Download - Day 2, session 10, benjamin spiegel
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#ID2013
DRIVING SEARCHWITH BIG DATA
Benjamin SpiegelDirector, Search Operations
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#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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#ID2013
ORGANIC PAID SOCIAL
Data Silos
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#ID2013
Data Sources
and many more…
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#ID2013
So What Can You Do?
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#ID2013
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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#ID2013
So What Does That Mean For Me?
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#ID2013
Key Phrase Strategy
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#ID2013
How Can We Make That Better?
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#ID2013O
rganic
Rank
Current CPC
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#ID2013
Lets Dig A Little Deeper And Let’s Size Them By
Interest
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#ID2013
Current CPC
Org
anic
Rank
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#ID2013
Okay, How About Coloring Them By Bounce Rate?
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#ID2013
Current CPC
Org
anic
Rank
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#ID2013
How About Incorporating Google Trend Forecast With
Icons
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#ID2013
Current CPC
Org
anic
Rank
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#ID2013
Current CPC
Org
anic
Rank OrganicPaid
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#ID2013
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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#ID2013
abcnews.comwikihow.comyoutube.com
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#ID2013
So What Do They All Have In Common?
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#ID2013
Search Boxes
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#ID2013
Opportunities
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#ID2013
So how do we decide where to play?
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#ID2013
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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#ID2013
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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#ID2013
4. Analyzed And Organized Inbound Links By Traffic, Quality, And Authority
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#ID2013
5. This Leaves Us With Over 63 Points Of Data Per Domain
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#ID2013
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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#ID2013
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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#ID2013
Referral pages per Visit
Vis
ibili
ty (
Avg R
ank
| #
R
esu
lts)
BrandX Is Now Visible On
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#ID2013
Based On All Primary Keyphrases, ~60% Of All Results Contained Brand Mentions For Our Brand.
Result
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#ID2013
Thank you!Benjamin Spiegel
Director, Search Operations