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Why data science will help you suck less at marketing

Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

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Page 1: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Why data science will help you suck less at

marketing

Page 2: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Marketers (YOU) are

inefficient & inconsistent.

Page 3: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · 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

Page 4: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Changing behaviours and technology

Page 5: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

How can I gain the

competitive edge in

SEO?

Page 6: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent
Page 7: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

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

Page 8: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

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

Page 9: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

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

Page 10: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

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.

Page 11: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Where should we open

our new office?

Page 12: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

- Campaigns

- Keywords

- Device

- Time

- Location

- User behaviour

- Product data

- Campaign categories

- Campaign sub-cats

- Product margins

- Customer categories

Extract business knowledge & insights

Page 13: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Extract business knowledge & insights

Page 14: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

- 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

Page 15: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Extract business knowledge & insights

Page 16: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Extract business knowledge & insights

Page 17: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Extract business knowledge & insights

Page 18: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

How can I maximise our

PPC spend, at scale?

Page 19: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Device Location Time Audience Gender Age

Smarter bidding

Page 20: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Device Location Time Audience Gender Age

£1 + (+15%) + (-25%) + (-10%) + (+30%) + (+20%) + (-40%) = £0.72

Smarter bidding

Page 21: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

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

Page 22: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

Device Location Time Audience Gender Age

= ~500 man hours

= 3.3 man & technology hours

Smarter bidding

Page 23: Why data science will help you suck less at marketingb2bmarketing.b2b-ignite.net/wp-content/uploads/... · help you suck less at marketing . Marketers (YOU) are inefficient & inconsistent

1. Collect data – rows AND columns

2. Get freaky with data

3. Automate it