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Use Big Data to Improve Content Marketing - Cheemin

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Pam Didner
Pam Didner

Use big data to improve content marketing presentation by Cheemin Bo-Linn.

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#cmworld   Cheemin  was  my  co-­‐ presenter  at  the  Content   Marke7ng  World.         Here  is  her  presenta7on.         Check  it  out!  
#cmworld     Cheemin  Bo-­‐Linn     President   cheemin@peritusp.com        
#cmworld     Another  Perspec7ve…   Using  Data  Insight  
#cmworld                          Volume            Variety      Velocity                +    =                Noisy  Data                    Insight      
#cmworld                                              Let  Tools  reveal    pa,erns”      All  Associa3ons      Every  combina3on        Ad  hoc     ...help  define  the  problem      Before:  OLAP,  SQL,  BI,BA,  Hadoop,          and  now  new  tools    
#cmworld     Discover  true      customer    behavior   pa8erns  …     New  discoveries!          
#cmworld       “informa?on  is  not   knowledge  and     data  without  context   is  just  organized   informa?on.’’     Albert  Einstein      
#cmworld         Contextual    Content   Data  Marke?ng     “Reaching a user with messaging that is relevant to what they are doing in that very moment”… Group Search Director of Neo@Ogilvy
#cmworld   Case  studies:     Big  data  +  Content          Awareness     Considera?on     Conversion          Loyalty      
#cmworld                          Awarenessà  Considera?onà  Conversionà  Loyalty              Problem:          Less  prospects          Data  Insight:        New  “  Voice”    paTerns      Metrics:    Customer  sa7sfac7on       Result:      Y-­‐to-­‐Y  New  customers    15  %    score  improvement   •  Click  words/values  from  the   Sentence  Content  List,   •  The  List  narrows  to  reveal  the   associa7ons  and  frequencies   •  Selected  words  are  highlighted  in   context  in  the  relevant  content   (Tweets,  Ar7cles,  Documents,  etc.)  
#cmworld                          Awarenessà  Considera?on  à  Conversionà  Loyalty             Problem:        Low  conversion@  high  cost       Data  Insight:      New    “day/geo”  slicing  paTerns     Metric:    Y-­‐to  Y  CPL  ,  CTR       Result:        4  months  $9k  ad  savings      >  25%  leads  /44%  conversions          
#cmworld                          Awareness  àConsidera?on  à  Conversion  àLoyalty                                  Problem:        Limited  insight.  45/  65m  use    cloud,  mobile,  digital  services       Data  Insight:      New    “community”  paTerns     Metric:    Sales       Result:        Democra7zed  data    10k  user  generated  content    >  sales  65%            
#cmworld   KEY  TAKEAWAY   Let    Tools     •   reveal  paTerns   •  define  problem   •  predict         Test  and  Op?mize     NEVER  END…  
#cmworld   WHO  is  king?  Content  or  Big  Data?  
#cmworld   Data  is     KING    
#cmworld   Content  is   QUEEN  

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Use Big Data to Improve Content Marketing - Cheemin

  • 1. #cmworld   Cheemin  was  my  co-­‐ presenter  at  the  Content   Marke7ng  World.         Here  is  her  presenta7on.         Check  it  out!  
  • 2. #cmworld     Cheemin  Bo-­‐Linn     President   cheemin@peritusp.com        
  • 3. #cmworld     Another  Perspec7ve…   Using  Data  Insight  
  • 4. #cmworld                          Volume            Variety      Velocity                +    =                Noisy  Data                    Insight      
  • 5. #cmworld                                              Let  Tools  reveal    pa,erns”      All  Associa3ons      Every  combina3on        Ad  hoc     ...help  define  the  problem      Before:  OLAP,  SQL,  BI,BA,  Hadoop,          and  now  new  tools    
  • 6. #cmworld     Discover  true      customer    behavior   pa8erns  …     New  discoveries!          
  • 7. #cmworld       “informa?on  is  not   knowledge  and     data  without  context   is  just  organized   informa?on.’’     Albert  Einstein      
  • 8. #cmworld         Contextual    Content   Data  Marke?ng     “Reaching a user with messaging that is relevant to what they are doing in that very moment”… Group Search Director of Neo@Ogilvy
  • 9. #cmworld   Case  studies:     Big  data  +  Content          Awareness     Considera?on     Conversion          Loyalty      
  • 10. #cmworld                          Awarenessà  Considera?onà  Conversionà  Loyalty              Problem:          Less  prospects          Data  Insight:        New  “  Voice”    paTerns      Metrics:    Customer  sa7sfac7on       Result:      Y-­‐to-­‐Y  New  customers    15  %    score  improvement   •  Click  words/values  from  the   Sentence  Content  List,   •  The  List  narrows  to  reveal  the   associa7ons  and  frequencies   •  Selected  words  are  highlighted  in   context  in  the  relevant  content   (Tweets,  Ar7cles,  Documents,  etc.)  
  • 11. #cmworld                          Awarenessà  Considera?on  à  Conversionà  Loyalty             Problem:        Low  conversion@  high  cost       Data  Insight:      New    “day/geo”  slicing  paTerns     Metric:    Y-­‐to  Y  CPL  ,  CTR       Result:        4  months  $9k  ad  savings      >  25%  leads  /44%  conversions          
  • 12. #cmworld                          Awareness  àConsidera?on  à  Conversion  àLoyalty                                  Problem:        Limited  insight.  45/  65m  use    cloud,  mobile,  digital  services       Data  Insight:      New    “community”  paTerns     Metric:    Sales       Result:        Democra7zed  data    10k  user  generated  content    >  sales  65%            
  • 13. #cmworld   KEY  TAKEAWAY   Let    Tools     •   reveal  paTerns   •  define  problem   •  predict         Test  and  Op?mize     NEVER  END…  
  • 14. #cmworld   WHO  is  king?  Content  or  Big  Data?  
  • 15. #cmworld   Data  is     KING