Site Search Data Mining
Opportunity Mining project using site search and social media posts identified $4.5 million in missed review opportunities due to not having content to support conversion opportunities.
Project Objective
Fortune 50 technology companies wanted to understand the missed opportunities by building out topic clusters and use Customer Interest Modeling methodologies to understand the phrases customers used to enable them to identify audience segments, buy cycle, and persona attributes to enable better content creation, engagement to ensure the largest share of opportunities are captured.
Approach
The next step was to review the questions to identify which were merchandiseable. We looked for questions such as the following:
Where can I purchase family pass tickets online?
Can I upgrade my day ticket to an annual pass?
Can I upgrade my single park pass be upgraded to full access?
Once we finished our review, we found that we should be able to monetize 15% of the questions and over 225,000 searches.
The idea was simple: If they want to upgrade from a day pass to an annual pass, they should be able to click a link and upgrade online or at least be given instructions on where to go at the park or who to call online—using average conversion rates and average sales for these types of products assigned an average conversion value of $200 and an average conversion rate of 10%.
The content team created a sample set of pages for unanswered questions and a link to the e-commerce page to take action and track performance.
Results
In addition to the various process changes, collaboration alignment, and ongoing revenue capture, we achieved these results:
95% of purchase queries had no content or engagement
$4.5 million initial projection of missed revenue opportunities
$85 million in adjusted opportunity
$65 million in captured incremental revenue in 6 months
