Technology & search how to leverage apps and data (search university)

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Semetis

How to leverage apps and data to make your life as search marketer easier

Technologie Business

Technology & Search
Leveraging apps and data
Search University, June 2012

Jonathan Van Parys
Technology Lead at Semetis

“Marketing is the new ﬁnance. In the
1960s and 1970s we got interesting
data. So we saw huge gains in
understanding performance in the
ﬁnance industry.”

“I think marketing is in the same place.“

Hal Varian, Chief Economist at

“Internet search data could become an
important tool for economic analysis”

Big Data vs. SMALL DATA

Computer-readable ≠ human-readable.

To fully beneﬁt from this data, we need to
build the right applications around it.

Search data & trending topics

We use impression data, evolution and speed of evolution
to identify trending topics.

Search data performance monitoring

Additionly+
Lightning-fast monitoring and reporting
for Google AdWords

Search data performance monitoring

Additionly+
Request an invite
additionly.com

How To Guide
Making the most of web data

1. Identify key things you want to track

What needs day-to-day monitoring?

What would beneﬁt from automatic
analysis?

What do I still track in a clumsy way?

2. Collect the right data

?source=primary-nav

?source=record-in-brief

3. Build the right interface and analytics

Data alone is not enough.
Data needs poetry.
— Brendan Dawes

The interface needs to identify what’s worth
saying and help say it intelligibly.

Infoviz Analytics

Navigation

4. Kick ass in no time

What’s your app gonna be?

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