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1
How New Pig Used Search
Analytics to Understand
Customer Intent and Bring New
Products to Market During the
Pandemic
B2B...
2
Today’s Speakers
Peter Curran
GM, Digital Commerce
Lucidworks
John McQuade
Director of Software Development
New Pig
3
Agenda
• How to find and prioritize search problems
– True / False / Positive / Negative
– Prioritization
– Lexical vs. ...
4
• True / False / Positive / Negative
• Prioritization
• Lexical vs. Semantic
Search Priorities
How to find and prioritiz...
5
How to find the biggest problems
An admittedly over-simplistic yet helpful framework
all the products in your index
6
How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
In browse, re...
7
How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
In search, we...
8
How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
True Positive...
9
How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
True Positive...
10
How to prioritize search opportunities
We suggest you start with this order
relevant not relevant
First: fix searches t...
11
“Drylok Concrete Paint”
12
Balancing severity and frequency
Query frequency distribution
Head Queries
Tail Queries
1. Break your traffic into tier...
13
Takeaways ...
How to emerge stronger from COVID-19 with search
1. We have dozens of blog posts about e-commerce search ...
14
• Merchandised Products
• New Product Discovery
• Product Repositioning
Case Study
COVID-19, New Pig, & Lucidworks Fusi...
15
• New and existing customers searching
for products that we don’t manufacture
but could offer as part of the pandemic
r...
16
• Launched over 140 unique products in
the last 6 months.
• Develop product copy using the
consumers vocabulary.
• Crea...
17
• Repurposed existing products with new
copy, attributes, and images to
capitalize on new search terms related
to alter...
18
● Peter Curran, Lucidworks
○ peter.curran@lucidworks.com
● John McQuade, New Pig
○ johnmc@newpig.com
Contact Us
19
THANK YOU
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How New Pig Used Search Analytics to Understand Customer Intent and Bring New Products to Market During the Pandemic at B2B Online 2020

When we think about customer intent in the context of product discovery, we usually think about how we can bridge vocabulary gaps between the products we have and the language our customers use. But how about when customers are asking us for something that we don’t yet sell, but could?

Join us to learn how New Pig capitalized on their brand and used Search Analytics to identify and bring to market a best-selling product during the global pandemic.

You’ll learn:
• How to identify opportunities for improved customer experience in the search path
• How to prioritize the opportunities for improvement that you identify
• How Search Analytics reveal opportunities for product innovation

Featuring:
• Peter Curran, GM of Digital Commerce, Lucidworks
• John McQuade, Director of Software Development, New Pig

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How New Pig Used Search Analytics to Understand Customer Intent and Bring New Products to Market During the Pandemic at B2B Online 2020

  1. 1. 1 How New Pig Used Search Analytics to Understand Customer Intent and Bring New Products to Market During the Pandemic B2B Online for Manufacturers and Distributors 2020 October 29, 2020
  2. 2. 2 Today’s Speakers Peter Curran GM, Digital Commerce Lucidworks John McQuade Director of Software Development New Pig
  3. 3. 3 Agenda • How to find and prioritize search problems – True / False / Positive / Negative – Prioritization – Lexical vs. Semantic • New Pig COVID-19 case study – Merchandised Products – New Product Discovery – Product Repositioning
  4. 4. 4 • True / False / Positive / Negative • Prioritization • Lexical vs. Semantic Search Priorities How to find and prioritize search problems
  5. 5. 5 How to find the biggest problems An admittedly over-simplistic yet helpful framework all the products in your index
  6. 6. 6 How to find the biggest problems An admittedly over-simplistic yet helpful framework relevant not relevant In browse, relevancy is somewhat black and white. If they click “coffee & sweeteners” then the things that come back should be coffee and coffee sweeteners. Three Problems Miscategorization Overcategorization Undercategorization
  7. 7. 7 How to find the biggest problems An admittedly over-simplistic yet helpful framework relevant not relevant In search, we can think of the index as divided into relevant results and irrelevant results too. However, it’s a little more complicated because the user can query for anything. E.g. coffe, low acid coffee, kcups, etc.
  8. 8. 8 How to find the biggest problems An admittedly over-simplistic yet helpful framework relevant not relevant True Positives False Positives False Negatives True Negatives
  9. 9. 9 How to find the biggest problems An admittedly over-simplistic yet helpful framework relevant not relevant True Positive: good! False Positives: bad False Negatives: terrible True Negatives: good! good bad
  10. 10. 10 How to prioritize search opportunities We suggest you start with this order relevant not relevant First: fix searches that incorrectly yield nothing Second: get relevant products in even if you over recall Third: order/rank relevant products first Fourth: Fix UI / UX issues Fifth: get more precise by eliminating false positives Sixth: put products you prefer to sell at the top Seventh: move from lexical to semantic understanding
  11. 11. 11 “Drylok Concrete Paint”
  12. 12. 12 Balancing severity and frequency Query frequency distribution Head Queries Tail Queries 1. Break your traffic into tiers and give each tier a score E.g. Head = 10, torso = 5, and tail = 1 E.g. Deciles by query volume scoring 1-10 2. Score severity 1-3, for example … Nulls & under-recall = 3 Over-recall and sloppy ranking = 2 Sub-optimal business ranking = 1
  13. 13. 13 Takeaways ... How to emerge stronger from COVID-19 with search 1. We have dozens of blog posts about e-commerce search here: https://lucidworks.com/post/category/blog-posts/ecommerce-search/ 1. Haters gonna hate. Educate stakeholders about the prioritization strategy. People love to complain about search. Be strong & work in priority order shown a moment ago. 2. Gather as many judgments about search quality as you can. Don’t assess the site based on a few examples. These judgments are critical to optimizing search.
  14. 14. 14 • Merchandised Products • New Product Discovery • Product Repositioning Case Study COVID-19, New Pig, & Lucidworks Fusion
  15. 15. 15 • New and existing customers searching for products that we don’t manufacture but could offer as part of the pandemic response. • Implemented customized user experiences created around these types of product searches to reduce bounce rates. • Sourced products identified in these searches, such as hand sanitizer, disposable masks, and face shields to meet consumer demand. Merchandised Products Identifying Opportunities to Merchandise 3rd Party Products
  16. 16. 16 • Launched over 140 unique products in the last 6 months. • Develop product copy using the consumers vocabulary. • Create engaging user experiences for broad search terms to guide product discovery. • Recognize what is working using search analytics and user signals. • Iterate and optimize. New Product Discovery Helping Customers Locate Solutions in a New and Evolving Product Line
  17. 17. 17 • Repurposed existing products with new copy, attributes, and images to capitalize on new search terms related to alternate product use cases related to the pandemic. • Ranked these products in association with various new terms used by our customers. • Sales increased by repositioning the product as part of a portfolio of pandemic response solutions. Product Repositioning Promoting Alternate Uses For Existing Products
  18. 18. 18 ● Peter Curran, Lucidworks ○ peter.curran@lucidworks.com ● John McQuade, New Pig ○ johnmc@newpig.com Contact Us
  19. 19. 19 THANK YOU

    Soyez le premier à commenter

    Identifiez-vous pour voir les commentaires

When we think about customer intent in the context of product discovery, we usually think about how we can bridge vocabulary gaps between the products we have and the language our customers use. But how about when customers are asking us for something that we don’t yet sell, but could? Join us to learn how New Pig capitalized on their brand and used Search Analytics to identify and bring to market a best-selling product during the global pandemic. You’ll learn: • How to identify opportunities for improved customer experience in the search path • How to prioritize the opportunities for improvement that you identify • How Search Analytics reveal opportunities for product innovation Featuring: • Peter Curran, GM of Digital Commerce, Lucidworks • John McQuade, Director of Software Development, New Pig

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