Why data science will help you suck less at...
Transcript of Why data science will help you suck less at...
Why data science will help you suck less at
marketing
Marketers (YOU) are
inefficient & inconsistent.
Data overload
Every day, we create 2.5 quintillion bytes
of data - so much that 90% of the data in
the world today has been created in the
past two years alone.”
- IBM
Changing behaviours and technology
How can I gain the
competitive edge in
SEO?
Organic keyword impressions
Organic page impressions
Organic page sessions
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
Recombinant data
Organic keyword impressions
Organic page impressions
Organic page sessions
Related search listings
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
Recombinant data
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
3. Searches you aren’t being seen for but should be
Organic keyword impressions
Organic page impressions
Organic page sessions
Related search listings
Competitor rankings
Adwords keyword competition
Recombinant data
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
3. Searches you aren’t being seen for but should be
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
3. Searches you aren’t being seen for but should be
4. Low hanging fruit with high demand, little competition;
and that you aren’t being seen for but should be
Recombinant data
Organic keyword impressions
Organic page impressions
Organic page sessions
Related search listings
Competitor rankings
Adwords keyword competition
Social profiles
Retweet ratio
Social topics
URL share ratio
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
3. Searches you aren’t being seen for but should be
4. Low hanging fruit with high demand, little competition;
and that you aren’t being seen for but should be
1. Searches you are seen for and get good traffic from
2. Searches you are seen for but get little traffic from
3. Searches you aren’t being seen for but should be
4. Low hanging fruit with high demand, little competition;
and that you aren’t being seen for but should be
5. Commercially beneficial industry influencer(s) most
likely to share your content, what kind of content that
should be, whether you have that content on your site,
how well it is performing, how competitive a search
market it is and who else has that kind of content.
Where should we open
our new office?
- Campaigns
- Keywords
- Device
- Time
- Location
- User behaviour
- Product data
- Campaign categories
- Campaign sub-cats
- Product margins
- Customer categories
Extract business knowledge & insights
Extract business knowledge & insights
- Campaigns
- Keywords
- Device
- Time
- Location
- User behaviour
- Product data
- Campaign categories
- Campaign sub-cats
- Product margins
- Customer categories
Combine
Data
Sources
- Distance between
two locations
- Locations of
stores
Extract business knowledge & insights
Extract business knowledge & insights
Extract business knowledge & insights
Extract business knowledge & insights
How can I maximise our
PPC spend, at scale?
Device Location Time Audience Gender Age
Smarter bidding
Device Location Time Audience Gender Age
£1 + (+15%) + (-25%) + (-10%) + (+30%) + (+20%) + (-40%) = £0.72
Smarter bidding
Device Location Time Audience Gender Age
£1 + (+18%) + (-21%) + (-8%) + (+34%) + (+22%) + (-31%) = £0.97
£1 + (+15%) + (-25%) + (-10%) + (+30%) + (+20%) + (-40%) = £0.72
Smarter bidding
Device Location Time Audience Gender Age
= ~500 man hours
= 3.3 man & technology hours
Smarter bidding
1. Collect data – rows AND columns
2. Get freaky with data
3. Automate it