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Benjamin Spiegel’s Presentation at #ID2013: Making it Jive: Using Data to Make (an…

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Benjamin Spiegel, Director of Search Operations at Catalyst, explores how brands can make more informed decisions by integrating search data. Read more from Ben at …

Benjamin Spiegel, Director of Search Operations at Catalyst, explores how brands can make more informed decisions by integrating search data. Read more from Ben at http://catalystsearchmarketing.com/author/bspiegel

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  • 1. #ID2013DRIVING SEARCHWITH BIG DATABenjamin SpiegelDirector, Search Operations
  • 2. #ID2013Who am I?• Benjamin Spiegel• Director, Search Operations• Catalyst OnlineTwitter: @nxfxcomEmail: benjamin.spiegel@groupm.comURL: www.catalystsearchmarketing.comLikes• Search• Analytics• Data• CaffeineDislikes• PowerPoints• Presentations• Public speaking• Plus…
  • 3. #ID2013ORGANIC PAID SOCIALData Silos
  • 4. #ID2013Data Sourcesand many more…
  • 5. #ID2013So What Can You Do?
  • 6. #ID2013API Process• 1. Determine the data sources– Translate Business needs into KPIs and determine who has the metrics• 2. Build connectors & 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.
  • 7. #ID2013So What Does That Mean ForMe?
  • 8. #ID2013Key Phrase Strategy
  • 9. #ID2013How Can We Make ThatBetter?
  • 10. #ID2013OrganicRankCurrent CPC
  • 11. #ID2013Lets Dig A Little Deeper AndLet’s Size Them By Interest
  • 12. #ID2013Current CPCOrganicRank
  • 13. #ID2013Okay, How About ColoringThem By Bounce Rate?
  • 14. #ID2013Current CPCOrganicRank
  • 15. #ID2013How About IncorporatingGoogle Trend Forecast WithIcons
  • 16. #ID2013Current CPCOrganicRank
  • 17. #ID2013Current CPCOrganicRankOrganicPaid
  • 18. #ID2013BrandX Wanted to createconsumer connections with 50% ofall searchers.They Are Currently connecting withonly 15% of all searchersCase Study
  • 19. #ID2013abcnews.comwikihow.comyoutube.com
  • 20. #ID2013So What Do They All Have InCommon?
  • 21. #ID2013Search Boxes
  • 22. #ID2013Opportunities
  • 23. #ID2013So how do we decide where toplay?
  • 24. #ID2013Gave Us 67,000 Unique URLs1. We Took ~4000 Key PhrasesAnd Collected The Top 20Rankings For Each Term
  • 25. #ID20132. We Then Collected Audience DataFor All Keyphrases FromCompete, Comscore, AndDoubleClick
  • 26. #ID20133. We Analyzed The Sentiment OfAll The Discovered URLs
  • 27. #ID20134. Analyzed And OrganizedInbound Links ByTraffic, Quality, And Authority
  • 28. #ID20135. This Leaves Us With Over 63 PointsOf Data Per Domain
  • 29. #ID20136. We Then Filtered The URLs ToRemove Sites That• Did not align with the target audience• Had low engagement• Could not be influenced• Have low social or link authority
  • 30. #ID2013Referral pages per VisitVisibility(AvgRank|#Results)7. This Left Us With Around 170 HighlyEngaged & Highly Targeted Sites.
  • 31. #ID2013Referral pages per VisitVisibility(AvgRank|#Results)BrandX Is Now Visible On
  • 32. #ID2013Based On All PrimaryKeyphrases, ~60% Of All ResultsContained Brand Mentions For OurBrand.Result
  • 33. #ID2013Thank you!Benjamin SpiegelDirector, Search Operations