Audience Intelligence is critical to developing and managing a successful search marketing campaign.
Validating assumptions about your keyword list and audience profile is the critical difference between success and potential failure
Predicting user behavior gives the marketer the insights to make strategic decisions and helps to improve ROI
Microsoft adLabs is developing advanced tools to better understand how to effectively aggregation keyword lists:
Context-based Acronym Resolution: expand acronyms and abbreviations based on related search keywords
Keyword Group & Mutation Detection: given a word or phrase, find a set of similar words. Detect frequent misspellings or alternative spellings of the same keyword in search query logs
Search Result Clustering: Cluster a set of documents, such as search results, into semantically related groups in real time
This is my private blog - any opinion expressed here does not necessarily represent the views of my previous employer, which was Microsoft Mobile Devices.
In my role there as Global VP, Consumer Engagement (Digital & Social Marketing and CEM), I was leading all things Digital and co-wrote the next chapter of Microsoft's Digital success story.
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