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Online Marketing Excellence (OMEX)

Overview

A collaboration with Google that helps clients analyze online marketing performance and benchmark it against competitors.

Introduction

Given all the data that is available for measuring online marketing activities, it is often difficult and time-consuming to compile a powerful set of metrics to start an analysis of online performance. To simplify this,we have collaborated with Google to develop the Online Marketing Excellence (OMEX) application.

What is OMEX?

OMEX is a simple, Web-based application. It lets users conduct quick, easy, and comprehensive analyses on 40 major online marketing key performance indicators (KPIs), such as website reach, website usage, search visibility, and social media visibility. A user-friendly dashboard displays results, which include aggregated (and anonymous) benchmarks of competitor performance against the selected KPIs.

A “basic” dashboard compiles quantitative data (e.g., number of visitors, page views, search visibility scores, social visibility scores, etc.) whereas a “full” dashboard also contains qualitative KPIs (e.g., on usability, onsite service offerings, etc.) that are relevant to the specified industry (currently available for insurance, banking, and retail). A basic dashboard provides results instantly. Producing a full dashboard requires just 24 to 48 hours. All the data can be exported into Excel or as a PDF for further use (e.g., in presentations).

All OMEX KPIs are carefully selected from external sources (such as Comscore, Searchmetrics, and Sistrix), allowing for a consistent benchmark in the main fields of online excellence.

Examples of problems OMEX can help solve:

  • Comparing online performance of clients with competitors to identify strengths and weaknesses
  • Measuring the effectiveness of recent online performance improvement measures and planning future measures
  • Gaining a more thorough understanding of the impact of search visibility, social media visibility, and online analytics