At C3 2012, Conductor announced the Searchlight marketing API, creating the first open and extensible SEO API platform. We created the API to fulfill an unmet need in the industry: creating a way for SEO information to interact with the rest of the marketing cloud.
Since C3, customers and partners have created dozens of app experiences from business intelligence dashboards to multi-touch interfaces. We’ve been inspired by their creativity, and today we’d like to highlight the innovation of one of the early adopters, Randy Yeung from Online Performance Marketing. Randy set out to increase internal efficiency for OPM, a leading interactive marketing firm based out of Dallas, Texas.
Tell us a little about your company, your role, and how you relate to your team.
Online Performance Marketing (OPM) is a catalyst for businesses, helping them invest in their brands, generate integrated ideas, and achieve their KPIs.
We provide an array of services for our clients, including paid search, SEO, social media and web development. We incorporate business consulting and reporting to help our clients achieve their best online performance. My role is focused on web development for our clients. I handle database administration and code development for OPM’s personalized reporting system.
You’ve been able to achieve a lot for OPM with the Conductor API. Can you tell us about one of the major business problems the marketing API helped you solve?
A major challenge for us was reporting to our large client roster, which ranges from niches in attorneys, dentistry, home services and several other areas. It was a time consuming task for our account managers.
By implementing Conductor’s marketing API, our reporting system is now able to identify the “wins and opportunities” for our clients. By establishing these metrics consistently, MoM without running tedious individual reports, allows us to spend our time in a more scalable manner.
By implementing Conductor’s marketing API, our reporting system is now able to identify the “wins and opportunities” for our clients.
What did you build to solve the problem, and how long did it take you?
Our solution is an internal reporting system that uses data from Google Adwords, Analytics, Webmaster Tools, Bing Webmaster and most importantly, for our SEO, Conductor’s Searchlight API.
We are able to display customizable, client-facing graphics and presentations within hours. From concept to launch, the platform took roughly six months to create, and like any project, we’re always enhancing it with new features from various APIs.
How did your team build it? How does what your team built compliment Searchlight?
The system is built around a WordPress framework using PHP & MySQL databases as the data platform. From the multiple sources mentioned above, we’ve put together a system that reads data from multiple APIs to integrate into our reporting system. We use Ubuntu’s server to handle the scheduled downloads to prevent any hiccups that may occur if something didn’t work properly.
We are able to display customizable, client-facing graphics and presentations within hours.
What do you recommend to help others get started? How easy was it to work with the Searchlight API?
Integrating the Searchlight marketing API wasn’t difficult. We looked at the IO-Docs sandbox environment and tested the API’s specific calls to create our custom system.
What’s your top-level view of working with the Searchlight API?
With the help of Conductor’s marketing API, Online Performance Marketing has been able to give local and national businesses vast and detailed views of their data in order to obtain their desired KPIs.
This is our second year with Conductor and we look forward to becoming the leading Dallas interactive marketing firm.