Optimizing Digital
Spend using Consumer
Search Behavior
April 2019

Welcome!
2
David McBride
SVP, Digital Solutions & Consulting
Course5 Intelligence
© Course5 Intelligence
Zabi Ulla
Senior Director, Advanced Analytics
Course5 Intelligence

Agenda
3
• Digital landscape and ROI analysis
• Internet Search behavior
• Search behavior analysis and its influence on business outcomes
• Business Applications
© Course5 Intelligence

Digital Landscape Today
© Course5 Intelligence

The Digital Marketing Ecosystem
5
Our perspective?
The digital marketing ecosystem
is rapidly evolving
New acquisition channels
Publishers are demanding higher
CPI/CPC/CPV for premium inventory
The consumer purchase journey
is increasingly non-linear
Hundreds of new marketing tools
and platforms emerging each year
Ecosystem complexity
(tracking, measurement,
attribution, optimization, etc.)

The highest ranking digital marketing channels for
measuring ROI: Social Media and Search
6© Course5 Intelligence
The importance of digital media channels
The perceived effectiveness of media
channels for business
Source: Nielsen CMO report 2018
(Based on Q1 2018 survey of top US marketers at for-profit companies across automotive, consumer packaged goods, retail, telecommunications, technology and travel industries)

Digital Media ROI Measurement
7
Our research shows that while digital media had relatively high confidence scores
when compared with other media, there is still much room for improvement
© Course5 Intelligence
Social Media
Social media outrank
offline advertising in
terms of importance
for CMOs due to
measurability, and
therefore
accurately
calculating ROI
Organic & Paid Search
Search is one of the
best B2B/B2C
marketing channels,
because it’s the most
popular medium for
locating information.
Paid search is excels at
calculating ROI
Isn’t search a “free” traffic channel?
How to determine the value of something with no associated price?
The challenge:
Calculating the
value of Organic
Search?

The role of organic search in digital marketing optimization…
With over 3.5 billion searches per day on Google alone, search is a channel
marketers still can't afford to ignore.
© Course5 Intelligence

The fact is…
Search engines are a go-to means for gaining knowledge about anything;
either based on user spontaneity or general trends picked up from the media
© Course5 Intelligence

But Search Behavior has Evolved Over Time
10
• Typical query in 2006: "Restaurants Boston"
• Typical query today: "Where is the best place to
eat near me right now?"
• Quality of results that search engines serve has substantially
improved
• Content quantity has also improved
• With it’s latest algorithm update Google brought a
focus on topic/theme-based content to the
forefront.
• Search for "sneakers" and Google understands that you might
have meant "running shoes"
© Course5 Intelligence
In a study conducted by Ahrefs of search volume
by keyword length, they found 64% of searches
are four words or more

Analyzing search data (terms and their frequency) to get a sense of
what people are interested and how they might use the information…
11© Course5 Intelligence
• Search term & frequency: Gives a sense of
people’s interest
• Search traffic explains the market differences across
countries.: Regional data allows for fine-tuning
models to very specific situations, in combination
with other external influences as well
• Pre-launch search: Measure of product interest
• Post-launch search: Measure of both product
and consumption interest
Product Characteristics
Consumption Interest
+
Product Interest
(Post-release
Search)
Product Interest
(Pre-release
Search)
Purchase
Competition
Buzz/WOM
Advertising
Promotion
PR/Press

Course5’s Consumer Search Vision
12© Course5 Intelligence
Provide clients with real-time market insights by leveraging consumer search
behavior, consumer purchase journeys (click-stream data), and market
information
Support sales forecasts and diagnose sales surges & declines, leveraging live market
data and by consolidating data from multiple sources

Course5’s Consumer Search Vision
13© Course5 Intelligence
Provide clients with real-time market insights by leveraging consumer search
behavior, consumer purchase journeys (click-stream data), and market
information
Support sales forecasts and diagnose sales surges & declines, leveraging live market
data and by consolidating data from multiple sources
Gain visibility into competitive strategies that may affect market share in near
real-time

Course5’s Consumer Search Vision
14© Course5 Intelligence
Provide clients with real-time market insights by leveraging consumer search
behavior, consumer purchase journeys (click-stream data), and market
information
Support sales forecasts and diagnose sales surges & declines, leveraging live market
data and by consolidating data from multiple sources
Gain visibility into competitive strategies that may affect market share in near
real-time
Create tactical and strategic plans to elevate your brand into a dominant market
position

Why it should matter to you…
We not only help you find topics/themes in what people are searching, we complement that
with what your competition is doing with their products & brands, providing actionable
insights in real time
© Course5 Intelligence

Course5’s Approach: Multiple data sources + Search data to explain and
predict
16© Course5 Intelligence
E-Promotional data
• Competitor’s website
• Social community
• Customer digital data
• Third-party data
Integrated
data
repository
AI Engine
Product Price Promotion Placement People
Keyword Discovery
keywords based on AIDA framework
Search Engine API
Search Traffic
Sales & marketing
spend data
Marketing Spend
Sales Shipment
Search Theme detection
Extract factors
Thematic analysis
Marketing ROI
Digital vs. Non-digital contribution
Market Response Model
Impact Model
Contribution
Analysis
Business Outcome
Metrics
Sales/Market Share
Brand Image

Course5’s Search Program and its Influence on Business Outcomes
© Course5 Intelligence

© Course5 Intelligence
Business Use cases

© Course5 Intelligence
Predicting Outcomes

Used search data to help a large CPG firm with media planning by predicting influenza-like
illnesses
20
© Course5 Intelligence

© Course5 Intelligence
Demand Forecasting

Leveraged multiple data sources to help a Technology HW firm forecast market
behavior
22© Course5 Intelligence

© Course5 Intelligence
Optimizing Digital Spend

24© Course5 Intelligence
Incorporated search data into a media mix model to optimize ad spend

© Course5 Intelligence
Trend Identification

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01-07-2012
01-08-2012
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01-10-2016
01-11-2016
01-12-2016
01-01-2017
01-02-2017
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01-04-2017
01-05-2017
01-06-2017
01-07-2017
01-08-2017
01-09-2017
01-10-2017
01-11-2017
01-12-2017
01-01-2018
01-02-2018
01-03-2018
01-04-2018
01-05-2018
01-06-2018
01-07-2018
01-08-2018
01-09-2018
01-10-2018
01-11-2018
01-12-2018
Launch of new SQL
server
Introduction of new
features in Azure SQL
Database
Preview of new JDBC 4.2
for SQL Server Driver
Introduction of the
New Run SQL
Command
MongoDB launched
new tech platform like
Stitch to grow NoSQL
apps in cloud, on-prem
The trend saw an
increase from Dec as
Microsoft started
offering incentives to
migrate to cloud for SQL
Server 2008 users as
end-of-life date
approaches
Microsoft offers limited-time
30 percent discount on SQL
Server on Linux
Announcement of a flexible
new way to purchase Azure
SQL Database
Released new version of SQL
Server Migration Assistant
(SSMA)
AWS announces Amazon RDS for
SQL Server and .NET support for
AWS Elastic Beanstalk
Security Update for SQL
Server 2008 R2 Service Pack
3
Cumulative Update package
6 for SQL Server 2012 SP2
SQL Server 2012 Integration Services
introduced a new approach to manage the
deployment of packages referred to as
Project Deployment
Backup
Compliance/Governance
Security
Competition
Speed
Flexibility/Scalability
Ease of migration
Infrastructure
Familiarity
Resource
Cost
Even without an outcome variable,search data can be used to capitalizeon trends in real-
time

Key Takeaways
27© Course5 Intelligence
1. Keyword research and strategy
Take your keyword research and SEO strategy to the next level by focusing efforts on those keywords and themes that
are aligned to business objectives. Incorporate multiple data sources and expect near-real-time results.
2. Creative Inspiration
Tap the search themes into your campaign designing & messaging
3. Planning Digital Marketing Campaigns
Plan PPC campaigns around peak popularity. By identifying the peaks you can plan and allocate your budget in
advance. This is especially useful if you are working with a limited budget.
4. Optimize Digital Spend
Capture the true value of digital channels by taking into account the online search behavior of consumers. This will
help you efficiently allocate your digital channel spend

THANK YOU
…
Any Questions?

© Course5 Intelligence
Appendix

30© Course5 Intelligence
E-Promotional data
4 P data

31© Course5 Intelligence
Keyword discovery
Themes
Ask some key questions throughout these stages and select keywords that fall
into any of the below mentioned 4 buckets:
• Awareness: How are buyers becoming aware about the product? What keywords are being
used by them for getting informed or educated about the product? Ex: what is hybrid laptop?
• Interest: What are the keywords which show that the product is gaining buyers interest? Ex:
best hybrid laptop, hybrid laptop reviews
• Desire: What are the keywords which show that product is now highly desirable? Ex: best
deals on hybrid laptop, hybrid laptop price
• Action – Finally what are the keywords which relate to call to actions? Ex: buy hybrid
laptop, buy cheap hybrid laptop online

32© Course5 Intelligence
Thematic Analysis
Trends
best laptop for college student
best laptop college studentbest school laptoplaptop best for collegebest laptops for college students
thin laptops
+thin +laptop
+light +laptops
lightest laptop
+slim +laptop
+speed +up +computer
+why +is +my +computer +so +slow
+slow +computer
computer speed
slow pc
macbook price
laptop lenovo yoga
thinkpad
samsung tablet
samsung chromebook
+fastest +laptop
+faster +pc
fastest laptop 2018
+fast +laptops
fast ssd
hdd
long battery life laptop
what is ssd
+laptops +battery
laptop with longest battery life
+computer +repair
laptop upgrade
pc upgrade
how to upgrade your computer
how to upgrade your pc
2 in 1 pricekeyboard salelaptop computers for salecheap laptops for sale
cheap laptops online
best laptop for photo editingbest pc for video editingbest laptops for photo editingphoto editing laptop
+ultrabook
intel laptop
intel laptops
intel optane memory
intel 2 in 1
2 in 1 laptop reviews
2 in 1 laptop review
convertible laptop tablet reviews
convertible ultrabook reviews
ultrabook convertible reviews
touch screen laptops
convertible laptop
all in one pc
+touchscreen +laptop
2 in 1 notebook
best laptop
best computers
best computer
best desktops
best desktop computers
laptop computers
desktops
laptop pc
top computer
top desktop computers
laptop
laptop and tablet
+small +laptop
+top +laptop
top laptops
tablet laptops+always +connectedbose noisebose noise cancelling headphones
Theme Detection Algorithm
Education
Travel Laptops
Performance
OEM Brands
Power Computing
Storage and Batteries
Servicing
Budget
External Device
Laptops
Desktops/Computers
Adjective PC Searches
Dual Laptops
Review
CPU & GPU
Editing

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01-01-2012
01-02-2012
01-03-2012
01-04-2012
01-05-2012
01-06-2012
01-07-2012
01-08-2012
01-09-2012
01-10-2012
01-11-2012
01-12-2012
01-01-2013
01-02-2013
01-03-2013
01-04-2013
01-05-2013
01-06-2013
01-07-2013
01-08-2013
01-09-2013
01-10-2013
01-11-2013
01-12-2013
01-01-2014
01-02-2014
01-03-2014
01-04-2014
01-05-2014
01-06-2014
01-07-2014
01-08-2014
01-09-2014
01-10-2014
01-11-2014
01-12-2014
01-01-2015
01-02-2015
01-03-2015
01-04-2015
01-05-2015
01-06-2015
01-07-2015
01-08-2015
01-09-2015
01-10-2015
01-11-2015
01-12-2015
01-01-2016
01-02-2016
01-03-2016
01-04-2016
01-05-2016
01-06-2016
01-07-2016
01-08-2016
01-09-2016
01-10-2016
01-11-2016
01-12-2016
01-01-2017
01-02-2017
01-03-2017
01-04-2017
01-05-2017
01-06-2017
01-07-2017
01-08-2017
01-09-2017
01-10-2017
01-11-2017
01-12-2017
01-01-2018
01-02-2018
01-03-2018
01-04-2018
01-05-2018
01-06-2018
01-07-2018
01-08-2018
01-09-2018
01-10-2018
01-11-2018
01-12-2018
Launch of new SQL
server
Introduction of new
features in Azure SQL
Database
Preview of new JDBC 4.2
for SQL Server Driver
Introduction of the
New Run SQL
Command
MongoDB launched
new tech platform like
Stitch to grow NoSQL
apps in cloud, on-prem
The trend saw an
increase from Dec as
Microsoft started
offering incentives to
migrate to cloud for SQL
Server 2008 users as
end-of-life date
approaches
Microsoft offers limited-time
30 percent discount on SQL
Server on Linux
Announcement of a flexible
new way to purchase Azure
SQL Database
Released new version of SQL
Server Migration Assistant
(SSMA)
AWS announces Amazon RDS for
SQL Server and .NET support for
AWS Elastic Beanstalk
Security Update for SQL
Server 2008 R2 Service Pack
3
Cumulative Update package
6 for SQL Server 2012 SP2
SQL Server 2012 Integration Services
introduced a new approach to manage the
deployment of packages referred to as
Project Deployment
Backup
Compliance/Governance
Security
Competition
Speed
Flexibility/Scalability
Ease of migration
Infrastructure
Familiarity
Resource
Cost
Trend Analysis
Portfolio Analysis

34© Course5 Intelligence
MROI Analysis
Portfolio AnalysisPortfolio AnalysisPortfolio AnalysisPortfolio Analysis