Useful Data Sources To Help Your Business Succeed

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Learn how to augment your Google Analytics insights with Insights for Search, Google Ad Planner, and YouTube Insights.

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Useful Data Sources To Help Your Business Succeed

  1. 1. Catching Up On Trends<br />“Advertising generally works to reinforce consumer trends rather than initiate them”<br />Michael Schudson, sociologist<br />
  2. 2. Trend Seeker – Mr X<br />2<br />• Owns Auto X car dealership<br />Wants to evaluate his:<br />• Website<br />• Advertising campaign<br />• Advertising spend<br />
  3. 3. What’s the Trend?<br />3<br />
  4. 4. Catching Up on Trends<br />4<br />
  5. 5. Case: Toyota Recall<br />5<br />
  6. 6. Case: Toyota Recall<br />Event History<br />Recall - Floor matissue<br />YouTube upload(19,966 views as of 28 Feb)<br />Recall – Prius hybrid<br />Toyota Presidentapologizes in US<br />Recall –Accelerator pedal<br />24 Feb 10<br />24 Feb 10<br />8 Feb 10<br />26 Nov 09<br />21 Jan 10<br />
  7. 7. Catching Up on Trends<br />7<br />
  8. 8. Google Search Results<br />8<br />
  9. 9. Web Timeline<br />9<br />Get insights into news & web content topics<br />
  10. 10. Web Timeline<br />10<br />
  11. 11. Catching Up on Trends<br />11<br />
  12. 12. Wonder Wheel<br />12<br />YouTube smart car crash testsmart car safety featurescare safety features<br />car safety<br />Insights into related topics for your ad placements & to include as content on your site<br />
  13. 13. Catching Up on Trends<br />13<br />
  14. 14. Toyota on YouTube<br />14<br />http://www.youtube.com/watch?v=ZZeiD2-Rbg4<br />
  15. 15. YouTube Statistics & Data<br />15<br />Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it<br />
  16. 16. Mr X’s YouTube Statistics & Data<br />16<br />Insights into how audiences interact with your content - Views<br />
  17. 17. Mr X’s YouTube Statistics & Data<br />17<br />Insights into how audiences interact with your content - Demographics<br />
  18. 18. Mr X’s YouTube Statistics & Data<br />18<br />Insights into how audiences interact with your content – Hot or Not?<br />
  19. 19. Catching Up on Trends<br />19<br />
  20. 20. Insights for Search<br />20<br />
  21. 21. Insights for Search<br />21<br />Insights into particular terms as well as industry-wide search trends<br />
  22. 22. Insights for Search<br />22<br />Insights into regional interest, rising searches – do you have alternative solutions for consumers?<br />
  23. 23. Catching Up on Trends<br />23<br />
  24. 24. Trends for Websites<br />24<br />nissan.commazda.com<br />Insights into other sites people are visiting. Can you get tips from their web pages?<br />
  25. 25. Catching Up on Trends<br />25<br />
  26. 26. Ad Planner<br />26<br />Insights into sites – Reach, Visitors, Page views & more<br />
  27. 27. Ad Planner<br />27<br />Where else are people going? What are significant pages within a site?<br />
  28. 28. Ad Planner<br />28<br />honda.com<br />volkswagen.com<br />mercedes-benz.com<br />volvo.com<br />Bad news for others in your industry could be good news for you. See how news affects traffic to sites<br />
  29. 29. The Trend Spotters<br />29<br />What are people talkingabout?<br />How does my site measure up?<br />Is my site up-to-date?<br />Is my ad campaign capturing trends?<br />How stale are my ad messages?<br />Where can my ads get targeted exposure?<br />
  30. 30. Trend Spotted!<br /><ul><li>Insights into what people are concerned with
  31. 31. Research into your site & related sites
  32. 32. Updating site content to include popular, related topics
  33. 33. Modifying your ad campaign to capture popular terms
  34. 34. Revising ad messaging to suit the trend
  35. 35. Finding new ad placements</li></ul>30<br />
  36. 36. Last Look – What Mr X Did Next<br />31<br />
  37. 37. Thank you<br />

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