Marketing data science masterclass for SMEs to understand how SEO and social media can be made more predictable and quantifiable. Richmond Chamber of Commerce: http://richmondchamberofcommerce.co.uk/ Thank you to Artios: https://artios.io/

1. April 2014!
ANDREAS VONIATIS
Marketing Data Science
SEO and Social Media
21st April 2015

2. TODAY…
• Data science
• SEO
• Social Media
©2015 Copyright Richmond Chamber of Commerce and Artios

3. DATA SCIENCE…

4. WHY DATA SCIENCE
• More reliable for making decisions
• Quantifiable
• Online marketing is a data rich environment
• More complex
©2015 Copyright Richmond Chamber of Commerce and Artios

5. WHAT IS DATA SCIENCE
Software
Engineering
Online Marketing
Mathematics
Statistics
Probability
Linear Algebra
Multivariable Calculus
Differential Equations
Topology
Python
Mongo DB
SQL
MapReduce
Hadoop
R
Machine Learning
D3 Visualisation
Apache Spark
Apache Storm
Scala
Java
Psychology
HTML & CSS
Javascript
Social Media
SEO
Copywriting
Online advertising
Branding
Research
Customer Experience
©2015 Copyright Richmond Chamber of Commerce and Artios

6. HOW : DATA SCIENCE
Data
Design
Data
Wrangling
Explore
Data
Statistical
Tests
Insights Visualise
Data
©2015 Copyright Richmond Chamber of Commerce and Artios

7. SEO…

8. SEO : DEFINITION
SEO stands for “search engine optimization.” It is the process of
getting traffic from the “free,” “organic,” “editorial” or “natural” search
results on search engines.
• Main components of SEO:
• Content
• Site design and architecture
• Links
• Social Media
©2015 Copyright Richmond Chamber of Commerce and Artios

9. WHO : COMPETITORS
• WHO has / doesn’t have the RANKINGS ?
• WHO is OFFERING to your customer groups?
• Disregard Wikipedia
• Choose Alexa as your outcome variable
©2015 Copyright Richmond Chamber of Commerce and Artios

10. WHO : EXAMPLE
Volunteer please!
• Do a Google
• Check Alexa
• What we look for
• Comparability
• Full range
©2015 Copyright Richmond Chamber of Commerce and Artios

11. WHO : EXAMPLE
©2015 Copyright Richmond Chamber of Commerce and Artios

12. WHAT : SEO DRIVERS
Google uses over 800 factors

13. WHERE : DATA SOURCES
©2015 Copyright Richmond Chamber of Commerce and Artios

14. IN : DATA
• Daily basis
• Random times of the day
• Your site
• Your competitors
• Select an element – Referring Domains
©2015 Copyright Richmond Chamber of Commerce and Artios

15. PREDICT : EDA
Observations:
• Distributions – normal ?
• Outliers ?
• Variation ?
• Statistical tests (Mann Whitney, ANOVA, Welch’s t etc) ?
©2015 Copyright Richmond Chamber of Commerce and Artios

16. PREDICT : READING AGE
©2015 Copyright Richmond Chamber of Commerce and Artios

17. PREDICT : READING AGE

18. PREDICT : READING AGE
©2015 Copyright Richmond Chamber of Commerce and Artios

19. PREDICT : READING AGE
0
1
2
3
40 50 60 70
Average Page Title FKRE
Density
domain
gelighting.com
jcc.co.uk
lighting.philips.co.uk
osram.com
qeglobal.com
Feature Value Distribution: Average Page Title FKRE − QE Global
©2015 Copyright Richmond Chamber of Commerce and Artios

20. QUANTIFY : READING AGE
Quantify the effect on traffic:
• Produce a scatter plot
• Fit a model
• Look at the coefficient of determination (R2)
• Anything over .14 indicates a small but significant relationship
• .75 or above suggests a significant relationship
©2015 Copyright Richmond Chamber of Commerce and Artios

21. QUANTIFY: READING AGE
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r2
= 0.45
−1e+06
0e+00
1e+06
2e+06
40 50 60 70 80
Average Page Title FKRE
AlexaRank Feature Regression − Average Page Title FKRE − QE Global
©2015 Copyright Richmond Chamber of Commerce and Artios

22. APPLY : READING AGE
Now we have proven that reading age is a significant factor:
• Review all content not meeting reading age targets
• Rewrite the content
• Wait 30 days
©2015 Copyright Richmond Chamber of Commerce and Artios

23. TRACK : READING AGE
40
50
60
70
Mar 23 Mar 30 Apr 06
Date
AveragePageTitleFKRE
domain
gelighting.com
jcc.co.uk
lighting.philips.co.uk
osram.com
qeglobal.com
Feature Trend: Average Page Title FKRE − QE Global
©2015 Copyright Richmond Chamber of Commerce and Artios

24. SOCIAL MEDIA…

25. SOCIAL MEDIA : DEFINITION
forms of electronic communication (as Web sites for social
networking and microblogging) through which users create online
communities to share information, ideas, personal messages, and
other content (as videos)
• Main components of Social Media:
• Sharing
• Followers
• Memes
©2015 Copyright Richmond Chamber of Commerce and Artios

26. WHERE : DATA SOURCES
©2015 Copyright Richmond Chamber of Commerce and Artios

27. WHERE : DATA SOURCES
©2015 Copyright Richmond Chamber of Commerce and Artios

28. IN : DATA
• Daily basis
• Random Times of the day
• Your site
• Your competitors
• Select an element – Twitter volume
©2015 Copyright Richmond Chamber of Commerce and Artios

29. PREDICT : TWITTER VOLUME

30. PREDICT : TWITTER VOLUME

32. PREDICT : TWITTER VOLUME
©2015 Copyright Richmond Chamber of Commerce and Artios

33. PREDICT : EDA
Observations:
• Distributions – normal ?
• Outliers ?
• Variation ?
• Statistical tests (Mann Whitney, ANOVA, Welch’s t etc) ?
©2015 Copyright Richmond Chamber of Commerce and Artios

34. PREDICT : TWITTER VOLUME
0.0
0.3
0.6
0.9
0 25 50 75 100
Twitter Volume
Density
domain
gelighting.com
jcc.co.uk
lighting.philips.co.uk
osram.com
qeglobal.com
Feature Value Distribution: Twitter Volume − QE Global
©2015 Copyright Richmond Chamber of Commerce and Artios

35. QUANTIFY: TWITTER VOLUME
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r2
= 0.13
−1e+06
0e+00
1e+06
2e+06
0 200 400
Twitter Volume
AlexaRank
Feature Regression − Twitter Volume − QE Global
©2015 Copyright Richmond Chamber of Commerce and Artios

36. APPLY : TWITTER VOLUME
Now we have proven that twitter volume is NOT a significant factor:
• Investigate other possible drivers of performance on social media
• Complete your social media data science studies
©2015 Copyright Richmond Chamber of Commerce and Artios
• Invest in an inbound marketing strategy

37. TRACK: TWITTER VOLUME
0
200
400
Feb 01 Feb 15 Mar 01 Mar 15 Apr 01
Date
TwitterVolume
domain
gelighting.com
jcc.co.uk
lighting.philips.co.uk
osram.com
qeglobal.com
Feature Trend: Twitter Volume − QE Global
©2015 Copyright Richmond Chamber of Commerce and Artios

38. THANK YOU…
email: hello@artios.io
web: artios.io
twitter: @artios_maths
phone: +44 (0)20 8213 5872