Big Data and the Future of Marketing Today

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


@brysonmeunier


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

http://swampland.time.com/2012/11/07/inside-the-secret-world-of-quants-and-data-crunchers-who-helped-obama-win/




George Clooney and Big Data

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Keywords as Proxies for Consumer

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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.

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Data as Proxies for Consumer

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• Aggregated and weighted data from hundreds of sources, including Hitwise, comScore, Google, etc

• Opportunities foregrounded

• Data humanized and made actionable through data-driven personas


Creative & Content

Development

Media Strategy &

Demographics

Target Keywords

Channels & Platforms

Opportunities

• Phase 2: Gap Analysis• Phase 1: Data Collection

ClearTarget™ Process


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


Defining a Basic Digital Persona in Fifteen Minutes

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• Quantcast is easy way to define demographics and psychographics

• Only works with URLs



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Product: “Gravity” starring George Clooney and Sandra Bullock

Business objective: Target potential theatergoers and fill seats



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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?



@brysonmeunier

What are their

demographics?

Source: YouTube



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What are their

demographics?

Source: Google



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What are their

demographics?

Source: Bing Ad Intelligence



@brysonmeunier

What are their

demographics?

Mostly Female, 45-

54Mostly Male,

45-54Mostly Male,

45-54



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Where do they spend their time

online?

What are their

demographics?

Source: comScore Search Planner


What are their

demographics?


Male, 45Cleveland, OH

Senior Web Producer$105k2 kids



@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



@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



@brysonmeunier





@brysonmeunier





Stan Male, 45Cleveland, OH

Senior Web Producer$105k2 children

Example searches:

‘gravity movie trailer’

‘sandra bullock movies’

‘gravity movie reviews’

Also visits:

YouTube

Pinterest

CBS Television

Gawker.com

Media Consumption:

TV and movie fan. Digitally, mostly desktop, with minimal smartphone and tablet usage


Sample strategies for Reaching Stan

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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


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

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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


Bryson MeunierDirector, SEO StrategyResolution [email protected]://www.brysonmeunier.comhttp://www.resolutionmedia.com@brysonmeunier+Bryson Meunier

Thank You!

@brysonmeunier

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