Day 2, session 10, benjamin spiegel
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Benjamin Spiegel, Director of Search Operations at Catalyst Online, discusses how big data can drive search by combining multiple data sources. He outlines a process for connecting different data sources, storing and aggregating the data, and visualizing it with business intelligence tools. Spiegel then provides examples of visualizing and analyzing keyword strategy, organic rankings, and paid search data to identify opportunities for a brand to improve consumer connections through search.
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SEMPO CITIES KANSAS CITY | The KC Search Conference
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1. Establishing reasonable and mutually agreed KPIs to guide tactics, such as goals for traffic growth, awareness, conversions, or costs per acquisition.
2. Using tools like Facebook Ads to measure community engagement and brand awareness across dimensions like concepts and competitors.
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Day 2, session 10, benjamin spiegel
- 1. #ID2013 DRIVING SEARCH WITH BIG DATA Benjamin Spiegel Director, Search Operations
- 2. #ID2013 Who am I? Benjamin Spiegel Director, Search Operations Catalyst Online Twitter: @nxfxcom Email: benjamin.spiegel@groupm.com URL: www.catalystsearchmarketing.com Likes • Search • Analytics • Data • Caffeine Dislikes • PowerPoints • Presentations • Public speaking • Plus…
- 3. #ID2013 ORGANIC PAID SOCIAL Data Silos
- 4. #ID2013 Data Sources and many more…
- 5. #ID2013 So What Can You Do?
- 6. #ID2013 API Process 1. Determine the data sources – Translate Business needs into KPIs and determine who has the metrics 2. Build connecters & adapters – Develop automated collection methods to collect the raw data 3. Store and aggregate the data – Choose a flexible storage and aggregation method to manipulate and prepare the data. 4. Visualize & explore with BI Tools – Connect your data to a visualization / BI Tool do filter, segment and analyze.
- 7. #ID2013 So What Does That Mean For Me?
- 9. #ID2013 How Can We Make That Better?
- 11. #ID2013 Lets Dig A Little Deeper And Let’s Size Them By Interest
- 13. #ID2013 Okay, How About Coloring Them By Bounce Rate?
- 15. #ID2013 How About Incorporating Google Trend Forecast With Icons
- 18. #ID2013 BrandX Wanted to create consumer connections with 50% of all searchers. They Are Currently connecting with only 15% of all searchers Case Study
- 20. #ID2013 So What Do They All Have In Common?
- 23. #ID2013 So how do we decide where to play?
- 24. #ID2013 Gave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLs 1. We Took ~4000 Key Phrases And Collected The Top 20 Rankings For Each Term
- 25. #ID2013 2. We Then Collected Audience Data For All Keyphrases From Compete, Comscore, And DoubleClick
- 26. #ID2013 3. We Analyzed The Sentiment Of All The Discovered URLs
- 27. #ID2013 4. Analyzed And Organized Inbound Links By Traffic, Quality, And Authority
- 28. #ID2013 5. This Leaves Us With Over 63 Points Of Data Per Domain
- 29. #ID2013 6. We Then Filtered The URLs To Remove Sites That • Did not align with the target audience • Had low engagement • Could not be influenced • Have low social or link authority
- 30. #ID2013 Referral pages per Visit Visibility(AvgRank|# Results) 7. This Left Us With Around 170 Highly Engaged & Highly Targeted Sites.
- 31. #ID2013 Referral pages per Visit Visibility(AvgRank|# Results) BrandX Is Now Visible On
- 32. #ID2013 Based On All Primary Keyphrases, ~60% Of All Results Contained Brand Mentions For Our Brand. Result
- 33. #ID2013 Thank you! Benjamin Spiegel Director, Search Operations
Editor's Notes
- MAKING DECISIONS
- SO WHY NOT ADD SOME MORE KEYWORDS