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1. Optimizing Digital Spend using Consumer Search Behavior April 2019 2. Welcome! 2 David McBride SVP, Digital Solutions & Consulting Course5 Intelligence © Course5…
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  • 1. Optimizing Digital Spend using Consumer Search Behavior April 2019
  • 2. Welcome! 2 David McBride SVP, Digital Solutions & Consulting Course5 Intelligence © Course5 Intelligence Zabi Ulla Senior Director, Advanced Analytics Course5 Intelligence
  • 3. Agenda 3 • Digital landscape and ROI analysis • Internet Search behavior • Search behavior analysis and its influence on business outcomes • Business Applications © Course5 Intelligence
  • 4. Digital Landscape Today © Course5 Intelligence
  • 5. The Digital Marketing Ecosystem 5 Our perspective? The digital marketing ecosystem is rapidly evolving New acquisition channels Publishers are demanding higher CPI/CPC/CPV for premium inventory The consumer purchase journey is increasingly non-linear Hundreds of new marketing tools and platforms emerging each year Ecosystem complexity (tracking, measurement, attribution, optimization, etc.)
  • 6. The highest ranking digital marketing channels for measuring ROI: Social Media and Search 6© Course5 Intelligence The importance of digital media channels The perceived effectiveness of media channels for business Source: Nielsen CMO report 2018 (Based on Q1 2018 survey of top US marketers at for-profit companies across automotive, consumer packaged goods, retail, telecommunications, technology and travel industries)
  • 7. Digital Media ROI Measurement 7 Our research shows that while digital media had relatively high confidence scores when compared with other media, there is still much room for improvement © Course5 Intelligence Social Media Social media outrank offline advertising in terms of importance for CMOs due to measurability, and therefore accurately calculating ROI Organic & Paid Search Search is one of the best B2B/B2C marketing channels, because it’s the most popular medium for locating information. Paid search is excels at calculating ROI Isn’t search a “free” traffic channel? How to determine the value of something with no associated price? The challenge: Calculating the value of Organic Search?
  • 8. The role of organic search in digital marketing optimization… With over 3.5 billion searches per day on Google alone, search is a channel marketers still can't afford to ignore. © Course5 Intelligence
  • 9. The fact is… Search engines are a go-to means for gaining knowledge about anything; either based on user spontaneity or general trends picked up from the media © Course5 Intelligence
  • 10. But Search Behavior has Evolved Over Time 10 • Typical query in 2006: "Restaurants Boston" • Typical query today: "Where is the best place to eat near me right now?" • Quality of results that search engines serve has substantially improved • Content quantity has also improved • With it’s latest algorithm update Google brought a focus on topic/theme-based content to the forefront. • Search for "sneakers" and Google understands that you might have meant "running shoes" © Course5 Intelligence In a study conducted by Ahrefs of search volume by keyword length, they found 64% of searches are four words or more
  • 11. Analyzing search data (terms and their frequency) to get a sense of what people are interested and how they might use the information… 11© Course5 Intelligence • Search term & frequency: Gives a sense of people’s interest • Search traffic explains the market differences across countries.: Regional data allows for fine-tuning models to very specific situations, in combination with other external influences as well • Pre-launch search: Measure of product interest • Post-launch search: Measure of both product and consumption interest Product Characteristics Consumption Interest + Product Interest (Post-release Search) Product Interest (Pre-release Search) Purchase Competition Buzz/WOM Advertising Promotion PR/Press
  • 12. Course5’s Consumer Search Vision 12© Course5 Intelligence Provide clients with real-time market insights by leveraging consumer search behavior, consumer purchase journeys (click-stream data), and market information Support sales forecasts and diagnose sales surges & declines, leveraging live market data and by consolidating data from multiple sources
  • 13. Course5’s Consumer Search Vision 13© Course5 Intelligence Provide clients with real-time market insights by leveraging consumer search behavior, consumer purchase journeys (click-stream data), and market information Support sales forecasts and diagnose sales surges & declines, leveraging live market data and by consolidating data from multiple sources Gain visibility into competitive strategies that may affect market share in near real-time
  • 14. Course5’s Consumer Search Vision 14© Course5 Intelligence Provide clients with real-time market insights by leveraging consumer search behavior, consumer purchase journeys (click-stream data), and market information Support sales forecasts and diagnose sales surges & declines, leveraging live market data and by consolidating data from multiple sources Gain visibility into competitive strategies that may affect market share in near real-time Create tactical and strategic plans to elevate your brand into a dominant market position
  • 15. Why it should matter to you… We not only help you find topics/themes in what people are searching, we complement that with what your competition is doing with their products & brands, providing actionable insights in real time © Course5 Intelligence
  • 16. Course5’s Approach: Multiple data sources + Search data to explain and predict 16© Course5 Intelligence E-Promotional data • Competitor’s website • Social community • Customer digital data • Third-party data Integrated data repository AI Engine Product Price Promotion Placement People Keyword Discovery keywords based on AIDA framework Search Engine API Search Traffic Sales & marketing spend data Marketing Spend Sales Shipment Search Theme detection Extract factors Thematic analysis Marketing ROI Digital vs. Non-digital contribution Market Response Model Impact Model Contribution Analysis Business Outcome Metrics Sales/Market Share Brand Image
  • 17. Course5’s Search Program and its Influence on Business Outcomes © Course5 Intelligence
  • 18. © Course5 Intelligence Business Use cases
  • 19. © Course5 Intelligence Predicting Outcomes
  • 20. Used search data to help a large CPG firm with media planning by predicting influenza-like illnesses 20 © Course5 Intelligence
  • 21. © Course5 Intelligence Demand Forecasting
  • 22. Leveraged multiple data sources to help a Technology HW firm forecast market behavior 22© Course5 Intelligence
  • 23. © Course5 Intelligence Optimizing Digital Spend
  • 24. 24© Course5 Intelligence Incorporated search data into a media mix model to optimize ad spend
  • 25. © Course5 Intelligence Trend Identification
  • 26. 26 01-01-2012 01-02-2012 01-03-2012 01-04-2012 01-05-2012 01-06-2012 01-07-2012 01-08-2012 01-09-2012 01-10-2012 01-11-2012 01-12-2012 01-01-2013 01-02-2013 01-03-2013 01-04-2013 01-05-2013 01-06-2013 01-07-2013 01-08-2013 01-09-2013 01-10-2013 01-11-2013 01-12-2013 01-01-2014 01-02-2014 01-03-2014 01-04-2014 01-05-2014 01-06-2014 01-07-2014 01-08-2014 01-09-2014 01-10-2014 01-11-2014 01-12-2014 01-01-2015 01-02-2015 01-03-2015 01-04-2015 01-05-2015 01-06-2015 01-07-2015 01-08-2015 01-09-2015 01-10-2015 01-11-2015 01-12-2015 01-01-2016 01-02-2016 01-03-2016 01-04-2016 01-05-2016 01-06-2016 01-07-2016 01-08-2016 01-09-2016 01-10-2016 01-11-2016 01-12-2016 01-01-2017 01-02-2017 01-03-2017 01-04-2017 01-05-2017 01-06-2017 01-07-2017 01-08-2017 01-09-2017 01-10-2017 01-11-2017 01-12-2017 01-01-2018 01-02-2018 01-03-2018 01-04-2018 01-05-2018 01-06-2018 01-07-2018 01-08-2018 01-09-2018 01-10-2018 01-11-2018 01-12-2018 Launch of new SQL server Introduction of new features in Azure SQL Database Preview of new JDBC 4.2 for SQL Server Driver Introduction of the New Run SQL Command MongoDB launched new tech platform like Stitch to grow NoSQL apps in cloud, on-prem The trend saw an increase from Dec as Microsoft started offering incentives to migrate to cloud for SQL Server 2008 users as end-of-life date approaches Microsoft offers limited-time 30 percent discount on SQL Server on Linux Announcement of a flexible new way to purchase Azure SQL Database Released new version of SQL Server Migration Assistant (SSMA) AWS announces Amazon RDS for SQL Server and .NET support for AWS Elastic Beanstalk Security Update for SQL Server 2008 R2 Service Pack 3 Cumulative Update package 6 for SQL Server 2012 SP2 SQL Server 2012 Integration Services introduced a new approach to manage the deployment of packages referred to as Project Deployment Backup Compliance/Governance Security Competition Speed Flexibility/Scalability Ease of migration Infrastructure Familiarity Resource Cost Even without an outcome variable,search data can be used to capitalizeon trends in real- time
  • 27. Key Takeaways 27© Course5 Intelligence 1. Keyword research and strategy Take your keyword research and SEO strategy to the next level by focusing efforts on those keywords and themes that are aligned to business objectives. Incorporate multiple data sources and expect near-real-time results. 2. Creative Inspiration Tap the search themes into your campaign designing & messaging 3. Planning Digital Marketing Campaigns Plan PPC campaigns around peak popularity. By identifying the peaks you can plan and allocate your budget in advance. This is especially useful if you are working with a limited budget. 4. Optimize Digital Spend Capture the true value of digital channels by taking into account the online search behavior of consumers. This will help you efficiently allocate your digital channel spend
  • 28. THANK YOU … Any Questions?
  • 29. © Course5 Intelligence Appendix
  • 30. 30© Course5 Intelligence E-Promotional data 4 P data
  • 31. 31© Course5 Intelligence Keyword discovery Themes Ask some key questions throughout these stages and select keywords that fall into any of the below mentioned 4 buckets: • Awareness: How are buyers becoming aware about the product? What keywords are being used by them for getting informed or educated about the product? Ex: what is hybrid laptop? • Interest: What are the keywords which show that the product is gaining buyers interest? Ex: best hybrid laptop, hybrid laptop reviews • Desire: What are the keywords which show that product is now highly desirable? Ex: best deals on hybrid laptop, hybrid laptop price • Action – Finally what are the keywords which relate to call to actions? Ex: buy hybrid laptop, buy cheap hybrid laptop online
  • 32. 32© Course5 Intelligence Thematic Analysis Trends best laptop for college student best laptop college studentbest school laptoplaptop best for collegebest laptops for college students thin laptops +thin +laptop +light +laptops lightest laptop +slim +laptop +speed +up +computer +why +is +my +computer +so +slow +slow +computer computer speed slow pc macbook price laptop lenovo yoga thinkpad samsung tablet samsung chromebook +fastest +laptop +faster +pc fastest laptop 2018 +fast +laptops fast ssd hdd long battery life laptop what is ssd +laptops +battery laptop with longest battery life +computer +repair laptop upgrade pc upgrade how to upgrade your computer how to upgrade your pc 2 in 1 pricekeyboard salelaptop computers for salecheap laptops for sale cheap laptops online best laptop for photo editingbest pc for video editingbest laptops for photo editingphoto editing laptop +ultrabook intel laptop intel laptops intel optane memory intel 2 in 1 2 in 1 laptop reviews 2 in 1 laptop review convertible laptop tablet reviews convertible ultrabook reviews ultrabook convertible reviews touch screen laptops convertible laptop all in one pc +touchscreen +laptop 2 in 1 notebook best laptop best computers best computer best desktops best desktop computers laptop computers desktops laptop pc top computer top desktop computers laptop laptop and tablet +small +laptop +top +laptop top laptops tablet laptops+always +connectedbose noisebose noise cancelling headphones Theme Detection Algorithm Education Travel Laptops Performance OEM Brands Power Computing Storage and Batteries Servicing Budget External Device Laptops Desktops/Computers Adjective PC Searches Dual Laptops Review CPU & GPU Editing
  • 33. 33 0 10 20 30 40 50 60 70 80 90 100 01-01-2012 01-02-2012 01-03-2012 01-04-2012 01-05-2012 01-06-2012 01-07-2012 01-08-2012 01-09-2012 01-10-2012 01-11-2012 01-12-2012 01-01-2013 01-02-2013 01-03-2013 01-04-2013 01-05-2013 01-06-2013 01-07-2013 01-08-2013 01-09-2013 01-10-2013 01-11-2013 01-12-2013 01-01-2014 01-02-2014 01-03-2014 01-04-2014 01-05-2014 01-06-2014 01-07-2014 01-08-2014 01-09-2014 01-10-2014 01-11-2014 01-12-2014 01-01-2015 01-02-2015 01-03-2015 01-04-2015 01-05-2015 01-06-2015 01-07-2015 01-08-2015 01-09-2015 01-10-2015 01-11-2015 01-12-2015 01-01-2016 01-02-2016 01-03-2016 01-04-2016 01-05-2016 01-06-2016 01-07-2016 01-08-2016 01-09-2016 01-10-2016 01-11-2016 01-12-2016 01-01-2017 01-02-2017 01-03-2017 01-04-2017 01-05-2017 01-06-2017 01-07-2017 01-08-2017 01-09-2017 01-10-2017 01-11-2017 01-12-2017 01-01-2018 01-02-2018 01-03-2018 01-04-2018 01-05-2018 01-06-2018 01-07-2018 01-08-2018 01-09-2018 01-10-2018 01-11-2018 01-12-2018 Launch of new SQL server Introduction of new features in Azure SQL Database Preview of new JDBC 4.2 for SQL Server Driver Introduction of the New Run SQL Command MongoDB launched new tech platform like Stitch to grow NoSQL apps in cloud, on-prem The trend saw an increase from Dec as Microsoft started offering incentives to migrate to cloud for SQL Server 2008 users as end-of-life date approaches Microsoft offers limited-time 30 percent discount on SQL Server on Linux Announcement of a flexible new way to purchase Azure SQL Database Released new version of SQL Server Migration Assistant (SSMA) AWS announces Amazon RDS for SQL Server and .NET support for AWS Elastic Beanstalk Security Update for SQL Server 2008 R2 Service Pack 3 Cumulative Update package 6 for SQL Server 2012 SP2 SQL Server 2012 Integration Services introduced a new approach to manage the deployment of packages referred to as Project Deployment Backup Compliance/Governance Security Competition Speed Flexibility/Scalability Ease of migration Infrastructure Familiarity Resource Cost Trend Analysis Portfolio Analysis
  • 34. 34© Course5 Intelligence MROI Analysis Portfolio AnalysisPortfolio AnalysisPortfolio AnalysisPortfolio Analysis
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