Entries by Joelle Kaufman

Six Responsive Design Questions Answered

Responsive Design was in the hotseat at Mobile Commerce Summit yesterday with Marriott’s Jim Abramson and Yum! Restaurants’ Sunil Patel sharing their insights. Here are the 6 questions that really struck a chord with the audience: 1) What drives a choice to build a responsive design mobile site? For both Marriott and Yum! it became very cost…

Driving Revenue in Paid Search with Big Data

Two years ago, when BloomReach emerged from stealth mode, we revealed our core technology, the Web Relevance Engine, and three applications – BloomSearch (organic search), BloomLift (paid search/SEM) and BloomSocial (social media). In the two years since, we’ve learned in four ways: BloomSearch became BloomReach Organic Search to bluntly state its focus. Today, more than…

Making the Most out of Google ‘Not Provided’ using Big Data

When Google began its gradual move to secure organic search by not providing the actual search terms in 2011, BloomReach began preparing for 100 percent “keyword not provided”. While this makes data analysis more complicated, it doesn’t change the core strategy of creating great content that people want to read and getting that content discovered….

BloomReach Becomes Demandware LINK Partner

We are proud to say that BloomReach now has a pre-built integration for BloomReach Organic Search ready for the Demandware Commerce platform. This is a significant achievement both for BloomReach and the many retailers that rely upon Demandware’s LINK partner network to validate quality partners and significantly reduce integration time and costs. BloomReach Organic Search…

Why Mobile Shoppers Don’t Respond to Responsive Design

“We’re seeing more traffic from mobile devices, and we’ve built a stellar mobile site, but why aren’t our customers growing?” This is a more-than-common question asked by CMOs in countless marketing meetings every day. Recently, I explored that topic in an article for WIRED. By the third quarter of last year, the global smartphone population topped…

Marketing With IT; Not Marketing Versus IT

Whether you’re in the mailroom or the boardroom; the front lines or behind the curtains, technology advancements have caused unnecessary rifts within organizations. The one thing that hasn’t changed about businesses is that every employee should be in it for the good of the organization. Recently, I shared my thoughts in a leading marketing publication…

Mobile Discovery Has a Long-Tail

Claire Cain Miller at the New York Times is right – search is changing, and mobile has a lot to do with it. The way we look for things and the extensive choices available present a unique challenge for marketers. With the rise of social media, smartphones, tablets, email, online ads, etc., the ability to…

Discussing Dumb, Scary or Useful Big Data

In a recent article I wrote for WIRED’s “Innovation Insights”, I discussed three different categories for big data initiatives: dumb, scary or useful. As the term “big data” becomes more prevalent in the general population and continues to develop in the world of enterprise, many companies treat the overwhelming wealth of information available the same…

Unlocking the value of content on Meijer.com

At the University of Michigan, every student knows that the one-stop shop for anything you need for your dorm or apartment is Meijer. Meijer wanted to bring their 75-year history (the original supercenter retailer) to the national stage through eCommerce and to maximize the number of new customers who discovered Meijer.com through natural search, they…

Delighting customers with big data

What if companies used big data to delight their customers rather than to give their internal people more data points, reports and “visibility” into the customer? What if the goal was simply to reduce the friction consumers face when trying to find what they want? That’s exactly what Bookish, a new service that launched Tuesday, aims…

4 Predictions for Big Data in 2013

Last week, SiliconAngle posted my Big Data predictions for 2013. As I said, “2012 was either the year of recognition as the future of computing OR the year of overhyping.” So what’s in store for big data this year in regards to data sources, mobile, IT? Read the article for my full predictions or check the Cliff Note version below. Prediction…

MediaPost: Don’t Struggle With Big Data

Today in MediaPost – Don’t Struggle With Big Data – urging CMOs “to embrace the next paradigm in marketing. There is no manual way to collect, interpret, and act on the insights from big data.” In other words, they need to get past thinking big data means more work (with questionable ROI) for their already…

From Resolution to Reality in 2013 – Tactics that increase traffic and conversion

Leading e-retailers resolved that in 2013 their efforts would focus on attracting more customers to their sites (61.8%) and improving conversion (63.1%). When SLI Systems surveyed 450 etailers about their 2013 goals and tactics, they discovered that the tactics to achieve traffic and conversion growth were A/B testing, merchandising, rich auto-complete and how-to information.  And…

All retailers want for Christmas is…

The must have holiday toy for retailers is…big data. According to Forbes, retailers are clamoring for big data to help them with the supply chain, customer intelligence, real-time pricing, personalization and to combat “showrooming”. All worthy goals and each could potentially help stuff company stockings with holiday season revenues. But if there’s one big data question worth…

Time is Money: Response to Inc.com piece on long tail search optimization

A recent Inc.com article highlights some of the best reasons online publishers and retailers (and frankly, anybody who sells something online) should focus on the long tail.  By definition, there are many more long tail keywords than head keywords, and they are much less competitive.  Regardless of whether you’re a small online business or a large multinational, focusing on…

On the inside looking out

How good is your data? Probably pretty good. Sure it might be tough to pull it together quickly and compare apples to apples. But the data likely exists somewhere and can reveal good insights about your organization’s performance over time. But what’s that internal data lacking? Context, speed and even better results. In an article…

What decade is it, McKinsey?

The cover of the Harvard Business Review in October 2012 proclaims Big Data.  The article, by McKinsey’s David Court and Dominic Barton, provides a cogent, cohesive three step (with multiple sub-steps) process to enable companies to compete in the market.  The three steps – select the right data, build useful models and transform your company…

Phase 3: BloomReach – Bringing the Web’s Data to Your Next Marketing Program

Today’s announcement of NEA’s investment in BloomReach marks Phase 3 of the BloomReach journey   Phase 1 was proving that a phenomenal technical team could successfully tackle an extraordinarily difficult technical problem: building a web-scale, fully automated relevance engine to semantically interpret websites algorithmically and act on its own predictions to attract more demand to great…

Listings and BDA’s

Listing sites are the haven for Big Data. Think about it. Take a listings site like Craigslist for example. On Craigslist, you can find everything from a roommate, a used car or crib, tickets to your favorite concert, clothes, shoes, pets, appliances, jobs, dates, and everything in between. This type of data is exactly what…

Be Intentional, Not Creepy (Part 3): You want privacy with that?

Big data marketing applications deal in large populations that naturally protect individual privacy but even these must be highly context aware and marketers must ensure that their application doesn’t alienate customers by invading their privacy.  For example, information about user’s browsing history helps inform psychographics and intent.  Publishing or sharing that information about an individual…

The Case for Big Data Marketing

Last week at SES San Francisco, online marketing expert Bryan Eisenberg took a few minutes out of his hectic schedule to share his thoughts on big data marketing. In two and a half minutes, he transforms big data from buzzword to “magic” that marketers can use to “turn traffic into cash that they wouldn’t have been…

Implementing BDAs: What are the real objections?

In an earlier post we demonstrated that digital business, and big data applications (BDAs) specifically, is a source of competitive advantage.  Despite this notion of BDAs as an opportunity to defeat competition, many companies are not taking full advantage.  Assuming that people want to win (and still believe Michael Porter and his competitive strategy theories)…