Site Search's New Role: Promoting the Right Products

Site search is no longer just a technology for finding products on web sites. Site search has become a key tool in helping retailers determine what they should sell and how they should present products. Analyzing search logs can, for instance, uncover items that customers are seeking but not finding on a site. Such analysis can also reveal popular items that merchandisers should feature more prominently on display pages. And search logs have become a lever for retailers in getting access to certain manufacturers' products, because they present hard evidence that customers are coming to a particular site and seeking a particular brand. In this session, Beth Grimsley will discuss Beckett Media's new site search program, how to properly analyze search logs, what to do with the data once it's been uncovered and how to calculate the return that this deeper look into the web shoppers' collective behavior provides.