Digital Business Ready Analysis

DIGITAL BUSINESS READY DBR Index and Competi t ive

Analysis ONLINE INDUSTRY: AUTO INSURANCE CLIENT: INSURANCE X

Our Digital Business Ready (DBR) research and planning approach will tell you what to do to increase your online competitiveness and what to expect in terms of results (leads, sales, cost-per-conversion & ROI).

W H AT I S T H E D B R I N D E X A N A LY S I S ?

1.  WE SCAN THE COMPETITIVE LANDSCAPE TO IDENTIFY TOP PERFORMING PLAYERS AND WINNING STRATEGIES FOR EACH ONLINE CHANNEL

2.  WE RANK AND COMPARE FINDINGS AGAINST OUR CLIENT’S ONLINE PRESENCE TO ASSESS THE COMPETITIVE GAP

3.  WE PRESENT A ROADMAP AND RECOMMENDATIONS TO CLOSE THE GAP ACCORDING TO POTENTIAL IMPACT AND AVAILABLE BUDGET

4.  BASED ON HISTORIC DATA/FACTS WE SET BENCHMARKS IN TERMS OF EXPECTED RESULTS FROM EXECUTING OUR RECOMMENDATIONS

H O W W E D O I T ?

Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091

MBA from INCAE Business School Master in Internet Marketing from University of San Francisco. +15 years of experience developing B2B and B2C strategies across digital and traditional channels.

MS Sustainable Business Systems, University of Michigan MBA Manchester Business School, UK +18 years of marketing experience in consumer package goods and telecommunications.

MBA at IE Business School Entrepreneur with broad experience in Marketing, Sales and Logistics from his time spent at Kraft Foods. Passionate for customer satisfaction.

MBA at Massachusetts Institute of Technology Entrepreneur. His “customer experience” expertise comes from his time at McKinsey and Co and Amazon.com.

HÉCTOR HERNANDEZ Managing Director

JOSÉ TORBAY Business Strategy

FERNADO D’ANNUNZIO Ecommerce and Digital Branding

ALESSIO DIRANI Client Engagement

I N D E X 1.  E X E C U T I V E S U M M A R Y

2.  O P P O R T U N I T Y S I Z E

3.  I N - M A R K E T S H O P P E R S S E G M E N TAT I O N

4.  T O P C O M P E T I T O R S A N D S T R AT E G Y O V E R L A P P I N G

5.  C O M P E T I T I V E G A P A N D S O P H I S T I C AT I O N R A N K I N G

6.  R E D E E M A B L E S T R AT E G I E S B Y C H A N N E L

7.  D I G I TA L M A R K E T I N G R O A D M A P

8.  E X P E C T E D R E S U LT S


(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results

M A R K E T I N G C H A L L E N G E Estimate the investment and online capabilities needed to generate 1,000 Leads a month. M a r k e t : U S G e n e r a l

O P P O R T U N I T Y S I Z E On average, there are 750,000 new Online In-Market Shoppers each Month, shopping for “Auto Insurance”

I M S S E G M E N T A T I O N

§  Only 17% search with brand consideration §  55% from mobile devices §  20% search for “Cheap Auto Insurance” §  40% “Get a quote” §  12% “Compare insurance”

T O P C O M P E T I T O R S Based on their SEO and PPC Keyword Strategy the top 4 direct competitors are: Insurance A, Insurance B, Insurance C & Insurance D

D B R I N D E X With 3.2/4 DBR Index, the overall industry sophistication is “high”. The gap between Insurance X and the average of the competitive set is 1.2 DBR points

T O P R E D E E M A B L E S T R A T E G I E S Effective landing pages segmentation to maximize relevancy Social Media listening to identify frustrated competitors’ clients.

D I G I T A L M A R K E T I N G R O A D M A P Phase 1: Increase relevancy on PPC campaigns Phase 2: Social Media Outreach Phase 3: Mobile optimization for On-the-go needs

E X P E C T E D R E S U L T S Based on our findings. At a rate of $6 CPM, 2% CTR, and a Conversion Rate (Visitor to Lead) of 7%. Your media budget should be around $4,500/Month and your Cost-per-Lead (CPL) between $4 and $6.


California, United States 11.4% (6,121.25) Texas, United States 11.3% (6,057.72) Florida, United States 10.3% (5,494.56) Georgia, United States 4.5%(2, 399.64) Michigan, United States 4.2%(2,242.46) Illinois, United States 3.9%(2,174.82) New York, United States 50.4%(26,983.69) Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091


1.3M Monthly Searches

13%

Branded 27%

Researching

55%

Mobile 87% Unbranded

40%

Shopping

20%

Ready to Buy

Geo. Distribution

24%

Branded

41%


45%

Branded 35%


•  Insurance companies •  Types of coverage •  Liability auto insurance

•  Auto insurance prices •  Cheap car insurance •  Auto insurance quotes comparison

•  Instant auto insurance •  Buy auto insurance online •  Where to buy car insurance

B u y i n g S t a g e K e y w o r d E x a m p l e



Online In-Market Shopper

Goes back to Google to get/compare a 2nd and 3er quote

NEW CUSTOMER

Only 15% Returning Visitors

Search “Auto Insurance:

Clicks Remarketing

Ad

Opens Special Offer

“Insurance Broker”

Validates on Social Media

Schedule a Call

BUYS POLICY

Company Website

Promotion Landing

Page

Segmented Landing Pages

Check Reviews

Broker’s Website

Buys Policy

Click-to-call

No Lead Nurturing Automated Workflow

Fill Form

60% Desertion

No process to monitor sentiment

55% from Mobile 83%

Unbranded

On Average under 40%

of SEO Score

Just a few has a Social Media

presence somehow “planned”

No remarketing campaigns

Less the 15% Open Rate

and 5% CTR

16K Monthly unique authors

complaining about

competitors

53K Monthly

Searches

750K New IMS a Month



INSURANCEX.COM

INSURANCEX.COM

INSURANCEA.COM

INSURANCEB.COM

INSURANCEC.COM

INSURANCED.COM

Organic Keywords: 8 Overlapping • “online auto insurance” • “auto insurance online quote” • “get car insurance online”

Paid Keywords: 27 Overlapping • “cheap car insurance” • “best car insurance” • “compare auto insurance”



0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

InsuranceX InsuranceA InsuranceB InsuranceC InsuranceD Total

Direct Traffic Organic Search Pay-per-click Social Media Referral Traffic

InsuranceX, 89,000

InsuranceA, 1,070,000

InsuranceB, 763,000

[NOMBRE DE CATEGORÍA],

[VALOR]

InsuranceD, 322,000

S O U R C E S O F T R A F F I C

T R A F F I C S H A R E

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Direct Traffic Organic Search Pay-per-click Social Media Referral Traffic

InsuranceX InsuranceA InsuranceB InsuranceC InsuranceD

T R A F F I C S H A R E B Y S O U R C E

0

1

2

3

4 Desktop Website

Mobile Website

Paid Search SEO

Social Media

Insurance X Category Avg.

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

InsuranceX

InsuranceC

InsuranceD

InsuranceB

InsuranceA

D B R R A N K



SET AVERAGE: 2.8

(0) Not present

(1) Under Developed

(2) Industry Average

(3) Best Practices

(4) Best in Class

0

1

2

3

4

0 200 400 600 800 1000 1200 1400

D B R V S . P E R F O R M A N C E

X

C D

A

DB

R I

ND

EX

‘ 0 0 0 M O N T H LY T R A F F I C

B

OPPORTUNITY 675K VISITS/MONTH

GAP: 1.5 DBR POINTS INVESTMENT $75,000


PHASE 1: Increase relevancy on PPC campaigns

• Aligns landing pages with promotions • A/B testing • Remarketing

PHASE 2: Social Media Outreach • Identify tier 2 and 3 influencers among our current clients to endorse or quality

• Intercept upset competitors’ clients on Social Media

PHASE 3: Mobile optimization for On-the-go needs

• Quick quote functionality • PPC mobile campaign • Programatic campaign on mobile display networks

• SEO for Top of the funnel keywords




Goal 1,000

Leads/Month

Traffic 14,290

Unique Visits

Impressions 714,2885

Monthly Budget $4,284

PPC 20%

Social Media

Marketing 15%

DSP & Program.

40%

Influencer Marketing

25%

Cost-per-lead $4.3

Blog

Segmented Landing Pages

Conversion* Rate 7%

CTR* 2%

* Competitive Set Average

[email protected] 2030 South Douglas Road. Coral Gables, FL 33134.

+1 (786)217-0091