Machine learning is rapidly having a big impact on ecommerce as martech and agencies invest in data science. Off the back of this, performance marketing agency iProspect got in touch to tell me about their work with keyword categorisation. I asked a few questions of Owned Media Executive Josh Carty, to find out more. Before we get stuck in, a reminder that this year's Festival of Marketing features one stage (of 12) dedicated to AI in marketing – book your tickets now and see headliners such as Stephen Fry and Jo Malone. Josh Carty: We work with one of the UK's largest online retailers on their organic search and performance content strategy.
Amazon is an e-commerce giant who loves testing what could be the best strategy to increase the experience of its marketplace, both for the consumers as well as the sellers. With its latest update, Amazon announced Seller Central backend search terms are now limited to 250 characters for the Amazon US and Amazon EU marketplaces. Amazon also stated that if the search terms exceed the 250 characters limit, it will not index the keywords according to its algorithm. That means none of the targeted keywords will appear on Amazon; this will adversely affect the e-commerce business. Importance of SEO in Amazon: Bringing in organic traffic should be the prime focus of e-commerce businesses.
In recent years, numerous methods to aid designers in conceptualizing new products have been developed. These methods intend to give structure to a process that was, at one time, considered to be a purely creative exercise. Resulting from the study, implementation, and refinement of design methodologies is the notion that both the structure of the development process and the structure of the developed product are key factors in creating value in a firm’s product line. With respect to the latter key factor, product architecture, but more specifically, modular product architecture has been the subject of much study. This research is focused on two tasks: advancing the notion of a modular product architecture in which modules can be incorporated into a product ‘post-market,’ and creating a method that aids designers leverage knowledge of natural symbiotic relationships to synthesize these post-market modules. It adds to prior work by first, defining the terms ‘derivative product’ and ‘host product’ to describe the post-market module and the product that the module augments, respectively. Second, by establishing three guidelines that are used to assess the validity of potential derivative products, giving the newly termed host and derivative product space defined boundaries. And lastly, by developing a 7-step, biomimetic-based methodology that can be used to create derivative product concepts (post-market modules). By using this methodology, the engineered products are designed on symbiotic principles found in nature.
Numerous companies nowadays gather product improvement There are two additional modifications we use to adjust ideas. Reviewing all of the resulting thousands of our feature set, that provide improvements over the original ideas without tools would require a great deal of time and feature counts. The first is based upon our assumption that resources. Automatic tools can help these reviewers in a words in the title are more important than words in the other number of ways. The questions we address here are categorization, text fields. We simply weight unigrams and bigrams that finding common ideas, and finding idea trends over appear in the title ten times as heavily as those that appear in time. We explore techniques to answer these questions using the rest of the text.
But deciding to invest in AMS campaigns is a tactic, and one that on its own won't necessarily roll up to impacting larger strategic objectives like growing sales, margins or market share on Amazon. It needs to be combined with strong campaign management, smart keyword selection to take advantage of short- and long-tail queries and a great, branded product page experience that will amplify the effectiveness of this increased traffic, rather than detract from it. You can pick top keywords and place winning bids, but driving sustained success on Amazon requires that the product pages you are promoting are optimized to convert customers via a great, branded experience and are found organically with high-performing keywords. The diagram below, from a recent webinar by content26 and my employer (Salsify) illustrates this concept. As AMS and organic traffic all relate back to the product page, it's absolutely worth tackling that aspect of your Amazon presence first before moving on.