Use Big Data to Improve Content Marketing - Cheemin

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

Business Technologie

#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

16. #cmworld Content is QUEEN