benjamin spiegel - big data presentation at clickz live 2014 nyc #clzny

Benjamin SpiegelDirector, Search Operations

GroupM/WPP

@nxfxcom

HELLO, I AM

BENJAMIN

AND I AM A

HOARDER

SOCIAL, LOCAL, PAID, SEO, DISPLAY, ANALYTICS, RETAIL,

COMMERCE...

I KEEP IT ALL

Benjamin Spiegel@nxfxcom

AND IT SEEMSI AM NOT THE ONLY ONE…

TODAY I WANT TO GET YOU

HOOKEDON DATA

CONTODAY’S TYPICALDIGITAL ORGANIZATION

SOCIAL

DISPLAYCRM

UNFORTUNATELY,THAT LEADS TO

DATA SILOS :(

SO TODAY

I PRESENT YOU

DATA HOARDERSGUIDE

TO THE INTERNET

CHAPTER 1CHANGING THE MINDSET

CONFORGET ABOUTCHANNELS OR PRACTICES

CONTODAY’S CONSUMERS “INTERACT” ACROSS CHANNELS & PLATFORMS

SO... DO NOTSEPARATE YOUR DATA

PAIDSEARCH

ORGANICSEARCH

SOCIALMEDIA

DIGITALINSIGHTS

OWNEDMEDIA

PAIDMEDIA

CONTODAY’S “DEFAULT" DATA SILOS

CONCONSUMER CENTRICDATA APPROACH

CHAPTER 2IDENTIFYING DATA SOURCES

CONUNDERSTANDING THECONSUMERS PATHS & BEHAVIORS

CONUNDERSTANDING THE PATHSTO THE PLATFORMS & SITES

CONUNDERSTANDINGPLATFORM & SITE DETAILS

CONDEFINE YOUR FINALPLATFORMS & SITES

CHAPTER 3APIS, STORAGE AND DATA

CONTHE PROCESSIS ACTUALLY PRETTY SIMPLE

4. DATABASE3. PROCESS2. API1. PLATFORM

CONFOR TODAY’S EXAMPLE

LET’S CHOOSE YOUTUBE

CONWHY WOULD YOU CHOOSEA SPECIFIC SOURCE?

- 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:

CONTHE FIRST YOUTUBEPROCESS

Select VideoKeywords

METRICSVIDEOSRESULTKEYWORD

Save YouTube Rankings

Store all Videos in DB

Monitor Video Level Metrics

CONTHE RESULTINGYOUTUBE DATASET

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

TAGSDigital, Unbranded, YouTube

THEME ClickZ Live

CREATED 2014-03-22 22:12:49

RANKINGS

ID 248358

KEYWORD 9393

VIDEO yXg123

METRICS 253452

RANK 1

CREATED2014-03-22 22:12:49

METRICS

ID 253452

VIDEO yXg123

TITLE Video Title

RATING AVG.

# RATINGS 12

# COMMENTS

# FAVORITES

# LIKES 2

# DISLIKES 3

CREATED2014-03-22 22:12:49

COMMENTS

ID 4295

VIDEO yXg123

USER UserXYZ

COMMENT MY COMMENT

CREATED2014-03-22 22:12:49

CHAPTER 4MASHUPS – HOW TO COMBINE

CONCREATE THE ULTIMATE DATASETS BY

EXTENDING YOUR DATA

CONSO WHAT ABOUT

MASHUPS?

SOCIAL METRICS

ID 253452

VIDEO yXg123

FB SHARES 22

FB COMMENTS 122

TWEETS 4

LINKEDIN 12

CREATED2014-03-22 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.json?url=URLHERE

CONSO WHAT ABOUT

MASHUPS?

Or use a textual analysis service to add sentiment data to

- Video Descriptions- Comments- Channels- User Profiles

CONGRANULARITY

IS KEY!

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.

CHAPTER 5AUTOMATION & INTELLIGENCE

CONNOW THAT YOU HAVE THAT “BIG DATA”

WHAT'S NEXT?

IF (CONDITION)LET ME KNOW

CONLEVERAGE BIG DATA FOR

INTELLIGENCE

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?

CONLEVERAGE BIG DATA FOR

INTELLIGENCE

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

INSIGHTS

CONVIRAL ENGAGEMENT BY

DAY OF WEEK

CONVIRAL ENGAGEMENT BY

PLATFORM VS. COMPETITORS

THIS WAS JUST YOUTUBE

THE POSSIBILITIES ARE ENDLESS

KEYPHRASE STRATEGY 2.0

(OLD BUT GOOD EXAMPLE)

CONLET’S HAVE A LOOK AT A TRADITIONAL

KEYPHRASE STRATEGY

CONKEYPHRASE STRATEGY 2.0

LET’S PLOT THAT

CONPLOT KEYWORDS AGAINST

RANKINGS & CPC

CONKEYPHRASE STRATEGY 2.0

LET’S SIZE THEMBY SEARCH VOLUME

CONPLOT KEYWORDS AGAINST RANKINGS & CPC

SIZED BY SEARCH VOLUME

LET’S COLOR THEM

BY ENGAGEMENT

CONPLOT KEYWORDS AGAINST RANKINGS, CPC & VOLUME

COLORED BY ENGAGEMENT

LET’S ADD A TRENDS

FORECAST

CONKEYWORDS BY RANKINGS, CPC, VOLUME & ENGAGEMENT

SHOWING TRENDS FORECAST

COMBINED DATA=

STRATEGIC INSIGHTS

CONAUTOMATED DATA DRIVENKEYPHRASE STRATEGY

ORGANIC

MY FAVORITE 3

DATA SOURCES(AT LEAST THIS WEEK…)

CONCOMPETITIVE SEARCH DATA AND

ADVERTISING INSIGHT

- Enterprise PPC Analysis

- Competitive Impression

- Competitive Monitoring

- Improving QS and CTR

- Gap Analysis

- Monitor Visibility

- Vertical Reports

- APIwww.adgooroo.com

CONWEBSITE AUDITS [COMPETITIVE] AND

CHANGE MANAGEMENT

- Enterprise Site

Audits

- Comparison Crawls

- GEO Crawling

- Link Auditing

- Competitive

Audits*

- Content Mapping

- API*deepcrawl.co.uk

CONPRO TIP

COMPARISON REPORT

CONCOMPETITIVE INSIGHTSAND NOT PROVIDED SOLUTION

- Owned/Earned S&S

- In & Out referrals

- Top Pages*

- Display Ads

- Audience

- Apps

- API*

www.similarweb.com

CONPRO TIP:SOCIAL REFERRALS BY ASSET

CONPRO TIP:POPULAR PAGES

ALMOST EVERYTHING HAS AN API...

IF NOT, MAKE YOUR OWN…

THANK YOU

benjamin spiegel - big data presentation at clickz live 2014 nyc #clzny

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