Digital metrics create many new opportunities for insights, even though much of this remains 'hidden in plain sight."

1. Digital Insights
Hiding in Plain Sight
Dr. Augustine Fou, Founder
Marketing Science Consulting Group
December 11, 2012
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2. Obvious Ones
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3. Barbecue Grills - Summer
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4. HDTVs - Black Friday
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5. Ice Skates - December
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6. Hess Truck - Christmas
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7. Not-so Obvious Ones
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8. Godaddy – Superbowl Ads
Search volume rises with Superbowl ads and NASCAR sponsorship
SuperBowl Ads NASCAR
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9. Subway Footlongs
Launched in early 2008, but waning interest
TV Ads started
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10. Discount Double Check
Initial SuperBowl Ad, then follow-on TV ads
SuperBowl Ad
TV Ads
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11. People Remember Celebrity
More people remember the celebrity versus the advertiser or product
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12. Deeper Insights
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13. Godiva - Demand Planning
See when users search for which products
chocolate covered strawberries (Valentine’s)
chocolate covered cherries (Christmas)
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14. Purell Sales Driven by H1N1
Purell demand and
search volume lifted
swine flu swine flu drove 1st peak
h1n1 h1n1 drove 2nd peak
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15. Abbott – Selecting Words
Search volume and related search provides insights to select optimal
keywords to use on websites.
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16. User Self-Segmentation
The exact words users use to search indicates who they are
Physician Nurse Patient
“orexin “dosage”
“sleep
receptor “how to drug”
agonist” administer”
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17. So What?
“Digital affords advertisers many new
metrics based on actual user behavior. Thus
far, many insights remain „hidden in plain
sight.‟ There are still huge opportunities to
take better advantage of these new metrics
to improve all aspects of business, not just
marketing.”
- Dr. Augustine Fou
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18. Dr. Augustine Fou – Chief Digital Strategist
“I help my clients find key
insights based on the new
metrics from digital.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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@acfou Augustine Fou