day 2, session 10, benjamin spiegel
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#ID2013
DRIVING SEARCHWITH BIG DATA
Benjamin SpiegelDirector, Search Operations
#ID2013
Who am I?
Benjamin SpiegelDirector, Search OperationsCatalyst Online
Twitter: @nxfxcomEmail: [email protected]: www.catalystsearchmarketing.com
Likes• Search• Analytics• Data• Caffeine
Dislikes• PowerPoints• Presentations• Public speaking• Plus…
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ORGANIC PAID SOCIAL
Data Silos
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Data Sources
and many more…
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So What Can You Do?
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API Process1. Determine the data sources
– Translate Business needs into KPIs and determine who has the metrics
2. Build connecters & adapters– Develop automated collection methods to collect the raw data
3. Store and aggregate the data– Choose a flexible storage and aggregation method to manipulate and prepare the data.
4. Visualize & explore with BI Tools– Connect your data to a visualization / BI Tool do filter, segment and analyze.
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So What Does That Mean For Me?
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Key Phrase Strategy
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How Can We Make That Better?
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rganic
Rank
Current CPC
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Lets Dig A Little Deeper And Let’s Size Them By
Interest
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Current CPC
Org
anic
Rank
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Okay, How About Coloring Them By Bounce Rate?
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Current CPC
Org
anic
Rank
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How About Incorporating Google Trend Forecast With
Icons
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Current CPC
Org
anic
Rank
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Current CPC
Org
anic
Rank OrganicPaid
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BrandX Wanted to create consumer connections with
50% of all searchers.
They Are Currently connecting with only 15% of
all searchers
Case Study
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abcnews.comwikihow.comyoutube.com
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So What Do They All Have In Common?
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Search Boxes
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Opportunities
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So how do we decide where to play?
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Gave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLs
1. We Took ~4000 Key Phrases And Collected The Top 20 Rankings For Each
Term
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2. We Then Collected Audience Data For All Keyphrases From Compete, Comscore, And DoubleClick
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3. We Analyzed The Sentiment Of All The Discovered URLs
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4. Analyzed And Organized Inbound Links By Traffic, Quality, And Authority
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5. This Leaves Us With Over 63 Points Of Data Per Domain
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6. We Then Filtered The URLs To Remove Sites That• Did not align with the target audience• Had low engagement• Could not be influenced• Have low social or link authority
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Referral pages per Visit
Vis
ibili
ty (
Avg R
ank
| #
R
esu
lts)
7. This Left Us With Around 170 Highly Engaged & Highly Targeted Sites.
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Referral pages per Visit
Vis
ibili
ty (
Avg R
ank
| #
R
esu
lts)
BrandX Is Now Visible On
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Based On All Primary Keyphrases, ~60% Of All Results Contained Brand Mentions For Our Brand.
Result
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Thank you!Benjamin Spiegel
Director, Search Operations