(illustrations by Alex (little ‘Al’) Michael aged

10)

Alex Michael

Agile Management Style

• Individuals and interactions over processes and tools

• Customer/stake holder collaboration over contract/negotiation

• Technology and Creative as two main components

• The ability to be responsive and adaptive. To be flexible and

embrace change.

‘Top 5’ personal characteristics

Analytical

Technical Creative

VisionaryTenacious

The Digital Cycle

Coversion rate optimisation

Key Business Requirements

Key Performance Indicators

Digital Footprint

• I like to breakdown facts/information to it’s lowest

common denominator. Until facts are clear and

simple to understand.

• Where DLG is today “The Digital Footprint”

– Where are the competitors today

– For: SEO, PPC, Social, Video and Email.

• By understanding the current footprint we can

measure and optimize where we go.

TenaciousLets take competitor analysis for a wide

section of industry contributors

DLG SEO Footprint today

Competitor Analysis: Car Insurance

Competitor Analysis

Compare with other products

Where DLG’s SEO Can Be

AnalyticalTHINKING & DOING

Confused.com SEO Footprint

Confused.com Organic Keywords (50,000)

Competitor Analysis

GoCompare PPC for ‘car insurance’

TechnicalTHINKING & DOING

23 years Experience in Digital:Online & mobile

Achieved three ‘Top Ten’ in category on Amazon.com

Technical Writing & Education

CREATIVETHINKING & DOING

The Digital Experience

Building UX & UD into Wireframes

Visionry 23 years Experience

Predictions for Meidia

• Mobile search will be stronger than desktop search. Cross device

tracking will improve.

• Those who tell a great story will win hearts of searchers

• Google Display Network more prominent tool in PPC – video the most

compelling

• Teens will move away from FB & Twitter which will mature for advertising

• Integrated advertising will mean that a compelling message and a value

proposition is more important than average position and click through

rate

Predictions for Insurance

• Google Product Ads. Not triggered by keyword terms but via a contextual

advertising from scraping site.

• Cross device marketing with Enhanced Campaigns

• Amazon and Microsoft/Bing strengthen their foothold on PPC

• Facebook Custom Audiences will strengthen brand proposition

• Telematics premium covered by advertising

What if ??• Telematics insurance policies paid for by advertising

– Pay for conventional policies via smartphone advertising

• Credit for advertising

• Search (above the line, display, Off-The-Page, social and online

media) breaks the strangle hold of the aggregators by “cutting out

the middle man”

• Partnered with the super aggregators: Google ? Or Bing? Or Yahoo?

• Opened up Internet offers both as direct and aggregators in other

countries

Visionary

Any Other Questions

• What is the company's management style?

• How many people work in this office/department?

• What are the prospects for growth and advancement?

• What do you like about working here?

• If I have a job offer, how soon would you like me to start?