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Big Data and the Future of Marketing Today

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Presentation from SES Chicago 2012 urges marketers to learn from the Obama campaign and gives a quick way to build data-driven personas for marketing.

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Big Data and the Future of Marketing Today

  1. 1. Big Data and the Bryson Meunier Resolution Media Director, SEO StrategyFuture of Marketing (speaker logo)TodayGet Inside Your Customer’s Head:Research. Insight. DiscoveryChicago | November 12–16
  2. 2. Chicago | November 12–16, 2012 | #SESCHI @brysonmeunier
  3. 3. Chicago | November 12–16, 2012 | #SESCHI @brysonmeunier
  4. 4. Chicago | November 12–16, 2012 | #SESCHI The Future of Marketing“We could [predict] people who weregoing to give online. We could modelpeople who were going to givethrough mail. We could modelvolunteers.In the end, modeling becamesomething way bigger for us in ’12than in ’08 because it made our timemore efficient.”-Obama campaign stafferSource:: http://swampland.time.com/2012/11/07/inside-the-secret-world-of-quants-and-data-crunchers-who-helped-obama-win/#ixzz2C1dxX1oM @brysonmeunier
  5. 5. Chicago | November 12–16, 2012 | #SESCHIGeorge Clooney and Big Data @brysonmeunier
  6. 6. Chicago | November 12–16, 2012 | #SESCHIThe Future of Marketing @brysonmeunier
  7. 7. Chicago | November 12–16, 2012 | #SESCHIThe Future of Marketing @brysonmeunier
  8. 8. Chicago | November 12–16, 2012 | #SESCHIKeywords as Proxies for Consumer @brysonmeunier
  9. 9. Chicago | November 12–16, 2012 | #SESCHIKeywords as Proxies for Consumer• Is high volume keyword qualified? • Would a likely to buy prospect use it, even if it is the most popular? • Is keyword really most popular across the board?• Are there other keywords used in the buying cycle?• What other proxies for consumer could help us better understand prospect and motivations? • Demographics • Technographics • Psychographics, etc. @brysonmeunier
  10. 10. Chicago | November 12–16, 2012 | #SESCHIData as Proxies for Consumer• Aggregated and weighted data from hundreds of sources, including Hitwise, comScore, Google, etc• Opportunities foregrounded• Data humanized and made actionable through data-driven personas @brysonmeunier
  11. 11. Chicago | November 12–16, 2012 | #SESCHIClearTarget™ Process • Phase 1: Data Collection • Phase 2: Gap Analysis
  12. 12. Chicago | November 12–16, 2012 | #SESCHI ClearTarget™ Process • Phase 3: Behavior Analysis • Phase 4: Execution Strategy Discussion• Female Example searches:• Caucasian ‘mustang car rental’• $180,000/year ‘sports car rental charlotte’• Southeast ‘bentley rental’• 4 Children ‘luxury car rentals dc’ 12
  13. 13. Chicago | November 12–16, 2012 | #SESCHI Defining a Basic Digital Persona in Fifteen Minutes• Quantcast is easy way to define demographics and psychographics• Only works with URLs @brysonmeunier
  14. 14. Chicago | November 12–16, 2012 | #SESCHI Defining a Basic Digital Persona in Fifteen MinutesProduct: “Gravity” starringGeorge Clooney andSandra BullockBusiness objective: Targetpotential theatergoers andfill seats @brysonmeunier
  15. 15. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What content When do they are they engage and interested in? convert? How do they What are their look for my demographics? products & services? What Where do they devices do spend their they use and time online? for what? @brysonmeunier
  16. 16. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What are their demographics? Source: YouTube @brysonmeunier
  17. 17. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What are their demographics? Source: Google @brysonmeunier
  18. 18. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What are their demographics? Source: Bing Ad Intelligence @brysonmeunier
  19. 19. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What are their demographics? Mostly Female, 45- Mostly Male, Mostly Male, 54 45-54 45-54 @brysonmeunier
  20. 20. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes Source: What are their demographics? comScore Search Planner Where do they spend their time online? @brysonmeunier
  21. 21. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes Male, 45 Cleveland, OH What are their demographics? Senior Web Producer $105k 2 kids
  22. 22. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes When do they What content engage and are they convert? interested in? Gravity Reviews Trailer Cast Crew Genre George Sandra Alfonso Science Clooney Bullock Cuarón Fiction Source: Google Related Searches/ AdWords Keyword Tool @brysonmeunier
  23. 23. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes George Clooney Sandra Bullock Movies Movies 22k 27k How do they searches/month look for my searches/month products & services? Gravity Gravity 2,400 2,400 searches/month searches/month @brysonmeunier
  24. 24. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What devices do they use and Source: for what? Bing Ad Intelligence @brysonmeunier
  25. 25. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen Minutes What devices do they use and Source: for what? Bing Ad Intelligence @brysonmeunier
  26. 26. Chicago | November 12–16, 2012 | #SESCHIDefining a Basic Digital Persona in Fifteen MinutesStanMale, 45Cleveland, OHSenior WebProducer$105k2 childrenExample searches: Also visits: Media Consumption:‘gravity movie trailer’ YouTube TV and movie fan.‘sandra bullock movies’ Pinterest Digitally, mostly desktop, with minimal‘gravity movie reviews’ CBS Television smartphone and tablet Gawker.com usage
  27. 27. Chicago | November 12–16, 2012 | #SESCHISample strategies for Reaching Stan CBS TV ad Pinterest Create official and display page for film web site with buy focused trailer and on trailer reviews and dedicated pages for the actors and director @brysonmeunier
  28. 28. Chicago | November 12–16, 2012 | #SESCHIBenefits of Humanizing Data Quickly• Cut through the clutter and present story about aggregate population that’s actionable• Based on data, so should not suffer from stereotypes or limited sample• More holistic than basic keyword research, and gets at consumer intent• No waiting for traditional market research to be complete• Generally more effective and actionable than traditional market research @brysonmeunier
  29. 29. Chicago | November 12–16, 2012 | #SESCHIDrawbacks of Humanizing Data Quickly• Different data sources need to be compiled, aggregated and weighted before truly accurate and valuable• Need access to comScore, Hitwise, Compete or some other tool that can present keyword demographics, and they require resources• Works best with established brands and concepts that already have a lot of data @brysonmeunier
  30. 30. Chicago | November 12–16, 2012 | #SESCHIThank You! Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionmedia.com http://www.brysonmeunier.com http://www.resolutionmedia.com @brysonmeunier +Bryson Meunier @brysonmeunier

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