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DRIVING SEARCH
WITH BIG DATA
Benjamin Spiegel
Director, Search Operations

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Who am I?
Benjamin Spiegel
Director, Search Operations
Catalyst Online
Twitter: @nxfxcom
Email: benjamin.spiegel@groupm.com
URL: www.catalystsearchmarketing.com
Likes
• Search
• Analytics
• Data
• Caffeine
Dislikes
• PowerPoints
• Presentations
• Public speaking
• Plus…

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ORGANIC PAID SOCIAL
Data Silos

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Data Sources
and many more…

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So What Can You Do?

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API Process
1. Determine the data sources
– Translate Business needs into KPIs and determine who has the metrics
2. Build connecters & adapters
– Develop automated collection methods to collect the raw data
3. Store and aggregate the data
– Choose a flexible storage and aggregation method to manipulate and prepare the data.
4. Visualize & explore with BI Tools
– Connect your data to a visualization / BI Tool do filter, segment and analyze.

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So What Does That Mean For
Me?

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Key Phrase Strategy

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How Can We Make That
Better?

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Current CPC

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Lets Dig A Little Deeper And
Let’s Size Them By Interest

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Current CPC
OrganicRank

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Okay, How About Coloring
Them By Bounce Rate?

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Current CPC
OrganicRank

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How About Incorporating Google
Trend Forecast With Icons

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Current CPC
OrganicRank

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Current CPC
OrganicRank
OrganicPaid

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BrandX Wanted to create
consumer connections with 50% of
all searchers.
They Are Currently connecting with
only 15% of all searchers
Case Study

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abcnews.com
wikihow.com
youtube.com
youtube.com

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So What Do They All Have In
Common?

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Search Boxes

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Opportunities

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So how do we decide where to
play?

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Gave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLsGave Us 67,000 Unique URLs
1. We Took ~4000 Key Phrases And
Collected The Top 20 Rankings For
Each Term

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2. We Then Collected Audience Data
For All Keyphrases From Compete,
Comscore, And DoubleClick

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3. We Analyzed The Sentiment Of
All The Discovered URLs

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4. Analyzed And Organized
Inbound Links By Traffic, Quality,
And Authority

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5. This Leaves Us With Over 63 Points
Of Data Per Domain

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6. We Then Filtered The URLs To
Remove Sites That
• Did not align with the target audience
• Had low engagement
• Could not be influenced
• Have low social or link authority

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Referral pages per Visit
Visibility(AvgRank|#
Results)
7. This Left Us With Around 170 Highly
Engaged & Highly Targeted Sites.

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Referral pages per Visit
Visibility(AvgRank|#
Results)
BrandX Is Now Visible On

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Based On All Primary Keyphrases,
~60% Of All Results Contained
Brand Mentions For Our Brand.
Result

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Thank you!
Benjamin Spiegel
Director, Search Operations