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Tweak Geeks #FOS15

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What tools to use and how to get creative as a search marketer to become the next cmo... at Friends Of Search Conference 2015 in Amsterdam

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Tweak Geeks #FOS15

  1. 1. <tweak geeks> 1 © Pascal Fantou @pascalfantou http://q48.de
  2. 2. Get your body and brain ready… And say hello to the person next to you. And please say: I’m so sorry… Conrobic - wake up! 2
  3. 3. Pascal Fantou ‣ Life • married, 4 Kids (same wife, met my wife online in 1999) , Munich • Background: IT, Marketing, 
 Philosophy, systemic Coaching • played high level German League Basketball ‣ Work • Growth Hacking / Data Driven Marketing 
 (Attraction, Conversion, Engagement, Retention) • first Homepage in 1993 • Microsoft, Dt. Telekom, FOCUS, Scout24, Pro7, Beiersdorf, Audi, O2, Payback ... • Speaker and Moderator (SMX, SEC, SES, imc, a4u, PubCon, Internet World, SEO Day, SEO Campixx ...) 3
  4. 4. Exponential growth is often a result of a knowledge mix What is Growth Hacking? 4 Growth
 Hacker IT Marketing
  5. 5. Missing one part is crucial for future development Three parts of tomorrows CMO 5 Growth IT Marketing Data ‣ Do my Cookies really work across devices? ‣ Which channel cannibalizes my TV spend? ‣ Can I trust the data I use every day? ‣ What will be my careers next step? CMO Questions
  6. 6. well that’s interesting… Work of Todays Search Marketers 6 Growth IT Marketing Data
  7. 7. Prepare for your new role by getting the info you would need and preparing the innovations you could do Expand your Perspective ‣ Understand your Business Model ‣ Get the data and the mechanics outside of your home channel ‣ Expand your Classical Tools ‣ Automate to save time ‣ Get creative, play around! 7
  8. 8. Actions Strategy Objectives / Goals Mission Strategy Map by Kaplan / Norton The Companys Strategic Context 8 Vision Which projects and processes are getting us closer to our goals? Which are not?
 Who is in charge, who is working on it? Which goals match our strategy?
 How do we know that we matched our goals?
 Which adoptions or KPI do we need? What’s our core competence?
 How do we create value for our customers?
 Which milestones do we need to achieve? Why do we exist? 
 What do we believe?
 What are our core values? Were are we going to? 
 What could be an ideal future for us?
  9. 9. of a random e-commerce site Classic Business Model 9 Revenue Conversion Visitor
  10. 10. Growth of the KPI „total revenue“ is typically achieved 
 in these two areas We want more Revenue 10 more revenue Conversion more Visitors more revenue better Conversion Visitors
  11. 11. the main growth areas are connected to to a positive overall user experience with connected units Todays growth fields 11 more revenue Conversion Returning Visitors becoming evangelists more revenue Conversion Word-of-Mouth Visitors
  12. 12. Use the Technology Adoption Curve to explain how new technologies are adopted Where is your product / company? 12 Innovators Early Adopters Early Majority Late Majority Laggards TheChasm Early Market Crossing the Chasm Mainstream Market Late Market
  13. 13. Did you know your preferred Mobile Operating System can can tell something over your relation history? and Data… 13
  14. 14. okcupid combined data analysis with online PR to get reach Data can be sexy 14 http://blog.okcupid.com/index.php/dont-be-ugly-by-accident/
  15. 15. Orders are down? Why? email provider blacklist! The time to track down the real issue went down from around 2 weeks to 4-8 hours. In 2005. Data Analysis pays the bill. 15
  16. 16. You will only have success when your IT cannot fool you. And they will try. So do your homework. Get your technical skills ready ‣ JavaScript ‣ Regular Expressions ‣ APIs ‣ Browser Automation 16
  17. 17. is a so called Scripting Language meaning it will only be processed, when the script arrives in the browser JavaScript ‣ Examples • window.alert("Hello World"); • var confirmed = window.confirm("Please confiirm"); • /* Comment */ ‣ Important: • JavaScript: Browser (mostly, apart from node.js) • Java: Server (mostly, apart from Applets, Apps) 17
  18. 18. Is a kind of Macro written in JavaScript and can be called as a Bookmark in your browser Bookmarklets ‣ Beispiel: Wikipedia Nachschlager • javascript:Qr=document.getSelection();if(!Qr) {void(Qr=prompt('Search:',''))};if(Qr)location.href='http:// en.wikipedia.org/w/index.php?search='+escape(Qr); ‣ Installation • Add a new Bookmark / Favorite. • Choose a name. • Copy the Code Snippet into the URL Field. ‣ Use it, Adopt it • Select a word on any website with your mouse. • Click on the new Bookmark. • Wikipedia will show his entry. • And now think of your own repeating tasks and adopt. 18 http://en.wikipedia.org/wiki/Bookmarklet
  19. 19. So use it to do your recurring tasks… JS is used in Adwords Scripts function main() { // High Impressions + low CTR var keywordIterator=AdWordsApp .keywords() .withCondition("CampaignName CONTAINS '#'") .withCondition("Impressions > 1000") .withCondition("Ctr < 0.0005") // 0,05 % CTR .forDateRange("LAST_30_DAYS") .orderBy("Clicks DESC") .get(); while(keywordIterator.hasNext()) { var keyword=keywordIterator.next(); keyword.pause(); keyword.applyLabel("AutoPaused: HI-LC"); } } 19
  20. 20. A regular expression, (RegExp or Regex) often called a pattern, is an expression used to specify a set of strings required for a particular purpose. Regular Expression ‣ Characters • . Matches any single character • /d only numbers ‣ Quantification • ? zero or one time {0,1} • * zero or more times {0,} • + one or more times {1,} ‣ Alternatoren und Verneinung • | or • ^ not the following pattern ‣ Groups • ( ) Result • [ ] Group of Chars • { } Length 20 http://en.wikipedia.org/wiki/Regular_expression
  21. 21. They are needed to select and separate data streams Regexp Examples ‣ i.e. Filter rules in Google Analytics ‣ Log File analysis ‣ E-Mail Rules ‣ http://regexper.com/#%2Fbb%7C%5B%5Eb %5D%7B2%7D%2F 21
  22. 22. is a way that machines can talk to each other with some standard language patterns i.e. REST Application Program Interface API ‣ facebook Open Graph ‣ foursquare • ok but why should I care? • fanpage quiz post with multiple thousand responses, find comment of the winners with their facebook ID 22
  23. 23. without implementing new tools Simple Example 1: Stalking Robots ‣ why tracking access to robots.txt? • find how often search engine robots hit them (obvious) • find scraping tools and their IPs • track hosts, ports and protocols for DC ‣ getting real time information of page access • see indexing speed at different phases • learn how to trigger robot visits • manage your crawling budget 24
  24. 24. a little bit simplified for you to get the idea robots.php - Two Approaches ‣ Add the Type in htaccess / http.conf • AddType application/x-httpd-php .txt • in robots.txt • <?php //do crazy stuff ?>
 User-agent: *
 Disallow:/ ‣ URL Rewriting • RewriteRule ^robots.txt$ /robots.php [NC,L] • in robots.php • <?php 
 header("Content-type: text/plain");
 //do crazy stuff 
 
 ?> 25
  25. 25. with the measurement protocol you can track users without executing the Javascript Snippet Just use Google Analytics 26
  26. 26. Use the new time to be creative Automate repeating tasks ‣ Selenium • Selenium automates browsers. That's it. What you do with that power is entirely up to you. ‣ IFTTT.com • Put the internet to work for you. ‣ PHPUnit / Allure • Track all Conversion Pixels through all possible tracking Combinations before and after each IT-Release 27
  27. 27. After each release, you can let machines check, if all tracking information was set-up in a correct way Automate Testing your Pixels 28 Dummy screenshot - real data under NDA
  28. 28. Some things are not as they seem…
  29. 29. Dont’t tweet, don’t tell! Scary Demo - and a possible relief 30
  30. 30. One more thing
  31. 31. 32 75%of you colleagues will not change their work tomorrow at all. 24% will change one thing. but you can be in the 1% changes two things. And your neighbor, you say sorry to in the beginnig? Well… say sorry again.
  32. 32. 33
  33. 33. </tweak geeks> 34 © Pascal Fantou @pascalfantou http://q48.de thank you!

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