Power of data
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Transcript of Power of data
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Power of DataDeveloping better strategy, insights and
results
Data and Tools
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Data exists for every touch point and channel
DIG
ITA
LP
HY
SIC
AL
Brand Website
Retail / Office
Customer Service
Digital Commerce
Paid Search Search Engine Optimization
Public RelationsMedia Owners
Social MediaMedia Sites
Mobile Sites & Applications, e.g. retirement calculator
Banners & Rich Media
SMS
POP at retail banks
Packaging
Viral / Buzz Activity
YouTube
Mobile Media
Coupons
Press Coverage / Editorials / Reviews
Word of Mouth
Measurement & KPI’s – Data Platform
CRM
OWNEDPAID EARNED
TV
OOH / Radio
Sponsorship & Branded Content
Location services / couponsEvents
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Digital is not a checklist
Digital is an ecosystem
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Understand how each data point relates to another
DIG
ITA
LP
HY
SIC
AL
Brand Website
Retail / Office
Customer Service
Digital Commerce
Paid Search Search Engine Optimization
Public RelationsMedia Owners
Social MediaMedia Sites
Mobile Sites & Applications, e.g. retirement calculator
Banners & Rich Media
SMS
POP at retail banks
Packaging
Viral / Buzz Activity
YouTube
Mobile Media
Coupons
Press Coverage / Editorials / Reviews
Word of Mouth
Measurement & KPI’s – Data Platform
CRM
OWNEDPAID EARNED
TV
OOH / Radio
Sponsorship & Branded Content
Location services / couponsEvents
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“The internet of things”
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What is Google?
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Who owns the most servers?
Intel
AT&T
Akami
Verizon
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25% of Google’s revenue comes from Insurance related terms
Google drives the fortune of most of this sectors
What proportion of budget should you allocate to Search?
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What is driving acquisition for your brand?
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How does Google get this data?
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Activity: Teams of 4 (with laptops)
What tools do you use now? What can consumer insights can you discover? What insights into competitors?
Google insights - google.com/insights/search/
DC Ad planner - google.com/adplanner
Google trends - trends.google.com
Google adword - adwords.google.com
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Google Trends
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• Search keywords/websites trend by showing the search volume index and relevant news on Google
• Can be use as a reference in order to evaluate if certain campaigns arise interest or curiosity in search engine aspect
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Additional tools for building insights
General content aggregator Addictomatic.comGoogle content aggregator
Whatdoyoulove.comFree sentiment tool TweetFeel.com
Who is tracking you Ghostery.comCompetitor Keywords SpyFu.comFacebook Ads facebook.com/ads/create/
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Addict-o-matic
• An integrated platform where you can type in a keyword/topic to find all the relevant information on social websites such as Youtube, Twitter, Flickr, Google Blog, Bing, Yahoo News, and etc.
• It consolidates all the latest trend/talking point on a topic where you are check what kind of videos/tweets/news/pictures are spreading online
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Available Sources
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What do you love (Google)
• An integrated platform from Google, by entering the keywords to search for the related topics with Google widgets.
• The multi search engine enables previews of various specialized Google searches in one place.
• The results of the search are categorized by Google widgets, such as Google Books, Google Map, News
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Tweetfeel Twitter
• Real-time sentiment search for Twitter that analyze user’s tweets based on a keyword
• It monitors the positive and negative feeling in twitter conversation about a brand, product, service based on a complex algorithm
• The basic version is free but there is a complete version which can track and compare the trend for several keywords/hot topics
• Due to the popularity of Twitter in the local market, information may be limited in places like Hong Kong but rich in Singapore.
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GhosteryGhostery tracks which external sites are
tracking a user as they browse a site.
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SpyFu
• A tool that that spy on your competitors by learning what keywords they are buying on Adwords and other search engines.
• The software scan through the search engines to determine what your competitor is buying based on the public domain
• It can define your competitor’s• Daily budget, Average Ad position
, Daily SEO Traffic Value, Paid/Organic Clicks per day
• Data only available for the UK and US market and it is a little outdated. However it is a good starting point to see where there may be opportunities to improve
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FacebookUse Facebook self-serve advertising tool to see the sizes of different audience segments, split by country, city, gender, interests
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Identify how to use data for insights and optimisation
DIG
ITA
LP
HY
SIC
AL
Brand Website
Retail / Office
Customer Service
Digital Commerce
Paid Search Search Engine Optimization
Public RelationsMedia Owners
Social MediaMedia Sites
Mobile Sites & Applications, e.g. retirement calculator
Banners & Rich Media
SMS
POP at retail banks
Packaging
Viral / Buzz Activity
YouTube
Mobile Media
Coupons
Press Coverage / Editorials / Reviews
Word of Mouth
Measurement & KPI’s – Data Platform
CRM
OWNEDPAID EARNED
TV
OOH / Radio
Sponsorship & Branded Content
Location services / couponsEvents
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Summary
o Consumers are being tracked in (all) their activities
o Leverage data to drive marketing insights…o …to understand consumer journeys, their
decision “architecture” and the specific “ecosystem”
o Data provides opportunities (personalisation, measures of effectiveness, optimisation) and concerns (privacy)
o Data changes creative activities (what), accountability (why) and business models (money)