STAGE 1 – eCities Shortlist
To develop the eCities shortlist, Ipsos assembled a list of all US cities, broken down by population size. Google then added the AdWords data for each city to calculate the top five cities in each of the 50 states with the highest AdWords penetration relative to population size.
- A list of all valid zip code areas and city names was created for each state with population data for each zip code area and city. Ipsos aggregated these zip codes to a city level to include both large and small populations within each city and also to prevent neighborhoods within the same city from dominating the list in each state.
- Google created an AdWords penetration figure for each city, by dividing the total population of each city by the number of AdWords customers in that city.
- If a city appeared in duplicate states the population and AdWords was aggregated and the city assigned to the state where its population was the largest.
- Ipsos was then asked to conduct desk research in each of the top five AdWords penetration cities in each of the 50 states.
STAGE 2 – Business Scoring
- Ipsos identified a random sample of 51 small and medium businesses (employing between 1 and 50 people) in each of the top 5 AdWords penetration cities from each state.
- The 51 businesses were divided according to company size
- Self-employed (1 employee) (n=17)
- 2 to 10 employees (n=17)
- 11 to 50 employees (n=17)
- The profile of small businesses in each city was quota'd according to employee band to ensure an even distribution of each.
- Each of the randomly selected businesses were then marked according to the following criteria:
- Was it listed in an online directory (such as Yellowpages.com, manta.com and findthecompany.com)? (YES / NO)
- Did it have its own website? (YES / NO)
- Did it have a social network presence? (YES / NO)
- Did its website allow eCommerce? (YES / NO) [Directly within the site, there must be a section to purchase product / service offered]
- Did it have a blog? [This can be a page within the company's website OR a page on a blogging site e.g. Tumblr / blogspot]
- How did the website (if it has one) score on www.howtogomo.com? Overall score and
- Each answer was given a score and the scores from each business were aggregated to provide the city with a total score. The city with the highest score in each region was then awarded eCity status.
- Scores were calculated as below:
- Was it listed in an online directory? (YES / NO) [If Yes=1, if No=0]
- Did it have its own website? (YES / NO) [If Yes=10, if No=0]
- Did it have a social network presence? (YES / NO) [If Yes=5, if No=0]
- Does its website allow eCommerce? (YES / NO) [If Yes=7, if No=0]
- Did it have a blog? (YES / NO) [If Yes=3, if No=0]
- How did the website (if it has one) score on www.howtogomo.com – Overall score and speed.
- i Score = the score
- ii Speed – If >0 and <=5 =3, if 0 or >5 = 0.
- The total score was calculated by the sum of all yes/no scores +the average of the two howtogomo scores