In the last few years companies have an increasing desire to take search engine optimization (SEO), pay-per-click (PPC) and social media marketing in-house. The trend, while logical, has dangerous implications for corporations and agencies alike.
Data won't tell you everything you need. In fact, sometimes it tells you the wrong thing."We are data rich and insight poor," said Adam Kmiec, Director, Global Digital Marketing & Social Media, The Campbell Soup Co., during the morning keynote at the iMedia in:Focus Summit on What Women Want From Brands. "Data misses things. Insights come from signals, not data, and insights inform decisions. The key is what you do with those signals."
He urged marketers and agencies to look beyond big data and study insights and emerging trends, and then apply those to the data. For instance, don't assume a tweet is equivalent to an actionable data point. However, many tweets when filtered and structured, can potentially be a powerful signal about consumer behavior. Signals indicate what consumers are really doing with products and how they are buying. "An insight is something you need to think about and then make a decision about what to do about it," he said.
Around the middle of March we started analyzing our traffic with regards to the NCAA 2013 championship. To do that, we chose the top thirteen teams at the time (Gonzaga, Michigan State, Indiana, Michigan, Georgetown, Nashville, Kansas, Louisville, Duke, Miami, St. Mary’s, Kennesaw State and La Salle) and built custom categories for identifying them. DG-Peer39’s system currently crunches about fifty billion requests per day. Each request represents a web page which is about to be delivered to an internet user, which is sent to DG-Peer39 for analysis.
We enabled the system to identify web pages referencing each of the teams specifically in the context of basketball. These pages were automatically analyzed on a deep semantic level across three dimensions: safety, quality and topic. These massive amounts of analyzed traffic also provide us with a unique opportunity to glean insights and intelligence on current internet trends at large.
The graph below shows the request volume we received for each of the teams, as a fraction of the total number of March-Madness requests. The percentages are the relative share of each team in the total requests.
To further analyze this data, we sampled several tens of thousands of random webpages referencing Michigan and Louisville, the... Read more