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