[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fdata-science-brighton-seo-chris-pitt-using-data-science-to-work-smarter-not-harder-in-ppc":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":418,"breadcrumbs":419,"reading_minutes":152,"category":426,"head":428},"2019-04-12T13:45:58",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fpitty_c\">Chris Pitt\u003C\u002Fa> is Head of Marketing at Vertical Digital. In his talk, Chris explained how data science, algorithms and automation systems can take the stress out of PPC campaign management, helping you work smarter, not harder. This talk also covered smarter goal-setting, faster analysis techniques, and instant opportunity prioritisation for PPC campaigns. Below are some of the main ideas we gathered from the talk. You can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fpitty_c\">follow Chris on Twitter here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"using-data-science-to-work-smarter-not-harder-in-ppc\">Using data science to work smarter, not harder in PPC\u003C\u002Fh2>\n\u003Cp>In order to work out how we can use data science in order to improve the way that we work in PPC, it’s important to first establish exactly what data science is:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-14149\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fdatasciencelarge.jpg\" alt=\"Data science can show you patterns in your data\" width=\"300\" height=\"204\" \u002F>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“Data science is a multi-disciplinary field that uses scientific methods, processes, algorithms and systems to \u003Cstrong>extract knowledge and insights from structured and unstructured data.\u003C\u002Fstrong>” – Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FData_science\">Wikipedia\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>The key part of this definition is “extract knowledge and insights from structured and unstructured data”, the true essence of what data science is about.\u003C\u002Fp>\n\u003Ch2 id=\"the-four-tasks-of-data-science\">The four tasks of data science\u003C\u002Fh2>\n\u003Cp>Pitt says that there are four main tasks of data science. Most of the things that we want to do with data will fit into one of the following categories:\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Get information quickly:\u003C\u002Fstrong> Extract knowledge and insights fast\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Learn new information:\u003C\u002Fstrong> Extract new knowledge and insights\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Discover which data could help influence business decisions:\u003C\u002Fstrong> Extract business knowledge and insights\u003C\u002Fli>\n\u003Cli>\u003Cstrong>See into the future:\u003C\u002Fstrong> Extract knowledge and insights to help predict the future\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cfigure style=\"width: 1024px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-14144\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ftarot-2414239_1920.jpg\" alt=\"Data science, used correctly, can help your business predict the future\" width=\"1024\" height=\"683\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Data science, used correctly, can help your business predict the future\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>In many cases, the first task is to pull all of the data together. This can be done with a tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupermetrics.com\u002F\">Supermetrics\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>Supemtetrics helps PPC marketers better report, monitor, and analyse data by connecting the advertising platforms (e.g. Google Ads, Bing Ads, Facebook Ads) which wherever they want to use the data.\u003C\u002Fp>\n\u003Cp>From here, the next task is to use a business analytics service such as Power BI, Tableau or Google Data Studio.\u003C\u002Fp>\n\u003Cp>Using one of these powerful tools, you are then able to combine data sources and categorise data.\u003C\u002Fp>\n\u003Cp>This then allows us to ask and answer important business questions to varying levels of detail.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Top Level\u003C\u002Fstrong> – How are our PPC campaigns performing?\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Greater Detail\u003C\u002Fstrong> – How are our PPC campaigns performing with our B2B customers?\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Finer Detail\u003C\u002Fstrong> – How are our branded PPC campaigns performing with our returning B2B customers?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"collect-and-combine-everything\">Collect and combine everything\u003C\u002Fh2>\n\u003Cp>From here, we can combine other data sources such as the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopenweathermap.org\u002Fapi\">OpenWeatherMap API\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fmaps\u002Fdocumentation\u002Fdistance-matrix\u002Fstart\">Google Distance Matrix API\u003C\u002Fa> to answer even more detailed questions, e.g. “How are our PPC campaigns performing when it rains?” or “How are our PPC campaigns performing with our B2B customers within a 20 mile radius of our business locations?”\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-14140\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fnotebook-1850613_1920.jpg\" alt=\"Pivot tables can help you analyse your data\" width=\"1024\" height=\"626\" \u002F>\u003Cbr \u002F>\nUsing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fdocs\u002Fanswer\u002F1272900?co=GENIE.Platform%3DDesktop&hl=en\">pivot tables\u003C\u002Fa>, you can use narrow down large data sets or see relationships between data points. For example, you could use a pivot table to analyse which location brought in the most revenue for a specific month across your PPC campaigns.\u003C\u002Fp>\n\u003Ch2 id=\"centralise-in-a-business-intelligence-tool\">Centralise in a business intelligence tool\u003C\u002Fh2>\n\u003Cblockquote>\u003Cp>We can combine other data sources such as the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopenweathermap.org\u002Fapi\">OpenWeatherMap API\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fmaps\u002Fdocumentation\u002Fdistance-matrix\u002Fstart\">Google Distance Matrix API\u003C\u002Fa> to answer even more detailed questions, e.g. “How are our PPC campaigns performing when it rains?” or “How are our PPC campaigns performing with our B2B customers within a 20 mile radius of our business locations?”\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Now the data has been collected and combined, we are free to manipulate it using the tool of our choice. While a simple pivot table in a spreadsheet can provide basic insights, using business intelligence software such as Power BI, Tableau or Google Data Studio can allow you to discover more about the patterns hidden within your data.\u003C\u002Fp>\n\u003Ch2 id=\"visualise-as-much-as-possible\">Visualise as much as possible\u003C\u002Fh2>\n\u003Cp>Once we have the data in our favourite business intelligence tool, it can be useful to visualise the quantitative data in order to see any patterns that emerge.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-14138\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fsite-the-trainline-search-engine-results-page.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"Data visualisation can reveal any hidden patterns\" width=\"1024\" height=\"729\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"key-takeaways\">Key takeaways\u003C\u002Fh2>\n\u003Cp>There are three main takeaways from Chris’s talk\u003C\u002Fp>\n\u003Col>\n\u003Cli>Collect and combine everything\u003C\u002Fli>\n\u003Cli>Centralise in a business intelligence tool\u003C\u002Fli>\n\u003Cli>Visualise as much as possible\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>For more information, contact Vertical Pitt at \u003Ca rel=\"noreferrer noopener\" href=\"mailto:info@vertical-leap.co.uk\">info@vertical-leap.co.uk\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-4370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-brighton-seo",{"page_content_modules":29,"hero":148},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Data science @ Brighton SEO – Chris Pitt – Using data science to work smarter, not harder in PPC",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,123,137],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":120},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111,114,117],{"name":112,"image":113},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":115,"image":116},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":118,"image":119},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":121,"name":122},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":136},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131,133],{"name":132,"image":41},"Joe Turnbull",{"name":134,"image":135},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":121,"name":122},{"type_key":20,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":108,"image":142,"authors":143,"category":147},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144,146],{"name":145,"image":41},"Harry Clements",{"name":134,"image":135},{"to":121,"name":122},{"type":149,"style":150,"heading":33,"date":4,"updatedAt":151,"reading_minutes":152,"image":153,"imageAlt":33,"categories":154,"collections":336},"blog-post","light","2023-01-05T15:18:55",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FC8r0ZplH-050720211625512699_background-2462436_1920.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[155],{"id":10,"count":156,"description":157,"link":121,"name":122,"slug":158,"taxonomy":159,"parent":47,"meta":160,"acf":161,"head_links":162,"resource_count":163,"yoast_title":164,"yoast_meta":165,"yoast_json_ld":209,"_links":308,"path":121},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[166,168,171,174,177,180,183,185,187,189,192,195,198,201,203,206],{"property":167,"content":164},"title",{"property":169,"content":170},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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