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Home Archives for ClickZ Live Chicago 2015

In Data We Trust

November 17, 2015 By Jonathan Jeter Leave a Comment

data-lenovoAfternoon Keynote
In Data We Trust
Ajit Sivadasan, VP/GM Global eCommerce, Lenovo

Icebreaker: How you hold your drink reveals your personality.

2009 study established 8 personality types based on how you hold your drink in a bar.

How Lenovo Transformed their brand

Key Questions

  1. What is driving change?
  2. What are the new rules?
  3. How do we leverage the new model?

Macro Change Agents

Read the rest of In Data We Trust

  1. Online traffic is accelerating
    1. 560% growth in adoption since 2000
    2. Moving to massively online platforms
      • Khan Academy
      • Code Academy
  2. Social / Digital driving the network effect
    • Social media reaches 82% of the world and uses 19% of total time spent online
  3. Marketing Model has changed
  4. Data is creating opportunities
    • By 2020, the digital universe will grow by a factor of 300
    • From now until 2020, the digital universe will double every two years

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Filed Under: Data / Analytics Tagged With: Clickz, ClickZ Live Chicago 2015, conference notes, Customer Behavior, czlchi, different groups, Digital marketing, marketing technology, new model, real time, Social Media

Harnessing the Power of Intent Data and Predictive Analytics

November 17, 2015 By Jonathan Jeter Leave a Comment

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.

  • geo targeting / geo fencing
  • beacons
  • redemption / purchase in a store

Today, there are lots of moving parts, which makes it look a lot like Swiss Cheese.

  • estimote (beacons)
  • RetailNext (wifi analytics)
  • xAd
  • Placed
  • NinthDecimal
  • NOMi

You’re only able to track <3% of the market today, so it’s difficult to create a reliable model.

Read the rest of Harnessing the Power of Intent Data and Predictive Analytics

Build an O2O attribution funnel / model.

  • Impressions – number of times your stores appeared in local search

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Filed Under: Data / Analytics Tagged With: attribution model, case study, click throughs, ClickZ Live Chicago 2015, conference notes, czlchi, google search, local information, local search, Search Engine, Search engine optimization, Search engines, Web search engine

The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time

November 17, 2015 By Jonathan Jeter Leave a Comment

The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time
Scott Ensign, DAC Group
Erin Heffernan, Optimedia US

What does relevance mean in Search?

Inherent in every search is a question. Context is extremely important.

Read the rest of The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time

  • Give the right answer every time
  • Leverage more than just the keyword
  • Get highly targeted in your ad copy
  • Keep to the leading edge of user expectations
    • Mobile can be the primary driver for some campaigns
  • Search engines know a lot about the user. How do you leverage that data?
    • Not settling for “best available” destination

Building Scaled Search Programs

  • Think of the user (the user doesn’t care about your org chart)
  • Think of the client
  • Leverage business/third-party data
  • Campaigns are the new ad groups
  • Leverage technology

Tools to Manage at Scale

  • Proprietary tools
  • SEM tools

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Filed Under: SEM / Paid Search Tagged With: ClickZ Live Chicago 2015, conference notes, czlchi, Landing page, landing pages, leverage technology, right answer, Search Engine, Search engines

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