Here is a step by step guide to online marketing and optimization. It was deviced by Scott Brinker of Chief Marketing Technologist to help visualize the different factors at work in conversion optimization.

It subdivides a market into distinct audience segments.

• Who are these respondents? Do they have well-defined identities?
• What “job” are they looking to “hire” a product or service to do?
• In B2B/complex sales, what “roles” are participating in the decision?
• What likely stage(s) in the buying process are they at?
• Any special “in the moment” context, such as campaigns, seasons or current events?

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