Note: This is the fifth and final post in a series of articles leading up to our April 23rd Insight Summit. Be sure to check back for detailed follow-up posts after the event.
Our opening Insight panel, “Signals Outside the Engines,” will focus on different forms of intent data outside the traditional search engine model. Search engines like Google and Yahoo!/Bing rely on keyword queries to calculate user intent, and keyword-generated intent data has long been considered the key to user intent modeling. This panel, moderated by our VP of Ad Operations James Domenick, will feature three industry experts with experience gathering and leveraging non-traditional intent data. Vikram Somaya, GM at The Weather Channel, will explain how weather data influences user intent. Geoffrey Shenk, VP of Business Development at Superfish, will weigh in on the rapidly evolving field of image-related intent. And, Chia Chen, SVP at Digitas, will discuss a holistic view of intent data. Non-keyword based intent data is still emerging and evolving, and this panel will help shine some light on the various forms of intent data outside the traditional keyword model. See below for a brief overview of the topic:
What is alternative intent data?
User intent data is any information that gives advertisers clues about the types of users most likely to respond to a given ad. Typically, this information comes from keyword data, but there are many other sources. Weather, location, user movement, and image data can all contribute to user intent.
How does this work?
According to Vikram, weather affects the way people shop, the way people eat, and the way people spend their leisure time. Attaching user behavior data to weather data can help advertisers predict how users might behave on a given day. Likewise, users interact with images differently than they do with textual keyword results, so intent data from image-centric algorithms like Superfish tell a different story than its keyword-based counterpart. Our panelists will break down the various ways that different intent data can tell a more complete user intent story
Why is this important?
With access to more and better data, it’s now possible to draw conclusions about user intent in ways that were impossible in the past. It is highly likely that, in the near future, it will be commonplace to utilize intent data from a variety of sources, rather than relying on keyword data from search engines. Our panelists are at the forefront of a practice that will soon be industry standard, and we are very excited to hear their thoughts.