13. Godiva - Demand Planning
See when users search for which products
chocolate covered strawberries (Valentine’s)
chocolate covered cherries (Christmas)
- 13 - Augustine Fou
14. Purell Sales Driven by H1N1
Purell demand and
search volume lifted
swine flu swine flu drove 1st peak
h1n1 h1n1 drove 2nd peak
14
- 14 - Augustine Fou
15. Abbott – Selecting Words
Search volume and related search provides insights to select optimal
keywords to use on websites.
- 15 - Augustine Fou
16. User Self-Segmentation
The exact words users use to search indicates who they are
Physician Nurse Patient
“orexin “dosage”
“sleep
receptor “how to drug”
agonist” administer”
- 16 - Augustine Fou
17. So What?
“Digital affords advertisers many new
metrics based on actual user behavior. Thus
far, many insights remain „hidden in plain
sight.‟ There are still huge opportunities to
take better advantage of these new metrics
to improve all aspects of business, not just
marketing.”
- Dr. Augustine Fou
- 17 - Augustine Fou
18. Dr. Augustine Fou – Chief Digital Strategist
“I help my clients find key
insights based on the new
metrics from digital.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
@acfou Augustine Fou