Headline:  

Opportunity Mining projects identified $180 Million in Missed Review Opportunity from not understating how Tech B2B Buyers Search for Products

93%

Percent of search queries with no exposure

$180 Million

Missed Revenue Opportunities Identified

$65 Million

Direct Incremental Search Influenced Revenue

Objective

Develop the superset of all keywords that describe the portfolio of products for a Fortune 50 Electronics Company and identify opportunities.
Approach
Imported over 8 million search queries from the previous years data.
Imported
22% questions w/revenue opportunities
600 new pieces of content developed –
$6.8 Million Incremental Revenue (+$2.3m)
Top question types added to social mining Social Media team

Feature Used

Data Importer
Used DataPrizm’s Data Import function to import over 8 million individual site search queries which is impossible using Excel.  Once imported we were able to classify and manage the search query data more effectively.
Text Segmenter
Using the Text Segmentation function in DataPrizm we were able to classify the majority of phrases into logical groups.  Once in clusters, we can then understand the missed opportunity for each.
CIM Modeler
Using Customer Interest Modeling, we segmented the data based on various attributes which identify audience segment, buy cycle or persona attributes then monitored traffic and conversion performance for optimal engagement, while managing the authority performance of the keyword clusters to ensure the largest share of opportunities are captured.