Cheemin presented at the Content Marketing World on using data insights. Her presentation discussed how tools can reveal patterns in large amounts of noisy data to define problems and find insights. She provided examples of how companies used data insights about customer behavior patterns, day/location slicing patterns, and community patterns to improve awareness, consideration, conversion and loyalty metrics. The key takeaway is to let tools reveal patterns in data, define problems, predict outcomes, and continuously test and optimize strategies.

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Cheemin
was
my
co-­‐
presenter
at
the
Content
Marke7ng
World.
Here
is
her
presenta7on.
Check
it
out!

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Cheemin
Bo-­‐Linn
President
cheemin@peritusp.com

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Another
Perspec7ve…
Using
Data
Insight

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Volume
Variety
Velocity
+
=
Noisy
Data
Insight

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Let
Tools
reveal
pa,erns”
All
Associa3ons
Every
combina3on
Ad
hoc
...help
define
the
problem
Before:
OLAP,
SQL,
BI,BA,
Hadoop,
and
now
new
tools

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Discover
true
customer
behavior
pa8erns
…
New
discoveries!

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“informa?on
is
not
knowledge
and
data
without
context
is
just
organized
informa?on.’’
Albert
Einstein

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Contextual
Content
Data
Marke?ng
“Reaching a user with
messaging that is
relevant to what they
are doing in that very
moment”…
Group Search Director of Neo@Ogilvy

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Case
studies:
Big
data
+
Content
Awareness
Considera?on
Conversion
Loyalty

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Awarenessà
Considera?onà
Conversionà
Loyalty
Problem:
Less
prospects
Data
Insight:
New
“
Voice”
paTerns
Metrics:
Customer
sa7sfac7on
Result:
Y-­‐to-­‐Y
New
customers
15
%
score
improvement
• Click
words/values
from
the
Sentence
Content
List,
• The
List
narrows
to
reveal
the
associa7ons
and
frequencies
• Selected
words
are
highlighted
in
context
in
the
relevant
content
(Tweets,
Ar7cles,
Documents,
etc.)

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Awarenessà
Considera?on
à
Conversionà
Loyalty
Problem:
Low
conversion@
high
cost
Data
Insight:
New
“day/geo”
slicing
paTerns
Metric:
Y-­‐to
Y
CPL
,
CTR
Result:
4
months
$9k
ad
savings
>
25%
leads
/44%
conversions

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Awareness
àConsidera?on
à
Conversion
àLoyalty
Problem:
Limited
insight.
45/
65m
use
cloud,
mobile,
digital
services
Data
Insight:
New
“community”
paTerns
Metric:
Sales
Result:
Democra7zed
data
10k
user
generated
content
>
sales
65%

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KEY
TAKEAWAY
Let
Tools
•
reveal
paTerns
• define
problem
• predict
Test
and
Op?mize
NEVER
END…

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WHO
is
king?
Content
or
Big
Data?

15. #cmworld
Data
is
KING

16. #cmworld
Content
is
QUEEN