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

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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OF SEARCH

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bryaneisenberg.com
usethedata.com

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Correlation vs. Causation

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© 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

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Too hard for
humans to
process

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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

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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
“

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
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“

What happened?
Why it happened?
What will happen?
How can it happen?
Analytics Journey

Quality Score
7 and higher
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Big Data & PPC

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Key Differences in the Data

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Game Theory, Human Cognition & The Auction

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.
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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
“
“

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Keywords Don’t Fail to Convert...You do! Tweet

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Quality Score Generations
Gen 1: Based on money paid by company to Google

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Gen 2: QS Introduced 8/2005: Based on clicks CTR = Ad Click
Through Rate

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Gen 3: Simple QS Reporting 2007 : SERPS
Search
1
Search
3
Search
4
Search
2
Playhouses Big wooden playhouses
Big playhouses Big wooden outdoor playhouses

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Don’t End At the Landing Page

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Gen 4: Off Page Activity
Analytics

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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

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Gen 5: The Near Future

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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.

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What Does
Google Know
About You?

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What type of
Data is Out
there?

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What type
of data is
out there?

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What type
of data is
out there?

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What type
of data is
out there?

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*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
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627
possible long-tail queries
for iPhone 5 case

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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

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Where is The Landing Page Opportunity?

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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

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The #1 SEM Player
About 303,000,000 pages indexed
$55.2M PPC Spend

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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

Reporting
Insight
Predictive
Auto -magic
4 types of tools

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OPTMYZR

Promo Free Ship
Style Top Handle
Brown
Material Leather
Price $995
Brand Louis Vuitton
Model Mini HL
Sales Rk #2 of 20
Color

CLIENT DATA & STRATEGIESTARGETS
Beige Gucci bag LA

Beige Gucci bag LA
Intent Extraction
(NLP)
Offer Generation
(Machine Learning)
+

Beige Gucci bag LA
The Perfect Message
For Every Customer
Semantic Ad Creation
Intent Extraction
(NLP)
Offer Generation
(Machine Learning)
+

Beige Gucci bag LA
The Perfect Message
For Every Customer
Semantic Ad Creation
Intent Extraction
(NLP)
Offer Generation
(Machine Learning)
+
Shared Performance DB

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
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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*

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How does Runa help?
Provides a competitive edge against Amazon
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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

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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

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Showcase Credibility

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Preview/Spotlight the Agenda

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Create Urgency

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7 Steps to Big Data Success
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3
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7

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Don’t get caught up in the hype and jargon1
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7

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Don’t get caught up in the hype and jargon
Never forget that it is all about understanding your customer
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Identify the questions and problems you need to solve
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Map valuable data inside & outside your organization
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Prepare your organization to see the new landscape
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Look for updates around auto-magic applications
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Look for updates around auto-magic applications
Always remain open to experimentation & CX
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Please
Don’t
Suck!

Bryan Eisenberg
bryan@bryaneisenberg.com
Some images provided by Shutterstock

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

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

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