Search Management Practice at Dell
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Learn from the Best in Breed Search Management Practice at Dell from Patriek Karayil - Global Marketing Director for Online Operations.
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Search Management Practice at Dell
- 1. Search Management Practice @ Dell Patriek Karayil Director, Search Operations Patriek_Karayil@dell.com
- 2. Dell.com has worldwide scope 34 languages supported 500 Million customers, Online presence in Over 1Billion visits /year 100+countries and in 26 languages $$ Billions in Online About half of visitors Revenue annually navigate through e- Support Existing E-Commerce Global Marketing 2
- 3. Search Management Practice at Dell Most organizations - Technology Layer The Search Engine Relevancy Global Marketing 3
- 4. Search Management Practice at Dell Dell Business Layer + Technology Layer Analytics, Quality, Stakeholder Mgmt, Insights, Optimization Relevancy Most organizations - Technology Layer The Search Engine The Search Engine Relevancy Global Marketing
- 5. Using Business Operations to power Intelligent Search 1 2 1 1 Operations Priorities Business Unit • What do customers Priorities find, buy through • Segment Strategy Site Search • Global, and local • What type of serchandizing Keywords • Sales and Events underperform coverage 3 Search Technology Layer • Relevancy Optimization • Data-dictionaries, filtering Global Marketing
- 6. Business Architecture of Search Stakeholder Analytics Management KPI, Usage, outcome, Business strategy, policy. measurement Technology Search Insights Management Operations Behavioral, Long Fine tuning based on tail analysis Analytics, Insights Optimization Quality Keyword, and Relevancy Scoring, content optimization findability assessment Global Marketing
- 7. Business Operations – Analytics 2 1 Treatment of terms with low Click-Through 1 1 Performance Measurement – Balanced Scorecard 3 1 FAST movers – trends Global Marketing
- 8. Business Operations – Insights Breakdown Head – 1% of Keywords Body – 19% of Keywords Tail – 80% of Keywords ( < 4 per quarter) Global Marketing
- 9. Business Operations – Quality RELEVANCY SCORING Providing “Relevancy” score to search experience and identify areas of optimization. Measured as the % of time the 1st result is best result (out of a statistically significant sample) “Precision” is the measure of relevancy for the top 5 results. Global Marketing
- 10. Business Operations – Experience Optimizations Auto Suggest Based on new product, content and user behavior 4 Popular Category Based on Usage Recommended Links Analytics Product Awareness, NPL & EOL Ease of navigation Hot Topics, Campaigns Search Snippet Tweak search result elements and Call to Action Buttons to drive Clickthrough Global Marketing
- 11. Business Operations –Relevancy Optimization Business Influence Native Relevancy Native Relevancy Business Influenced Relevancy • Native algorithms as part of • Analytics and usage data – vendor provided relevancy Clickthrough, traffic data • Weightage of fields from • Business Policy feed, based on structured data sources merchandizing strategy • Scoring, and linguistics • Behavioral and wisdom of the features as part of technology crowd feed Global Marketing
- 12. Composite Relevancy – Addition of new Relevancy Signals Native Native Relevancy Relevancy + Rank Profile Business Relevancy Behavioral Analytics Business Boost content Boost Boost Data Feed Data Feed Policy Feed where other content or Products, people like categories SKU with current user that has had High Margin, found helpful successful Fast outcomes Shipping, etc Global Marketing
- 13. Intelligent Search = Business Operations + Technology Technology Business Architecture Architecture - Machine - Collaborative Learning Learning Intelligent Search Success Grow Reduce Increase Encourage Criteria Clickthrough Misses Adoption Engagement Global Marketing
- 14. Backup Global Marketing
Editor's Notes
- Dell.com – very mature channels – we have 500 millions customers, Billions in online revenue. Roughly half of these customers are looking for troubleshooting content, esupport, and the other looking for products. So if you matrix the very large number of customers, and the large amount of content we have – it is a very tall order for search to deliver upon those needs.
- So much like other enterprises, we have a Search Engine at the center. We use the FAST ESP platform. But pretty much any vendor could solve your technical needs. When I joined Dell several years ago, this was the landscape, Search was an IT owned platform. And the challenge with this, is the obivious – Business involvement to facilitate the success of search is missing.
- So I have built and staffed up an operations teams onto of the technology to drive the measurement, care and feeding of the platform. This is a core differentiator to driving success with search away from conventional and into the exceptional
- This business operations team combined with the Business Unit prioritties can work with the technology layer to promote intelligent search.
- Just like the technology architecture, there needs a business architecture. There was a question yesterday on what consitutues a search team. Well – just on the business side – at dell, we have 6 various functions – Analytics (Key performance indicators, clichtrough Rate, failure rates), Insights (where we look at customer behaviour), quality (we score search relevancy for top KW search), Optimization (can we refine search, can we refine content based on the top Keywords). Work with IT
- Create KPI, standards of measaurement – aggregate metrics – number of search, clickthrough rate, failure rates. Then identify key areas of further troubleshooting – Looking at FAST movers – looking at
- Need to talk about techniques for identifying the correct KWs for Optimization efforts
- Need to talk about techniques for identifying the correct KWs for Optimization efforts
- Need to talk about techniques for identifying the correct KWs for Optimization efforts
- All of the things we have discussed so far – Business Operations – Analytics, Insight, Quality, Optimization, cluminates to Business Influenced relevancy. – we can take analytics data, behavioral data, business policy datal and feed into the engine to make it more adaptive, more intelligent.
- That leads up to this concept of composite relevancy, which is the composition of native tool relevanacy and business influenced relevancy. So we pump behavioral data such as “other people like you found this” – which amazon made
- So in summary, we are moving beyond machine learning, and into collaborative learning. At the intersection of this, is where you find intelligent search – and the road to here starts with a business operations team. Thank you