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Back to Basics With Big Data By Nancy Adzentoivich

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: The Art And Science Of Big Data In Search Campaigns. PRESENTATION: Back to Basics With Big Data - Given by Nancy Adzentoivich, @SEMSage - Resolution, Vice President & Managing Director. #SMX #22C2

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Back to Basics With Big Data By Nancy Adzentoivich

  1. 1. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Nancy Adzentoivich, Resolution Media Back to Basics With Big Data
  2. 2. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  3. 3. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  4. 4. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  5. 5. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  6. 6. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Consumers are worried about our use of data, but they’re pissed if I don’t deliver relevance…How am I supposed to deliver relevance and magically deliver what they want if I don’t look at the data? - Julie Bernard, VP, Customer Strategy
  7. 7. #SMX #22C2 @SEMSage (Nancy Adzentoivich) The findings point to the need for retailers to provide “hyper-relevant” shopping experiences that deliver value to the consumer in real time throughout the shopping lifecycle. Hyper-relevance comes with the ability to dynamically compare real-time customer information with historical data, and the resulting insights allow retailers to improve operations and the customer experience. At stake, according to our research, is an estimated profit improvement of 15.6 percent for an illustrative $20 billion retailer that builds agile business processes for turning these insights into value. - Blair Christie, SVP From the Cisco Smarter Retail Study, January 2015
  8. 8. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1.  Brand Equity = Trust 2.  Customer Centricity = Relevance 3.  Strategy based on Motivation = Value Basic Marketing 101 Persists… How you connect on the SERP matters. Every. Single. Time.
  9. 9. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1.  Information Overload 2.  People Buy a Feeling 3.  Existing Customers are Pure Gold 4.  Creativity is King 5.  Strategy 5 Principles That Will (probably) Never Change 1.  Be relevant – message, place, time 2.  Create custom experiences 3.  Show gratitude 4.  Be interesting and delightful 5.  Know your audience
  10. 10. #SMX #22C2 @SEMSage (Nancy Adzentoivich) §  110% increase in ROI §  30% decrease in CPA Business Results Are Tangible Source: Kenshoo Insight Driven Audiences retail case study
  11. 11. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  12. 12. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  13. 13. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  14. 14. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  15. 15. #SMX #22C2 @SEMSage (Nancy Adzentoivich) New products Shopping cart Priority initiatives Sale items Measure, Optimize, Test, Repeat Keywords + Ad Copy + Landing Page Keywords + Ad Copy + Landing Page Keywords + Ad Copy + Landing Page
  16. 16. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  17. 17. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Data, Tools, and Tech (a very small sample)
  18. 18. #SMX #22C2 @SEMSage (Nancy Adzentoivich) DMPSearch / Social 3rd Party / Panel / Cookie Analytics and Insights Strategy Creative and Content CRM / 1st Party SEM Social Display SEO CRM
  19. 19. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1.  Relevant content 2.  Relevant context 3.  Sequential 4.  Real-time 5.  Always testing 6.  Always learning 7.  Automation 8.  At scale Audience Centric Search Must Haves
  20. 20. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1.  Staying on brand 2.  Privacy 3.  Automation Biggest Challenges
  21. 21. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
  22. 22. #SMX #22C2 @SEMSage (Nancy Adzentoivich) THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015