The document discusses how organizations can make data-driven decisions using platforms like Botify and Looker, emphasizing the importance of a centralized data approach for effective analytics. It highlights the challenges faced by marketing teams regarding data accuracy and accessibility, alongside predictions about the future of marketing analytics. Additionally, it outlines case studies that showcase the benefits of integrating SEO data with business metrics for improved performance and decision-making.

1. How to Make Data-Driven
Decisions Without a
Data Science Degree
May 5th, 2020

2. 2
Meryl Serouya
VP, Partner Strategy
Shohei Narron
Technology Alliances Manager
Thanks for joining us!

3. 3
$27M
in venture-backed
funding
180
people in
5 locations
500+
customers in
30 countries
Crawl
Render
IndexRank
Convert UNIFIED
DATA
AUTOMATED
TASKS
PRESCRIPTIVE
INSIGHTS
Botify is the enterprise SEO
platform that unlocks revenue
potential for your website by
serving as the interface that
automatically connects search
engines and websites.
Who is Botify?

4. Botify’s 5-step methodology
4
Macro Focus:
Holistic website
optimization
Render
Index
Convert
Your
Website
Conversions
Activate all critical
pages
Crawl
Rank
By optimizing
each step, you will
see incrementally
positive results
throughout

5. 5
What is Looker?
Google Cloud’s
cloud-native Enterprise
Data Platform
enabling secure
access to near
real-time data when
and where you need it.

6. 6
Looker Data Platform
In-database architecture | Semantic modeling layer | API-first & cloud native
Modern BI & Analytics
Easy access to trustworthy
data enables people to make
better, data-driven decisions
every day
Data-driven Workflows
Save time and money by
putting your data to work in
every part of your business
Custom Applications
Build the exact experiences
people need, making them
more effective and efficient
Integrated Insights
Without thinking about it,
everyone at the company can
make data-informed decisions

7. 7
On average, how much time do you spend
during a given week compiling and
preparing data before you can act on it?
❏ It’s instant
❏ Hours
❏ Days
❏ I’ve lost track
Poll Question

8. “...Hadoop...warmed us up
to the idea of something
other than a relational
database being relevant
to data...”
8
Operationalized Data
“The line between
operational and analytics
realms in the organization
is blurring.”
Progress in AI / ML
“...bringing...data science
to data analysts will drive
an increase in the number
of actual ML and AI
algorithms that go into
enterprise-level
production.”
Data Lakes Going Strong
...and more!
Data and analytics trends

9. 9
Knowledge of data
location
Data blending skills
Access to necessary data Self-service and self-reliance
Data and analytics accuracy Holistic data aggregation
These predictions assume a lot

10. 120 60%
Average number of
platforms used by a
marketing team at an
enterprise
13%
Of marketers are
confident they were
making the most of
their data using
existing systems and
processes
Netskope Cloud Report, August
2019
By 2023, 60% of
CMOs will slash the
size of their marketing
analytics departments
by 50% due to failure
to realize promised
improvements
Gartner “Predicts 2019:
Marketing Seeks a New
Equilibrium,”
Forbes insights, DATA VERSUS
GOLIATH Customer Data
Strategies To Disrupt The
Disruptors
10
Marketing data by the numbers

11. SEO has many
benefits
A Forrester Consulting Thought Leadership Paper
Commissioned By Botify
Realize Greater Revenue By Prioritizing SEO
Creating a strong SEO foundation is key to unlocking revenue
11

12. Search and customer intent
"Search is the greatest place to understand what
people want. No one lies to their search bars. It's a
treasure trove of data you're not going to get
anywhere else."
- Shawn Huber, T-Mobile, (during our webinar on Algo
Updates & volatility in organic search)
12

13. Search along the customer journey
RESEARCH
DISCOVER
PURCHASE
USE
ASK
ENGAGE

14. Optimize all opportunities
to engage a customer
WEB
DESIGN
USER
EXPERIENCE
CONTENT
MARKETING
PAID
MEDIA
Every single day,
everyone touching the
website is doing SEO,
whether they know it
or not. They are either
making multi-million
dollar decisions that
help SEO or hurt it.
— Jessica Bowman, author of
The Executive SEO Playbook
14
PERSONALIZATION
& TESTING
SOCIAL
MEDIA

15. 15
How often do you share data between
teams?
❏ Never
❏ On an ad-hoc basis (i.e. upon request)
❏ At a regular cadence
❏ It’s readily available to anyone at any time
Poll Question

16. Benefits of centralizing your data
16
There’s one place for
all relevant data - for
all users
Decrease in cost and
effort for self-service
analytics
Standard business
logic to ensure
consistency
!

17. But: centralization without standards
17
Standard business
logic to ensure
consistency
!
● No agreed-upon definition of data and calculations
● Each user creates their own definitions
● Some ask others to pull data for them
● Wasted time waiting for information; frustration
● Results are incomplete or incorrect
● Decisions made based on inconsistent information
● Decreased data and analytics ROI

18. Looker and Botify
Overlay your SEO data with your most important business
metrics for greater analysis and optimization of your
website performance.
● Holistic Insights: Break down data silos and gain a
better understanding of your multi-channel
performance by adding Botify SEO data into your
marketing data warehouse.
● Self-Serve: Go beyond traditional static reports - drill
into results, and keep asking new questions with
Looker’s flexible data exploration capabilities.
● Quick Deployment: Implement Looker’s analytics
template custom-built for Botify data to get started
in record time.
18

19. Automated, personal promotions: Past
convertible borrowers matched with currently
available convertibles.
Time-consuming analysis: In-house
analytics tool required hours of engineering
time to change simple metric or fine-tune a
chart.
Looker case study: Car Next Door
19
Outdated data: Data dumps were
requested via the data team, resulting in
delays and usage of outdated data.
Too many cooks: Analysis conducted on
spreadsheets with 20 collaborators
contained errors that went undetected,
distorting results.
Before Looker With Looker: Consolidated data and a single source of truth.
Car Next Door is an Australian peer-to-peer car rental startup
Marketing attribution: Attributing lifetime value
back to the query each user searched for, allowing
real-time cost per action adjustments.
Data-driven business cases. The ability to place ROI
on SEO projects makes future project buy-in and
resource allocation possible.

20. Botify + Looker: global retailer
Before Botify + Looker
No data standards: global SEO teams
representing different markets around
the world, each with their own distinct
ways of reporting on their regional data.
Siloed data: organic search data wasn’t
integrated with other key data sets such
as in-store revenue data.
Data hacks: incumbent data visualization
tool lacked flexibility which created a lot
of data “hacking” and inefficiencies
After Botify + Looker
Data standards: Aligned KPIs and
consistent view of metrics, regardless of
location, for a more accurate view of
global performance.
Centralized, actionable insights: a better
understanding of how SEO is contributing to
overall business performance and the ability to
spot channel trends and opportunities.
Efficiency: By automating data syncs
from Botify to Looker and setting up email
alerts of weekly reports, teams save
hours each week.
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21. 21

22. Q&A

23. Thank you!