Free or Trial Analytic Tools You can Use

Web

• Google Analytics
• Open Web Analytics
• Yahoo Marketing Dashboard
• Piwik
• Clicky
• GoingUp
• Stat Counter
• Site Meter 

Social

• TweetReach
• Social Mention
• Twazzup
• HowSociable
• Reachli 

Web & Social

• Reinvigorate
• MixPanel
• Woopra
• Addictomatic
• IceRocket

You can also use a lot of the same tools that were used for your digital audit [here's that blog post to help you remember those]

Target Market Refresher

direct response market segmentation and lists from Lindsey Fair
[ignore the last slide about assignments - that was from a previous course]


This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.

Segmentation Tools

• http://environicsanalytics.ca/prizmc2_cluster_lookup.aspx
• http://www.canadapost.ca/cpc2/addrm/hh/pending/indexp/cpALL-e.asp
• http://www.tetrad.com/pub/documents/pnesegments.pdf
• http://www.naics.com/search.htm
• http://www.cityofkingston.ca/cityhall/neighbourhoods/data.asp

Web Marketing Plan Outline

·       Client Overview

o  Target Market / Persona (general, web)

o  Audit

o  Goals (business, web)

§  Priority List

·       Recommendations

o  Strategy

§  Themes

§  Focus

·       SEO

·       SEM

·       Conversion

o  Web

o  Mobile

o  Blog

o  Wiki

o  Email

o  Tactics

§  Content

·       Formats

·       Calendar

§  Integration

§  Timeline

·       Milestones

·       Ghantt Chart

o  Metrics / Analytics

Web Strategy Based on Budget

Digital Marketing Strategy... When to use what strategy

http://www.smartinsights.com/digital-marketing-strategy/digital-marketing-planning-template/