While focus groups and market research play an important role in optimizing web sites, SearchDay guest writer Heather Lloyd-Martin calls our attention to an under-utilized source of competitive intelligence that's available to everyone with a web site. Connecting with Customers through Search Market Research reports on a Search Engine Strategies panel that focused on improving customer experience, pinpointing buyers' exact interests and reaching prospects at every phase of the buying cycle by data mining search logs for this crucial market research data.
A longer version of this story for Search Engine Watch members goes into more detail about the process of search market research, presenting the findings of case studies and providing specific, actionable tips and tools for effective data mining and other forms of customer research.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.