power of data
TRANSCRIPT
Power of DataDeveloping better strategy, insights and
results
Data and Tools
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
Digital is not a checklist
Digital is an ecosystem
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
“The internet of things”
What is Google?
Who owns the most servers?
Intel
AT&T
Akami
Verizon
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?
What is driving acquisition for your brand?
How does Google get this data?
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
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
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/
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
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.
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
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
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)