From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: The Art And Science Of Big Data In Search Campaigns. PRESENTATION: Back to Basics With Big Data - Given by Nancy Adzentoivich, @SEMSage - Resolution, Vice President & Managing Director. #SMX #22C2

1. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
Nancy Adzentoivich, Resolution Media
Back to Basics With Big Data

2. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

3. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

4. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

5. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

6. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
Consumers are worried about our use of data, but they’re pissed if I don’t deliver
relevance…How am I supposed to deliver relevance and magically deliver what they
want if I don’t look at the data?
- Julie Bernard, VP, Customer Strategy

7. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
The findings point to the need for retailers to provide “hyper-relevant” shopping
experiences that deliver value to the consumer in real time throughout the shopping
lifecycle. Hyper-relevance comes with the ability to dynamically compare real-time
customer information with historical data, and the resulting insights allow retailers to
improve operations and the customer experience. At stake, according to our
research, is an estimated profit improvement of 15.6 percent for an illustrative $20
billion retailer that builds agile business processes for turning these insights into
value.
- Blair Christie, SVP
From the Cisco Smarter Retail Study, January 2015

8. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
1. Brand Equity = Trust
2. Customer Centricity = Relevance
3. Strategy based on Motivation = Value
Basic Marketing 101 Persists…
How you connect on the SERP matters.
Every. Single. Time.

9. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
1. Information Overload
2. People Buy a Feeling
3. Existing Customers are Pure Gold
4. Creativity is King
5. Strategy
5 Principles That Will (probably) Never Change
1. Be relevant – message, place, time
2. Create custom experiences
3. Show gratitude
4. Be interesting and delightful
5. Know your audience

10. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
§ 110% increase in ROI
§ 30% decrease in CPA
Business Results Are Tangible
Source: Kenshoo Insight Driven Audiences retail case study

11. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

12. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

13. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

14. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

15. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
New products
Shopping cart
Priority initiatives
Sale items
Measure, Optimize, Test, Repeat
Keywords + Ad Copy + Landing Page
Keywords + Ad Copy + Landing Page
Keywords + Ad Copy + Landing Page

16. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

17. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
Data, Tools, and Tech (a very small sample)

18. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
DMPSearch / Social
3rd Party / Panel /
Cookie
Analytics
and
Insights
Strategy
Creative
and
Content
CRM / 1st Party
SEM
Social
Display
SEO
CRM

19. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
1. Relevant content
2. Relevant context
3. Sequential
4. Real-time
5. Always testing
6. Always learning
7. Automation
8. At scale
Audience Centric Search Must Haves

20. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
1. Staying on brand
2. Privacy
3. Automation
Biggest Challenges

21. #SMX #22C2 @SEMSage (Nancy Adzentoivich)

22. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015