The Importance Of Search Data In Your Marketing

When it comes to data utility, search has other digital marketing channels beat hands down. Contributor Alistair Dent explains how to use this and other bits of customer data without spending big bucks. 

I’m not going to lie, search has better data than any other digital channel.

Search might not have third-party data, as much contextual data, viewability stats or engagement/rollover metrics; but search queries are more informative because they provide accurate information about users and their mindsets.

Get your search data into your other channels.

When we categorize keywords, we tend to put them into three separate groupings:

• Keyword type (e.g. navigational, transactional or informational).
• Intent (buy now, best, cheapest, etc).
• Product type (home insurance vs car insurance).

Armed with this knowledge about what a person has searched for, we know how to treat them. If it comes down to a “data shootout”, search is the strongest contender.
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