instead of thinking of search as just a way to drive traffic to your website, what if we looked at search data and derived new customer insights?

1. Dr. Augustine Fou
acfou [at] mktsci.com
http://linkd.in/augustinefou
Search As
Research

2. Selecting Optimal Words
Which synonym to incorporate into content.
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“baby bedding” is the way more users
search; 16x more than “infant bedding”

3. Users are seeking coupons, side effects, dosage information
Determining Interest
Related search reveals what people are looking for
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4. footlongs
Measuring Success
godaddy
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Users saw ad, remembered, and took action (did a search)

5. Demand Planning
chocolate covered strawberries
chocolate covered cherries
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Source; http://go-digital.net/blog/2011/12/search-as-research-using-search-for-continuous-consumer-insights/
When search volume spikes indicates when demand spikes.

6. Physician Nurse Patient
“orexin
receptor
agonist”
“dosage” “sleep
drug”
“how to
administer”
What words they use indicates who they are.
User Self-Segmentation
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7. Marketing Performance
Detect if target users are searching for product by name
Tapentadol
Nucynta
Source: Google Trends

8. swine flu
h1n1
swine flu drove 1st
peak
h1n1 drove 2nd
peak
Purell demand and
search volume lifted
Study Cause and Effect

9. So what?
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From search marketing to search as research
Instead of thinking of search as just a way to
drive traffic to your site, studying users’ search
patterns can yield specific insights about
customers and demand.
Search Marketing Search as Research
-- Dr Augustine Fou

10. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is Chief Digital Strategist of
Marketing Science Consulting Group, Inc., a company
he founded over 11 years ago. He is an industry-
recognized thought leader in digital strategy,
search and social media marketing and former
Group Chief Digital Officer of Omnicom's Healthcare
Consultancy Group.
Dr. Fou is also an Adjunct Professor at NYU in the
School for Continuing and Professional Studies and at
Rutgers University at the Center for Management
Development, where he teaches courses on digital
strategy, social media marketing to executives. He is a
frequent panelist, moderator, and keynote speaker.
Dr. Fou completed his PhD at MIT at the age of 23. He
started his career with McKinsey & Company. He
writes a monthly column on Integrated Marketing for
ClickZ.com, and can be found on Twitter.com @acfou.
acfou@mktsci.com 103/26/2012