Benjamin Spiegel - Big Data Presentation at ClickZ Live 2014 NYC #CLZNY
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Transcript of Benjamin Spiegel - Big Data Presentation at ClickZ Live 2014 NYC #CLZNY
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Benjamin SpiegelDirector, Search Operations
GroupM/WPP
@nxfxcom
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HELLO, I AM
BENJAMIN
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AND I AM A
HOARDER
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SOCIAL, LOCAL, PAID, SEO, DISPLAY, ANALYTICS, RETAIL,
COMMERCE...
I KEEP IT ALL
Benjamin Spiegel@nxfxcom
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Benjamin Spiegel@nxfxcom
AND IT SEEMSI AM NOT THE ONLY ONE…
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TODAY I WANT TO GET YOU
HOOKEDON DATA
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BUT
Benjamin Spiegel@nxfxcom
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CONTODAY’S TYPICALDIGITAL ORGANIZATION
SEO
PPC
SOCIAL
DISPLAYCRM
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UNFORTUNATELY,THAT LEADS TO
DATA SILOS :(
Benjamin Spiegel@nxfxcom
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SO TODAY
I PRESENT YOU
Benjamin Spiegel@nxfxcom
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THE
DATA HOARDERSGUIDE
TO THE INTERNET
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CHAPTER 1CHANGING THE MINDSET
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CONFORGET ABOUTCHANNELS OR PRACTICES
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CONTODAY’S CONSUMERS “INTERACT” ACROSS CHANNELS & PLATFORMS
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SO... DO NOTSEPARATE YOUR DATA
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PAIDSEARCH
ORGANICSEARCH
SOCIALMEDIA
DIGITALINSIGHTS
OWNEDMEDIA
PAIDMEDIA
CONTODAY’S “DEFAULT" DATA SILOS
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CONCONSUMER CENTRICDATA APPROACH
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CHAPTER 2IDENTIFYING DATA SOURCES
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CONUNDERSTANDING THECONSUMERS PATHS & BEHAVIORS
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CONUNDERSTANDING THE PATHSTO THE PLATFORMS & SITES
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CONUNDERSTANDINGPLATFORM & SITE DETAILS
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CONDEFINE YOUR FINALPLATFORMS & SITES
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CHAPTER 3APIS, STORAGE AND DATA
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CONTHE PROCESSIS ACTUALLY PRETTY SIMPLE
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4. DATABASE3. PROCESS2. API1. PLATFORM
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CONFOR TODAY’S EXAMPLE
LET’S CHOOSE YOUTUBE
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CONWHY WOULD YOU CHOOSEA 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:
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CONTHE FIRST YOUTUBEPROCESS
Benjamin Spiegel@nxfxcom
Select VideoKeywords
METRICSVIDEOSRESULTKEYWORD
Save YouTube Rankings
Store all Videos in DB
Monitor Video Level Metrics
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CONTHE RESULTINGYOUTUBE 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
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
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CHAPTER 4MASHUPS – HOW TO COMBINE
IT
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CONCREATE THE ULTIMATE DATASETS BY
EXTENDING YOUR DATA
Benjamin Spiegel@nxfxcom
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CONSO WHAT ABOUT
MASHUPS?
Benjamin Spiegel@nxfxcom
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..
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CONSO WHAT ABOUT
MASHUPS?
Benjamin Spiegel@nxfxcom
Or use a textual analysis service to add sentiment data to
- Video Descriptions- Comments- Channels- User Profiles
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CONGRANULARITY
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.
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CHAPTER 5AUTOMATION & INTELLIGENCE
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CONNOW THAT YOU HAVE THAT “BIG DATA”
WHAT'S NEXT?
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IF (CONDITION)LET ME KNOW
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CONLEVERAGE 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?
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CONLEVERAGE 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
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INSIGHTS
Benjamin Spiegel@nxfxcom
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CONVIRAL ENGAGEMENT BY
DAY OF WEEK
Benjamin Spiegel@nxfxcom
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CONVIRAL ENGAGEMENT BY
PLATFORM VS. COMPETITORS
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THIS WAS JUST YOUTUBE
THE POSSIBILITIES ARE ENDLESS
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KEYPHRASE STRATEGY 2.0
(OLD BUT GOOD EXAMPLE)
Benjamin Spiegel@nxfxcom
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CONLET’S HAVE A LOOK AT A TRADITIONAL
KEYPHRASE STRATEGY
Benjamin Spiegel@nxfxcom
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CONKEYPHRASE STRATEGY 2.0
Benjamin Spiegel@nxfxcom
LET’S PLOT THAT
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CONPLOT KEYWORDS AGAINST
RANKINGS & CPC
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CONKEYPHRASE STRATEGY 2.0
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LET’S SIZE THEMBY SEARCH VOLUME
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CONPLOT KEYWORDS AGAINST RANKINGS & CPC
SIZED BY SEARCH VOLUME
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CON
Benjamin Spiegel@nxfxcom
LET’S COLOR THEM
BY ENGAGEMENT
KEYPHRASE STRATEGY 2.0
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CONPLOT KEYWORDS AGAINST RANKINGS, CPC & VOLUME
COLORED BY ENGAGEMENT
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CON
Benjamin Spiegel@nxfxcom
LET’S ADD A TRENDS
FORECAST
KEYPHRASE STRATEGY 2.0
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CONKEYWORDS BY RANKINGS, CPC, VOLUME & ENGAGEMENT
SHOWING TRENDS FORECAST
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CON
Benjamin Spiegel@nxfxcom
COMBINED DATA=
STRATEGIC INSIGHTS
KEYPHRASE STRATEGY 2.0
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CONAUTOMATED DATA DRIVENKEYPHRASE STRATEGY
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ORGANIC
PAID
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MY FAVORITE 3
DATA SOURCES(AT LEAST THIS WEEK…)
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CONCOMPETITIVE 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
- APIwww.adgooroo.com
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CONWEBSITE 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
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CONPRO TIP
COMPARISON REPORT
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CONCOMPETITIVE INSIGHTSAND NOT PROVIDED SOLUTION
Benjamin Spiegel@nxfxcom
- Owned/Earned S&S
- In & Out referrals
- Top Pages*
- Display Ads
- Audience
- GEO
- Apps
- API*
www.similarweb.com
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CONPRO TIP:SOCIAL REFERRALS BY ASSET
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CONPRO TIP:POPULAR PAGES
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ALMOST EVERYTHING HAS AN API...
IF NOT, MAKE YOUR OWN…
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THANK YOU
Benjamin Spiegel@nxfxcom