Benjamin Spiegel - Big Data Presentation at ClickZ Live 2014 NYC #CLZNY
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My presentation from ClickZ Live 2014 in NYC on Big Data in Digital Advertising
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Benjamin Spiegel - Big Data Presentation at ClickZ Live 2014 NYC #CLZNY
- 1. Benjamin Spiegel Director, Search Operations GroupM/WPP @nxfxcom
- 3. AND I AM A HOARDER
- 4. SOCIAL, LOCAL, PAID, SEO, DISPLAY, ANALYTICS, RETAIL, COMMERCE... I KEEP IT ALL Benjamin Spiegel @nxfxcom
- 5. Benjamin Spiegel @nxfxcom AND IT SEEMS I AM NOT THE ONLY ONE…
- 6. TODAY I WANT TO GET YOU HOOKED ON DATA Benjamin Spiegel @nxfxcom
- 8. CON TODAY’S TYPICAL DIGITAL ORGANIZATION SEO PPC SOCIAL DISPLAY CRM EMAIL Benjamin Spiegel @nxfxcom
- 9. UNFORTUNATELY, THAT LEADS TO DATA SILOS :( Benjamin Spiegel @nxfxcom
- 10. SO TODAY I PRESENT YOU Benjamin Spiegel @nxfxcom
- 12. CHAPTER 1 CHANGING THE MINDSET Benjamin Spiegel @nxfxcom
- 13. CON FORGET ABOUT CHANNELS OR PRACTICES Benjamin Spiegel @nxfxcom
- 14. CON TODAY’S CONSUMERS “INTERACT” ACROSS CHANNELS & PLATFORMS Benjamin Spiegel @nxfxcom
- 15. SO... DO NOT SEPARATE YOUR DATA Benjamin Spiegel @nxfxcom
- 16. PAID SEARCH ORGANIC SEARCH SOCIAL MEDIA DIGITAL INSIGHTS OWNED MEDIA PAID MEDIA CONTODAY’S “DEFAULT" DATA SILOS Benjamin Spiegel @nxfxcom
- 17. CON CONSUMER CENTRIC DATA APPROACH Benjamin Spiegel @nxfxcom
- 18. CHAPTER 2 IDENTIFYING DATA SOURCES Benjamin Spiegel @nxfxcom
- 19. CON UNDERSTANDING THE CONSUMERS PATHS & BEHAVIORS Benjamin Spiegel @nxfxcom
- 20. CON UNDERSTANDING THE PATHS TO THE PLATFORMS & SITES Benjamin Spiegel @nxfxcom
- 21. CON UNDERSTANDING PLATFORM & SITE DETAILS Benjamin Spiegel @nxfxcom
- 22. CONDEFINE YOUR FINAL PLATFORMS & SITES Benjamin Spiegel @nxfxcom
- 23. CHAPTER 3 APIS, STORAGE AND DATA Benjamin Spiegel @nxfxcom
- 24. CON THE PROCESS IS ACTUALLY PRETTY SIMPLE Benjamin Spiegel @nxfxcom 4. DATABASE3. PROCESS2. API1. PLATFORM
- 25. CON FOR TODAY’S EXAMPLE LET’S CHOOSE YOUTUBE Benjamin Spiegel @nxfxcom
- 26. CON WHY WOULD YOU CHOOSE A SPECIFIC SOURCE? Benjamin Spiegel @nxfxcom - YouTube generates high volume of incoming referral traffic - The referral traffic generated by YouTube had a high conversion rate - 35% of google searches return a video - Large search volume on YouTube - YouTube is a top destination for this vertical - YouTube is a significant driver of traffic for competitors We decided to choose YouTube because:
- 27. CON THE FIRST YOUTUBE PROCESS Benjamin Spiegel @nxfxcom Select Video Keywords METRICSVIDEOSRESULTKEYWORD Save YouTube Rankings Store all Videos in DB Monitor Video Level Metrics
- 28. CON THE RESULTING YOUTUBE DATASET Benjamin Spiegel @nxfxcom VIDEOS ID yXg123 BRAND CLICKZ CREATED 2014-03-19 19:07:16 PUBLISHED 2014-03-16 22:12:49 KEYWORDS ID 9393 TERM Digital Marketing TAGS Digital, Unbranded, YouTube THEME ClickZ Live CREATED 2014-03-22 22:12:49 RANKINGS ID 248358 KEYWORD 9393 VIDEO yXg123 METRICS 253452 RANK 1 CREATED 2014-03-22 22:12:49 METRICS ID 253452 VIDEO yXg123 TITLE Video Title VIEWS 122 RATING AVG. 4 # RATINGS 12 # COMMENTS 6 # FAVORITES 3 # LIKES 2 # DISLIKES 3 CREATED 2014-03-22 22:12:49 COMMENTS ID 4295 VIDEO yXg123 USER UserXYZ COMMENT MY COMMENT CREATED 2014-03-22 22:12:49
- 29. CHAPTER 4 MASHUPS – HOW TO COMBINE IT Benjamin Spiegel @nxfxcom
- 30. CON CREATE THE ULTIMATE DATASETS BY EXTENDING YOUR DATA Benjamin Spiegel @nxfxcom
- 31. CON SO WHAT ABOUT MASHUPS? Benjamin Spiegel @nxfxcom SOCIAL METRICS ID 253452 VIDEO yXg123 FB SHARES 22 FB COMMENTS 122 TWEETS 4 LINKEDIN 12 CREATED 2014-03-22 22:12:49 In order to enhance your YouTube data you could collect Social Signals via the Platform’s APIs http://graph.facebook.com/URLHERE http://urls.api.twitter.com/1/urls/count.jso n?url=URLHERE etc..
- 32. CON SO WHAT ABOUT MASHUPS? Benjamin Spiegel @nxfxcom Or use a textual analysis service to add sentiment data to - Video Descriptions - Comments - Channels - User Profiles
- 33. CON GRANULARITY IS KEY! Benjamin Spiegel @nxfxcom ONE MORE THING! All of this Data is public data, which means there often are no date filters or ranges, the more often you update the data, the better insights & information you will have.
- 34. CHAPTER 5 AUTOMATION & INTELLIGENCE Benjamin Spiegel @nxfxcom
- 35. CON NOW THAT YOU HAVE THAT “BIG DATA” WHAT'S NEXT? Benjamin Spiegel @nxfxcom
- 36. IF (CONDITION) LET ME KNOW Benjamin Spiegel @nxfxcom
- 37. CON LEVERAGE BIG DATA FOR INTELLIGENCE Benjamin Spiegel @nxfxcom Show all users that have commented on videos of BrandX with a Sentiment of XYZ or more order by # of people that have user in circles Who is my Competitor’s top YouTube Influencer? Start translating business questions into programming rules Show Facebook, YouTube, Twitter, LinkedIn, up vote, comment activity rate by time of day What time of day provides the best social lift?
- 38. CON LEVERAGE BIG DATA FOR INTELLIGENCE Benjamin Spiegel @nxfxcom Check if percentage of comment with a sentiment score below x is higher than y Negative Comments Proactive monitoring! Perform the following checks on each update and alert me if condition is true Check if average week over week social growth is X % above norm Social / Viral Monitoring Check if there is a new videos for BrandX or BrandY Competitive Monitoring Check if any video that is not mine has received more than X views in the last hour Campaign Intelligence
- 40. CON VIRAL ENGAGEMENT BY DAY OF WEEK Benjamin Spiegel @nxfxcom
- 41. CON VIRAL ENGAGEMENT BY PLATFORM VS. COMPETITORS Benjamin Spiegel @nxfxcom
- 42. THIS WAS JUST YOUTUBE THE POSSIBILITIES ARE ENDLESS Benjamin Spiegel @nxfxcom
- 43. KEYPHRASE STRATEGY 2.0 (OLD BUT GOOD EXAMPLE) Benjamin Spiegel @nxfxcom
- 44. CON LET’S HAVE A LOOK AT A TRADITIONAL KEYPHRASE STRATEGY Benjamin Spiegel @nxfxcom
- 45. CON KEYPHRASE STRATEGY 2.0 Benjamin Spiegel @nxfxcom LET’S PLOT THAT
- 46. CON PLOT KEYWORDS AGAINST RANKINGS & CPC Benjamin Spiegel @nxfxcom
- 47. CON KEYPHRASE STRATEGY 2.0 Benjamin Spiegel @nxfxcom LET’S SIZE THEM BY SEARCH VOLUME
- 48. CON PLOT KEYWORDS AGAINST RANKINGS & CPC SIZED BY SEARCH VOLUME Benjamin Spiegel @nxfxcom
- 49. CON Benjamin Spiegel @nxfxcom LET’S COLOR THEM BY ENGAGEMENT KEYPHRASE STRATEGY 2.0
- 50. CON PLOT KEYWORDS AGAINST RANKINGS, CPC & VOLUME COLORED BY ENGAGEMENT Benjamin Spiegel @nxfxcom
- 51. CON Benjamin Spiegel @nxfxcom LET’S ADD A TRENDS FORECAST KEYPHRASE STRATEGY 2.0
- 52. CON KEYWORDS BY RANKINGS, CPC, VOLUME & ENGAGEMENT SHOWING TRENDS FORECAST Benjamin Spiegel @nxfxcom
- 53. CON Benjamin Spiegel @nxfxcom COMBINED DATA = STRATEGIC INSIGHTS KEYPHRASE STRATEGY 2.0
- 54. CON AUTOMATED DATA DRIVEN KEYPHRASE STRATEGY Benjamin Spiegel @nxfxcom ORGANIC PAID
- 55. MY FAVORITE 3 DATA SOURCES (AT LEAST THIS WEEK…) Benjamin Spiegel @nxfxcom
- 56. CON COMPETITIVE SEARCH DATA AND ADVERTISING INSIGHT Benjamin Spiegel @nxfxcom - Enterprise PPC Analysis - Competitive Impression Share - Competitive Monitoring - Improving QS and CTR - Gap Analysis - Monitor Visibility - Vertical Reports - API www.adgooroo.com
- 57. CON WEBSITE AUDITS [COMPETITIVE] AND CHANGE MANAGEMENT Benjamin Spiegel @nxfxcom - Enterprise Site Audits - Comparison Crawls - GEO Crawling - Link Auditing - Competitive Audits* - Content Mapping - API* deepcrawl.co.uk
- 58. CON PRO TIP COMPARISON REPORT Benjamin Spiegel @nxfxcom
- 59. CON COMPETITIVE INSIGHTS AND NOT PROVIDED SOLUTION Benjamin Spiegel @nxfxcom - Owned/Earned S&S - In & Out referrals - Top Pages* - Display Ads - Audience - GEO - Apps - API* www.similarweb.com
- 60. CON PRO TIP: SOCIAL REFERRALS BY ASSET Benjamin Spiegel @nxfxcom
- 61. CON PRO TIP: POPULAR PAGES Benjamin Spiegel @nxfxcom
- 62. ALMOST EVERYTHING HAS AN API... IF NOT, MAKE YOUR OWN… Benjamin Spiegel @nxfxcom