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Comcast's Search Transformation By Eryck Dzotsi & Courtney Goldstien

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Empowering Your Organization With A Search Culture. PRESENTATION: Comcast's Search Transformation - Given by Eryck Dzotsi, @erycked, Senior SEO Director - Merkle Inc. #SMX #25D

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Comcast's Search Transformation By Eryck Dzotsi & Courtney Goldstien

  1. 1. #SMX #25D Comcast’s Search Transformation Empowering Your Organization With a Search Culture
  2. 2. #SMX #25D Courtney Goldstein, VP, Digital Marketing & Media – Comcast Eryck Dzotsi, Senior SEO Director - Merkle Inc Establishing a Digital Center of Excellence
  3. 3. #SMX #25D “The fundamental fact is that people love television, and if you can provide them with more television, they’ll love it even more.” - Ralph Roberts
  4. 4. #SMX #25D What was then
  5. 5. #SMX #25D What is now
  6. 6. #SMX #25D Road to growth Brand + Asset Proliferation Broad Product Set Expanded Footprint
  7. 7. #SMX #25D Search: Old model Comcast Search Teams Search Agencies Crowded SERP, Conflicting Messages
  8. 8. #SMX #25D Search: New model One Team Comcast + Embedded Agency Aligned Brand & Harmonized Journey Comcast Agency Strong Internal Partnerships Demand Reveals Intent
  9. 9. #SMX #25D Search at the helm
  10. 10. #SMX #25D Consolidate Acquisition Customer Engagement News & Entertainment Media Portal
  11. 11. #SMX #25D Ranking transformation ‘Comcast’ in 1 day!!! ‘Xfinity’ in 12 days
  12. 12. #SMX #25D Rules to Empowering Your Organization with a Search Culture
  13. 13. #SMX #25D 1 Prove value to gain advocates
  14. 14. #SMX #25D 2 Incorporate search into cross- functional digital processes
  15. 15. #SMX #25D 3 Be flexible & embrace change
  16. 16. #SMX #25D THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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