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Navigable Slide Index

1. Introduction
2. Where does marketplace analysis fit?
3. The importance of online marketplace analysis
4. Online marketplace components
5. Key analysis tool
6. SWOT example
7. Online marketplace analysis map
8. Using personas for customer segmentation
9. Customer behaviour
10. Resources for evaluating online marketplace
11. Understanding customer search behaviour
12. Competitor analysis
13. Aspects of the OVP
14. Competitor benchmarking
15. Intermediaries
16. Intermediaries and "Google Ad Planner"
17. Internal capability audit
18. Web analytics
19. Communications mix effectiveness
20. Search engine marketing
21. Affiliate marketing
22. Banner or display advertising
23. Email marketing
24. McKinsey 7S framework
25. Macro-environment factors
26. Legal briefing
27. Managing consumer privacy
28. Web 2.0
29. Assessing the relevance of technology
30. Summary

Topics Covered

• Micro and macro-factors
• Reasons for analysis
• Online SWOT analysis
• Key marketplace actors
• Customer behavior models
• Search keyphrase behavior
• Online value proposition
• Competitor analysis
• Intermediary analysis
• Introduction to 6 digital communications
• Digital channel governance

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales
• Strategy

Talk Citation

Publication History

• Published on February 25, 2010