L’impact du Big Data et Machine Learning sur le marketing en ligne

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Cécile BERONI - Responsable SEO

Rodolphe Quénette - Directeur Associé

L’impact du Big Data & Machine Learning sur le Marketing en ligne

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| Data & Analytics Solutions

Company Established in 2006Software platform launched in 2009Operations in UK, US and FranceCustomers all over the world

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PriceMinister-Rakuten c’est : ▪100 % MarketPlace▪6ème site e-commerce Français▪200 millions d’annonces

Le SEO c’est :▪24 millions de pages ▪17 millions de pages indexées▪30-40 % des visites

La Data Science c’est :▪Equipes Internes : SEO - RIT -

BIG DATA - BI Data Sourcing + Crunching

▪Equipe Externe : Authoritas Data Sourcing

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DATA SCIENCE& PREDICTION

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61%

Google prediction

Nos débuts …..+ de pages crawlées- de temps de rotation+ de pages indexées + Freshness Index

Prédiction du Crawl Google

Performance KPI

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Brand

+41%

SEO Visibility

Prédiction des Top KW

▪Extraction de gros volumes de DATA▪Enrichissement des DATA▪Création/Ciblage Landing Pages

Brand

Data Crunching

KW DataSourcing

Identification des Signaux

OpportunitésSearch VolumeCategory Strat Concurrents ….

KPI

ProduitsVisitesRankingResultats SERP….

Landing Pages

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Graph database Technology

RD

P

P

P

KW

KW

KW

KW

KW

CP

CP

KW

KW

KW

The competition!

KW

KW

CP

CDYou

Opportunity!

CD = Competing domainsCP = Competitor’s pages

RD = Ranking domainP = Your pageKW = Keyword

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SERP Analysis: Clusterization & structure

Millions of Keywords➢ Monthly Search volumes➢ Ranking➢ …

Billions of Pages ➢ Trust Flow➢ Citation Flow➢ …

Trillions of Links (Majestic Data)

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Insight: Clusters - Traffic Opportunities

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Insight: Clusters - Traffic Opportunities

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Brand

+41%

SEO Visibility


▪Extraction de gros volumes de DATA▪Enrichissement des DATA▪Création/Ciblage Landing Pages

Brand

Data Crunching

KW DataSourcing

Identification des Signaux

OpportunitésSearch VolumeCategory Strat Concurrents ….

KPI

ProduitsVisitesRankingResultats SERP….

Landing Pages

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Par l’obtention de plus de 2,4 millions de nouveaux Kw nous avons pu déployer nos actions opérationnelles sur un très gros volume de pages.

Big Data & Impact “Macro”

Le volume de recherche global des Kw ciblés est la clef de notre actuelle croissance.

Big Data & Performance

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DATA SCIENCE& SCORING

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Scoring des Top KW

Extraction des contenus internes

Récupération Info

Produits / SERP/ USER

Récupération des données externes

AuthoritasCroisement de

tous les Signaux KW Ranking

- E-commerce ou Média- Capacité de visibilité/Ranking

Identification des KW

- Intensité business- Tendance à la croissance

Classement des KW

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Keyword Data

Demand

Search Volumes

CPC

CTR%

….

Relevance

Frequency Across domains

Cluster Relevance to Host

Similarity

Distance

….

Competition

Competing URLs

Ranking Data

Visibility

Average Relative Strength

….

Your Performance

Number of Host URLs

Traffic

Rank

….

Page

KW

Page

Page

KW

KW

KW

KW

Page

KW

Potential

Potential Value / Top / Median / Low

Potential Visibility

…

Content suggestion

Suggested Keywords

Suggested URLs

…

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Scoring des Top KW

Extraction des contenus internes

Récupération Info

Produits / SERP/ USER


AuthoritasCroisement de

tous les Signaux KW Ranking

- E-commerce ou Média- Capacité de visibilité/Ranking

Identification des KW

- Intensité business- Tendance à la croissance

Classement des KW

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Scoring des Top URL

Kw Ranking

Récupération Info

Intention d’achat sur

Produits/Saisonnalité


sur nos URL

Authoritas

Croisement de tous les Signaux TOP URLs

Sourcer les meilleures URL par rapport au Kw

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Page Data

Demand

Search Volumes

CPC

CTR%

….

Relevance

Frequency Across domains

Cluster Relevance to Host

Similarity

Distance

….

Competition

Competing URLs

Ranking Data

Visibility

Average Relative Strength

Majestic Data

Your Performance

# Ranking Keywords

Visibility

Estimated Value

….

Potential

Potential Value / Top / Median / Low

Potential Visibility

…

Content

Suggested Keywords

Cluster

…

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Scoring des Top URL

Kw Ranking

Extraction d’infos

Intention d’achat Produit/Saisonnalit

é


sur nos URL

Authoritas

Croisement de tous les Signaux TOP URLs

Sourcer les meilleures URL par rapport au Kw

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Big Data = Dynamique de croissance SEO

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Thank you

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BRAUMGroupPresentation Title Name

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Presentation Title Name

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Business StrategyLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud


Rodolphe Quénette

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Driven by ResultsLorem ipsum dolor set amet conquisador lipsum

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Insight: Market AnalysisLorem ipsum dolor set amet conquisador lipsum

CORE NICHE COMPETITORS

NICHE COMPETITORS

POWERFUL MAINSTREAM COMPETITORS

FRINGE COMPETITORS

HIGH

LO WH

IGH

LOW

OR

GA

NIC

SE

AR

CH

V

ISIB

ILIT

Y

STRENGTH OF DOMAIN

GreatBritishChefs.com

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Insight: Traffic OpportunitiesLorem ipsum dolor set amet conquisador lipsum

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Insight: Traffic Opportunities

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Insight: Content Opportunities - Revenue

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SectionBreak

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65%Lorem Ipsum

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Section BreakLorem ipsum dolor set amet

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Setting Goals

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Setting Goals

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Driven by Results

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Business StrategyLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim ad minim veniamaute irure dolor in reprehend erit in voluptate velit esse cillum. Lorem sipsum dolor set ure et dolore magna aliqua. Ut enim ad minim. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sedLorem ipsum dolor sit amet, consectetur adipiscing elit, sed Lorem ipsum dolor sit amet, consectetur

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Key Elements

Building a better tomorrow

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SectionBreak

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Driven by Results


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SECTION Break

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Core Values

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Core Values



Core Values



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John SmithLorem ipsum











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Core Values

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Core Values


Core Values


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Core Values

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Core Values



Core Values



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Lorem ipsum

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Lorem ipsum

Components 68%

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Key Elements

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Core Value Principles

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Core Values

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Core Values

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Expect More

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Work Hard. Play Harder.

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Driven by results that matter most

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Marketing Solutions

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Built for performance

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75%Lorem ipsum dolor sit amet t amet conquis Lipsum dolor set amet doloe

62%Lorem ipsum dolor sit amet t amet conquis Lipsum dolor set amet doloe

Driven by Results

106

#seocamp

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehend erit in

Driven by ResultsLorem ipsum dolor set amet conquisador lipsum62%

107

#seocamp

62%

Lorem ipsumLorem ipsum dolor set amet conquis ador emer. Lorem

ipsum dolor set amet conquis ador emer. Lorem

ipsum dolor set amet conquis ador emer.

34%




91%




108

#seocamp


Lorem ipsum

▪Lorem ipsum dolor sit amet▪Lorem ipsum dolor set▪Lorem ipsum dolor sit

amet▪Lorem ipsum dolor

Basic

4.99

Lorem ipsum



Deluxe

8.99

Lorem ipsum



Premium

12.99

109

#seocamp


Lorem ipsum

Lorem ipsum dolor

Set amore conquis madore

Lorem ipsum dolor

Set amore con

Basic

4.99

Lorem ipsum

Lorem ipsum dolor


Lorem ipsum dolor

Set amore con

Deluxe

6.99

Lorem ipsum

Lorem ipsum dolor


Lorem ipsum dolor

Set amore con

Premium

12.99

Lorem ipsum

Lorem ipsum dolor


Lorem ipsum dolor

Set amore con

Best Value

8.99

110

#seocamp


Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum

Dolor Set

Dolor Set

Dolor Set

111

#seocamp


Lorem ipsum dolor sit amet, consecte tur adipiscing elit, sed do eiusmod tempor incididunt in amet doilor Lorem ipsum dolor sit amet, consecte tur adipiscing elit, sed

Lorem ipsum dolor

20% 35% 50% 65%

112

#seocamp

Driven by ResultsLorem ipsum dolor set amet conquisador lipsum 98%

76%

42%

28%

Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum

SolutionsLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim

113

#seocamp

Quality 78%

Cost Value 52%

Service 91%


114

#seocamp

Driven by Results

Lorem ipsum dolor sit amet, consecte tur adipiscing elit, sed do eiusmod tempor incididunt in amet doilor Lorem ipsum dolor sit amet, consecte tur adipiscing elit, sed

Lorem ipsum dolor

Lorem ipsum 70%

Lorem ipsum 50%

Lorem ipsum 60%

Lorem ipsum 40%

Lorem ipsum 40%

115

#seocamp


Lorem ipsum



Lorem ipsum



Lorem ipsum



Lorem ipsum



Lorem ipsum Lorem ipsum

Lorem ipsum Lorem ipsum

116

#seocamp


62%

Lorem ipsumLorem ipsum dolor set amet conquis

ador emer. Lorem ipsum dolor set amet conquis ador emer. Lorem ipsum

dolor set amet conquis ador emer.

87%




43%




117

#seocamp

Lorem ipsum▪Lorem ipsum dolor sit amet conquis

dolor▪Lorem ipsum dolor set amore fitz▪Lorem ipsum dolor sit amet▪Lorem ipsum dolor sit amet conquis

dolor▪Lorem ipsum dolor set amore fitz▪Lorem ipsum dolor sit amet

Lorem ipsum▪Lorem ipsum dolor sit amet conquis

dolor▪Lorem ipsum dolor set amore fitz▪Lorem ipsum dolor sit amet▪Lorem ipsum dolor sit amet conquis

dolor▪Lorem ipsum dolor set amore fitz


118

#seocamp


100%

80%

60%

40%

20%

0%

2015 2016 2017 2018 2019 2020

119

#seocamp

72%Lorem ipsum dolor

51%Lorem ipsum dolor

120

#seocamp


Analysis


elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim ad minim veniam, quis Lorem ipsum dolor sit amet, consectetur elit, sed do eiusmod tempor incididunt ure et dolore magna aliqua. Ut enim ad minim veniam, quis Lorem ipsum

121

#seocamp

Thank you

122

#seocamp

Thank youLorem ipsum dolor set

123

#seocamp

L’impact du Big Data et Machine Learning sur le marketing en ligne

Internet

Transcript of L’impact du Big Data et Machine Learning sur le marketing en ligne