywords
- Seasonality information
- Filter by location
- Identify related keywords
Google Correlate
Shows many different variables that interact together commonly that can help you predict a certain outcome.
Careful–some correlations are just a coincidence or of no value. Split testing is what decides things best
Online Surveys
Vendors have templates w/typical questions for certain
situations, (e.g., customer satisfaction) they can be edited
Paid versions have advanced functionality such as skip logic, validation, chart analysis & statistics
(Keep an eye out for Response Error)
Some online survey vendors
www. qualtrics.com
www. surveymonkey.com
www. zoomerang.com
www. surveygizmo.com
www. polldaddy.com
Response error
Sometimes results might not be representative of your overall customers (e.g., if 80% of customer buy in brick-and-mortar stores but only online customers are surveyed)
Online Panels
Like an offline focus group or 1:1 personal interviews.
Specialized panels by Vertical or by Category (you can then design your own questions).
Main benefit is access to hard to reach target market (e.g., physicians).
ex: Research Now
Biggest source of primary data
Data from web & social media analytics data
Buyer Personas (using primary research)
Iconic representation of a target segment with a symbolic user-usually fictionalized aggregate. They are research-based (web analytics and transactional data), grounded in data, facts and actual interviews with customers.
Benefits:
- Personalize your messaging/offers
- Improve your web/social content
A buyer persona development process will typically take about 6-8 weeks to complete.
The Customer Journey
Awareness Research Decision Pre-Purchase Purchase Post-Purchase
Add a timeline for each phase-(e.g., 3 weeks)
This data comes from surveys of current customers
data from online tools (e.g., Google Trends) and your
own online/offline data-may need more than one
journey if different buyer personas.
Audit each step, see where problems are occurring,
decisions being made & where opportunities may exist
Awareness
How do potential customers find out about your product?
e.g. social media, TV, billboards
Research
Product websites, social media, search it on Google, ask friends, etc.
-consumer behavior comes in-
Decision
To make or not make the purchase.
Pre-Purchase
Where to buy? Check inventory. Engage in social sphere to help make final decision on product.
Purchase
Make the purchase.
Post-Purchase
Go back to social sphere: leave reviews, tell friends/family about the positive or negative experience.
Digital Experience Journey
Sometimes companies may create an “experience” only journey vs. buying stages
Company Strategy
Company’s Marketing Strategy > Digital Marketing Strategy > Digital Tactics