Eugene Pyatigorsky at Analytics That Excite
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Transcript of Eugene Pyatigorsky at Analytics That Excite
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ACH IEV ING GAME CHANGING RESU LTS ON P INTEREST W I TH CONTENT + DATA
EUGENE PYAT IGORSKY
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• 100% Pinterest focused: a technology company with unique content and data
• Marketing & data geeks who help brands deliver meaningful content experiences
• We go deep with brands who are looking to scale success on Pinterest
HI , WE’RE AHALOGY! Est. 2012, Cincinnati, OH
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AGENDA
WHY YOU NEED GREAT CONTENT TO WIN ON P INTEREST
WHAT ’ S D I F F ERENT ABOUT GREAT V I SUAL CONTENT
HOW TO USE ANALYT ICS TO CRAFT A CONTENT S TRATEGY
Ahalogy.com/Research@
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P INTEREST I S A L L ABOUT GREAT CONTENT
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P INTEREST IS AT THE HEART OF WHAT’S IMPORTANT
Planning (& shopping!) for Big Life Events: Weddings, New Baby, New Home, Back To School, Holidays, Vacations
#3 Driver of Worldwide Referral Traffic …behind only Google & Facebook
Combines Paid & Earned for outsized content results Promoted Pins, Buyable Pins, Rich Pins, Cinematic Pins
Ahalogy.com/Research@
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P INNERS HAVE D IVERSE INTERESTS Categories for which Pinterest is the Go-to Source…
Auto Technology Travel Men’s Fashion
Kids Outdoors Health & Fitness
Women’sFashion
Gardening Holidays & Events
Gifts Weddings Hair & Beauty
Food & Drink
Home Décor
DIY & Crafts
60%
52%
42%40%38%35%34%34%33%
25%22%
19%17%16%10%9%
Ahalogy.com/Research@
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Re-pin rate is the primary KPI for Pinterest success
CONTENT IS QUEEN ON P INTEREST While discoverability remains elusive
Ahalogy.com/Research@
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MOST OF THE ENGAGEMENT GOES TO A HANDFUL OF GREAT CONTENT
Ahalogy.com/Research@
0%
20%
40%
60%
80%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Cumulative Pins
Cum
ulat
ive
Clic
ks 6% of Pins
= 80% of Clicks
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… ACROSS MUCH OF P INTEREST
% P INS REQU IRED TO ACH I EVE 80% OF T RAFF IC (C L ICKS )
Hair & Beauty 4.0%
Holidays & Events 5.9%
Health & Fitness 6.3%
Fashion 4.2%
Home Decor 7.4%
Food & Drink 6.5%
Total Pinterest 6%
Ahalogy.com/Research@
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DATA SC I ENCE FOR THE WIN!
1. F IND THE BEST -PERFORM ING V I SUAL CONTENT
2. USE MACH INE L EARN ING TO TRA IN A MODEL
TO PRED ICT WH ICH CONTENT WI L L DO BEST
3. ? ? ?
4. P ROF I T !
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WHAT ’S D I F F ERENT ABOUT
GREAT V I SUAL CONTENT?
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THE B IG QUEST ION I S WHAT MAKES GREAT V I SUAL CONTENT?
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STAND BACK … SC I ENCE !
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Ahalogy.com/Research@
HUH ???
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HUMANS AND COMPUTERS ST I L L PROCESS V ISUAL CONTENT VERY D IFFERENTLY
Ahalogy.com/Research@
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In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a surprise of a lifetime.
Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented an elaborate ruse so that she would be caught unawares by his arrival.
"I had been bugging him for months about when he would be able to come home and he had me totally convinced that he was not going to be able to come at all," she wrote in the video's description.
However, Rebecca admitted that she had become a little suspicious when her husband's whole family — including his brother Jim who is also in the army and flew in from Europe -- came to town.
But the soldier's family were in on the plot.
"They all convinced me the surprise was really Jim coming back early, and not my husband coming home," Rebecca wrote.
"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably," wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."
Rebecca added that her husband's deployment will be coming to an end soon and the family is excited for him to return home for good.
Ahalogy.com/Research@
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MACHINES DO SEMANTICS PRETTY WELL ! IBM Watson extracted dimensions
Ahalogy.com/Research@
Excitement
Self-expression
Closeness
Extraversion
Self-transcendence
Ideal
Conscientiousness
Openness
Emotional range
Challenge
Curiosity
Hedonism0 0.25 0.5 0.75 1
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USE ANALYT ICS TO SHAPE YOUR CONTENT S TRATEGY
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Machine-learning optimization technology to maximize
Pinterest KPIs
Data-based owned content recommendations, and license to
proven external content
Leverage top performing content to drive
exponential success
TH INK SEARCH & OPT IMIZAT ION TO WIN
ScaleOptimizeSource
Ahalogy.com/Research@
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CONTENT CONSUMERS
WANT
WHAT YOU WANT TO
TELL CONSUMERS
Ahalogy.com/Research@
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ONE APPROACH: CHANGE YOUR CONTENT Make your content more like what they want
CONTENT CONSUMERS
WANT
WHAT YOU WANT TO
TELL CONSUMERS
`
Ahalogy.com/Research@
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ANOTHER APPROACH: JUST G IVE THEM THE CONTENT THEY WANT
CONTENT CONSUMERS
WANT
WHAT YOU WANT TO
TELL CONSUMERS
Ahalogy.com/Research@
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F IND THE R IGHT MATCH
CONTENT CONSUMERS
WANT
WHAT YOU WANT TO
TELL CONSUMERS
R IGHT TO PLAY
Ahalogy.com/Research@
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EASY ENTERTAINING
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• External content keeps your boards active and relevant
• See what content is resonating with your target audience
• Brands using Ahalogy external content see a +4x improvement to traffic back to their own sites!*
SOURCE EXTERNAL CONTENT Licensed, brand-relevant, external content helps you learn what works
Ahalogy.com/Research@
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Machine-learning optimization technology to maximize
Pinterest KPIs
Data-based owned content recommendations, and license to
proven external content
Leverage top performing content to drive
exponential success
TH INK SEARCH & OPT IMIZAT ION TO WIN
ScaleOptimizeSource
Ahalogy.com/Research@
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CONTENT I S MADE UP OF CONST I TUENT “ INGRED I ENTS”
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DIG INTO CATEGORY -SPEC IF IC CONTENT Future focus for editorial planning
Ahalogy.com/Research@
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MAP CONTENT AND TREND INS IGHTS Create brand and consumer relevant content calendar
July August September October November
ChristmasChristmas
ThanksgivingChristmas
ThanksgivingChristmas
Thanksgiving Christmas
Fourth of July Back to School
Back to School Labor Day Halloween
Labor Day Halloween Halloween Thanksgiving
Tre
ndi
ng
Pea
kin
g
CreamCheese
Pumpkin
Orange Oatmeal
CornGarlic Turkey
Mushroom
Fish Almond EnchiladaSausage Potato
Ingr
edie
nt/
Rec
ipe
Con
ten
t
Ahalogy.com/Research@
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OPT IMIZE P IN IMAGE AND COPY Small changes to Pin imagery & copy can have a significant impact on engagement
Adding multiple “product angles” drove +624% repins
Keyword recommender uses makes it easier to get better results, with proven data
Ahalogy.com/Research@
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OPT IMIZE P IN D ISTR IBUT ION Intelligent scheduling ensures engagement when she’s most receptive
0%
70%
140%
210%
280%
350%
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Chocolate
Dinner
Breakfast
Ahalogy.com/Research@
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Machine-learning optimization technology to maximize
Pinterest KPIs
Data-based owned content recommendations, and license to
proven external content
Leverage top performing content to drive
exponential success
TH INK SEARCH & OPT IMIZAT ION TO WIN
ScaleOptimizeSource
Ahalogy.com/Research@
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PROMOTED P INS HAVE BONUS ECONOMICS
0.0
75.0
150.0
225.0
300.0
Standard Ads Promoted Pins Ahalogy Client
140%
30%
100%100%100%
Paid Earned
Ahalogy.com/Research@
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BUT YOU’LL NEED A LOT OF CONTENT!
500
50
5
TEST ORGANICALLY
TEST PROMOTE
KEEP THE WINNERS
Ahalogy.com/Research@
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BUT YOU’LL NEED A LOT OF CONTENT!
500
50
5
TEST ORGANICALLY
TEST PROMOTE
Ahalogy.com/Research@
$10k Promoted Pin testing
$90k Promoted Pin spend on the winners
$100k Spent on media
+ 1.4x bonus =
$240k
Media value
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WHICH IS VERY COSTLY TO CREATE !
500
50
5
TEST ORGANICALLY
TEST PROMOTE
Ahalogy.com/Research@
$500k ($1,000 each)
$10k Promoted Pin testing
$90k Promoted Pin spend on the winners
$100k Spent on media
+ 1.4x bonus =
$240k
Media value
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A BETTER WAY TO PROMOTE CONTENT Curate-to-create, and then promote
>35 ,000 ,000 ,000
50
5
CURATE
CREATE
LEARNED
OWNED
PAID
Ahalogy.com/Research@
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EF F IC I ENT CONTENT ECONOMICS ON P INTEREST
AT SCALE
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CHECK OUT MORE ANALYT ICS !
[email protected]@Ahalogy
THE MARKETER ’ S SOLUT ION FOR P INTEREST
Ahalogy.com/Research
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THAT ’ S GREAT ! T E L L ME MORE…
(Q/A )