This document discusses leveraging apps and data from technology searches. It notes that 50% of CMOs report feeling underprepared for issues like the data explosion, growth of channels and devices, and shifting demographics. It presents data on areas causing concerns for marketers and highlights the need to build applications to make data human-readable and actionable. Examples are given of using search data to identify trending topics and monitor search performance. An app called Additionly+ is demonstrated for real-time Google Ads reporting. The document provides a how-to guide for making the most of web data by identifying key metrics, collecting the right data, building interfaces and analytics, and creating useful applications quickly.

1. Technology & Search
Leveraging apps and data
Search University, June 2012
Jonathan Van Parys
Technology Lead at Semetis

2. Data

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. Accessible Data
data.gov.be

5. Timely Data.

6. Flexible Data

7. Definitive Data

8. “Marketing is the new finance. In the
1960s and 1970s we got interesting
data. So we saw huge gains in
understanding performance in the
finance industry.”
“I think marketing is in the same place.“
Hal Varian, Chief Economist at

9. “Internet search data could become an
important tool for economic analysis”

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. Examples
Leveraging apps and data

12. Search data & trending topics

13. Search data & trending topics

14. Search data & trending topics
We use impression data, evolution and speed of evolution
to identify trending topics.

15. Search data performance monitoring
Additionly+
Lightning-fast monitoring and reporting
for Google AdWords

16. Live Demo

17. Search data performance monitoring
Additionly+
Request an invite
additionly.com

18. easier
faster
MORE FUN

19. How To Guide
Making the most of web data

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. 2. Collect the right data
?source=primary-nav
?source=record-in-brief

22. 3. Build the right interface and analytics
Data alone is not enough.
Data needs poetry.
— Brendan Dawes

23. The interface needs to identify what’s worth
saying and help say it intelligibly.
Infoviz Analytics
Navigation

24. 4. Kick ass in no time
What’s your app gonna be?