In the previous tutorial, we described a step-by-step procedure for creating themed silos in a market. In this tutorial, we will describe how to drill down in each silo and create a new market that explores each silo in more depth.
We will identify one or more core keywords in each silo, and then create a new market for each of those core keywords. Each new market can then be analyzed in exactly the same way as the original ipod market has been analyzed in these tutorials.
To get started, load up the ipod project, and hide all the silos except for silo 1. To do this, click the Filter Keywords button, checkmark all the tags at the bottom of the dialog box except for “silo 1”, then click OK.
We’ll use the Keyword Analysis tool to take a closer look at silo 1. To use this tool, we need to select what keywords to include, and then click the Keyword Analysis button. In this case, since only silo 1 keywords are shown, just click the Select/Unselect All button to select all keywords, and then click the Keyword Analysis button.
The Keyword Analysis dialog box can be used to determine what core keywords should be used to drill down in this silo. First, we will always drill down on the keyword that has the highest KMV/R value within the silo. This will be the top keyword shown in the Keyword Analysis dialog box. Second, we will drill down on all keywords that have a KMV/R greater than $1000. Of course, these are rules of thumb and you can feel free to invent your own rules for what core keywords to drill down.
In the ipod project that we are working on, the keyword with the best KMV/R in silo 1 is “ipod speakers”. There are also two other keywords in silo 1 with a KMV/R over $1000. These two keywords are “ipod nanos”, and keyword “gb ipod”. We will select each of these core keywords in turn and create a new market for each of them.
Let’s start with the “ipod speakers” keyword. Unselect all the keywords, and then select just the “ipod speakers” keyword. Then click the New Market from Selected Keywords button just below the menu bar. 3DMarketVision will go out to the web and create a new market based on the core keyword “ipod speakers”. This new market will be placed as a child of the ipod market in the Market Area.
There are two other core keywords, “ipod nanos” and “gb ipod”, from this silo. Go ahead and create a new child market from each of these core keywords in the same way.
Each of the other five silos has one core keyword apiece. However, the core keyword of silo 5 is “ipod nano” which is too similar to the “ipod nanos” core keyword of “silo 1” so we will leave it out. This gives us a total of 7 child markets that we will create.
These 7 child markets are the results of drilling down in the silos that we created while analyzing the ipod market. Each of these child markets can be analyzed in exactly the same way as the original ipod market has been analyzed in these tutorials. In this way a hierarchy of markets can be built up, each one getting more and more specialized while drilling down on promising core keywords.
For example, drilling down 3 levels, deleting markets that have no clear silos of core keywords, and using drop-and-drag to organize markets in a way that emphasizes these clusters, leads us to the following hierarchy of markets that we can use as a site map or blueprint for designing and building our website.
This process of creating a tree of markets and then pruning the tree based on clear silos of core keywords is a very powerful idea. Being able to drag and drop markets to create a custom hierarchy in the Market Area lets you build a blueprint for your website. Future versions of 3DMarketVision will be able to automatically build a website based on this hierarchy.
In this tutorial, we have taken a step-by-step approach to creating child markets using the silos that we identified in the last tutorial. We identified one or more core keywords in each silo, and then created a new child market for each of those core keywords. In addition we showed what is possible by extending the analysis done in these tutorials to the new child markets that are created.
