All data is future…All future is data
Search engines, website designs, and online marketing strategies share one common denominator — they seek to create better user experiences for viewers. Companies like Google, Phorm and others invest tremendous resources to make searches more efficient, cut down on irrelevant search engine returns, and make user experiences pleasing to consumers.
Advances in technology help people find the companies, products, and services they seek, and people get personalized responses to keyword searches based on their personal search histories. For example, a doctor researching minimally invasive medical devices would get a completely different set of suggestions than a homemaker concerned with skin blemishes.
The results of personalized search engine returns help people enjoy better Web experiences because advances in search algorithms help engine robots make better choices based on people’s browsing histories.
The global personalization technology company has become critical for both consumers and marketers. For the sake of argument, imagine that a person has a limited amount of attention to focus on researching, ordering, and paying for products on the Web. Set that imaginary figure at one hour. All Internet interaction must be completed within that time limit.
Everything that distracts the customer counts against the allotted time. Fighting children, ringing doorbells, text messages and phone calls, and other environmental disturbances can also steal attention away from online activities. All useless search engine returns, confusing website layouts, and interesting diversions keep the clock ticking down to zero.
When the hypothetical customer finally reaches the relevant website, he or she may only have five minutes left to study the site, order the product, and supply payment details. Once the hour of attention passes, the customer can no longer focus on buying but only surfs the web aimlessly.
This hypothetical limit actually describes reality in many cases. People conduct searches intending to buy products, but they get distracted and end up window-shopping. Targeted searches help get people where they want to go quickly while they still have the focus and desire to buy products or services.
Companies benefit by creating better user experiences for customers, so they can find relevant websites quickly. Clear, easy-to-understand content makes it easier for people to find the information they need to decide whether to buy.
Complex websites that have images, forms, pop-ups, and animations create feature-creep that could cost companies to lose sales. Modern advances in search engine technologies help provide better experiences for users, making them more receptive to sales messages.
A global personalization technology company gathers information about users from generic search data and uses it to deliver faster and more relevant searches without compromising people’s privacy. Companies get better targeted viewers and higher returns on their investments.
Companies and brands need to take advantage of this new data intelligence and use it effectively to increase their visibility or exposure with their audience. Look for trends and patterns in the data to draw logical deductions.
Lady Gaga is a good example of using social data, she uses data from Spotify to design her set list for her gig. You’ll find similar cases of using personalized data for effective intelligence.
Are you using your data points effectively ?
Image credit: Renaissance Chambara
