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#ID2013

DRIVING SEARCH

WITH BIG DATA

Benjamin Spiegel
Director, Search Operations
#ID2013
Who am I?
Benjamin Spiegel
Director, Search Operations
Catalyst Online
Twitter: @nxfxcom
Email: benjamin.spiegel@groupm.com
URL: www.catalystsearchmarketing.com

Likes
•
•
•
•

Search
Analytics
Data
Caffeine

Dislikes
•
•
•
•

PowerPoints
Presentations
Public speaking
Plus…
#ID2013

Data Silos

ORGANIC

PAID

SOCIAL
#ID2013

Data Sources

and many more…
#ID2013

API Process
1. Determine the data sources
– Translate Business needs into KPIs and determine who has the metrics

2. Build connecters & adapters
– Develop automated collection methods to collect the raw data

3. Store and aggregate the data
– Choose a flexible storage and aggregation method to manipulate and prepare the
data.

4. Visualize & explore with BI Tools
– Connect your data to a visualization / BI Tool do filter, segment and analyze.
#ID2013

So What Does That Mean For
Me?
#ID2013

Key Phrase Strategy
Organic Rank

#ID2013

Current CPC
#ID2013

Lets Dig A Little Deeper And
Let’s Size Them By Interest
Organic Rank

#ID2013

Current CPC
#ID2013

Okay, How About Coloring
Them By Bounce Rate?
Organic Rank

#ID2013

Current CPC
#ID2013

How About Incorporating Google
Trend Forecast With Icons
Organic Rank

#ID2013

Current CPC
Organic Rank

#ID2013

Organic

Paid

Current CPC
#ID2013
CASE STUDY

BrandX Wanted Visibility On 50%
Of All Results For Primary
Keyphrases
Currently Visible on 20%
#ID2013

1. We Took ~4000 Key Phrases
And Collected The Top 20
Rankings For Each Term

Gave Us 67,000 Unique URLs
#ID2013

2. We Then Collected Audience Data
For All Keyphrases From Compete,
Comscore, And DoubleClick
#ID2013

3. We Analyzed The Sentiment Of
All The Discovered URLs
#ID2013

4. Analyzed And Organized
Inbound Links By Traffic, Quality,
And Authority
#ID2013
5. This Leaves Us With Over 63 Points
Of Data Per Domain
#ID2013
6. We Then Filtered The URLs To
Remove Sites That
•
•
•
•

Did not align with the target audience
Had low engagement
Could not be influenced
Have low social or link authority
#ID2013

Visibility (Avg Rank | # Results)

7. This Left Us With Around 170 Highly
Engaged & Highly Targeted Sites.

Referral pages per Visit
#ID2013
Result

Based On All Primary Keyphrases,
~60% Of All Results Contained
Brand Mentions For Our Brand.
#ID2013

Thank you!

Benjamin Spiegel
Director, Search Operations

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