Situational Analysis

First of all, let us define what we mean by marketing in our company. Marketing for Pigeonbone is a business function that aims at increasing the organizational profit and therefore takes control of the product, pricing, point of sale, target audience and communication channels with the audience, so that the company's decisions are based on data and the cold sales function of the company disappears (turns into a shipping department).

That is, the main task is to turn your sales department into a shipping department.

We gather facts about the current situation on the Internet. We study the segments of the target audience according to the JTBD (Jobs To Be Done) model. We analyze the presence and volume of generated demand, the competitive situation. We carry out trend analysis and make predictive analytics. We draw conclusions from the facts. According to theses we offer the best options for the strategy.

To form a thesis you need to go through the following steps:

Introductory information
Theses derived from the study
Target audience

1. Base Parameters
2. Needs analysis of target audience segments using the JTBD (Jobs To Be Done) model
3. Crossing groups of requests between TAs

Analysis of demand on the Internet

1. Serviceable Available Market (available volume of the target market at the level of generated demand)
   1. General structure of the analyzed core
   2. Distribution of the key frequencies in the context of groups
2. Financial analysis of the semantic core
   1. Zero requests and their number
   2. Distribution of keywords by cost per click (general analysis of semantics)
   3. Distribution of keywords by cost per click by group
   4. Distribution of keywords by cost per click and frequency
   5. Expensive keywords
   6. Budget analysis by group
3. Serviceable & Obtainable Market (actually achievable market volume at the level of formed demand)

1. The probability of getting conversions, leads, customers
2. Budget range summary table

Competitor analysis

1. 1. Competitor Overview

1. 1. Websites present in most sources and channel
2. Engaging
   1. Attendance at competitors' sites
   2. Types of devices
   3. Traffic sources used by competitors
   4. Search engine results page analysis (SERP)
      1. Paid output from Google
         1. Number of unique domains in auctions
         1. Coverage of the semantic core by competitors' sites in the Google Ads auction
            1. By all the competitors
            1. By the direct competitors
         2. Number of ads per group
         3. Number of ads per key
         4. Distribution of the positions
      1. Google organic traffic
         1. Semantic coverage by competitors
            1. By all the competitors
            2. By the direct competitors
            3. Number of unique domains per group
            4. Number of ads per group
            5. Distribution of competitors by average position and coverage
            6. Sites with coverage in Google's paid results and organic results
   5. "Vertical SEO"
   6. Brand Lift

Willingness

1. Analysis of USP in Google
   1. In ads
   2. in ad texts
   3. snippets in the organic output
   4. on the site
2. Recommendations for creating a website

Trend analysis

1. Google
   1. trend research
   2. seasonality
   3. time series decomposition

Predictive models

1. Predictive analysis of demand and/or interest in Google

Conclusions

1. What we do next. Conclusion of hypotheses based on theses
2. Recommendations for creating a strategy