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


BUT


CONTODAY’S TYPICALDIGITAL ORGANIZATION

SEO

PPC

SOCIAL

DISPLAYCRM

EMAIL


UNFORTUNATELY,THAT LEADS TO

DATA SILOS :(


SO TODAY

I PRESENT YOU


THE

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

VIEWS 122

RATING AVG.

4

# RATINGS 12

# COMMENTS

6

# FAVORITES

3

# 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

IT


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

etc..

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


CON


LET’S COLOR THEM

BY ENGAGEMENT


CONPLOT KEYWORDS AGAINST RANKINGS, CPC & VOLUME

COLORED BY ENGAGEMENT


CON


LET’S ADD A TRENDS

FORECAST


CONKEYWORDS BY RANKINGS, CPC, VOLUME & ENGAGEMENT

SHOWING TRENDS FORECAST


CON


COMBINED DATA=

STRATEGIC INSIGHTS


CONAUTOMATED DATA DRIVENKEYPHRASE STRATEGY


ORGANIC

PAID

MY FAVORITE 3

DATA SOURCES(AT LEAST THIS WEEK…)


CONCOMPETITIVE SEARCH DATA AND

ADVERTISING INSIGHT


- Enterprise PPC Analysis

- Competitive Impression

Share

- 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

- GEO

- 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
