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#ID2013DRIVING SEARCHWITH BIG DATABenjamin SpiegelDirector, Search Operations
#ID2013Who am I?Benjamin SpiegelDirector, Search OperationsCatalyst OnlineTwitter: @nxfxcomEmail: benjamin.spiegel@groupm....
#ID2013ORGANIC PAID SOCIALData Silos
#ID2013Data Sourcesand many more…
#ID2013So What Can You Do?
#ID2013API Process1. Determine the data sources– Translate Business needs into KPIs and determine who has the metrics2. Bu...
#ID2013So What Does That Mean ForMe?
#ID2013Key Phrase Strategy
#ID2013How Can We Make ThatBetter?
#ID2013OrganicRankCurrent CPC
#ID2013Lets Dig A Little Deeper AndLet’s Size Them By Interest
#ID2013Current CPCOrganicRank
#ID2013Okay, How About ColoringThem By Bounce Rate?
#ID2013Current CPCOrganicRank
#ID2013How About Incorporating GoogleTrend Forecast With Icons
#ID2013Current CPCOrganicRank
#ID2013Current CPCOrganicRankOrganicPaid
#ID2013BrandX Wanted to createconsumer connections with 50% ofall searchers.They Are Currently connecting withonly 15% of ...
#ID2013abcnews.comwikihow.comyoutube.comyoutube.com
#ID2013So What Do They All Have InCommon?
#ID2013Search Boxes
#ID2013Opportunities
#ID2013So how do we decide where toplay?
#ID2013Gave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLs1. We Took ...
#ID20132. We Then Collected Audience DataFor All Keyphrases From Compete,Comscore, And DoubleClick
#ID20133. We Analyzed The Sentiment OfAll The Discovered URLs
#ID20134. Analyzed And OrganizedInbound Links By Traffic, Quality,And Authority
#ID20135. This Leaves Us With Over 63 PointsOf Data Per Domain
#ID20136. We Then Filtered The URLs ToRemove Sites That• Did not align with the target audience• Had low engagement• Could...
#ID2013Referral pages per VisitVisibility(AvgRank|#Results)7. This Left Us With Around 170 HighlyEngaged & Highly Targeted...
#ID2013Referral pages per VisitVisibility(AvgRank|#Results)BrandX Is Now Visible On
#ID2013Based On All Primary Keyphrases,~60% Of All Results ContainedBrand Mentions For Our Brand.Result
#ID2013Thank you!Benjamin SpiegelDirector, Search Operations
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Day 2, session 10, benjamin spiegel

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  • MAKING DECISIONS
  • SO WHY NOT ADD SOME MORE KEYWORDS
  • Transcript of "Day 2, session 10, benjamin spiegel "

    1. 1. #ID2013DRIVING SEARCHWITH BIG DATABenjamin SpiegelDirector, Search Operations
    2. 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. 3. #ID2013ORGANIC PAID SOCIALData Silos
    4. 4. #ID2013Data Sourcesand many more…
    5. 5. #ID2013So What Can You Do?
    6. 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. 7. #ID2013So What Does That Mean ForMe?
    8. 8. #ID2013Key Phrase Strategy
    9. 9. #ID2013How Can We Make ThatBetter?
    10. 10. #ID2013OrganicRankCurrent CPC
    11. 11. #ID2013Lets Dig A Little Deeper AndLet’s Size Them By Interest
    12. 12. #ID2013Current CPCOrganicRank
    13. 13. #ID2013Okay, How About ColoringThem By Bounce Rate?
    14. 14. #ID2013Current CPCOrganicRank
    15. 15. #ID2013How About Incorporating GoogleTrend Forecast With Icons
    16. 16. #ID2013Current CPCOrganicRank
    17. 17. #ID2013Current CPCOrganicRankOrganicPaid
    18. 18. #ID2013BrandX Wanted to createconsumer connections with 50% ofall searchers.They Are Currently connecting withonly 15% of all searchersCase Study
    19. 19. #ID2013abcnews.comwikihow.comyoutube.comyoutube.com
    20. 20. #ID2013So What Do They All Have InCommon?
    21. 21. #ID2013Search Boxes
    22. 22. #ID2013Opportunities
    23. 23. #ID2013So how do we decide where toplay?
    24. 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. 25. #ID20132. We Then Collected Audience DataFor All Keyphrases From Compete,Comscore, And DoubleClick
    26. 26. #ID20133. We Analyzed The Sentiment OfAll The Discovered URLs
    27. 27. #ID20134. Analyzed And OrganizedInbound Links By Traffic, Quality,And Authority
    28. 28. #ID20135. This Leaves Us With Over 63 PointsOf Data Per Domain
    29. 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. 30. #ID2013Referral pages per VisitVisibility(AvgRank|#Results)7. This Left Us With Around 170 HighlyEngaged & Highly Targeted Sites.
    31. 31. #ID2013Referral pages per VisitVisibility(AvgRank|#Results)BrandX Is Now Visible On
    32. 32. #ID2013Based On All Primary Keyphrases,~60% Of All Results ContainedBrand Mentions For Our Brand.Result
    33. 33. #ID2013Thank you!Benjamin SpiegelDirector, Search Operations
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