Mad Men of Search: How They Leverage Data to Rock the Customer Experience

© 1998-2013 Eisenberg Holdings, LLC. - BryanEisenberg.com - @TheGrok “The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.” Jeff Bezos CEO & President of Amazon.com

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 15 Big Data is Not Just Big Big Unsctructured Real-time Velocity Variety 3 V’s of Big Data Volume Terabytes Records Transactions Tables, Files Batch Near time Real time Streams Structured Unstructured Semistructured All of the above

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 16 An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. Jack Welch, former chairman and CEO of General Electric “

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. Success secrets Continuous Optimization Corporate Agility 17 “

Because Bing Ads' quality score is established after the fact, it isn't used directly to determine your bid and your ad rank. We generate quality score to help advertisers identify improvement opportunities. Many people think that landing page relevance is between your keyword and your landing page. It's actually based on the search query your keywords trigger. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 22 Thanks John Gagnon & Ping Jen No problem No problem No problem Poor No YesPoor Poor Quality Score 1 to 5 QS=6 QS=7 to 10 Landing Page UX Landing Page Relevance Keyword Relevance Your KW CTR > Marketplace Avg. CTR “ “

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 28 Gen 3: Simple QS Reporting 2007 : SERPS Quality Score Generations Search 1 Search 3 Search 4 Search 2 Playhouses Big wooden playhouses Big playhouses Big wooden outdoor playhouses

“ © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 31 Google has tons of additional data to help them decide which ad is most likely to elicit a click from that particular user based on the time of day, previous searches and many other factors. It’s a “Big Data” prediction algorithm and advertisers would do well to apply some of these same methodologies for picking successful ads to ensure users get value from their ads, Google is kept happy, and more sales are generated. Frederick Vallaeys Co-founder Optymyzr Former Adwords Evangelist at Google

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34 Google’s Personalized Efforts The largest set of Column Families in Google’s BigTable are related to Personalized Search (93 columns) versus only 18 column families for website crawling information.

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData *Experian & SEO Moz, 2013 in lost revenue Hundreds search queries are long-tail* You can’t solve this problem manually. 7 out of 10 Millions of ways to describe them 41 627 possible long-tail queries for iPhone 5 case

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 42 How Will You Scale to Keep Up? There are billions of searches each day on Google The instant previews load in 1/10thof a second on average Since 2003 Google has answered 450 Billionnew unique queries. Searches we have never seen 16%of searches we see everyday are new

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 44 Effectiveness of using dedicated landing pages by website objective Effectiveness of using dedicated landing pages by sales channel Incentivized lead ecommerce Directed gen 46% 46% 42% 6% 6% 8% 48% 47% 50% 47% 40% 39% 6% 9% 46% 47% 52% 50% B2C B2B Both B2B B2C Very effective Somewhat effective Not effective Very effective Somewhat effective Not effective

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 46 Automated bidding • Sponsored links initially done by humans • Automated program -Generates keywords -Writes ads (Creative) -Determines landing page -Manages bids • Measure conversion rate • Profit per converted visitor • Update bid © 2004 Amazon.com

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Promo Free Ship Style Top Handle Brown Material Leather Price $995 Brand Louis Vuitton Model Mini HL Sales Rk #2 of 20 Color

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA Intent Extraction (NLP) Offer Generation (Machine Learning) +

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA The Perfect Message For Every Customer Semantic Ad Creation Intent Extraction (NLP) Offer Generation (Machine Learning) +

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 50 CLIENT DATA & STRATEGIESTARGETS Beige Gucci bag LA The Perfect Message For Every Customer Semantic Ad Creation Intent Extraction (NLP) Offer Generation (Machine Learning) + Shared Performance DB

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Lower CPAConversion Rate Results: Louis vuitton handbags Handbag Louis Vuitton www.amazon.com Buy handbag louis vuitton at Amazon! Qualified orders over $25 ship free 2x 6% Louis Vuitton Handbags Bagborroworsteal.com/Louis-Vuitton Stylish LV Handbags in 18 Colors like Turquoise and Red DataPop + BBOS = 3,000 Unique ads 51

TIMELOCATION ENVIRONMENTAL RELATIONALGEO DEVICE SPECIFIC MOBILE,TABLET, DESKTOP HISTORICALBEHAVIOR 3RD PARTYDATA INTHE MOMENTBEHAVIOUR AFFINITIES LIFETIME HISTORY INTERACTIONS DEMOGRAPHICS PLATFORM DATA Data Into Action

TIMELOCATION ENVIRONMENTAL RELATIONALGEO DEVICE SPECIFIC MOBILE,TABLET, DESKTOP HISTORICALBEHAVIOR 3RD PARTYDATA INTHE MOMENTBEHAVIOUR AFFINITIES LIFETIME HISTORY INTERACTIONS DEMOGRAPHICS PLATFORM DATA • Tracking every interaction, every visitor, every page, every day • Aperpetual profile of each and every visitorReal-time Insight Data Into Action

Intuitive sentence interface Easy to Use

Do More, Faster customer adoption per month 10 20 30 40 50 60 #ofCampaigns monetate average industry average industry avg 2-5/month CLiCs*

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData How does Runa help? Provides a competitive edge against Amazon 57 Price Shipping Selection Payment Perfect offer Perfect shipping Perfect bundle Pay with points Amazon dynamic pricing Amazon prime Amazon frequently bought together Amazon pay with Amex points Runa Amazon

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 58 Success Highlights •Used OneSpot platform to convert key content to ads and then target/distribute to appropriate audience •Drove awareness and education about one-of-a-kind event •Gave potential attendees a taste of what to expect; Events are content too! •Sequenced content based on previous interactions OBJECTIVE: Promote content marketing event to hard-to-find audience of content marketers…using content marketing

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer 1 2 3 4 5 6 7

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve 1 2 3 4 5 6 7

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization 1 2 3 4 5 6 7

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization Prepare your organization to see the new landscape 1 2 3 4 5 6 7

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization Prepare your organization to see the new landscape Look for updates around auto-magic applications 1 2 3 4 5 6 7

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 62 7 Steps to Big Data Success Don’t get caught up in the hype and jargon Never forget that it is all about understanding your customer Identify the questions and problems you need to solve Map valuable data inside & outside your organization Prepare your organization to see the new landscape Look for updates around auto-magic applications Always remain open to experimentation & CX 1 2 3 4 5 6 7

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Bryan Eisenberg bryan@bryaneisenberg.com Some images provided by Shutterstock Blog www.UseTheData.com www.BryanEisenberg.com Phone (347) 470-GROK (4765) Bryan Jeffrey @TheGrok @JeffreyGroks