Engaging your audience in the flow of their work

Engaging your audience in the flow of their workTony FrazierNovember 10, 2011

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Connecting The DotsLessons in Customer Engagement

1. All Revenue Not Created Equal2. Make Yourself Easy to Find3. Make Your Product The Offer

Where We Go From Here

My Journey in Marketing

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Connecting The Dots

Connect Dots Looking Back

Find What You Love

Embrace each experience good or bad and trust the dots will connect in the future

You Have Nothing To Lose

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My Journey To Date

Strategy Consulting

Venture Startups

Acquisition Platform

Technology Leader

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What does GeoEye Marketing do?

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Our Business Today …

75%

25%

Imagery CollectionMultisource Services

69%

8%

23%

US GovernmentOther DomesticInternational

2011 YTD Revenue by Product and Customer Segment

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7 Doha, Qatar – September 20, 2010

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Driving Customer EngagementResource Allocation

Lesson 1: All Revenue Not Created Equal

Promotional StrategiesLesson 2: Make Yourself Easy to Find

Lead Conversion and NurturingLesson 3: Make Your Product Your Offer

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Resource AllocationLesson 1: All Revenue Not Created Equal

Different Acquisition Costs

Different Contribution Margin

New Accounts > Cross Sell > Renewal

Hardware vs. Software vs. Data vs. Services

Allocate Budget To Optimize Long Term Incremental Contribution To

Company

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GeoEye Allocation Methodology

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Other Global Value Added Services

Federal Value Added Services

International Imagery

Other Domestic Imagery

Federal Imagery

24%

18%

20%

26%

12%

Total Reven

ue

Total Growt

h

Campaign Budget Allocation

Illustrative Metrics

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Promotional StrategiesLesson 2: Make Yourself Easy to Find

Integrate Promotional ActivitiesAcross Multiple Channels

Authoritative Analysis Social VideoInteractive Media

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Spatial Events Can Be Correlated To Multiple Layers of Geospatial Data

• Demographics• Tribal Boundaries• Political

Boundaries• Religious

Composition• Socioeconomic

Data• Cultural Features

• Terrain/Elevation• Landmarks• Roads/

Infrastructure• Weather Patterns• Satellite Imagery• UAV Full Motion

Video

• Mission Planning• Terrorist Attack• Border Crossing• Disaster Response• Oil and Gas

Exploration

SpatialEvent Data

Human Geograp

hy

Physical Geograp

hy

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GeoEye Analytics Methodology

Human Geogra

phy

Physical Geogra

phy

SpatialEvent Data

Expertise

ToolsTradecraft

Multisource DataFusion and Analysis

Geospatial Insight

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Scale Promotions With Analytics

Discover Most Influential Social Media Outlets

Discover Best LocationsTo Target Your Customers

Analyze Patterns To Target Promotions

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SocMetrics Social Media Profile

Lead Conversion and NurturingLesson 3: Make Your Product Your Offer

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PlaceIQ Location Based Profile

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Instead of investing in whitepapers and reports let your users touch and

feel your product

40 million people now use Apps. We also announced

that 4 million businesses run on Apps and another

5,000 join the movement every

day

Google Enterprise Blog

Lead Conversion and NurturingLesson 3: Make Your Product Your Offer

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GeoEye Google Earth Layer

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Lead Conversion and Nurturing

Are enough people using your

product?

Low Awarenes

s

No Real Need

Better Alternativ

es

Poor Value

Proposition

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The Next Step In Our Journey Invest appropriately to drive

long term profitable growth

Analyze patterns to get your message in front of your users

Minimize barriers between your product and your users

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Thank You!

Tony FrazierEmail: frazier.tony@geoeye.comTwitter: @tfraz06LinkedIn: http://www.linkedin.com/in/tonyfrazier