Analytics is the process which turns marketing statistics into meaningful data by translating transactional data into ROI values. If your statistics are not capturing transactional data, your statistics, no matter how beautiful they may be, are useless.
You might expect this section of our website to be simply addressing website statistics. While this topic is definitely included in this discussion, the discussion is in no way limited to that topic.
Market Segmentation and Analysis
One of the crown jewels in Krakken VOMA is being able to perform market segmentation. The larger the market, the more meaningful ways there are to segment it. Krakken will show your top competitors for each segment. Often you will find that different competitors have chosen different keyword sets, depending upon their USP and the depth of their SEO. A successful Keyword DNA will likely have elements in common with your closest competitors; however, it will most likely encompass a wider selection of themes than any one of your competitors. Market domination occurs when your Keyword DNA encompasses all the themes used by all the segments of your potential customers throughout their buying cycle.
The second step is to understand your online competition. Knowing who is dominating the different aspects of your market that make up your Unique Selling Proposition (USP) is a requirement for planning your online marketing strategy. This second step of analysis is performed by the VOMA (Vertical Online Market Analysis) module of Krakken and DWS.
Marketing Strategy Analysis
The third step is to determine your marketing strategy. The key here is to determine which online marketing avenues are ideal to reach your audience for your current situation. Are you in need of quick sales or are you interested in building your brand? Assuming you are in a position to do either or both, where is your marketing money best spent? Our multidimensional Pyramids of Promotion will assist you in determining methods of attack.
With plan of attack firmly in hand, the next analytical question is, "How should your marketing be choreographed?" The VOMA process mentioned above actually answers this question. It produces a set of market-defining keywords which we call the "Keyword DNA" of your USP. Choreographing your marketing is then simply a matter of skillfully braiding these Keyword DNA throughout your marketing campaign. DWS can assist with this challenge.
In short, Krakken allows you to dominate your market by assessing your competitors, understanding the weaknesses in their campaigns, amassing a keyword DNA that targets all the aspects of your potential customers, and creating a marketing strategy that obliterates the competition.
Log File Analysis
To complete the perpetual keyword motion machine™, ensure that the log file statistics for your entire marketing campaign can be segmented both by population and by terminology. Krakken's latest beta products, in conjunction with Silo Publisher, do exactly this.
Analyze this data to increase your transactional velocity. Krakken does this automatically and emails a suite of reports. Currently under development, these reports will assist you in increasing the efficiency of your online marketing strategies.