S

Web Analytics Report for

OTTE New YorkStudent Name: Mu Bao

Email Address: mb5124@nyu.edu

Date: 12/02/2014

Course Info:

Web Analytics: SEO/SEM, PPC, E-mail, and Clickstream Analysis

INTG1-GC 2305.003, Tuesdays, 6:10-8:40pm, 7 E. 12th Street, Rm. 228 , Lecturer: Amber

Greviskes

Online Designer Clothing

Sales Industry

S Industry Introduction – This industry sells designer apparel, shoes and accessories online. Industry operators may offer a wide variety of brands or a single designer's collections. Designer clothing carries the logo or name of a recognized designer, but the actual designer does not always create the clothing. Often, designer apparel is created under a licensing agreement with a manufacturing company.

S Industry Trend – Many of the same factors that contributed to the industry's ascent in previous years will carry forward over the next five years, including the rising acceptance of online shopping due to the increasing disposable income and internet access. Furthermore, rising consumer confidence, and thus consumer spending, will aid the industry's long-term prospects

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http://www.ibisworld.com/industry/online-designer-clothing-sales.html

OTTE and its Major

Competitors

S A 15 years’ online designer

clothing and boutique collection

Brand designed for those who

crave understated luxury and

modern design

S Digital Existence:

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Website (ecommerce, blog, press),

Social Media (Facebook, Twitter,

Instagram, Pinterest, Weibo)

Email & Newsletter

Celebrity

Personalit

y

Brand

Awarenes

s

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Project Overview

S Where to find target audience of this brand? How to increase attention from potential customers to these digital platforms?

S How to trigger online response, interaction and word of mouth related to this brand?

S Is every resource used fully to ignite the selling point? Is the current overall online marketing strategy appropriate or well designed?

S How to take advantage of the unique designer network?

Through the research and analysis, this program aims to solve the

following problems:

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Methodology

S Data sources – website, Instagram, Twitter, Facebook, Pinterest, Weibo, Google+, YouTube

S Research span – from 10/01/2014 to 11/30/2014

S Data types – metrics (# of likes, shares, comments) and content (keyword, conversation themes, design)

S Analytic Tools – Alexa, SocialCount, Truckur, Simplymeasured

S Analysis methods – social brand benchmarking, conversation audit, influencer analysis

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S

Findings and

RecommendationsDigital Brand Benchmarking

Conversation Audit

Influencer Analysis

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Digital Brand

BenchmarkingS Most of their customers are

females who care about fashion trend, life quality and personal style, usually with an education background of college or graduate school.

S OTTE’s brand awareness is broad but not deep. In Japan and Canada it is not as famous as OAK & DVF. In Europe, it has no brand awareness.

S The current web design has an average performance with a bounce rate of 38.79%.

• Presence of target

audience

• Social channel presence

• Content engagement

Findings:

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OTTE

OAK

DVF

Lafayette 148

Search Visits:

7.4%

18.2

%

23.1

%

20.7

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Alexa.com

Digital Brand

BenchmarkingS Acquire paid media of digital

publishers focusing on fashion industry and life style to reach potential customers and get inbound links, like New York Times, New York Magazine, Buzzfeed, Reddit, superfuture.com, style.com, ssense.com

S Build partnership with department store and other large distributors in the digital world, like nordstrom.com and shopbop.com.

S Launch social media campaign to establish brand awareness in Europe.

• Presence of target

audience

• Social channel presence

• Content engagement

Recommendations:

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Digital Brand

BenchmarkingS Just “be there” is not

enough. To communicate with your customers in an elegant but also passionate way is the key.

S Standing behind the brand doesn’t work. Give women confidence by creating communities and sharing vivid experience.

S Fashion is closed with visualization and atmosphere. Never understate the design of digital platforms and the quality of the pictures.

• Presence of target

audience

• Social channel presence

• Content engagement

Findings:

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bran

d

OTTE makes the

highest post

frequency on

Pinterest,

Insagram and

Twitter.

According to

content

engagement, it

performs better

on

Pinterest>Twitter

>Instagram>Face

book.

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Pay attention to how the tone and way you speak to your

audience influence the response.

Give customers hints. Let them control and create their own

style. Don’t make it plain and straightforward.

Why OTTE doesn’t go well on Facebook?Bao, 12

The other 3 brands all have 31 events on Facebook, while

OTTE has no effort in this area. And we can see how good

events trigger online and physical traffic.

Why OTTE doesn’t go well on Facebook?Bao, 13

No efforts on

Google+

which is

used well by

its

competitors.

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Digital Brand

Benchmarking S Improve the interaction

way and picture quality

on Facebook, and create

campaigns to catch

attention.

S Considering using short

videos as an interaction

way.

S Open Google+ which

has the function of local

navigation so as to

trigger physical traffic.

• Presence of target

audience

• Social channel presence

• Content engagement

Recommendations:

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Conversation

Audit

• Dimensions in study: key

conversation themes,

keywords people are

using, when

conversations take place

• Locations: website,

Instagram, Twitter, Google

search

S For OTTE’s social media audience, the top day for engagement is Monday and the top time is between 3:00-4:00 pm.

S Fashion, photography, blogging, food, and shopping are the most popular themes that OTTE’s audience have interest in.

S Popular designers’ names and their works’ names are both inbound/outbound keywords and hash tags on social media.

S Strong need of SEO/SEM because of the low traffic from search engine.

Insights:

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Conversation

Audit

• Designer clothing industry

is like a magic kingdom

where popular designers

play a fantastic role to

attract and addict fans

who are purchasing

mainly for emotional need.

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420

364

364

360

339

339

301

301

301

301

trendalert

oscardelarenta

rip

jotd

galmeetsglam

ottestyle

quotes

wisewords

friday

wordstoliveby

Engagement Per Post on Instagram

Top Photo Tags (Keyword)

50

57

72

75

82

100

102

151

220

322

facebook

media

style

new york…

jewelry

shopping

food

blogging

photography

fashion

Top Topics on Twitter

Bao, 18, simplymeasured.com

0

10

20

30

40

50

60

Nu

mb

er

of

Co

mm

en

ts

Comments and Posts by Day and Time

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

0

2

4

6

8

10

12

12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM

Po

sts

Time of Day

Bao, 19, simplymeasured.com

Bao, 20, Alexa.com

Influencer

Analysis

• With the help of the tool

“truckur” around the

keywords of OTTE, New

York, Fashion, Designer

Clothing, there are at

least 3 valuable network

platforms to work with:

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Truckur.com

• vanessajackma

n.blogspot.com

• ny.racked.com

• stylecaster.com

Username Followers FollowingFollowers-to-Following

Tweets Listed Topics

yokoono 4,717,289 976,066 4.8 7,189 35,592celebrities, music, entertainment, japan, fashion

ErinAndrews 2,419,059 477 5,071.4 16,233 17,197sports, celebrities, entertainment, media, dancing with the stars

MarcJacobsIntl 2,153,708 1,485 1,450.3 15,510 7,894fashion, celebrities, branding, style, shopping

LILBTHEBASEDGOD 987,287 1,014,239 1.0 133,743 5,523music, celebrities, hip hop, entertainment, sodmg

TheCut 986,608 4,328 228.0 39,129 9,456fashion, media, blogging, style, new york city

JonahLupton 762,415 839,967 0.9 56,429 2,513entrepreneurship, internet start-ups, business, culture, west coast

nypost 695,074 41,340 16.8 58,935 14,518media, new york city, politics, journalism, fashion

NOH8Campaign 690,360 373,617 1.8 10,398 8,799lgbt, politics, gay lesbian and bisexual, celebrities, non-profit

Variety 676,295 304,779 2.2 79,531 10,912entertainment, media, films, movies, celebrities

polyvore 632,848 3,194 198.1 13,781 2,561fashion, branding, social media, style, beauty

Top Influencers Sorted by Followers on Twitter

Bao, 22, simplymeasured.com

Facebook Ad

Mock Up

• Objective: to increase brand awareness and trigger traffic to “otteny.com”

• Tactic: Launch a designing match by encouraging young/new fashion designers to upload their works on Facebook with the hash tag of

• “OTTEdesigner”. Those who get the most likes and shares will get the chance to work with OTTE and its cooperated designers.

• Audience demographic: European fashion designers and followers

• Launch time: keep it in line with school year

Bao, 23

- THE END