Automation for Market Intelligence by Barrie Jarman

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This document discusses automation in marketing and market intelligence. It describes how Moore's Law has driven innovation and reduced costs over time. Automation is now being applied to digital advertising and product advertising. Specifically, automation can be used for deep web crawling, analyzing competitor data, contents behind forms/logins and PDFs/CSVs. It also provides an example of how automation was used to automatically scrape data from 17 sources daily and alert clients to anomalies in battery/vehicle production data in key regions. Automation also allows for technology tracking across millions of websites.

Internet

Automation in Marketing
barrie@red-volcano.com
@baj

Who we are:
● Marketing Intelligence company with offices in UK and US.
● 7 years developing automation technologies
● Clients in North America, Europe, and Asia
barrie@red-volcano.com
@baj

Moore’s Law:
“The number of transistors in an
integrated circuit doubles every 2 years”
barrie@red-volcano.com
@baj

Moore’s Law:
“Computers will get twice as quick every 2 years”
barrie@red-volcano.com
@baj

Moore’s Law:
● George Moore - 1970
● Co-founder of Intel
● Predicted trend would hold for at least 10 more years
barrie@red-volcano.com
@baj

Moore’s Law Effect:
barrie@red-volcano.com
@baj

Moore’s Law Effect:
● Drives innovation
● Reduces cost to market
● Makes complex systems accessible
barrie@red-volcano.com
@baj

Automation in product
advertising
barrie@red-volcano.com
@baj

Automation in digital advertising:
barrie@red-volcano.com
@baj

Automation in digital advertising:
www.adroll.com
barrie@red-volcano.com
@baj

Automation in
Market Intelligence
barrie@red-volcano.com
@baj

Thought experiment
You have 10,000 people working for you
Each have laptops
They don’t require sleep
You don’t have to pay them
barrie@red-volcano.com
@baj

What do you ask them to do?
barrie@red-volcano.com
@baj

Automation in market intelligence:
Deep Web Crawling includes analysing:
● Competitor data signals
● Content behind forms/logins
● PDFs/ CSV’s
barrie@red-volcano.com
@baj

Automation in market intelligence:
Problem analysis - Anglo American needs to be informed of major fluctuations in battery / vehicle
production in China, North America, and South America
Barriers to problem:
● Too many data sources to check daily
● Not economically viable to check manually
● Data only viewed manually once every 3 months
● Opportunities missed by not viewing sites/data each day
barrie@red-volcano.com
@baj

Automation in market intelligence:
Solution provided:
● Automated scraping of data from 17 sources
● Sources checked daily
● Data checked by standard distribution for anomalies
● Client instantly informed when data peaks or drop outside normal behaviour
● UI built to allow analysts a central place to review all data and set up alerts
barrie@red-volcano.com
@baj

Automation in market intelligence:
Technology Tracking - Magma
● Tracks usage for technology across 10 million websites
● 2500+ technologies tracked
● Informs users when websites add or remove competitor technology
barrie@red-volcano.com
@baj

Automation in market intelligence:
What data is important to your business?
barrie@red-volcano.com
@baj

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