Big Data Marketing - 5th Click Conference
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BloomReach's Joelle Kaufman's presentation from the 5th Click Conference in Boston on June 27, 2012. http://events.retailnetgroup.com/index.php/boston-june More information on BloomReach is available here: http://www.bloomreach.com/
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Big Data Marketing - 5th Click Conference
- 1. THE STATE OF SEARCH
- 2. CONSUMERS ARE MISSING WHAT THEY WANT
- 3. THERE’S TOO MUCH DATA
- 4. THERE’S TOO MUCH DATA
- 5. CONSUMERS USE MORE FRONT DOORS Search Paradigm Social Paradigm
- 7. RELEVANCE IS KING Speed Be Show Up Relevant less
- 8. RELEVANCE IS A BIG DATA PROBLEM
- 16. RELEVANCE GETS RESULTS More More More Traffic Customers Conversions & Revenues
- 17. Big Data Marketing in Action
- 18. PAGES YOU HAVE MISS OPPORTUNITIES Consumer interest: “cooking steak on staub grill pan” Photo of “steak” but not in text. “Steak” not on the page Result? Not Discovered © BloomReach 2011
- 19. WE INTERPRET CONTENT & INTENT IN REAL TIME Related Searches • URLs pointing within the site • Dynamic link graph • Addresses: site structure and crawling ease Related Products • Selected images and content from the site • Enhances the language content of the page • Addresses: content richness and synonyms © BloomReach 2011
- 20. DYNAMICALLY ADDING THE RIGHT INFORMATION Related searches: Related products: • Le Staub Grill • 5 more contextual instances of steak. within 1 hop Result? Page Discovered!
- 21. MODCLOTH’S CHALLENGE: MERCHANDISE CURATED TO A VINTAGE-INSPIRED AESTHETIC • Tens of thousands of products carried in limited supply • Highly distinctive product names don’t map to how people search for products Criterion for Karaoke Dress = “Black polka-dot dress with spaghetti straps”
- 22. SUCCESS SUMMARY Challenge Now being discovered on ModCloth.com: • Large and constantly growing inventory “cream prom dress” • Distinctive product names that don’t “red and orange a-line sundress” necessarily map to the way customers “hot pink knit beach dress” “high-waisted bikinis” search Product • BloomSearch “BloomSearch helps our customers find the unique and Results specific items they are looking for – and makes their shopping • 13% increase in non-branded natural experience more relevant.” search visits • 40% increase in visits to pages other Hema Padhu Vice President of Marketing than the ModCloth.com home page ModCloth.com • Conversion rates on par with paid search and slightly higher than overall natural search conversion rates
- 26. WAYFAIR’S CHALLENGE: ALLMODERN.COM • 4.5 million products • + different fabrics and finishes • More than 1 billion unique items for consumers to find
- 27. SUCCESS SUMMARY Challenge Now being discovered on allmodern.com: • 4.5 million products “modern free standing towel rack" • Many fabrics and finishes “ghost chairs with dining table” “medicine cabinet made in Italy” • More than 1 billion unique items “modern glider chair” “contemporary lighting fixtures" Product • BloomSearch “BloomReach’s cloud marketing platform delivered measurable results. The Results technology really works to help more consumers find more of • Grew site visits during first 90 days our products.” • Increased revenues and profits • Increase volume of natural search traffic Ed Macri coming from uncommon phrases Vice President, Marketing and Business Intelligence • Expansion to additional Wayfair LLC Wayfair LLC sites, including wayfair.com
- 34. LANDING PAGE POWERED BY BLOOMLIFT Sample Query: Short Sleeveless Tops
- 35. BLOOMLIFTED LANDING PAGE Search Term Widget: Show the query that was searched. Dynamic Products: Pull in products on the fly that are directly related to the searched term. We will also incorporate personalization into this widget.
- 36. Thank you! Joelle Kaufman 650-392-5527 joelle@bloomreach.com @bloomreachinc
Notes de l'éditeur
- ----- Meeting Notes (1/6/12 11:05) -----Jim covers:Advanced CRMadvanced analyticsBIMulti-channel, next best actionInternet MarketingBig data
- And the data changes all the time (VOLATILITY)Products go in and out of stock, fashion changes, and the average eCommerce site changes information on 25% of their pages every month. (check numbers).Consumer expression is changing rapidly. EVERY DAY 16% of queries have never been seen before (Google)Consumers’ links to your products and information are pushed out of their NewsFeed and Tweet Stream within 5.5 hours according to bit.ly – and effectively gone for good (Bit.ly 9/2011). The window is shorter for the most social consumers and longer for posts from highly influential people. This is an ever-growing Digital Discovery Divide.
- And the data changes all the time (VOLATILITY)Products go in and out of stock, fashion changes, and the average eCommerce site changes information on 25% of their pages every month. (check numbers).Consumer expression is changing rapidly. EVERY DAY 16% of queries have never been seen before (Google)Consumers’ links to your products and information are pushed out of their NewsFeed and Tweet Stream within 5.5 hours according to bit.ly – and effectively gone for good (Bit.ly 9/2011). The window is shorter for the most social consumers and longer for posts from highly influential people. This is an ever-growing Digital Discovery Divide.
- Not a fan of this page – the Routed Page doesn’t look like a landing page, it’ looks like a thematic page. Would prefer to see our dynamic content on the Original page. Next slide is much, much better.