Art and science of data in search campaigns smx15

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

Nancy Adzentoivich, Resolution Media

The Art and Science of Big Data in Search Campaigns


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


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, SVPFrom the Cisco Smarter Retail Study, January 2015


1. Brand Equity = Trust2. Customer Centricity = Relevance3. Strategy based on Motivation = Value

Basic Marketing 101 Persists…

How you connect on the SERP matters. Every. Single. Time.


1. Information Overload2. People Buy a Feeling3. Existing Customers are Pure Gold4. Creativity is King5. Strategy

5 Principles That Will (probably) Never Change

1. Be relevant – message, place, time2. Create custom experiences3. Show gratitude4. Be interesting and delightful5. Know your audience


110% increase in ROI 30% decrease in CPA

Business Results Are Tangible

Source: Kenshoo Insight Driven Audiences retail case study


New productsShopping cartPriority initiativesSale items

Measure, Optimize, Test, Repeat

Keywords + Ad Copy + Landing Page




Data, Tools, and Tech (a very small sample)


DMPSearch / Social

3rd Party / Panel / Cookie

Analytics and

InsightsStrategy

Creative and

Content

CRM / 1st Party SEM

Social

Display

SEO

CRM


1. Relevant content2. Relevant context3. Sequential4. Real-time5. Always testing6. Always learning7. Automation8. At scale

Audience Centric Search Must Haves


1. Staying on brand2. Privacy3. Automation

Biggest Challenges


THANK YOU!

Join us @SMX East

NEW YORK CITYSept. 29th – Oct. 1st 2015

Art and science of data in search campaigns smx15

Marketing

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