OTOi's eMarketing Optimization™ (eMO™) Process
Step 1 – Determine Actionable Segmentation to Guide Differential Investment. During this step, OTOi conducts research to guide creation of a behavior-based segmentation scheme that uncovers high potential value segments and key profit producing behaviors. These high value segments provide a means for the business to differentially invest more in higher potential value segments and improve ROI. During this step, segment needs are documented and target audiences are identified and profiled.
Step 2 – Determine Desired Brand Experience. OTOi works to translate the existing brand to an online format or works with our client to refine the existing online brand to deliver an optimized online user experience. The desired brand experience guides creative concept development, messaging, content and functionality requirements.
Step 3 – Develop Tailored Value Propositions. A tailored combination of price, product or service offering is associated with each segment and target audience based on their unique needs, desires and motivators.
Step 4 – Marketing. During this step a targeted marketing program is developed to deliver on success metrics (identified as key profit producing behaviors earlier in the process). Internet channels are identified and channel plans are developed. Channels could include separate views of a web site as well as the full range of marketing techniques available on the Internet (e.g., SEO/SEM, mobile marketing channels, online advertising, eCRM, social media, web promotions, affiliate programs, etc.) Tactics are developed for each high potential segment based on insights into their interactive technology use gained during the segmentation phase.
Step 5 – Optimize. During this step, data is analyzed and optimization recommendations are made and executed to allow for continuous rapid improvement. Our measurement and analysis plans measure the effectiveness of email & media campaigns, web sites, and portal applications in achieving business objectives. These measurement plans go beyond basic web log file analysis to include correlative metrics, user and usage profiling, yield-loss analysis and ultimately, campaign conversion rates and cost per desired outcome by message, channel, campaign, and so forth. This enables extensive ongoing testing and optimization. With most of our clients, we find ongoing optimization to be the key driver of ROI in the interactive channel. By measuring everything and feeding the results back to site design and campaign tactics, messaging and creative; we are able to continuously improve return on investment.
This process ensures that a systematic, best-practice approach to the development and execution of online strategies is followed.