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OF SEARCH
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bryaneisenberg.com
usethedata.com
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Correlation vs. Causation
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© 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok
“The most important single thing
is to focus obsessiv...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Too hard for
humans to
process
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
15
Big Data is Not Just Big
Big
Uns...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
16
An organization's ability to lea...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
We take those funds that might
othe...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
What happened?
Why it happened?
Wha...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Quality Score
7 and higher
19
Big D...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
20
Key Differences in the Data
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
21
Game Theory, Human Cognition & T...
Because Bing Ads' quality score is
established after the fact, it isn't
used directly to determine your bid
and your ad ra...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
23
Keywords Don’t Fail to Convert.....
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Quality Score Generations
Gen 1:...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Quality Score Generations
Gen 2:...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Gen 3: Simple QS Reporting 2007 ...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Don’t End At the Landing Page
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Gen 4: Off Page Activity
Analyti...
“
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
31
Google has tons of additional ...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Gen 5: The Near Future
Quality S...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
34
Google’s Personalized Efforts
Th...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
35
What Does
Google Know
About You?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
36
What type of
Data is Out
there?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
37
What type
of data is
out there?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
38
What type
of data is
out there?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
39
What type
of data is
out there?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
40
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
*Experian & SEO Moz, 2013
in lost r...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
42
How Will You
Scale to Keep Up?
T...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
43
Where is The Landing Page Opport...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
44
Effectiveness of using dedicated...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
45
The #1 SEM Player
About 303,000,...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
46
Automated bidding
• Sponsored li...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Reporting
Insight
Predictive
Auto -...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
48
OPTMYZR
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Promo Free Ship
Style Top Handle
Br...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50
CLIENT DATA & STRATEGIESTARGETS
...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50
CLIENT DATA & STRATEGIESTARGETS
...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50
CLIENT DATA & STRATEGIESTARGETS
...
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CLIENT DATA & STRATEGIESTARGETS
...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Lower CPAConversion Rate
Results:
L...
TIMELOCATION
ENVIRONMENTAL
RELATIONALGEO
DEVICE SPECIFIC
MOBILE,TABLET, DESKTOP
HISTORICALBEHAVIOR 3RD PARTYDATA
INTHE MOM...
TIMELOCATION
ENVIRONMENTAL
RELATIONALGEO
DEVICE SPECIFIC
MOBILE,TABLET, DESKTOP
HISTORICALBEHAVIOR 3RD PARTYDATA
INTHE MOM...
TIMELOCATION
ENVIRONMENTAL
RELATIONALGEO
DEVICE SPECIFIC
MOBILE,TABLET, DESKTOP
HISTORICALBEHAVIOR 3RD PARTYDATA
INTHE MOM...
Intuitive sentence interface
Easy to Use
Do More, Faster
customer adoption
per month
10
20
30
40
50
60
#ofCampaigns
monetate average industry average
industry avg ...
© 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok
Free Behavioral Targeting
© 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok
Free Behavioral Targeting
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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
How does Runa help?
Provides a comp...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
58
Success Highlights
•Used OneSpot...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Showcase Credibility
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Preview/Spotlight the Agenda
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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Create Urgency
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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7 Steps to Big Data Success
1
2
...
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7 Steps to Big Data Success
Don’...
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7 Steps to Big Data Success
Don’...
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7 Steps to Big Data Success
Don’...
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7 Steps to Big Data Success
Don’...
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7 Steps to Big Data Success
Don’...
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7 Steps to Big Data Success
Don’...
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7 Steps to Big Data Success
Don’...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Please
Don’t
Suck!
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Bryan Eisenberg
bryan@bryaneisenber...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Bryan Eisenberg
bryan@bryaneisenber...
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Mad Men of Search: How They Leverage Data to Rock the Customer Experience

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Companies like Google, Facebook and Amazon have been leveraging massive amounts of data to dominate their respective industries. For example, Amazon uses big data to improve what products to highlight, how to deliver products at a better price than most of its competitors, how to ship more effectively, and how to merchandize more persuasively.

As a search and social marketer we must keep in mind that at the time the user does a query, Google has tons of additional data to help them decide which SERP listing or ad is most likely to elicit a click from that particular user based on the time of day, previous searches and many other factors. It's a "Big Data" prediction algorithm and content marketers & advertisers would do well to apply some of these same methodologies for picking successful content & ads to ensure users get value. Google is kept happy, and more sales are generated.

Big data has the potential to impact every aspect of your business. In this session, we'll explore:

How search algorithms have evolved over time
how you can leverage big data
what tools are available
how to act on big data insights in real time
We'll cover everything search marketers need to know about big data for marketing and sales but might have been afraid to ask. No analyst skills required.

You can read more about my thinking about this topic at: http://www.bryaneisenberg.com/googles-search-magic-revealed/

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  • the worst part is that such people as presenter considered ' well respected big data gurus' - what a mixture of bizzwords in 83!!!! pages. i even put comments first time in 25 years i met such 'cool representation of data applications'....
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Transcript of "Mad Men of Search: How They Leverage Data to Rock the Customer Experience"

  1. 1. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 1 OF SEARCH
  2. 2. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 2 bryaneisenberg.com usethedata.com
  3. 3. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 3
  4. 4. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 3 Correlation vs. Causation
  5. 5. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 4
  6. 6. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 5
  7. 7. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 6
  8. 8. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 7
  9. 9. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 8
  10. 10. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 8
  11. 11. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 9
  12. 12. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 10
  13. 13. © 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok “The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.” Jeff Bezos CEO & President of Amazon.com
  14. 14. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
  15. 15. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 13
  16. 16. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 14 Too hard for humans to process
  17. 17. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 15 Big Data is Not Just Big Big Unsctructured Real-time Velocity Variety 3 V’s of Big Data Volume Terabytes Records Transactions Tables, Files Batch Near time Real time Streams Structured Unstructured Semistructured All of the above
  18. 18. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 16 An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. Jack Welch, former chairman and CEO of General Electric “
  19. 19. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. Success secrets Continuous Optimization Corporate Agility 17 “
  20. 20. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData What happened? Why it happened? What will happen? How can it happen? Analytics Journey
  21. 21. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Quality Score 7 and higher 19 Big Data & PPC
  22. 22. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 20 Key Differences in the Data
  23. 23. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 21 Game Theory, Human Cognition & The Auction
  24. 24. Because Bing Ads' quality score is established after the fact, it isn't used directly to determine your bid and your ad rank. We generate quality score to help advertisers identify improvement opportunities. Many people think that landing page relevance is between your keyword and your landing page. It's actually based on the search query your keywords trigger. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 22 Thanks John Gagnon & Ping Jen No problem No problem No problem Poor No YesPoor Poor Quality Score 1 to 5 QS=6 QS=7 to 10 Landing Page UX Landing Page Relevance Keyword Relevance Your KW CTR > Marketplace Avg. CTR “ “
  25. 25. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 23 Keywords Don’t Fail to Convert...You do! Tweet
  26. 26. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 24
  27. 27. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 25
  28. 28. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 26 Quality Score Generations Gen 1: Based on money paid by company to Google
  29. 29. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 27 Quality Score Generations Gen 2: QS Introduced 8/2005: Based on clicks CTR = Ad Click Through Rate
  30. 30. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 28 Gen 3: Simple QS Reporting 2007 : SERPS Quality Score Generations Search 1 Search 3 Search 4 Search 2 Playhouses Big wooden playhouses Big playhouses Big wooden outdoor playhouses
  31. 31. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 29 Don’t End At the Landing Page
  32. 32. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 30 Gen 4: Off Page Activity Analytics Quality Score Generations
  33. 33. “ © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 31 Google has tons of additional data to help them decide which ad is most likely to elicit a click from that particular user based on the time of day, previous searches and many other factors. It’s a “Big Data” prediction algorithm and advertisers would do well to apply some of these same methodologies for picking successful ads to ensure users get value from their ads, Google is kept happy, and more sales are generated. Frederick Vallaeys Co-founder Optymyzr Former Adwords Evangelist at Google
  34. 34. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 32 Gen 5: The Near Future Quality Score Generations
  35. 35. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 33
  36. 36. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34 Google’s Personalized Efforts The largest set of Column Families in Google’s BigTable are related to Personalized Search (93 columns) versus only 18 column families for website crawling information.
  37. 37. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 35 What Does Google Know About You?
  38. 38. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 36 What type of Data is Out there?
  39. 39. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 37 What type of data is out there?
  40. 40. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 38 What type of data is out there?
  41. 41. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 39 What type of data is out there?
  42. 42. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 40
  43. 43. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData *Experian & SEO Moz, 2013 in lost revenue Hundreds search queries are long-tail* You can’t solve this problem manually. 7 out of 10 Millions of ways to describe them 41 627 possible long-tail queries for iPhone 5 case
  44. 44. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 42 How Will You Scale to Keep Up? There are billions of searches each day on Google The instant previews load in 1/10thof a second on average Since 2003 Google has answered 450 Billionnew unique queries. Searches we have never seen 16%of searches we see everyday are new
  45. 45. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 43 Where is The Landing Page Opportunity?
  46. 46. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 44 Effectiveness of using dedicated landing pages by website objective Effectiveness of using dedicated landing pages by sales channel Incentivized lead ecommerce Directed gen 46% 46% 42% 6% 6% 8% 48% 47% 50% 47% 40% 39% 6% 9% 46% 47% 52% 50% B2C B2B Both B2B B2C Very effective Somewhat effective Not effective Very effective Somewhat effective Not effective
  47. 47. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 45 The #1 SEM Player About 303,000,000 pages indexed $55.2M PPC Spend
  48. 48. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 46 Automated bidding • Sponsored links initially done by humans • Automated program -Generates keywords -Writes ads (Creative) -Determines landing page -Manages bids • Measure conversion rate • Profit per converted visitor • Update bid © 2004 Amazon.com
  49. 49. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Reporting Insight Predictive Auto -magic 4 types of tools
  50. 50. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 48 OPTMYZR
  51. 51. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Promo Free Ship Style Top Handle Brown Material Leather Price $995 Brand Louis Vuitton Model Mini HL Sales Rk #2 of 20 Color
  52. 52. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50
  53. 53. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA
  54. 54. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA Intent Extraction (NLP) Offer Generation (Machine Learning) +
  55. 55. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA The Perfect Message For Every Customer Semantic Ad Creation Intent Extraction (NLP) Offer Generation (Machine Learning) +
  56. 56. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA The Perfect Message For Every Customer Semantic Ad Creation Intent Extraction (NLP) Offer Generation (Machine Learning) + Shared Performance DB
  57. 57. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Lower CPAConversion Rate Results: Louis vuitton handbags Handbag Louis Vuitton www.amazon.com Buy handbag louis vuitton at Amazon! Qualified orders over $25 ship free 2x 6% Louis Vuitton Handbags Bagborroworsteal.com/Louis-Vuitton Stylish LV Handbags in 18 Colors like Turquoise and Red DataPop + BBOS = 3,000 Unique ads 51
  58. 58. TIMELOCATION ENVIRONMENTAL RELATIONALGEO DEVICE SPECIFIC MOBILE,TABLET, DESKTOP HISTORICALBEHAVIOR 3RD PARTYDATA INTHE MOMENTBEHAVIOUR AFFINITIES LIFETIME HISTORY INTERACTIONS DEMOGRAPHICS PLATFORM DATA Data Into Action
  59. 59. TIMELOCATION ENVIRONMENTAL RELATIONALGEO DEVICE SPECIFIC MOBILE,TABLET, DESKTOP HISTORICALBEHAVIOR 3RD PARTYDATA INTHE MOMENTBEHAVIOUR AFFINITIES LIFETIME HISTORY INTERACTIONS DEMOGRAPHICS PLATFORM DATA • Tracking every interaction, every visitor, every page, every day • Aperpetual profile of each and every visitorReal-time Insight Data Into Action
  60. 60. TIMELOCATION ENVIRONMENTAL RELATIONALGEO DEVICE SPECIFIC MOBILE,TABLET, DESKTOP HISTORICALBEHAVIOR 3RD PARTYDATA INTHE MOMENTBEHAVIOUR AFFINITIES LIFETIME HISTORY INTERACTIONS DEMOGRAPHICS PLATFORM DATA • Tracking every interaction, every visitor, every page, every day • Aperpetual profile of each and every visitorReal-time Insight Data Into Action
  61. 61. Intuitive sentence interface Easy to Use
  62. 62. Do More, Faster customer adoption per month 10 20 30 40 50 60 #ofCampaigns monetate average industry average industry avg 2-5/month CLiCs*
  63. 63. © 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok Free Behavioral Targeting
  64. 64. © 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok Free Behavioral Targeting
  65. 65. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 56
  66. 66. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 56
  67. 67. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData How does Runa help? Provides a competitive edge against Amazon 57 Price Shipping Selection Payment Perfect offer Perfect shipping Perfect bundle Pay with points Amazon dynamic pricing Amazon prime Amazon frequently bought together Amazon pay with Amex points Runa Amazon
  68. 68. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 58 Success Highlights •Used OneSpot platform to convert key content to ads and then target/distribute to appropriate audience •Drove awareness and education about one-of-a-kind event •Gave potential attendees a taste of what to expect; Events are content too! •Sequenced content based on previous interactions OBJECTIVE: Promote content marketing event to hard-to-find audience of content marketers…using content marketing
  69. 69. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 59 Showcase Credibility
  70. 70. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 60 Preview/Spotlight the Agenda
  71. 71. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 61 Create Urgency
  72. 72. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success 1 2 3 4 5 6 7
  73. 73. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon1 2 3 4 5 6 7
  74. 74. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer 1 2 3 4 5 6 7
  75. 75. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve 1 2 3 4 5 6 7
  76. 76. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization 1 2 3 4 5 6 7
  77. 77. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization Prepare your organization to see the new landscape 1 2 3 4 5 6 7
  78. 78. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization Prepare your organization to see the new landscape Look for updates around auto-magic applications 1 2 3 4 5 6 7
  79. 79. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization Prepare your organization to see the new landscape Look for updates around auto-magic applications Always remain open to experimentation & CX 1 2 3 4 5 6 7
  80. 80. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Please Don’t Suck!
  81. 81. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
  82. 82. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Bryan Eisenberg bryan@bryaneisenberg.com Some images provided by Shutterstock
  83. 83. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Bryan Eisenberg bryan@bryaneisenberg.com Some images provided by Shutterstock Blog www.UseTheData.com www.BryanEisenberg.com Phone (347) 470-GROK (4765) Bryan Jeffrey @TheGrok @JeffreyGroks

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