Search Engine Optimization

In simplistic terms, SEO is the promotion of products or brands via one or more forms of electronic media. SEO differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time. SEO monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc.

Digital channels

Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.

Intensifying competition

Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.

Exploding data

Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.


SEO and its associated channels are important – but not to the exclusion of all must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc.

Customer Interactions

Only advanced analytics can produce the kind of perceptive, timely insights you need to develop highly targeted marketing campaigns that will resonate with customers. It’s the speed and immediacy of digital combined with the power of advanced analytics that make it possible to measure, monitor and test campaign performance on the fly to learn what works and what doesn’t.

Extract Value

Marketers are often unable to access and use all the data necessary to get the best insights, and are often forced to use subsets or samples, which compromise model accuracy. To make the best decisions, you need access to all customer data (preferences, demographics, lifetime value, etc.) and marketing data (response rates, campaign performance, resource allocation, etc.) in a shared workspace.