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Evaluating Digital Trust with Majestic

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In online campaigns, you need to make bib choices thousands of times a day, based SOLELY on the data provided by the Ad Network delivering the campaign. Is there a better way to evaluate Page Trust at …

In online campaigns, you need to make bib choices thousands of times a day, based SOLELY on the data provided by the Ad Network delivering the campaign. Is there a better way to evaluate Page Trust at scale?

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  • The number of ad targeting, tracking and analytics dashboards continues to increase, and website optimization platforms continue to get more complex. What’s a web ops strategist to do, when there are so many tools – all promising better, more intuitive data – to choose from? Join leading experts in web ops and analytics as they hash out best practices for choosing the right new platforms, as well as their take on where the industry is headed.
  • Typically, marketers have used “silent” tracking systems. Once where the customer does not know they are being tracked.
    The most well known of these is the third party cookie (The web beacon).

    Let’s be honest with ourselves, though… This has ethical considerations. Our tactics are not so different to other interest groups – and the public is not always happy about these methods.
  • The number of ad targeting, tracking and analytics dashboards continues to increase, and website optimization platforms continue to get more complex. What’s a web ops strategist to do, when there are so many tools – all promising better, more intuitive data – to choose from? Join leading experts in web ops and analytics as they hash out best practices for choosing the right new platforms, as well as their take on where the industry is headed.
  • Google Extensions
    Firefox Extensions
    Download sites
    iTunes and Android apps.

    These all have adverts and threats. As an advertiser do you want to advertise in an app that people know to be stealing from you?

    As a company do you have any way to work out which extensions may or may not harm your employee computers?
  • Google Extensions
    Firefox Extensions
    Download sites
    iTunes and Android apps.

    These all have adverts and threats. As an advertiser do you want to advertise in an app that people know to be stealing from you?

    As a company do you have any way to work out which extensions may or may not harm your employee computers?
  • So an advert – like a search result – depends on the interaction between the User, the content and the importance of the page. And the importance of the page itself is in a large part affected by the writer of the piece.

    If you have adverts running on millions of pages, you do not have time to check each one.

    If you want to find the influential people in your industry, you do not have time to buy each one a drink.

    Can’t big data help us out here and to the heavy lifting for us?
  • A link contains more than a connection for Google to interpret.

    A link contains:
    Meaning, Context, Passion, Reach, history, Influence, content, relevance, power, timeliness, Intent
  • Google Extensions
    Firefox Extensions
    Download sites
    iTunes and Android apps.

    These all have adverts and threats. As an advertiser do you want to advertise in an app that people know to be stealing from you?

    As a company do you have any way to work out which extensions may or may not harm your employee computers?
  • So an advert – like a search result – depends on the interaction between the User, the content and the importance of the page. And the importance of the page itself is in a large part affected by the writer of the piece.

    If you have adverts running on millions of pages, you do not have time to check each one.

    If you want to find the influential people in your industry, you do not have time to buy each one a drink.

    Can’t big data help us out here and to the heavy lifting for us?
  • Transcript

    • 1. Evaluating Digital Advertising Paths at Scale @Dixon_Jones @MajesticSEO
    • 2. What we will cover  Issues with using Ad-Networks to provide PPC & traffic metrics  Issues comparing paid campaigns across different media types  A different approach to measuring Quality pre-launch  A different approach to measuring Context pre-launch  A Different approach to tracking success post launch
    • 3. (This presentation is NOT about Privacy.)  EU & Cookie Law  ISPs & GCHQ  Google & NSA  Facebook & the CIA  Chinese Hackers  Banks and Savings  Everyone & Prism PRISM reopened a shallow wound for marketers
    • 4. The Problem
    • 5. The Problem Make an Impact in your presentations by adding some themedPowerPoint animations.
    • 6. The Problem Make an Impact in your presentations by adding some themedPowerPoint animations.
    • 7. Advertisers are being asked to trust the Network they are paying Does that make us Smile or Scream?
    • 8. And it is not just Networks you’re being asked to trust It is also People
    • 9. Who do you think has most Klout?
    • 10. And it’s not just People you are being asked to trust It is also Technologies
    • 11. Trust is not always clear
    • 12.  Alexa  Majestic Million  Moz Trust  Page Rank  Klout  SE Quake / SEMRush  Tweets/Likes/ G+ Scores  Compete.com Some Toolbar Options to help
    • 13. The problem in online paid search is that this question is asked on every impression! “Do we trust this scenario enough to advertise right here? Right now?” The Problem
    • 14. The Question: Can we scale Measuring Trust? The User The Context The Influence PPC Pro The Network
    • 15. That has been our quest. Insight at Scale. In the same day, Majestic crawls Well over 2,000,000,000 NEW URLs (and sees 7 billion) Twitter has 500,000,000 Tweets per day on average
    • 16. What’s in a Link?
    • 17. What’s in a Link?
    • 18. Explaining Flow Metrics
    • 19. Explaining Flow Metrics
    • 20. Flowing Trust Through Links 4 10 3 8 ?? ?? Trust Flow. FLOW good data using decay Algorithm
    • 21. LADY GAGA BARACK OBAMA Does this pass the Gaga Test?
    • 22. Hooray! We made it past to second base
    • 23. Trust Flow adds another layer of Trust
    • 24. We can now Compare Digital Assets We Can also SCALE Measuring Trust Compare 100,000 URLs at once
    • 25. People / Apps / Pages All = URLs
    • 26. So if I want to sell Homes in China... … Okay… Context is the next challenge
    • 27. Next base was convergence The User The Context The Influence
    • 28. Flowing Trust Through Links 4 10 3 8 ?? ?? Topical Trust Flow. FLOW good data using decay Algorithm Flowing TOPICS Through Links
    • 29. LADY GAGA BARACK OBAMA Who is more influential on Twitter? Depends on the Topic! Use Case: Finding Influencers
    • 30. Use Case: Finding Influencers at Scale Also works on Mashable insert Domain URL here
    • 31. Lastly a Word About Measurement Even the best campaign is about Content Good campaigns leave a Legacy. That legacy is also track able Did the campaign move the Needle? Set up Tracking Reports on the landing pages to find out
    • 32. What’s in a Link?
    • 33. Summary  Marketers are being conned  You need independent data when you spend money  Digital Assets come in many forms  Links can help understand relationships between assets at scale  Knowing context/topics at scale is incredibly powerful Thank You for your time I’m @Dixon_Jones from: Please ask for a demo

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