From here this information is distilled into critical insights and actionable plans that will enable you to orchestrate online and offline marketing activity, public relations, customer messaging and product development, so you can win more customers, engender greater loyalty, strengthen the brand, and overall realise greater competitive advantage.

What is it:

Profiler is customer, competitor and brand insight service from Greenlight, that provides the catalyst and direction for smarter and more effective marketing, communication and product enhancement, so you can drive convert and retain more customers. Profiler is a brand insight service from Greenlight, that helps you drive convert and retain more customers, by mining critical sentiment and behavioural data from the webs millions of conversations, to allow you to conduct smarter and more targeted marketing, communication and product enhancements, that get right to the heart of why customers buy.

This leads to improved response rates, brand perceptions and communication and thus conversions and loyalty, Without it, you’re really shouting into the ether unaware of why people fail to, or choose not to engage with you, or worse engage with your competitors.

Consumer Intelligence

Consumer Intelligence refers to the determination and analysis of the specific search terms the online population are plugging into search engines that are relevant to your brand, products, or areas of business.
A classic example would be a site that offers ‘motor insurance’ being blissfully unaware that 20 times more people search for ‘car insurance’ than they do ‘motor insurance’. You simply do not need to remain invisible to your searching audience if you knew what they were searching for and had a strategy to capture them.

Greenlight delivers Consumer Intelligence through Consumer Search Term Analysis and a Search Term Scorecard. Consumer Search Term Analysis provides the campaign with a definitive list of all the search terms relevant to your business that are capable of delivering ‘qualified’ search-engine-referred visits. Greenlight weights all keywords utilising data from the search engines, its own proprietary algorithms and data from third parties, identifying the importance of each keyword to the SEM campaign. The Search Term Scorecard takes the search terms identified as important to your website and identifies where you currently rank for each search term in the major search engines. For each search term you do not rank for, Greenlight identifies why your site failed to rank for it. This process essentially identifies scientifically what the site’s on-page optimisation requirements are, its link building requirements, and even whether new pages need to be created – all on a definitive page by page basis.

Competitor Intelligence

Armed with Consumer Search Intelligence Greenlight executes its unique pictographic ‘Search Constellation’ which, along with supportive materials, provides Competitor Intelligence represented by SEO & Competitor Indices and Competitor Identification and Assessment.

SEO Competitor Indices looks at your brand’s market reach, and compares it to over 500 of your competitors and, utilising a proprietary Greenlight process of assigning potential traffic figures to rankings based on the popularity of every specific search term being analysed, produces a league table of Natural Search visibility called the ‘SEO Competitor Index’.
This definitively identifies who is doing well in Natural Search at your expense. The ‘PPC Competitor Index’ identifies who is performing well in Paid Search, from visibility in terms of search engine coverage to innovative use of creatives. The Competitor Identification and Assessment takes the top 10 most visible sites identified by the Competitor Indexes and individually assesses and determines where specifically they are strong and why, as well as identifying their weaknesses and how those could be exploited.

Community Intelligence

Community Intelligence refers to the determination and analysis of the conversations taking place within the web community within which your brand or products reside (Social Media). These conversations take many forms – discussions in the blogosphere, comments in forums, opinions in articles – all influencing consumers’ perceptions of you and your brand and products, motivating their search behaviour, their likelihood of selecting you from a search results list, and ultimately influencing whether they purchase from you or not. Ultimately, SEO is not only about rankings and visibility. It simply does not happen in isolation – it is directly influenced on by the collective influences on your consumer target group.

Profiler discovers these hundreds, thousands, or even millions of conversations, disseminates and sorts them, and determines what these conversations can teach us about how to promote you, your brand, and your products within search results.

Furthermore, the same process can be undertaken for your competitors’ brands or products too, discovering the strengths and weaknesses of their activities and propositions in the minds of the actual consumer and therefore providing all the knowledge necessary to build evidence-based strategies accordingly.

Conversion Intelligence

Green light’s conversion intelligence is a two step process that identifies failures in the design or functionality of your site that prevent consistent conversion of users into paying customers. The first step is Persuasion Analysis and the second is User Testing.

 

Persuasion Analysis itself is composed Heuristic Evaluation and Cognitive Walkthrough. In concert the Heuristic Evaluation and Cognitive Walkthrough represent a thorough overview of your site carried out by several usability experts. The results are delivered as a report with each usability failure itemised and given a severity rating and resource time estimate which is plotted on a recommendation matrix, enabling you to see at a glance where usability quick wins lie. These recommendations can then be acted on immediately or more commonly form the basis of further conversion intelligence in the form of user testing.

 

The final stage in building accurate and useful conversion intelligence is User Testing. In this phase we accurately profile your target consumer. Each user testing session is run by a trained usability expert with at least one other expert observing, and as with the Persuasion Analysis the results are collated into a report.