Analytics Toolbox - #SMX West 2015 - Benjamin Spiegel
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Transcript of Analytics Toolbox - #SMX West 2015 - Benjamin Spiegel
SMX WEST, SAN JOSE CA
What's In My Analytics
Toolbox
Benjamin Spiegel
Managing Partner, VP InnovationCatalyst / GroupM
@nxfxcom
searchmarketingexpo.com@nxfxcom
#SMX #32a
The data we used to look at was simple and mostly structured,
1-dimensional and sources were few
• Log Files
• Web Analytics
• Link Analytics
• Banner Clicks
• Affiliate Platform
• Sales Data
THINGS USED TO BE SIMPLE
searchmarketingexpo.com@nxfxcom
#SMX #32a
ONE DIMENSIONAL
Date/Time Dimension Metric
January 1st 2001 Source = “Yahoo” 120 Visits
February 15th 2002 Link ID = 12 75% Conversion rate
April 10th 2003 – 15:11 PM Keyword = “Search Agency” 5% Click Through Rate
June 2nd 2005 – 11:09 AM EST Product = “Shiny Shampoo” $12
6/6/2005 Direct 5:12 avg. Visit time
searchmarketingexpo.com@nxfxcom
#SMX #32a
Evolving - 1+1=5
This is leading to new
metrics and lenses
• View-through rate
• Organic Lift
• Response Rate
• Open Rate
• Klout Score
• Social Shares
• Annotation Close rate
• …
searchmarketingexpo.com@nxfxcom
#SMX #32a
2013 TOOLBOX
searchmarketingexpo.com@nxfxcom
#SMX #32a
Too many tools that
just did not fit together
• Text Analytics
• Competitive Data
• 1st/2nd and 3rd party data
• Panel
• Real-time
• Owned vs. Earned
• Media Data
• Impression Data
• Offline Data
searchmarketingexpo.com@nxfxcom
#SMX #32a
Putting Business Questions first!
• Is my media managed effectively?
• What are my competitors doing?
• Am I playing in the right arena?
• Does my Innovation have a purpose?
• Do I need to increase investment?
• How can I get more for less?
• Is my content connecting with consumers?
• Simply put: Am I winning?
2014 RESET – OUT WITH THE TOOLS
searchmarketingexpo.com@nxfxcom
#SMX #32a
In this world, the focus of our toolbox is
• Enabling Innovation through discovery
• Strategic technology investments
• Broader data access for everyone
• Leveraging technologies
• Injecting IP / Unique Data
• Leveraging 3rd and 2nd party data
• Visual Storytelling
• Enabling non-IT solutions
searchmarketingexpo.com@nxfxcom
#SMX #32a
NEW PRIORITIES
searchmarketingexpo.com@nxfxcom
#SMX #32asearchmarketingexpo.com@nxfxcom
#SMX #32a
OUR APPROACH
Insights &
Action
Acquisition
Modeling
Visualization
Management
searchmarketingexpo.com@nxfxcom
#SMX #32a
We were looking to acquire data from • Multiple databases
• Flat files
• Web APIs
• Unstructured
• Real-time
• Behavior
• Models
• Text (Lots of if)
• Binary
AQUISITION
Insights &
Action
Acquisition
Modeling
Visualization
Management
searchmarketingexpo.com@nxfxcom
#SMX #32a
We want to leverage
• Machine learning
• Predictive
• Linguistic
• Regression
• Clustering
• Sentiment
• Behavioral
MODELING
Insights &
Action
Acquisition
Modeling
Visualization
Management
searchmarketingexpo.com@nxfxcom
#SMX #32a
We really wanted to enable
• Visual storytelling
• Simplification with pictures
• Easy discovery
• Insights creation
• Reporting
• Dashboards
• Scorecards
VISUALIZATION
Insights &
Action
Acquisition
Modeling
Visualization
Management
searchmarketingexpo.com@nxfxcom
#SMX #32a
In order to do all of that we need to
• Aggregate
• Filter & verify
• Combine & merge
• Transform & enhance
• Index & optimize
• Export
• Share and distribute
• Basically ETL on steroids
MANAGEMENT
Insights &
Action
Acquisition
Modeling
Visualization
Management
searchmarketingexpo.com@nxfxcom
#SMX #32a
HOW
Can we archive all of this with a single tool? – YES!
Open Source / Free
Multi-Platform (OSX, PC, NIX)
Full ETL Support
Expandable (Java)
Full I/O
Visualizations
Modeling
Machine learning
Flexible pipes
searchmarketingexpo.com@nxfxcom
#SMX #32a
KNIME.ORG
• Node Based Platform
• No dev. skills required
• 1000s of Plugins
• Scalable & Flexible
• Build in Support (GA/Twitter etc.)
• SEO/SEM Adapters
• Free ;)
• 100% Innovation!!!
http://knime.org
searchmarketingexpo.com@nxfxcom
#SMX #32a
KNIME IN 10 SECONDS
Nodes that do things Together they do more
http://searchmarketingexpo.com/west/agenda/
searchmarketingexpo.com@nxfxcom
#SMX #32a
EXTENDING – TRENDS - RESULT
http://marketingland.com/google-trend-goldmine-117626
searchmarketingexpo.com@nxfxcom
#SMX #32a
1. IMDB EVERYTHING
http://www.imdb.com/interfaces
Raw access to all the
IMDB Data
• Actors
• Crews
• Locations
• Ratings
• Movies
• Reviews
• Tag Lines
• ….
searchmarketingexpo.com@nxfxcom
#SMX #32a
2. DATA.GOV
http://www.data.gov
116,298 Datasets
• Population
• Crime
• Businesses
• Consumer complaints
• Licenses
• 911 Calls
• Budgets
• ….
searchmarketingexpo.com@nxfxcom
#SMX #32a
3. WIKIPEDIA
http://en.wikipedia.org/wiki/Wikipedia:Database_download
http://marketingland.com/leveraging-wikipedia-data-deeper-consumer-insights-82320
• Hourly page views
• Location specific
• Device segments
• Change history
• Article graph
• Raw articles
• ….
searchmarketingexpo.com@nxfxcom
#SMX #32a
4. SNAP
http://snap.stanford.edu
http://snap.stanford.edu/data/index.html
• 34MM Amazon
Reviews
• 13MM G+ Edges
• 476MM Tweets
• And so much more
searchmarketingexpo.com@nxfxcom
#SMX #32a
5. SOCIALMENTION API
http://www.socialmention.com/api/
• Blogs
• Videos
• Bookmarks
• Comments
• Events
• Images
• Audio
• Q&A
• Networks
searchmarketingexpo.com@nxfxcom
#SMX #32a
6. COMMON CRAWL CORPUS
https://aws.amazon.com/datasets/41740
• The Internet (541 TB)
• 5 Billion Pages
• Link Analysis?
• EVERYTHING!