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Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
Day 2, session 10, benjamin spiegel
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Day 2, session 10, benjamin spiegel

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  • MAKING DECISIONS
  • SO WHY NOT ADD SOME MORE KEYWORDS
  • Transcript

    • 1. #ID2013DRIVING SEARCHWITH BIG DATABenjamin SpiegelDirector, Search Operations
    • 2. #ID2013Who am I?Benjamin SpiegelDirector, Search OperationsCatalyst 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 Process1. Determine the data sources– Translate Business needs into KPIs and determine who has the metrics2. Build connecters & adapters– Develop automated collection methods to collect the raw data3. 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 Incorporating GoogleTrend Forecast With Icons
    • 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.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 URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLs1. We Took ~4000 Key Phrases AndCollected The Top 20 Rankings ForEach Term
    • 25. #ID20132. We Then Collected Audience DataFor All Keyphrases From Compete,Comscore, And DoubleClick
    • 26. #ID20133. We Analyzed The Sentiment OfAll The Discovered URLs
    • 27. #ID20134. Analyzed And OrganizedInbound Links By Traffic, 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 Primary Keyphrases,~60% Of All Results ContainedBrand Mentions For Our Brand.Result
    • 33. #ID2013Thank you!Benjamin SpiegelDirector, Search Operations

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