The Big Data Buffet: How to Analyze Metrics Effectively

The Big Data Buffet: How to Analyze Metrics Effectively

Junior Analyst
November 28, 2017

The golden rule of big data comes from the golden rule of buffet lines: less is more. Not only is big data hard to digest, but it can also leave you feeling sick to your analytical stomach when you’re toe-to-toe with the vast spread of information.

Not to worry—in today’s world, you won’t go hungry for more data. Instead, here are some big data portion control best practices that can leave your business feeling full of insight (without having to loosen your belt).

 

Narrow down what you want to sample

In today’s world, big data is all around you (and you may not even realize it). Big data can be anything from the tweets you make on your morning commute to the search query you enter into Google in your hunt to find the best Thai food in Chicago. (It’s Thai Spice off Devon in case you were wondering.)

More formally put by Lisa Arthur, a contributor for Forbes Magazine, “Big data is a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis."

It is crucial to first understand what your business is trying to glean from big data. 

Perhaps you are an e-commerce site specializing in holiday decorations trying to figure out consumer behavior to boost your transactions and revenue. Here’s some big data you could be interested in:

- Search queries on Google relating to holiday lights, Christmas decorations, or twinkle lights

- Demographics, interests, and behaviors of your perfect customer within Facebook

- How frequently users add a string of lights to their cart and then suddenly bounce before checkout

By narrowing down the areas you want to analyze, you are reducing the amount of irrelevant data your team has to sift through.

 P.S. If you’re looking for a second helping of this information, check out Perfect Search’s case study with an e-commerce client.

 

Grab your utensils

Now that you have narrowed down the data you want to digest, it's time to whip out your utensils. In this case, the world wide web is full of free analytical tools to help slice and dice the data into meaningful insights. Here are some go-to's:

- Google AdWords – Known as the bread and butter of search advertising. Google AdWords allows for big data to be organized, analyzed, and optimized in a matter of seconds. One of the most insightful metrics is a keyword’s cost per conversion. Check out our Director of Search and Social Advertising Eric Yarnik’s dive into the most recent upgrade of the AdWords interface.

- Facebook Business Manager – One of the coolest things about this social tool is its ability to segment your audience. One of the largest challenges with big data is separating the signal from the noise (a.k.a. the pit from the peach). The more data you have, the more difficult it is to manage. Facebook Business Manager does the hard work for you by allowing you to dissect your perfect customer by demographic, interest, and behavior. The more specific your audience gets, the more likely they are to convert.

- Google Analytics – Your website is worth a thousand words, and Google Analytics documents each customer’s interaction to string those words into strategy. A great feature is the ability to analyze what percent of traffic came from a certain channel. Whether it’s mobile, desktop, social, or direct, the more you know about where your customers are from, the easier it is to customize your digital marketing strategy. 

Like all good utensils, these tools are more powerful when used together.

 

Don’t forget the 5 food groups

Just as your mother nags you in a buffet line to add some color to your plate, the same rule applies to big data. For big data to mean something to your business, you have to combine the 5 Food Groups of Digital Marketing:

- Social Media

- Email Marketing

- Display Marketing

- PPC

- SEO

The folks at Search Engine Land define this interconnectivity as The Cross-Channel View: “The cross-channel view is one that spans the length and breadth of the online marketer’s channels. It began with attribution, but the era of big data that is now upon us means marketers have the opportunity to take advantage of large data sets from each channel and leverage them for deeper, actionable insight — provided they are looking at their channels through those eyes and have acquired the technology to do so.”

The Cross-Channel View is what separates the wheat from the chaff in digital marketing. It’s just as important for your business to appear at the top position in Google’s SERP for a paid ad as it is to have healthy SEO metrics such as high-quality backlinks, fast site speed, and relevant content. Additionally, the various banners and images your business can take advantage of with email and display marketing help remind your perfect customer to convert, no matter where they sit in the sales funnel. 

Don’t be afraid to try new things. Stepping out of your comfort zone with big data can be like ordering the mystery item off the daily specials list. You'll never know if a strategy will work well for you unless you try. Remember, you can always go up for seconds.

--

Is your mouth watering for big data? No need to feel like a glutton. Request an audit from Perfect Search and our team will do a full-site analysis with all the big data insights your business has been waiting for. 

 

Junior Analyst
Currently a junior at Loyola University Chicago, Alex Minton is a triplet from Omaha, Nebraska. Ask him about his long list of failed sporting attempts. (Spoiler alert: Golf was too hot. He was mainly in volleyball for the snacks.)

What our clients say

"We engaged with Perfect Search because of my friendship with Ajay…"
Aakash Shah
CEO

Tweets

Perfect Search Media
2h

Reclaim your Sunday evening with these productivity hacks.

Perfect Search Media
4h

Track your SEO with these metrics to create a data-based strategy.

Perfect Search Media
6h

Has the Instant Article feature on run its course? Large news publishers have left the platform, looking…

Perfect Search Media
8h

We're looking for a sales associate, SEO analyst, data analyst, & paid search and social expert to join our team. W…

Perfect Search Media
1d

😍👌 allows emoji in search result snippets. Use that to your advantage when crafting ads or meta d…

Perfect Search Media
1d

Can you learn how to achieve viral fame? This summer camp thinks you can.

Perfect Search Media
1d

Attention data analysts: Join an Inc. 5000 Company & Premier Google Partner (with a ping-pong table)! Apply today.

Perfect Search Media
1d

Snap your way into millions of young people's hearts. This introduction to marketing is all you need to g…

Perfect Search Media
2d

Challenge yourself to improve by taking up our CEO's five New Year's resolutions a little bit early.

Perfect Search Media
2d

Going the extra mile can be hard to measure. Try making S.M.A.R.T. goals to hold yourself accountable and track you…

Perfect Search Media
2d

Never settle. We don't! We're always striving to know more and be better.

Perfect Search Media
2d

We love our work from home Fridays. Struggling to be productive outside the office? This advice will help.

Perfect Search Media
3d

Business is a shared mission. Survive in the workplace by learning what your degree didn't teach you: teamwork.

Perfect Search Media
3d

Teamwork makes the dream work. That's why we invest in weekly team meetings and quarterly off-site sessions. Learn…

Perfect Search Media
3d

Building strong relationships leads to success. Our CEO explains how relationships have helped him.

Perfect Search Media
3d

We take teamwork pretty seriously. After all, we even crafted our company values as a team.

Perfect Search Media
3d

Lead by example to create a safe working environment for everyone. Your team is only as strong as it is inclusive.

Perfect Search Media
3d

Hey, you! Yeah, you. Read this! That was a call-to-action. And you can craft better CTAs for your site when you che…

Perfect Search Media
4d

Team building is not just for Michael Scott on The Office. It boosts trust, communication, and collaboration.…

Perfect Search Media
4d

Company culture matters. Seriously. Here’s why and how we make our employees a priority at Perfect Search.

Perfect Search Media
4d

Strong relationships + a positive work space = the Perfect Search office.

Perfect Search Media
4d

You're most productive when you're feeling your best. Make your mental and physical health a part of your daily rou…

Perfect Search Media
4d

Strong relationships + a positive work space = the Perfect Search office.

Perfect Search Media
5d

"88% of employees don’t have passion for their work and don’t contribute their full potential." This great article…

Perfect Search Media
5d

Need to bring your email strategy back to life in 2018? Read this and make a plan.

Perfect Search Media
5d

Craving real-world experience? Our interns get top-tier training and guided practice in digital marketing. Winter a…

Perfect Search Media
5d

We take pride in what we do. From serving our clients to coming up with the perfect idea for our holiday gift excha…

Perfect Search Media
5d

What is most important to a company's success?

Perfect Search Media
5d

A desktop makes it easy to flip between the hashtag feed and notifications.…

Perfect Search Media
5d

Taking pride in your work means you're always trying to be better. One thing you could probably get better at? Choo…

Find us on Facebook