Technology & search how to leverage apps and data (search university)

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How to leverage apps and data to make your life as search marketer easier

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Technology & search how to leverage apps and data (search university)

  1. 1. Technology & SearchLeveraging apps and dataSearch University, June 2012 Jonathan Van Parys Technology Lead at Semetis
  2. 2. Data
  3. 3. Lots of Data Percent of CMOs reporting underpreparedness 50% Data explosion 71% Social media 68% Growth of channel and device choices 65% Shifting consumer demographics 63% Financial constraints 59% Decreasing brand loyalty 57% Growth market opportunities 56% ROI accountability 56% Customer collaboration and influence 56% Privacy considerations 55% Global outsourcing 54% Regulatory considerations 50% Corporate transparency 47%
  4. 4. Accessible Data data.gov.be
  5. 5. Timely Data.
  6. 6. Flexible Data
  7. 7. Definitive Data
  8. 8. “Marketing is the new finance. In the1960s and 1970s we got interestingdata. So we saw huge gains inunderstanding performance in thefinance industry.”“I think marketing is in the same place.“Hal Varian, Chief Economist at
  9. 9. “Internet search data could become animportant tool for economic analysis”
  10. 10. Big Data vs. SMALL DATA Computer-readable ≠ human-readable.To fully benefit from this data, we need to build the right applications around it.
  11. 11. ExamplesLeveraging apps and data
  12. 12. Search data & trending topics
  13. 13. Search data & trending topics
  14. 14. Search data & trending topicsWe use impression data, evolution and speed of evolutionto identify trending topics.
  15. 15. Search data performance monitoringAdditionly+Lightning-fast monitoring and reportingfor Google AdWords
  16. 16. Live Demo
  17. 17. Search data performance monitoringAdditionly+Request an inviteadditionly.com
  18. 18. easier fasterMORE FUN
  19. 19. How To GuideMaking the most of web data
  20. 20. 1. Identify key things you want to track What needs day-to-day monitoring? What would benefit from automatic analysis? What do I still track in a clumsy way?
  21. 21. 2. Collect the right data ?source=primary-nav ?source=record-in-brief
  22. 22. 3. Build the right interface and analytics Data alone is not enough. Data needs poetry. — Brendan Dawes
  23. 23. The interface needs to identify what’s worth saying and help say it intelligibly.Infoviz AnalyticsNavigation
  24. 24. 4. Kick ass in no timeWhat’s your app gonna be?

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