Big Data Marketing - 5th Click Conference

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BloomReach's Joelle Kaufman's presentation from the 5th Click Conference in Boston on June 27, 2012.

http://events.retailnetgroup.com/index.php/boston-june

More information on BloomReach is available here:

http://www.bloomreach.com/

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  • ----- Meeting Notes (1/6/12 11:05) -----Jim covers:Advanced CRMadvanced analyticsBIMulti-channel, next best actionInternet MarketingBig data
  • And the data changes all the time (VOLATILITY)Products go in and out of stock, fashion changes, and the average eCommerce site changes information on 25% of their pages every month. (check numbers).Consumer expression is changing rapidly. EVERY DAY 16% of queries have never been seen before (Google)Consumers’ links to your products and information are pushed out of their NewsFeed and Tweet Stream within 5.5 hours according to bit.ly – and effectively gone for good (Bit.ly 9/2011). The window is shorter for the most social consumers and longer for posts from highly influential people. This is an ever-growing Digital Discovery Divide. 
  • And the data changes all the time (VOLATILITY)Products go in and out of stock, fashion changes, and the average eCommerce site changes information on 25% of their pages every month. (check numbers).Consumer expression is changing rapidly. EVERY DAY 16% of queries have never been seen before (Google)Consumers’ links to your products and information are pushed out of their NewsFeed and Tweet Stream within 5.5 hours according to bit.ly – and effectively gone for good (Bit.ly 9/2011). The window is shorter for the most social consumers and longer for posts from highly influential people. This is an ever-growing Digital Discovery Divide. 
  • Not a fan of this page – the Routed Page doesn’t look like a landing page, it’ looks like a thematic page. Would prefer to see our dynamic content on the Original page. Next slide is much, much better.
  • Big Data Marketing - 5th Click Conference

    1. 1. THE STATE OF SEARCH
    2. 2. CONSUMERS ARE MISSING WHAT THEY WANT
    3. 3. THERE’S TOO MUCH DATA
    4. 4. THERE’S TOO MUCH DATA
    5. 5. CONSUMERS USE MORE FRONT DOORS Search Paradigm Social Paradigm
    6. 6. CONSUMERS DRIVE MARKETING
    7. 7. RELEVANCE IS KING Speed Be Show Up Relevant less
    8. 8. RELEVANCE IS A BIG DATA PROBLEM
    9. 9. RELEVANCE GETS RESULTS More MoreMore Traffic Customers Conversions & Revenues
    10. 10. Big Data Marketing in Action
    11. 11. PAGES YOU HAVE MISS OPPORTUNITIES Consumer interest: “cooking steak on staub grill pan” Photo of “steak” but not in text. “Steak” not on the page Result? Not Discovered© BloomReach 2011
    12. 12. WE INTERPRET CONTENT & INTENT IN REAL TIME Related Searches • URLs pointing within the site • Dynamic link graph • Addresses: site structure and crawling ease Related Products • Selected images and content from the site • Enhances the language content of the page • Addresses: content richness and synonyms© BloomReach 2011
    13. 13. DYNAMICALLY ADDING THE RIGHT INFORMATIONRelated searches: Related products:• Le Staub Grill • 5 more contextual instances of steak. within 1 hopResult? Page Discovered!
    14. 14. MODCLOTH’S CHALLENGE: MERCHANDISECURATED TO A VINTAGE-INSPIRED AESTHETIC• Tens of thousands of products carried in limited supply• Highly distinctive product names don’t map to how people search for products Criterion for Karaoke Dress = “Black polka-dot dress with spaghetti straps”
    15. 15. SUCCESS SUMMARYChallenge Now being discovered on ModCloth.com:• Large and constantly growing inventory “cream prom dress”• Distinctive product names that don’t “red and orange a-line sundress” necessarily map to the way customers “hot pink knit beach dress” “high-waisted bikinis” searchProduct• BloomSearch “BloomSearch helps our customers find the unique andResults specific items they are looking for – and makes their shopping• 13% increase in non-branded natural experience more relevant.” search visits• 40% increase in visits to pages other Hema Padhu Vice President of Marketing than the ModCloth.com home page ModCloth.com• Conversion rates on par with paid search and slightly higher than overall natural search conversion rates
    16. 16. WAYFAIR’S CHALLENGE: ALLMODERN.COM• 4.5 million products• + different fabrics and finishes• More than 1 billion unique items for consumers to find
    17. 17. SUCCESS SUMMARYChallenge Now being discovered on allmodern.com:• 4.5 million products “modern free standing towel rack"• Many fabrics and finishes “ghost chairs with dining table” “medicine cabinet made in Italy”• More than 1 billion unique items “modern glider chair” “contemporary lighting fixtures"Product• BloomSearch “BloomReach’s cloud marketing platform delivered measurable results. TheResults technology really works to help more consumers find more of• Grew site visits during first 90 days our products.”• Increased revenues and profits• Increase volume of natural search traffic Ed Macri coming from uncommon phrases Vice President, Marketing and Business Intelligence• Expansion to additional Wayfair LLC Wayfair LLC sites, including wayfair.com
    18. 18. LANDING PAGE POWERED BY BLOOMLIFT Sample Query: Short Sleeveless Tops
    19. 19. BLOOMLIFTED LANDING PAGESearch Term Widget: Showthe query that was searched.Dynamic Products: Pull inproducts on the fly that aredirectly related to thesearched term. We will alsoincorporate personalizationinto this widget.
    20. 20. Thank you! Joelle Kaufman 650-392-5527 joelle@bloomreach.com @bloomreachinc

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