Back to Basics With Big Data By Nancy Adzentoivich

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

Nancy Adzentoivich, Resolution Media

Back to Basics With Big Data

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#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

#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

#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.

#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

#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

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#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

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

Data, Tools, and Tech (a very small sample)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

DMP Search / Social

3rd Party / Panel / Cookie

Analytics and

Insights Strategy

Creative and

Content

CRM / 1st Party SEM

Social

Display

SEO

CRM

#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

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

1.  Staying on brand 2.  Privacy 3.  Automation

Biggest Challenges

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

#SMX #22C2 @SEMSage (Nancy Adzentoivich)

THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015