Business Objective
Our client is a global food pet food major. The client wanted to decode the search algorithm to have the right share of voice.
The client specifically wanted to-
- Identify tactics to be employed by retailers
- Optimize paid search investments
- Understand the interplay of search and content
Challenges
- Search rank algorithm varies by retailers
- Decoding black-box search algorithm
- Retailers continuously work towards improving the search algorithm
Solution Methodology
- Factors impacting search across retailers – Pricing & promotions, availability, content, paid search, sales velocity, ratings and reviews, fulfillment, listing metrics
- Leveraging ML techniques to decode the search algorithms across retailers
- Build scenario planner to measure the impact changes that can improve search rank
Business Impact
- Improved search rank of priority SKU at Amazon resulted in savings of $10 mn
- Potential to generate $50 mn over next 3 years for Amazon and $150 for top 4 retailers
