2018-零售商如何利用机器学习赢得黑色星期五（英文版）-12mb

Adthena 2017 Black Friday / Cyber Monday Summary

Core Content

Adthena is a machine learning-powered search intelligence solution that helps retailers gain a competitive edge during high-traffic periods like Black Friday and Cyber Monday. The report highlights the importance of leveraging advanced data and technology to optimize paid search campaigns, manage budgets effectively, and secure visibility in a highly competitive market.

Main Takeaways for 2017

1. Use the latest technology to scale campaigns effectively and gain powerful insights

   • Machine learning enables retailers to process vast amounts of data and derive actionable insights.
   • It allows for precise mapping of the competitive landscape, uncovering opportunities for keyword expansion, cost savings, and maintaining top search positions.
   • The "Whole Market View" is a key feature that provides comprehensive competitive intelligence.

2. Leverage machine learned data for a competitive advantage

   • Machine learned data includes a broader range of search terms and more data points than traditional methods.
   • This data allows for better segmentation and more accurate analysis of ad frequency and performance.
   • Real-time data is crucial for adjusting strategies on the fly and maximizing ad visibility.

3. Align adspend to your most compelling sales offers

   • Focus on ads that support strong sales offers rather than competing on broad, generic terms.
   • Brands should prioritize their unique segments and ensure their ads are aligned with consumer demand.
   • Misalignment can lead to poor ROI, especially during high-competition events like Black Friday.

Key Industries and Their Challenges

Fashion Retail

• Focus: Using "Whole Market View" to gain competitive advantage in paid search.

• Challenges:

  • Visibility and scale: Managing a large inventory and ensuring comprehensive online visibility.
  • Online 'super-competitors': Competing with pure-play online retailers like Amazon, Asos, Boohoo, Very, and Zalando.
  • High stakes: Sales outcomes during Black Friday can significantly impact annual revenue targets.

• Competitive Intelligence Importance:

  • Monitoring competitors' paid activity and understanding consumer behavior.
  • Optimizing ad copy, offers, and pricing based on competitive insights.
  • Improving conversions and sales through data-driven decisions.

• Machine Learning Role:

  • Enables scaling of competitive intelligence for large retailers.
  • Helps identify brand infringement and "Lone Rangers" (search terms only a single brand is advertising on).
  • Identifies "missing organic terms" to prevent competitors from hijacking clickshare.

Home Retail

• Focus: Meeting seasonal budget demands and adapting to changes in ad visibility.

• Challenges:

  • Meeting seasonal budget demands: Increased search interest during Black Friday and Cyber Monday strains budgets.
  • Dropping out of the competitive auction: Budget restrictions and reduced impressions can lead to lost sales opportunities.

• Why Machine Learned Data is Valuable:

  • Provides more granular insights than AdWords alone.
  • Helps identify cost-saving opportunities and redirect adspend to key product lines.

E-commerce

• Focus: Competing against larger e-commerce giants and resellers.

• Challenges:

  • Competing with online giants: E-commerce giants like Amazon, Walmart, and Macy's can offer significant markdowns.
  • Losing share to resellers: Branded retailers lose up to 50% of desktop clickshare to resellers.

• Brand Infringement:

  • "Missing brand terms" indicate the level of brand infringement a retailer is facing.
  • In the month before Black Friday, Adthena identified increased competition for relevant search terms.

• Securing Sales Uplift:

  • Focus on high-traffic, unique brand search terms.
  • Prioritize exact match terms like "[brand] [model] kit" or "[brand] [model] accessories" to maximize clickthrough and conversion rates.

Case Study: River Island's Real-Time Bid Management

• Objective: Run a 48-hour campaign to drive ambitious sales targets during Black Friday 2016.

• Challenges:

  • Maximizing ad visibility for high-traffic search terms.
  • Managing resources effectively and responding to real-time market changes.

• Solution:

  • Used Adthena's real-time dashboard to monitor competitor ad positions and adjust bid strategies accordingly.
  • Enabled micro-management of ad spend and improved visibility for top-performing sales lines.

• Results:

  • Achieved a 54% increase in traffic and 82% increase in sales compared to the previous year.
  • Effective resource management and real-time data were key to success.

Glossary

• Lone Rangers: Search terms where only the individual brand is advertising, and they hold a position in organic search.
• Missing Brand Terms: Search terms where a retailer has a first-page organic position but not a top-three paid ad.
• Search Terms: Relevant keywords or keyphrases that competitors are advertising on, identified and collected through machine learning.
• Whole Market View: A machine-learned representation of the competitive landscape that includes all competitor search terms across an entire search vertical.

Conclusion

Adthena's machine learning technology provides retailers with the tools needed to navigate the intense competition during Black Friday and Cyber Monday. By leveraging real-time data, optimizing ad spend, and identifying key market opportunities, retailers can secure a competitive advantage and maximize their sales potential.