What tools to use and how to get creative as a search marketer to become the next cmo... at Friends Of Search Conference 2015 in Amsterdam

1. <tweak geeks>
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© Pascal Fantou @pascalfantou http://q48.de

2. Get your body and brain ready…
And say hello to the person next to you.
And please say: I’m so sorry…
Conrobic - wake up!
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3. Pascal Fantou
‣ Life
• married, 4 Kids (same wife, met my wife online in
1999) , Munich
• Background: IT, Marketing,
Philosophy, systemic Coaching
• played high level German League Basketball
‣ Work
• Growth Hacking / Data Driven Marketing
(Attraction, Conversion, Engagement, Retention)
• first Homepage in 1993
• Microsoft, Dt. Telekom, FOCUS, Scout24, Pro7,
Beiersdorf, Audi, O2, Payback ...
• Speaker and Moderator (SMX, SEC, SES, imc, a4u,
PubCon, Internet World, SEO Day, SEO Campixx ...)
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4. Exponential growth is often a result of a knowledge mix
What is Growth Hacking?
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Growth
Hacker
IT Marketing

5. Missing one part is crucial for future development
Three parts of tomorrows CMO
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Growth
IT Marketing
Data
‣ Do my Cookies really
work across devices?
‣ Which channel
cannibalizes my TV
spend?
‣ Can I trust the data I use
every day?
‣ What will be my careers
next step?
CMO Questions

6. well that’s interesting…
Work of Todays Search Marketers
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Growth
IT Marketing
Data

7. Prepare for your new role by getting the info you would
need and preparing the innovations you could do
Expand your Perspective
‣ Understand your Business Model
‣ Get the data and the mechanics outside of your
home channel
‣ Expand your Classical Tools
‣ Automate to save time
‣ Get creative, play around!
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8. Actions
Strategy
Objectives / Goals
Mission
Strategy Map by Kaplan / Norton
The Companys Strategic Context
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Vision
Which projects and processes are getting
us closer to our goals? Which are not?
Who is in charge, who is working on it?
Which goals match our strategy?
How do we know that we matched our goals?
Which adoptions or KPI do we need?
What’s our core competence?
How do we create value for our customers?
Which milestones do we need to achieve?
Why do we exist?
What do we believe?
What are our core values?
Were are we going to?
What could be an ideal future for us?

9. of a random e-commerce site
Classic Business Model
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Revenue
Conversion
Visitor

10. Growth of the KPI „total revenue“ is typically achieved
in these two areas
We want more Revenue
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more
revenue
Conversion
more Visitors
more
revenue
better
Conversion
Visitors

11. the main growth areas are connected to to a positive overall
user experience with connected units
Todays growth fields
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more
revenue
Conversion
Returning Visitors
becoming
evangelists
more
revenue
Conversion
Word-of-Mouth
Visitors

12. Use the Technology Adoption Curve to explain how new
technologies are adopted
Where is your product / company?
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Innovators Early Adopters Early Majority Late Majority Laggards
TheChasm
Early Market
Crossing the Chasm
Mainstream Market
Late Market

13. Did you know your preferred Mobile Operating System can
can tell something over your relation history?
and Data…
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14. okcupid combined data analysis with online PR to get reach
Data can be sexy
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http://blog.okcupid.com/index.php/dont-be-ugly-by-accident/

15. Orders are down? Why? email provider blacklist! The time to
track down the real issue went down from around 2 weeks
to 4-8 hours. In 2005.
Data Analysis pays the bill.
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16. You will only have success when your IT cannot fool you.
And they will try. So do your homework.
Get your technical skills ready
‣ JavaScript
‣ Regular Expressions
‣ APIs
‣ Browser Automation
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17. is a so called Scripting Language meaning it will only be
processed, when the script arrives in the browser
JavaScript
‣ Examples
• window.alert("Hello World");
• var confirmed =
window.confirm("Please confiirm");
• /* Comment */
‣ Important:
• JavaScript: Browser (mostly, apart
from node.js)
• Java: Server (mostly, apart from
Applets, Apps)
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18. Is a kind of Macro written in JavaScript and can be called as
a Bookmark in your browser
Bookmarklets
‣ Beispiel: Wikipedia Nachschlager
• javascript:Qr=document.getSelection();if(!Qr)
{void(Qr=prompt('Search:',''))};if(Qr)location.href='http://
en.wikipedia.org/w/index.php?search='+escape(Qr);
‣ Installation
• Add a new Bookmark / Favorite.
• Choose a name.
• Copy the Code Snippet into the URL Field.
‣ Use it, Adopt it
• Select a word on any website with your mouse.
• Click on the new Bookmark.
• Wikipedia will show his entry.
• And now think of your own repeating tasks and adopt.
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http://en.wikipedia.org/wiki/Bookmarklet

19. So use it to do your recurring tasks…
JS is used in Adwords Scripts
function main() {
// High Impressions + low CTR
var keywordIterator=AdWordsApp
.keywords()
.withCondition("CampaignName CONTAINS '#'")
.withCondition("Impressions > 1000")
.withCondition("Ctr < 0.0005") // 0,05 % CTR
.forDateRange("LAST_30_DAYS")
.orderBy("Clicks DESC")
.get();
while(keywordIterator.hasNext())
{
var keyword=keywordIterator.next();
keyword.pause();
keyword.applyLabel("AutoPaused: HI-LC");
}
}
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20. A regular expression, (RegExp or Regex) often called a
pattern, is an expression used to specify a set of strings
required for a particular purpose.
Regular Expression
‣ Characters
• . Matches any single character
• /d only numbers
‣ Quantification
• ? zero or one time {0,1}
• * zero or more times {0,}
• + one or more times {1,}
‣ Alternatoren und Verneinung
• | or
• ^ not the following pattern
‣ Groups
• ( ) Result
• [ ] Group of Chars
• { } Length
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http://en.wikipedia.org/wiki/Regular_expression

21. They are needed to select and separate data streams
Regexp Examples
‣ i.e. Filter rules in Google Analytics
‣ Log File analysis
‣ E-Mail Rules
‣ http://regexper.com/#%2Fbb%7C%5B%5Eb
%5D%7B2%7D%2F
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22. is a way that machines can talk to each other with some
standard language patterns i.e. REST
Application Program Interface API
‣ facebook Open Graph
‣ foursquare
• ok but why should I care?
• fanpage quiz post with multiple
thousand responses, find
comment of the winners with
their facebook ID
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24. without implementing new tools
Simple Example 1: Stalking Robots
‣ why tracking access to robots.txt?
• find how often search engine robots hit them (obvious)
• find scraping tools and their IPs
• track hosts, ports and protocols for DC
‣ getting real time information of page access
• see indexing speed at different phases
• learn how to trigger robot visits
• manage your crawling budget
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25. a little bit simplified for you to get the idea
robots.php - Two Approaches
‣ Add the Type in htaccess / http.conf
• AddType application/x-httpd-php .txt
• in robots.txt
• <?php //do crazy stuff ?>
User-agent: *
Disallow:/
‣ URL Rewriting
• RewriteRule ^robots.txt$ /robots.php [NC,L]
• in robots.php
• <?php
header("Content-type: text/plain");
//do crazy stuff
?>
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26. with the measurement protocol you can track users without
executing the Javascript Snippet
Just use Google Analytics
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27. Use the new time to be creative
Automate repeating tasks
‣ Selenium
• Selenium automates browsers. That's it. What you do
with that power is entirely up to you.
‣ IFTTT.com
• Put the internet to work for you.
‣ PHPUnit / Allure
• Track all Conversion Pixels through all possible tracking
Combinations before and after each IT-Release
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28. After each release, you can let machines check, if all
tracking information was set-up in a correct way
Automate Testing your Pixels
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Dummy screenshot - real data under NDA

29. Some things are not as they seem…

30. Dont’t tweet, don’t tell!
Scary Demo - and a possible relief
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31. One more thing

32. 32
75%of you colleagues will not
change their work
tomorrow at all. 24% will
change one thing.
but you can be in the 1%
changes two things. And
your neighbor, you say
sorry to in the beginnig?
Well… say sorry again.

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34. </tweak geeks>
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© Pascal Fantou @pascalfantou http://q48.de
thank you!