The power of recombinant data in search marketing

Transcription

1 The power of recombinant data in search marketing

2 Every day, we create 2.5 quintillion bytes of data - so much that 90% of the data in the world today has been created in the past two years alone. - IBM

3 The average marketing department uses as many as 51 different systems - econsultancy

4 The weakness of single marketing tools Each tool collects its own dataset and no single tool collects all of the data. Rather, each collects a different % of the available data. General tools collect shallow data sets that fulfil the e ui e e ts to delive the se vi e. They do t necessarily collect depths of data. People use tools based on preference and familiarity.

5 Data is nice recombinant data is better Recombinant: combining multiple data sources to produce insights and outcomes not available through the individual data sets alone The value in data is rows and columns The more attributes the more behavioural and unique data you have

6 Recombinant data in search More than 500 individual metrics

7 Data is nice recombinant data is better

8 Finding out why something happened

9 Total Conversions

10 Understanding demand

11 Conversions and search trends

12 Daily Rainfall Data

13 Conversions, search trends and rainfall

14 Predictive Predictive If there is 60mm of rain and we bid X We predict there will be 110 sales

15 Finding out what to do

16 Recombinant data in search Organic keyword impressions Organic page impressions Organic page sessions 1. Searches you are seen for and get good traffic from 2. Searches you are seen for but get little traffic from

17 Recombinant data in search Organic keyword impressions Organic page impressions Organic page sessions 1. Searches you are seen for and get good traffic from 2. Searches you are seen for but get little traffic from 3. Sea hes you a e t ei g see fo ut should e Related search listings

18 Recombinant data in search Organic keyword impressions Competitor rankings Organic page impressions Organic page sessions Adwords keyword competition 1. Searches you are seen for and get good traffic from 2. Searches you are seen for but get little traffic from 3. Sea hes you a e t ei g see fo ut should e 4. Low hanging fruit with high demand, little competition; a d that you a e t ei g see fo ut should e Related search listings

19 Recombinant data in search Organic page impressions Organic page sessions Related search listings Competitor rankings Adwords keyword competition Social profiles Retweet ratio Social topics URL share ratio Organic keyword impressions Commercially beneficial industry influencer(s) most likely to share your content, what kind of content that should be, whether you have that content on your site, how well it is performing, how competitive a search market it is and who else has that kind of content.

20 A race to arms and liberation

21 The race for effective marketing Impressions Average rank Reach Device type Location Links Tweets Relevancy User journeys Technical health Keyword groups User demand Penalties Suppressions Sentiment Reviews

22 The race for effective marketing Keywords Long/short tail Relevance Competitive rating Content Duplication Relevance Hierarchy Technical SEO Page speed Code hierarchy Mark up Outreach Links Influencers SEO Metrics Average rankings Impressions CTR Footprint Competitors Keywords Strategies Performance Penalties Algorithmic penalties Manual penalties Tactics Customer match Remarketing Display Competitors Keywords Strategies Performance Keywords Long/short tail Relevance Competitive rating PPC Metrics Average rankings Impressions CTR Quality score Ad extensions Sitelinks Reviews Locations Landing page Relevance Technical health

23 The average marketing department uses as many as 51 different systems - econsultancy

24 The race for effective marketing 1,000s of marketing platforms What kind of day is he having? What does he like doing? What is he good at? 75% 1,000s of tactics and metrics - Analysis - Insight - Prioritisation - Action 1,000s of channels analysis 25% doing

25 The race for effective marketing 1,000s of marketing platforms 25% 1,000s of tactics and metrics - Repetitive analysis - Insight - Prioritisation 1,000s of channels - Analysis - Action analysis 75% doing

26 Thank you