Benjamin Spiegel's presentation at #ID2013 (Interactivity Digital) in South Beach on Data Silos in the Digital Age - http://www.youtube.com/watch?v=A0Jop4fsDpc

1. #ID2013
DRIVING SEARCH
WITH BIG DATA
Benjamin Spiegel
Director, Search Operations

2. #ID2013
Who am I?
Benjamin Spiegel
Director, Search Operations
Catalyst Online
Twitter: @nxfxcom
Email: benjamin.spiegel@groupm.com
URL: www.catalystsearchmarketing.com
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PowerPoints
Presentations
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Plus…

3. #ID2013
Data Silos
ORGANIC
PAID
SOCIAL

4. #ID2013
Data Sources
and many more…

5. #ID2013
API Process
1. Determine the data sources
– Translate Business needs into KPIs and determine who has the metrics
2. Build connecters & adapters
– Develop automated collection methods to collect the raw data
3. Store and aggregate the data
– Choose a flexible storage and aggregation method to manipulate and prepare the
data.
4. Visualize & explore with BI Tools
– Connect your data to a visualization / BI Tool do filter, segment and analyze.

6. #ID2013
So What Does That Mean For
Me?

7. #ID2013
Key Phrase Strategy

8. Organic Rank
#ID2013
Current CPC

9. #ID2013
Lets Dig A Little Deeper And
Let’s Size Them By Interest

10. Organic Rank
#ID2013
Current CPC

11. #ID2013
Okay, How About Coloring
Them By Bounce Rate?

12. Organic Rank
#ID2013
Current CPC

13. #ID2013
How About Incorporating Google
Trend Forecast With Icons

14. Organic Rank
#ID2013
Current CPC

15. Organic Rank
#ID2013
Organic
Paid
Current CPC

16. #ID2013
CASE STUDY
BrandX Wanted Visibility On 50%
Of All Results For Primary
Keyphrases
Currently Visible on 20%

17. #ID2013
1. We Took ~4000 Key Phrases
And Collected The Top 20
Rankings For Each Term
Gave Us 67,000 Unique URLs

18. #ID2013
2. We Then Collected Audience Data
For All Keyphrases From Compete,
Comscore, And DoubleClick

19. #ID2013
3. We Analyzed The Sentiment Of
All The Discovered URLs

20. #ID2013
4. Analyzed And Organized
Inbound Links By Traffic, Quality,
And Authority

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5. This Leaves Us With Over 63 Points
Of Data Per Domain

22. #ID2013
6. We Then Filtered The URLs To
Remove Sites That
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Did not align with the target audience
Had low engagement
Could not be influenced
Have low social or link authority

23. #ID2013
Visibility (Avg Rank | # Results)
7. This Left Us With Around 170 Highly
Engaged & Highly Targeted Sites.
Referral pages per Visit

24. #ID2013
Result
Based On All Primary Keyphrases,
~60% Of All Results Contained
Brand Mentions For Our Brand.

25. #ID2013
Thank you!
Benjamin Spiegel
Director, Search Operations