In this complimentary webinar, we explore:
The importance of relevance in user experience and how matching intent with content enhances happiness and increases conversions.
How integrating big data – your site data with the data of the worldwide web – is critical to user happiness.
How applying big data helps predict intent and helps influence content changes that reflect what consumers actually want (versus what they may have typed). Having big data is not enough
Jeffrey Eisenberg, Author "Call to Action" and "Waiting For Your Cat to Bark?" and Joelle Kaufman, Head of Marketing from BloomReach are the presenters
1. THE SECRET TO GREAT
SEARCH CAMPAIGNS
matching intent to content
Joelle Gropper Kaufman, Head of Marketing and BD, BloomReach
Jeffrey Eisenberg, marketing optimization expert and Author
3. MOVING PAID SEARCH CAMPAIGNS AND
RESULTS FROM GOOD TO GREAT TAKES WORK
YOU CAN OPTIMIZE AND BID ALL DAY BUT
GREAT SEARCH CAMPAIGNS (METRIC FOR
SUCCESS BEING CONVERSIONS) HAVE GREAT
LANDING PAGES
41. YOU’RE DOING GREAT WITH PAID SEARCH
BUT WHAT ABOUT NATURAL SEARCH?
THERE IS MASSIVE UNMET DEMAND IN
NATURAL SEARCH THAT CAN BE CAPTURED
USING THE CONTENT YOU ALREADY HAVE.
42. YOUR PROBLEM IS RELEVANCE, OR LACK OF
What is the biggest influencer of happiness?
content that matches intent
relevant experience is core to user happiness
43. YOU ARE IRRELEVANT TO SEARCH ENGINES
*Experian & SEO Moz, 2013
you have
thousands of products
and
millions of ways to express intent
so…
627 possible long-tail
queries for iPhone 5 case
you can’t solve this
problem manually
only 25% of your pages get found*
44. LL BEAN HAS FABULOUS CONTENT
dress
stripe
pullover
nautical
mariner
comfortable
fitted
soft
three-quarter sleeve
jersey knit
cotton
machine wash
navy
45. BUT, THEY ARE NOT GETTING FOUND…
nautical
stripe
pullover
dress
navy stripe
cotton
dress
fitted jersey
knit navy
dress
46. YOU ARE MISSING A HUGE OPPORTUNITY
millions of queries
relevant to you
queries you
currently rank for
paid
billions of queries
on the web
there are millions of
dollars of lost revenue
hidden in the content
that you already have
you need data to marry
your existing content
with demand
47. YOU NEED BIG DATA TO DELIVER RELEVANCE
leverage the collective intelligence of your site and
the web to drive relevance and happiness…
relevant user experiences that
match content with demand
continuous machine
learning
natural language
processiong
demand prediction
large scale web crawl
thousands of Hadoop jobs
millions of pages
billions of interactions
deep site crawl
static page
product catalog
queries
49. SO HOW DO YOU GET FOUND
AND CREATE RELEVANCE?
MARKET YOUR CONTENT
50. THE SOLUTION – DELIVERING ULTIMATE RELEVANCE
problem bloomsearch big data marketing application
Existence
Search engine doesn’t know
the right page exists.
Irrelevance
Content on the page does not
capture intent.
Non-existence
There is no page on that topic.
Related Searches add the most relevant links to flatten
site structure and enhance richness and crawling ease.
Related Products identify and add the most
relevant content to a page making it more
discoverable to users and crawlers.
Thematic Pages match products with expressed
consumer intent and create new category
pages across relevant themes.
51. INSIDE THE WEB RELEVANCE ENGINE
site-wide data
web-wide data
user data
structure data
build query models
create link structure
predict demand
generate queries
reveal undiscovered pages
create new pages
add relevant content
review quality
traffic
conversions
clicks
machine learning
machine learning machine learning
gather
interpret
optimize
adapt
analyze
52. BLOOMSEARCH IN ACTION
content added to
product page to
enhance link graph
and discovery
relevant data-driven landing page
created to enhance user experience
and drive results
thematic pages
related searches & content
added content:
washable
elastic
breathable
printed
flattering
rayon
soft
stretch
feminine
summer
54. THE TRUE VALUE OF BEING BLOOMSEARCHED
established brands emerging brands
ROI 195%,
payback 2.2 days
ROI 638%,
payback 1.2 months
commissioned study proves economic value of bloomsearch technology
bloomsearch delivers:
conversions similar to internal lists
new customers not reached
elsewhere
efficiently remarket
bloomsearch delivers:
higher conversions than paid
lower cost brand-building
acquire new customers not
reached elsewhere