Step 2Quantitative Analysis
Quantitative Analysis Provides Insight
Digital is explicitly relative, from exactly how search algorithms assign traffic to the price paid for a click: the entire system is built on mathematical equations. This means that any endeavor can only be successful if these competitive systems are measured. The Quantitative Analysis provides insight into each brands’ digital positioning to capture the base data sets for comparison.
Assessing Digital Equities
We benchmark the universe of assets a company or brand has online by quantitatively assessing its digital equities: all of the digital touchpoints that either contribute to, or detract from, the target audience paths to conversion. Arcalea blends methodologies from information security with experience in Fortune 100 marketing and advertising to create a comprehensive quantitative benchmark.
This proprietary method of quantitatively “fingerprinting” each of the brand’s digital equities creates a differential analysis. The following questions are among those we assess:
Questions We Ask when Doing Quantitative Analysis
- How does the brand measure for Google search presence?
More than 81% of search traffic originates from Google, so comparing against best practices is crucial.
- How much of local search is the brand utilizing?
Local or proximity-based search contributes to more than 50% of the search algorithm.
- What are the integrity and accuracy numbers of various citations?
Citations (instances of name, address, and phone number [NAP]) can be a workhorse for a brand in gaining visibility, and also in creating the necessary supporting data for search engines to attribute value to a site.
- How does the brand compare on key social KPIs? What is the relative DNA of brand presence?
Identifying where competitive brands are successful in social media can highlight a path to success for the primary brand.
- Does the hosted platform follow best practice?
The website may be the first touch in customer experience. Which factors are contributing to, and detracting from, the site’s performance?
- What insights does Google Analytics provide?
Google Analytics provides the core for analyzing and understanding consumer behavior, conversion flow, and channel grouping and can provide a map for future campaigns.
- How is a brand using content on-page (organic)?
On-page keywords dictate exactly how a brand acquires traffic and reveal key information about tactical consumer acquisition.
- What is a brand’s domain authority?
Domain authority is the “gravity” by which a domain attracts exposure, or traffic, online. The equation that governs a domain’s authority is a complex combination of several factors, including referring domain index, keyword usage, and secondary signals.
- How do competitive links benchmark?
The number of quality links and referring domains is one of the top three factors in capturing market demand. Using links correctly can improve competitive positioning and targeting.
- How does the brand use paid keyword advertising?
Using paid keywords, also known as pay-per-click or PPC, provides opportunities to increase short-term traffic.
- Does the brand’s information architecture (IA) perform?
The IA of a brand’s home and product pages affects conversion rate and can be assessed competitively for insights.
- How are users experiencing the website?
Evaluating user sessions and understanding how and where users may exit the system provides key information about user expectations and can help improve user experience.
- How does the technology stack, stack up?
Understanding the competitive platforms used to highlight the brand online is key to creating “best in class” delivery.
- What is the quantitative difference between the brand and its competitors?
How do competitors align against key value propositions, and what is the quantitative difference between competitive brands?
This quantitative evaluation of the rules governing digital customer acquisition, coupled with the strategic assessment from Step 1 are combined to produce the tactical implementation plan.