Global Innovation Management e-Marketing Metrics & Management of Search Engines

Global Innovation Management Recap Quizzing: –The ‘core’ attributes (features) Product Attribute Map: How do customers perceive each of your 2-3 ‘core’ features or attributes Consumption chain: What are potential marketing channel activities and their target customers (2-5)BasicDiscriminatorEnergizerPositiveNonnegotiableDifferentiatorExciter NegativeTolerableDissatisfierEnrager Neutral So What? Parallel

Global Innovation Management Example - Schedubot BasicDiscriminatorEnergizer Positive Price, Shift Change Mngmt, Communication through and SMS, Mobile Apps Auto-Scheduling, Integration with Existing Calendar none Negative Possible Auto-Scheduling Conflict with 3 or more Calendars none identified Neutral Who cares? Whatever keeps costs down

Global Innovation Management Three Challenges Framing Venture Capital Communication

Global Innovation Management The Framing Challenge What Is the Real Business Problem? –Accurately define your customers and what motives them Properly framing a problem in terms of the reality of the situation and the objectives of the organization –is an important step in the decision-making process. –Mental frames act to channel our thinking and are important tools to help navigate complex decisions

Global Innovation Management The Venture Capital Challenge What is your business worth, and why? Your new venture competes in two markets: Product Financial How will you tie this to your business model –tying narrative to numbers What are the activities, operations and products? What are the significant environmental influences? –major competitive forces outside management control How does value flow through your business model? What is the Net Present Value of future activities

Global Innovation Management The Communication Challenge Provide a ‘lead in’ which will ‘hook’ your listener (the elevator pitch) Provide a brief ‘sales pitch’ presenting the major components of your innovation and business Consider what parts you most want to emphasize about the business model Describe your business in one paragraph (equivalent to the 25 second pitch) –Numbers –Behavioral model and capabilities required –Strategy model –Investment Risk –A summary financial analysis to show risk and ROI for the project Answer your investors question: –Why should I give you My money?"

Global Innovation Management What is your Objective

Global Innovation Management What Tools can you Work With?

Global Innovation Management PageRank is calculated on number and quality of backlinks The page itself has nothing to do with a page rank calculation Figure 1: Mathematical PageRanks (out of 100) for a simple network (PageRanks reported by Google are rescaled logarithmically). Page C has a higher PageRank than Page E, even though it has fewer links to it: the link it has is much higher valued. A web surfer who chooses a random link on every page (but with 15% likelihood jumps to a random page on the whole web) is going to be on Page E for 8.1% of the time. (The 15% likelihood of jumping to an arbitrary page corresponds to a damping factor of 85%.) Without damping, all web surfers would eventually end up on Pages A, B, or C, and all other pages would have PageRank zero. Page A is assumed to link to all pages in the web, because it has no outgoing links.

Global Innovation Management Zipf distribution of Occurrence of Keywords Zipf’s law can be used to demonstrate the authenticity of disputed works –Each author has their own preference for using certain words, and so one technique compares the occurrence of different words in the uncertain text with that of an author's known works. –The counted words are ranked (whereby the most common is number one and the rarest is last) and then plotted on a graph with their frequency of occurrence up the side –E.g., Romeo and Juliet by Shakespeare Mandelbrot called the exponent the “temperature of discourse”

Global Innovation Management Science of Networks

Global Innovation Management Product Space Network

Global Innovation Management Metrics Consider what you Want Consider what you Get

Global Innovation Management The Ideal Earn revenue, –minimize cost, and –maximize profit With no Interference from Competitors Without Quality and Efficiency Problems Without Personnel Problems

Global Innovation Management In Practice Customers are stingy and don’t want to give you “revenue” (especially on the Internet) Competitors set your price and volume (i.e., Revenues) … not you Things always cost more than you expect, and there are always more ‘things’ to do, and You may be more concerned with surviving and growing than in maximizing profit

Global Innovation Management Measuring Success Separate Measure on each CC step Ads: Reach and branding? Education: Worth the consumer effort? Site: Response, scalability, reliability, UI Support and QA: Are customers ‘happy’, will they return, can you ‘up’ / ‘cross’ – sell?

Global Innovation Management How do Keywords and URL visits relate to any of this? SEO / SEM is about Keywords and URLs … –Nothing else What can you do with this information? What would you like to do that you can’t you do with this information?

Global Innovation Management Landing Page What is the “right landing page”? When users click on your ad, they should arrive at a landing page clearly displaying the information or product offered What is the “conversion goal”? (i.e., which page is it, and why?) Given your ‘old’ Adwords campaign (your first three keywords) is your Website worth keeping (are CPCs less than Conversion profits?) Given your ‘new’ Adwords campaign (your first three keywords) is your Website worth keeping (are CPCs less than Conversion profits?) Where are you making money?

Global Innovation Management Tell me about Web Usability & Structure!

Global Innovation Management Heat Maps And now the baby is looking at the content Notice the increase in people looking at the headline and text.

Global Innovation Management

Attention

Global Innovation Management Product Search

Global Innovation Management

Similar Rules in Mobile Search

Global Innovation Management Fingers Matter

Global Innovation Management

Moving down the Conversion Cone

Global Innovation Management Conversions –Define a “conversion” for your site –Which is your conversion page? How much is each conversion is worth? How much does each conversion costs in terms of CPC’s assuming you choose 3 keywords for the AdWords program to promote this website?

Global Innovation Management Build a User-Friendly Site Plan Your Site identify clear marketing goals such as generating leads, building a database of potential customers' names and addresses, putting a product catalog online to save the time and expense of printing and mailing –Quantify your objectives - such as increasing sales by 15% - so you know whether or not your site is successful.

Global Innovation Management User-friendly sites Plan the structure of your site Make it easy for customers to learn what they need to know, make a purchase decision, and then buy quickly. Create a site map that outlines every page on your site starting with the home page and mapping how customers get from one page to the next Use tools that quantitatively measure site activity - where customers are clicking, how often, and whether they end up purchasing - then compare the results with your goals.

Global Innovation Management E-Commerce Site Design Carefully research your own favorite e-commerce sites Creatively adapt the most compelling marketing and design techniques to enhance your site's effectiveness. Your home page is your business’ online front door make a good first impression on visitors Make sure it clearly presents Your company name, logo, and tagline prominently …showcase your brand identity. Contact information Don't make it difficult for visitors to find your phone number, address, mailing address, and fax number

Global Innovation Management Web Hosting: what to look for Shared hosting or dedicated server Hard-disk storage space –Smaller sites may need only MB (megabytes) of Web site storage space, while busier e-commerce sites may need at least 9 GB (gigabytes) of space - or their own dedicated Web server Availability –If you run an e-commerce business, your site must be accessible to customers 24 hours a day. ISPs and Web hosts maximize the availability of the sites they host using techniques like load balancing and clustering. Can your ISP promise near 100% availability? accounts – accounts that match your domain name are often available from your ISP.Are they included with your monthly access and hosting fee? SSL Encryption –The security of the credit card numbers and other personal information customers send you should be a top concern. Does your ISP or Web host protect your site with an SSL server ID? See Step Four below to learn more about Web site security. Support –A big part of the value of turning to an ISP or Web host is that you don't have to worry about keeping the Web server running. Does your host offer 24x7 customer service?