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What's In My Analytics Toolbox

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: What’s In My Analytics Toolbox. PRESENTATION: What's In My Analytics Toolbox - Given by Benjamin Spiegel, @nxfxcom - GroupM, Managing Director, Strategy. #SMX #32D

Published in: Data & Analytics, Marketing
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What's In My Analytics Toolbox

  1. searchmarketingexpo.com @nxfxcom #SMX #32dsearchmarketingexpo.com @nxfxcom #SMX #32d What's In My Analytics Toolbox
  2. searchmarketingexpo.com @nxfxcom #SMX #32d The data we used to look at was simple and mostly structured, 1-dimensional and sources were few • Log Files • Web Analytics • Link Analytics • Banner Clicks • Affiliate Platform • Sales Data THINGS USED TO BE SIMPLE
  3. searchmarketingexpo.com @nxfxcom #SMX #32d ONE DIMENSIONAL Date/Time Dimension Metric January 1st 2001 Source = “Yahoo” 120 Visits February 15th 2002 Link ID = 12 75% Conversion rate April 10th 2003 – 15:11 PM Keyword = “Search Agency” 5% Click Through Rate June 2nd 2005 – 11:09 AM EST Product = “Shiny Shampoo” $12 6/6/2005 Direct 5:12 avg. Visit time
  4. searchmarketingexpo.com @nxfxcom #SMX #32d MULTI DIMENSIONAL
  5. searchmarketingexpo.com @nxfxcom #SMX #32d MULTI DIMENSIONAL
  6. searchmarketingexpo.com @nxfxcom #SMX #32d MULTI SOURCE
  7. searchmarketingexpo.com @nxfxcom #SMX #32d Evolving - 1+1=5 This is leading to new metrics and lenses • View-through rate • Organic Lift • Response Rate • Open Rate • Klout Score • Social Shares • Annotation Close rate • …
  8. searchmarketingexpo.com @nxfxcom #SMX #32d 2013 TOOLBOX searchmarketingexpo.com @nxfxcom #SMX #32d Too many tools that just did not fit together • Text Analytics • Competitive Data • 1st/2nd and 3rd party data • Panel • Real-time • Owned vs. Earned • Media Data • Impression Data • Offline Data
  9. searchmarketingexpo.com @nxfxcom #SMX #32d Putting Business Questions first! • Is my media managed effectively? • What are my competitors doing? • Am I playing in the right arena? • Does my Innovation have a purpose? • Do I need to increase investment? • How can I get more for less? • Is my content connecting with consumers? • Simply put: Am I winning? 2014 RESET – OUT WITH THE TOOLS
  10. searchmarketingexpo.com @nxfxcom #SMX #32d In this world, the focus of our toolbox is • Enabling Innovation through discovery • Strategic technology investments • Broader data access for everyone • Leveraging technologies • Injecting IP / Unique Data • Leveraging 3rd and 2nd party data • Visual Storytelling • Enabling non-IT solutions searchmarketingexpo.com @nxfxcom #SMX #32d NEW PRIORITIES
  11. searchmarketingexpo.com @nxfxcom #SMX #32dsearchmarketingexpo.com @nxfxcom #SMX #32d OUR APPROACH Insights & Action Acquisition Modeling Visualization Management
  12. searchmarketingexpo.com @nxfxcom #SMX #32d We were looking to acquire data from • Multiple databases • Flat files • Web APIs • Unstructured • Real-time • Behavior • Models • Text (Lots of it) • Binary AQUISITION Insights & Action Acquisition Modeling Visualization Management
  13. searchmarketingexpo.com @nxfxcom #SMX #32d We want to leverage • Machine learning • Predictive • Linguistic • Regression • Clustering • Sentiment • Behavioral MODELING Insights & Action Acquisition Modeling Visualization Management
  14. searchmarketingexpo.com @nxfxcom #SMX #32d We really wanted to enable • Visual storytelling • Simplification with pictures • Easy discovery • Insights creation • Reporting • Dashboards • Scorecards VISUALIZATION Insights & Action Acquisition Modeling Visualization Management
  15. searchmarketingexpo.com @nxfxcom #SMX #32d In order to do all of that we need to • Aggregate • Filter & verify • Combine & merge • Transform & enhance • Index & optimize • Export • Share and distribute • Basically ETL on steroids MANAGEMENT Insights & Action Acquisition Modeling Visualization Management
  16. searchmarketingexpo.com @nxfxcom #SMX #32d HOW Can we archive all of this with a single tool? – YES!  Open Source / Free  Multi-Platform (OSX, PC, NIX)  Full ETL Support  Expandable (Java)  Full I/O  Visualizations  Modeling  Machine learning  Flexible pipes
  17. searchmarketingexpo.com @nxfxcom #SMX #32d KNIME.ORG • Node Based Platform • No dev. skills required • 1000s of Plugins • Scalable & Flexible • Build in Support (GA/Twitter etc.) • SEO/SEM Adapters • Free ;) • 100% Innovation!!! http://knime.org
  18. searchmarketingexpo.com @nxfxcom #SMX #32d KNIME IN 10 SECONDS Nodes that do things Together they do more http://searchmarketingexpo.com/west/agenda/
  19. searchmarketingexpo.com @nxfxcom #SMX #32d RESULT FOR AGENDA
  20. searchmarketingexpo.com @nxfxcom #SMX #32d GETTING CREATIVE
  21. searchmarketingexpo.com @nxfxcom #SMX #32d WHAT YOU GET
  22. searchmarketingexpo.com @nxfxcom #SMX #32d GOING FURTHER
  23. searchmarketingexpo.com @nxfxcom #SMX #32d WHAT YOU GET
  24. searchmarketingexpo.com @nxfxcom #SMX #32d ONE MORE
  25. searchmarketingexpo.com @nxfxcom #SMX #32d WHAT YOU GET
  26. searchmarketingexpo.com @nxfxcom #SMX #32d EXTENDING - TRENDS
  27. searchmarketingexpo.com @nxfxcom #SMX #32d EXTENDING – TRENDS - RESULT http://marketingland.com/google-trend-goldmine-117626
  28. searchmarketingexpo.com @nxfxcom #SMX #32d 2 MINUTE SPRINT My Top 6 Data Sources of 2015
  29. searchmarketingexpo.com @nxfxcom #SMX #32d 1. IMDB EVERYTHING http://www.imdb.com/interfaces Raw access to all the IMDB Data • Actors • Crews • Locations • Ratings • Movies • Reviews • Tag Lines • ….
  30. searchmarketingexpo.com @nxfxcom #SMX #32d 2. DATA.GOV http://www.data.gov 116,298 Datasets • Population • Crime • Businesses • Consumer complaints • Licenses • 911 Calls • Budgets • ….
  31. searchmarketingexpo.com @nxfxcom #SMX #32d 3. WIKIPEDIA http://en.wikipedia.org/wiki/Wikipedia:Database_download http://marketingland.com/leveraging-wikipedia-data-deeper-consumer-insights-82320 • Hourly page views • Location specific • Device segments • Change history • Article graph • Raw articles • ….
  32. searchmarketingexpo.com @nxfxcom #SMX #32d 4. SNAP http://snap.stanford.edu http://snap.stanford.edu/data/index.html • 34MM Amazon Reviews • 13MM G+ Edges • 476MM Tweets • And so much more
  33. searchmarketingexpo.com @nxfxcom #SMX #32d 5. SOCIALMENTION API http://www.socialmention.com/api/ • Blogs • Videos • Bookmarks • Comments • Events • Images • Audio • Q&A • Networks
  34. searchmarketingexpo.com @nxfxcom #SMX #32d 6. COMMON CRAWL CORPUS https://aws.amazon.com/datasets/41740 • The Internet (541 TB) • 5 Billion Pages • Link Analysis? • EVERYTHING!
  35. searchmarketingexpo.com @nxfxcom #SMX #32d

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