Big Data for Social, Search and Online Display

Big Data for Social, Search and Online Display

Kevin Lee, CEO, Didit.comYann, Tanini, VP, E-Commerce,

Redcats Group

@Kevin_Lee_QED

Founded Didit in 1996, Are we an Agency or a Managed Campaign Technology, or a Tech-Company?

Written three books, over 400 columns/articles spoken at 450+ conferences/events.

Didit’s focus / differentiation: After 17-years, it depends who you ask. Some would say service others “one-stop-shopping” & yet others love the technology.

In the end its value delivered.

2007

2007, 2008, 2009

@Kevin_Lee_QED

“Big Data” or the application of analysis on large data sets can be powerful at various stages of marketing and advertising as well as within the enterprise.

• Paid Media

• Earned/Shared

• Site-Side

• CRM/SFA

The Many Faces of Big Data

@Kevin_Lee_QED

Marketing & Media, a game of oddsYou want to do things that move the odds in your favor. Big Data helps:

• Increased conversion

• Larger purchases (immediate)

• More profitable immediate purchases

• Higher LTV (repeat conversions)

• Likely to be an influencer

• Likely to convert offline

@Kevin_Lee_QED

USER

User served displayAd User Searches

User served displayAd

User VisitsWebsite User Converts

Touch Point Analysis is only the tip of the iceberg.

Attribution Modeling?Even better: Marketing Mix Modeling

Marginal elasticity of every media option is key!!e·las·tic·i·ty - i là stíssəteeIn economics, elasticity is the ratio of the percent change in one variable to the percent change in another variable. It is a tool for measuring the responsiveness of a function to changes in parameters in a unit-less way.

Elasticity is one of the most important concepts in economic theory. In addition when understanding how to allocate media dollars, nothing beats knowing the elasticity of the market in every direction.

@Kevin_Lee_QED

“Big Data” improves results

What data do you have access to that:

• Predicts conversion rate

• Predicts average order

• Predicts lead quality

• Suggests personalization

• Predicts Lifetime Value

• Predicts influencers (social media or offline)

• What other KPIs would you like to predict?

@Kevin_Lee_QED

Data you might want to collect

What data are you now throwing away that could

be stored in a cookie or BI platform?:

• Search Keyword / Engine

• Geography / IP address

• TOD / DOW

• Visitation Count (annual)

• Operating System / Device

• and dozens more

@Kevin_Lee_QED

Where does your data sit?

Your own data + third-party data. Killer combo.

• CRM systems

• Business Intelligence (BI)

• Sales Teams

• Customer Service Teams

• Common Sense (might not work, but it may

work great in concert with existing data)

@Kevin_Lee_QED

Search 3.0 is the intersection of search and social. Additional relevance signals extend beyond your site / page to include people (the author of content or a social media persona for example).

These additional signals are a big driver of “semantic search” and search intent.

Search Engines & Social Media

@Kevin_Lee_QED

There is data out there about what content will likely work for your business. Same for messaging.

Boring doesn’t go viral.

Boring doesn’t get links.

Boring landing pages don’t convert.

Big Data and Content / Messaging

@Kevin_Lee_QED

The better SEO strategies extend the content strategy beyond the immediate prospects.

Big Data suggests the hot topics.

Fun content gets link juice, even if the visitors aren’t prospects at that specific point in time.My wife’s site ranked #1 for “dating mistakes” for 5 years (till site hack).

Big Data for SEO: Fun Links = branding

@Kevin_Lee_QED

Smart SEO recognizes the value of site visitors at every stage of the buying cycle.

Smart Social Media strategies share that view. Repeat exposure is key.

How can you use Big Data to measure if branding exposures are working?

SEO - Social Media: Fun Links = branding

@Kevin_Lee_QED

If the social media ecosystem is talking about you, your product and your story, some of that content will be written about in venues that deliver links (and therefore link juice) to your site.

Authentic links are the best for SEO. Social media helps generate authentic links.

Good Social Media delivers links = SEO

@Kevin_Lee_QED

Several research studies seem to indicate that social media signals are also being used as a validation method to confirm that some pages and sites deserve to rank.

Tie breaker between sites than all have great content and could rank top may be social media signals.

Social Signals as SEO Validation

@Kevin_Lee_QED

Big Data in PPC Geo-SegmentsLook Familiar?

The last year made it clear. Not all geographies share

the same demographic.

@Kevin_Lee_QED

Attributes odds change by geo

Demographics, Political donation levels by party

Psychographics

Personas

Real Estate values

InfoScan, Magazine readership, Internet access

speeds

Apple / Mac / iPad penetration

Use your imagination

@Kevin_Lee_QED

Geographies

Beverly Hills vs. West Hollywood?

• Upper East Side of Manhattan vs. East Harlem

• New Haven vs local community(zip code)

• Think about where you live, diversity by

geography

• Business density even works to tune audience

for some B-to-B

@Kevin_Lee_QED

The Power of Audience

Keywords tell you very little about audience

Geography predicts demographic and psychographic

audience segments:

• Conversion rate

• Income

• Wealth

• Weight / BMI

• Age

• and dozens more

@Kevin_Lee_QED

Audience

Audience

Audience

My current mantra

"Courtesy of Special Collections, University of Houston Libraries

@Kevin_Lee_QED

What's your Avg. Position?

For non-branded keywords - your avg PPC position?

@Kevin_Lee_QED

Conversion & Profit Lift Deliver LeverageConversion (and more profitable conversions) deliver leverage.

Conversion/Profit =Leverage

Benefit of Leverage manifests itself as an increase in reserve bid price (may not be fully needed).Better Audience Delivers Bid Leverage! Big Data delivers audience

@Kevin_Lee_QED

- Average conversion rate for US: 1.5%

- San Diego conversion rate: 2.1%You can bid over 25% more for San Diego clicks.

Geotargeting: Conversion Rate Differences

What drives this change in conversion %?? AUDIENCE!!

@Kevin_Lee_QED

Geotargeting: higher spenders

Miami DMA shopping cart: $178

Average shopping cart: $122

→ you can bid 45%+ more for Miami metro clicks.


@Kevin_Lee_QED

Geotargeting: higher LTV

Chicago DMA customers order more often & longer tenure

Average orders over 3-years: 10

Chicago DMA orders over 3-years: 15

You can bid 50% more for new Chicago customers.


@Kevin_Lee_QED

Ad units make it easier to talk to your largest profitable segments differently, and optimally:

1. Separate ads by geography

2. Promotional language, offers

3. Different landing pages

4. Don’t rely on Ad Extensions

But what about enhanced campaigns?

Geo is better with optimal ads

@Kevin_Lee_QED

Geo Bid Boost using Big Data (govt+)

AdWords

$$$$$

$$$$$

• Determine Geo Bid Multipler based on demos• Selected keywords that are important enough to boost

Demographic MAP Data

Interfaces with AdWords account

@Kevin_Lee_QED

Map Based Bid Boosts: How It Works

AdWords

$$$$$

$$$

• Customized map applied to selected keywords• New geo structures built and keywords either campaign replicated into the

Google AdWords account or Bid Boost in the master account by geo modifier

Custom map applied

Maps data sync

Keywords selected Geo campaigns created

@Kevin_Lee_QED

Typical online campaign runs nationally

Geo Boost: How It Works

@Kevin_Lee_QED

Geo Boost: How It Works

Ex: A Map campaign targets many geo regionsHundreds to thousands.

@Kevin_Lee_QED

Geo Maps: How It Works

Maps can be built to suit many needs

• Demographics• Household Income

• Shopping cart size• Conversion rate

• Family size • Wealth

• Client specific goals

@Kevin_Lee_QED

Map Definition Files: How It Works

Maps can be built to different geographic sizes

• State (Region)• DMA (Metro)• City• Zip Code*

@Kevin_Lee_QED

A Retailer Conversion Map

*Based on data previously tracked by Didit 2010-2013

Conversion Rate by DMA

Hot conversion region

Cold conversion region

@Kevin_Lee_QED

Maps: Household Income by DMA

For demonstration purposes only

Hot HHI region

Cold HHI region

@Kevin_Lee_QED

Maps: Wealth by DMA

For demonstration purposes only

Hot Wealth region

Cold Wealth region

@Kevin_Lee_QED

Geo Segemts - Benefits For Advertisers

• Weed out unqualified traffic (non-profitable clicks)• Bid on keywords in areas that are more likely to buy• Customize campaigns that appeal to people in a

specific geographical area• Improve ROI performance and VOLUME on top

funnel/non-brand keywords• Resuscitate a stale campaign

@Kevin_Lee_QED

Personalized SearchBig Data hits Google, again:

Already a fixed organic position across your target

audience doesn’t exist. Customization and

personalization happens based on:

1. Device

2. Geography

3. Login

4. ???

@Kevin_Lee_QED

Schema.org & Search

Schema.org opens up a whole new world of

information that the search engines can collect from

you (or from others about you)1. Product physical properties 2. Product relationships3. Specific product types

Still keyword based… But moving towards nirvana.

@Kevin_Lee_QED

Rich Snippet BenefitsRich Snippets are Schema XML within the SERP.

Notice the relationships between the data shown are not keyword-based but are a knowledge graph.

@Kevin_Lee_QED

Rich Snippet BenefitsRich Snippets have commerce benefits too.Structured data is already being used extensively within paid search and that’s why it is often more relevant than organic. Yet Google has good reasons to use metadata for organic.

@Kevin_Lee_QED

Big Data in Earned/Shared - Social

Earned - shared social media have uses for big data, in particular Twitter where data can be harvested easily• Research• Prospect identification• Influencer identification.

@Kevin_Lee_QED

Big Data fails in social if not “fun”

A simple mention, comment or “Like” is the beginning of feedback and reinforcement for prospects and customers.

However these forms of reinforcement are generally labor intensive so consider:

• Delegation• Filters• Frequency• Differences in platform (who sees what)

@Kevin_Lee_QED

Celebrities (Twitter and Traditional)

Followers are great but consider Klout, Kred and upward influence (working on a scoring mechanism for that).

@Kevin_Lee_QED

Celebrities (navigating influence)Upward influence is the holy grail:

@Kevin_Lee_QED

Celebrities, Learnings from #MillionDimes

Celebrity and # of followers (2.6 million for example) are not necessarily correlated with savvy Twitter behavior:

• What is wrong with this tweet?

@Kevin_Lee_QED© 2012 Didit - Confidential & Sensitive

Old Search – New Search (Big Data)

Most of the old and today’s algos reputation converts

into rank/position.

Next Generation Search:

• Who do you know? Who does the searcher know, like or follow?

• Who (individually) wrote the content matters.

• Who “liked” the content matters

• Who Tweeted / Promoted the content matters


Strategies for New Search

Strategies for semantic search require a doubling down

on old school SEO Content and a focus on:

1) Diversity of content

2) User contributed (or generated) content

3) Promotion and sharing of content

4) Use of all assets for content creation

5) Tagging content effectively

6) Multi screen use of content


Searching for AnswersBing & Facebook have been active combining Facebook’s social graph with search.


Searching for Answers

FB graph search - who knows or likes what.Suffers from lack of data and small friend lists.


Searching for AnswersFacebook’s graph search - who likes what.Can get creepy.


“FBX vs Facebook Advertising”

FBX lets you bring your own targeting via retargeting

and third party cookies.

Facebook also lets you bring your targeting via

“Custom Audience Targeting.” Both of these are more

likely to be successful than pure profile advertising.

What are your Facebook KPIs?

@Kevin_Lee_QED

People don’t search in a vacuum. Media, PR and marketing stimulate search behavior. • When people get curious about a product they search. • Brand searches spike most • Quality score rises (long term impact of media)• Category search may also increase if SOV is high• Search becomes as much a metric as it is a mediaThis is why attribution models often neglect to quantify the impact of failure to be there in search. Better to leverage search.Quality Score goes up when you advertise.

Big Data, Search and Media Interaction

@Kevin_Lee_QED

What stimulates search in your business? • Online Display Media. • Social Media (advertising and buzz)• Email Marketing (CRM and acquisition/advertising) • Direct Mail• Offline Media • Public Relations (On Good Morning America?)Some of these are paid media, some are earned media. How well can you control these?

Things That Drive Search Behavior

@Kevin_Lee_QED

While search is likely to see the majority of the result of other marketing stimulus, social media may also see a spike as well. • People may talk about you on Twitter• People may like you (especially if that’s what you asked them to do in the advertising or marketing message)• Google Plus?? Will people add you to their circle?• People may write about you in their blogs

Social Stimulus

@Kevin_Lee_QED

USER

User served displayAd User Searches

User served displayAd

User VisitsWebsite User Converts

Touch Point Analysis is only the tip of the iceberg.

Back to Attribution Modeling?Even better: Marketing Mix Modeling

Marginal elasticity of every media option is key!!e·las·tic·i·ty - i là stíssəteeIn economics, elasticity is the ratio of the percent change in one variable to the percent change in another variable. It is a tool for measuring the responsiveness of a function to changes in parameters in a unit-less way.

Elasticity is one of the most important concepts in economic theory. In addition when understanding how to allocate media dollars, nothing beats knowing the elasticity of the market in every direction.

@Kevin_Lee_QED

Have enough budget and time?

Split the country (or other geography) • Raise spending on some or all media significantly in some areas but keep control groups

• The bigger the spend the less time you’ll need for data• Watch for increases in brand search impression counts• Watch for increased CTR on brand and category ads• Re-normalize the geographies • Repeat switching the on and off geographies to be able to validate both lift and decay.Was there Brand lift, Quality Score lift?

Long Term Interaction Test - Mini Mix Model

@Kevin_Lee_QED

Big Data Personalization (touchpoint with permission)

Check out this ad, dynamically addressing me by name. Imagine how much more personalized it could get, with permission & Big Data.

@Kevin_Lee_QED

Conclusion• Harvest demand with SEM/SEO• Create demand with Social, Display, early stage SEO content, including video.• Test things from greatest predicted impact down• Work with external teams when appropriate

[email protected].

$200 adCenter coupon in my recent books ** new US advertisers only