Harnessing the Power of Intent Data and Predictive Analytics
Michael Mire, SweetIQ
Local search is the ultimate indicator of intent.
- We’re doing it all the time. (4 in 5 consumers use search engines to find local information.)
- We’re doing it more and more. (Google search interest in “near me” has increased 34x since 2011.)
We’re on our way to online to offline (O2O) direct attribution.
Today, there are lots of moving parts, which makes it look a lot like Swiss Cheese.
You’re only able to track <3% of the market today, so it’s difficult to create a reliable model.
Build an O2O attribution funnel / model.
- Impressions – number of times your stores appeared in local search