Chicago | November 12–16
Big Data and the Future of Marketing TodayGet Inside Your Customer’s Head: Research. Insight. Discovery
Bryson MeunierResolution MediaDirector, SEO Strategy
(speaker logo)
Chicago | November 12–16, 2012 | #SESCHI
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
The Future of Marketing
@brysonmeunier
“We could [predict] people who were going to give online. We could model people who were going to give through mail. We could model volunteers.
In the end, modeling became something way bigger for us in ’12 than in ’08 because it made our time more efficient.”
-Obama campaign staffer
Source:: http://swampland.time.com/2012/11/07/inside-the-secret-world-of-quants-and-data-crunchers-who-helped-obama-win/#ixzz2C1dxX1oM
Chicago | November 12–16, 2012 | #SESCHI
George Clooney and Big Data
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
The Future of Marketing
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
The Future of Marketing
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
Keywords as Proxies for Consumer
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
Keywords as Proxies for Consumer
• Is high volume keyword qualified?
• Would a likely to buy prospect use it, even if it is the most popular?
• Is keyword really most popular across the board?
• Are there other keywords used in the buying cycle?
• What other proxies for consumer could help us better understand prospect and motivations?
• Demographics
• Technographics
• Psychographics, etc.
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
Data as Proxies for Consumer
@brysonmeunier
• Aggregated and weighted data from hundreds of sources, including Hitwise, comScore, Google, etc
• Opportunities foregrounded
• Data humanized and made actionable through data-driven personas
Chicago | November 12–16, 2012 | #SESCHI
Creative & Content
Development
Media Strategy &
Demographics
Target Keywords
Channels & Platforms
Opportunities
• Phase 2: Gap Analysis• Phase 1: Data Collection
ClearTarget™ Process
Chicago | November 12–16, 2012 | #SESCHI
12
• Phase 3: Behavior Analysis
• Female
• Caucasian
• $180,000/year
• Southeast
• 4 Children
Example searches:
‘mustang car rental’
‘sports car rental charlotte’
‘bentley rental’
‘luxury car rentals dc’
Increase Conv.
Link Building
Coupons
• Phase 4: Execution Strategy Discussion
ClearTarget™ Process
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
• Quantcast is easy way to define demographics and psychographics
• Only works with URLs
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
Product: “Gravity” starring George Clooney and Sandra Bullock
Business objective: Target potential theatergoers and fill seats
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
How do they look for my products & services?
What content are they
interested in?
What devices do they use and for what?
What are their
demographics?
When do they
engage and convert?
Where do they spend their time
online?
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
What are their
demographics?
Source: YouTube
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
What are their
demographics?
Source: Google
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
What are their
demographics?
Source: Bing Ad Intelligence
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
What are their
demographics?
Mostly Female, 45-
54Mostly Male,
45-54Mostly Male,
45-54
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
Where do they spend their time
online?
What are their
demographics?
Source: comScore Search Planner
Chicago | November 12–16, 2012 | #SESCHI
What are their
demographics?
Defining a Basic Digital Persona in Fifteen Minutes
Male, 45Cleveland, OH
Senior Web Producer$105k2 kids
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
When do they
engage and convert?
Gravity
Reviews Trailer Cast
George Clooney
Sandra Bullock
Crew
Alfonso Cuarón
Genre
Science Fiction
What content are they
interested in?
Source: Google Related Searches/AdWords Keyword Tool
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
How do they look for my products & services?
Sandra Bullock Movies
27k searches/month
Gravity
2,400 searches/month
George Clooney Movies
22k searches/month
Gravity
2,400 searches/month
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
What devices do they use and for what?
Source: Bing Ad Intelligence
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
@brysonmeunier
What devices do they use and for what?
Source: Bing Ad Intelligence
Chicago | November 12–16, 2012 | #SESCHI
Defining a Basic Digital Persona in Fifteen Minutes
Stan Male, 45Cleveland, OH
Senior Web Producer$105k2 children
Example searches:
‘gravity movie trailer’
‘sandra bullock movies’
‘gravity movie reviews’
Also visits:
YouTube
CBS Television
Gawker.com
Media Consumption:
TV and movie fan. Digitally, mostly desktop, with minimal smartphone and tablet usage
Chicago | November 12–16, 2012 | #SESCHI
Sample strategies for Reaching Stan
@brysonmeunier
CBS TV ad and display buy focused
on trailer
Pinterest page for film
Create official web site with
trailer and reviews and dedicated
pages for the actors and
director
Chicago | November 12–16, 2012 | #SESCHI
Benefits of Humanizing Data Quickly
• Cut through the clutter and present story about aggregate population that’s actionable
• Based on data, so should not suffer from stereotypes or limited sample
• More holistic than basic keyword research, and gets at consumer intent
• No waiting for traditional market research to be complete
• Generally more effective and actionable than traditional market research
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
Drawbacks of Humanizing Data Quickly
• Different data sources need to be compiled, aggregated and weighted before truly accurate and valuable
• Need access to comScore, Hitwise, Compete or some other tool that can present keyword demographics, and they require resources
• Works best with established brands and concepts that already have a lot of data
@brysonmeunier
Chicago | November 12–16, 2012 | #SESCHI
Bryson MeunierDirector, SEO StrategyResolution [email protected]://www.brysonmeunier.comhttp://www.resolutionmedia.com@brysonmeunier+Bryson Meunier
Thank You!
@brysonmeunier
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