Data-Driven Hero How to Fuel Growth with Consumer & Market Insights

Hi! We’re Gray Dot Co 2 Gray Dot Co A boutique digital marketing agency connecting the dots between SEO, market insights, and analytics. SAM TORRES Chief Digital Officer Data & dev nerd SEO mermaid™ TORY GRAY Founder & CEO SEO & data nerd Puzzle enthusiast

How do we compare to the other guys? 3 Gray Dot Co

How do we go viral? 4 Gray Dot Co

Do people even care? 5 Gray Dot Co

6 Gray Dot Co Plus some benefits… Invesp: https://www.invespcro.com/blog/data-driven-marketing/ BARC Research: https://bi-survey.com/big-data-benefits 87% 5-8x 8% Of marketers say data is their company’s most underutilized asset Growth of ROI for businesses that use data-driven strategies over businesses who don’t Profit increase for businesses that regularly use big data

Why this webinar matters 7 Gray Dot Co Understanding how consumers think, act, and spend is the crux of marketing. A lot of this data is readily available - at little or no cost - through online sources and platforms. Use it to answer even the trickiest marketing questions with robust data that’s accurate. We’ll share our secret weapon for turning everyday digital marketing data into answers that wow your boss and team.

8 Gray Dot Co We’ll cover… What is Digital Market Intelligence (DMI)? Search Social Forum & Review

Meet Digital Market Intelligence 9 Gray Dot Co

What is Digital Market Intelligence (and how is it different)? 10 Gray Dot Co √ Real opinions of real people x Data collected over months x Thousands of respondents x Limited sample size x Data may contain bias x Potential information decay √ Real opinions of real people √ Data collected in just days √ Millions of data points √ Huge swaths of population √ Data free from influence √ Timely, relevant information DIGITAL MARKET INTELLIGENCE TRADITIONAL MARKET RESEARCH

How do we get the data? 11 Gray Dot Co PULL DIRECTLY FROM APIs WEAVE IN 1ST-PARTY DATA Example data ● Keyword volume ● Hashtag volume ● Video views ● Region ● Keyword intent Example data ● Segmentation ● Conversion ● Average order value ● Lifetime value ● Attribution CRAWL ONSITE CONTENT ● Comments ● Questions ● Reviews ● Pricing ● Forum posts Example data

Where do we get the data? 12 Gray Dot Co ● Google Search Console ● Google Ads ● Youtube API ● Google Trends ● 3rd-Party Tools like Moz SOCIAL DATA IS ENGAGEMENT SEARCH DATA IS DEMAND FORUM & COMMENT DATA IS SENTIMENT Data Sources ● TikTok API & Trends ● Facebook & Instagram ● Pinterest API & Trends ● LinkedIn ● X (formerly Twitter) Data Sources ● 1st-Party Data ● Forum Sites like Reddit ● Q&A Sites like Quora ● Review Aggregators ● Marketplaces like Amazon Data Sources

When should you use it? 13 Gray Dot Co x Extremely niche verticals x Pricing sensitivity x Qualitative surveying x Interviews x User testing x Historical data 5+ years √ Market & demand sizing √ Established verticals √ Statistically significant data √ Competitive research √ Brand positioning and gaps √ Early trend detection WHAT DMI DOES WELL WHAT IT DOESN’T DO

What does the process look like? 14 Gray Dot Co Identify questions and pinpoint the right data sources. Spotlight the business-critical questions at play and map them to digital sources with the most relevant data. 01

What does the process look like? 15 Gray Dot Co Gather, group, and categorize data using machine learning. Lean on machine-learning models to sort, segment, and cluster, which saves time for what matters: analysis. 02

What does the process look like? 16 Gray Dot Co Analyze patterns for potential business opportunities. Connect patterns to insights, calculating common consumer insights metrics using digital data points. 03

What does the process look like? 17 Gray Dot Co Deliver actionable insights and clear next steps. Make insights actionable with clear next steps, so the business can move fast and capitalize on opportunities. 04

How to use search data as market intelligence 18 Gray Dot Co

Search data is active demand 19 Gray Dot Co Keyword (and/or hashtag) volume Keyword intent Competitive research Historical trends When people search for topics or products, they’re taking action driven by a need.

Where to get demand data 20 Gray Dot Co

What can we quantify with it? 21 Gray Dot Co Regional demand TAM & market trends Informational demand Brand demand Seasonal demand Share of voice

Practical how-to: Share of Voice 22 Gray Dot Co The big question: “How are we doing vs the other guys?” Brand-Eligible KW Volume ÷ Landscape KW Volume Summed volume of all keywords where a domain ranks on page one. Summed volume of all keywords relevant to a brand’s vertical or industry regardless of rankings.

How to use social data as digital market intelligence 23 Gray Dot Co

Social data is engagement 24 Gray Dot Co When people engage with content on social media, they highlight what cuts through the noise. Hashtag volume Likes and views Followers Audiences

Where to get engagement data 25 Gray Dot Co

What can we quantify with it? 26 Gray Dot Co Regional engagement Trend probability Topic saturation Audience personas Share of engagement Community footprint AKA: language your boss will understand

Practical how-to: Trend probability 27 Gray Dot Co The big question: “How do we go viral on TikTok? Which videos do we make?” Hashtag views past 7 days ÷ Hashtag views past 120 days Pull these numbers from TikTok Creative Center for free. The higher the percentage, the higher the trend probability for a given topic.

How to use forum and review data as digital market intelligence 28 Gray Dot Co

Forum, review, and comment data is consumer sentiment 29 Gray Dot Co Real qualitative feedback, uncensored and free from survey bias, at scale. Questions Answers Comments & Reviews Syntax & semantics

Where to get sentiment data 30 Gray Dot Co eCommerce Reviews

What can we quantify with it? 31 Gray Dot Co Passion index Sentiment analysis Problem & topic saturation Sentiment mapping Attribute scoring Sentiment scoring How people feel, the way they communicate it, & what they’re most passionate about.

32 Gray Dot Co Gather sentiment by crawling digital sources. Locate where your target audience shares opinions and crawl relevant content at scale — like comments, reviews, and more. 01 Practical how-to: Sentiment scoring The big question: “Okay but, really, do people even care?” (About a thing you want to implement)

33 Gray Dot Co Feed data into a natural language processing model. There are sites like ML for SEO, where you can get ready-to-use templates for sentiment analysis and more. 02 Practical how-to: Sentiment scoring ML for SEO: https://www.mlforseo.com/google-sheets-templates/

34 Gray Dot Co Train AI to find outliers, gauge tone, understand scale, and score sentiment. We’ve built and trained our own machine learning models for AI that understands and scores tone more accurately. 03 Practical how-to: Sentiment scoring

35 Gray Dot Co Unlock meaningful insights about how people feel, think, and respond. Scoring at scale enables human analysis to find patterns and backtrack to the common variable driving the sentiment. 04 Practical how-to: Sentiment scoring

What else can we answer? 36 Gray Dot Co

Common questions: Content SEO 37 Gray Dot Co Are there any gaps in our competitors’ content that we can fill instead? How does our audience talk about the problem in their own words? What specific topics should we cover? Which content creators should we work with?

Common questions: eCommerce SEO 38 Gray Dot Co Which feature(s) of our product do people care about the most? How much demand is there for {X} vs. {Y} product lines? What new products should we consider offering? Is the demand for {Y} product growing or shrinking?

Common questions: Go-to-Market Strategy 39 Gray Dot Co Which markets/regions should we launch in first? Who’s the competition and how are they performing in target markets? How does the audience in {X} talk about {Y} product/service line? Which influencers are notable in {X}?

What question do you want to answer? Share in the comments! 40 Gray Dot Co

41 Gray Dot Co Thank you! LinkedIn /company/graydotco /in/torygray /in/samantha-torres-seo X (Formerly Twitter) @GrayDotCo @ToryLynne @SamTorresATL thegray.company/DMI