Jeff Ferguson - EmMeCon Seattle 2013

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  • Site that sells umbrellasData analyst figured out that ROI for paid search is at its highest when you’re advertising when it rains...or just slightly before. Use the data from the Accu- Weather API to feed a Google AdWords Script Automatically turns on specific campaigns in your account which coordinate with the parts of the country that are going to experience rain in the next five days... or are currently experiencing rain
  • Shop that sells t-shirts featuring pictures of various musical artists.Noticed that t-shirt sales skyrocket when An artist makes it to the top 10 of the Billboard chartOr when that artist is playing a concert in a specific city. Two AdWords Scripts: One that checks the Billboard charts across multiple genres to see who’s in the top 10, then increases bids on those artists’ termsAnother that turns on a geographically targeted campaign from Last.FM’s concert calendar for an artist for the two weeks around that artist’s concert appearance.
  • Toy shop that specializes in movie tie-in toysNoticed that sales for certain toys go through the roof when the corresponding movie is reviewed favorably in USA Today. AdWords Script that automatically adjusts the bids for certain keywords based on the star review for a given movie.
  • Site that sells hats, t-shirts and other apparel featuring various sports teams’ logos. Noticed that if the copy in your ads reflect the recent win or loss of a given team in a given geographic region, it makes a difference in sales. AdWords Script that checks the scores for the various teams you have in stock, and automatically changes the ads for the winning teams to celebrate the win, along with ads for the losing team to buy more gear to support their team.
  • Hotel near an airportBusiness is at its best when flights are delayed. AdWords Script that looks at the FAA Airport Service for local airport delays that would cause people to naturally stay overnight...Turns down the bids for your campaign so you’re not overpaying for business that would come organically
  • Own a local restaurant, and you’ve noticed that reservations for your place drop significantly when Foursquare check-ins at the surrounding restaurants go up. AdWords Script that speaks to the Foursquare API, and increases bids for your ads when you see check-ins increase.
  • Jeff Ferguson - EmMeCon Seattle 2013

    1. 1. THE BIG DATAMOVEMENTJeff Ferguson | CEO, Fang Digital MarketingEmerging Media Conference | 2013
    2. 2. 78% insert copy here. Blah blah blah blah
    3. 3. BIG DATA… A LOT OF BIGDATA
    4. 4. Big Data Volume• Some New Numbers– A petabyte is onequadrillion bytes, or about20 million filing cabinets fullof text.– An exabyte is 1,000 timesthat amount, or 1 billiongigabytes.
    5. 5. Big Data Volume• The “real world”…– 2.5 exabytes of data arecreated each day– The number doubles every 40months– More data crossed the internetevery second than werestored in the entire internetjust 20 years ago– Walmart collects more than2.5 petabtyes of data everyhour from its customertransactions.
    6. 6. Big Data Problems
    7. 7. THINKING BIG
    8. 8. Thinking Big• Where can we take this?– Internal data• Sales history• Stock levels– External data: Big data… Big triggers• Search trends• Pop trends• Population trends• Weather, natural disasters, etc.• Market forces
    9. 9. Thinking Big – Fun Examples
    10. 10. IN CLOSING…
    11. 11. In conclusion, Big Data is about the DETAILS.*
    12. 12. http://connect.fangdigital.com/ppc-emmecon13
    13. 13. JEFF FERGUSON CEOjeff@fangdigital.com@fangdigital & @countxero & @dead_tree_media

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