We cluster keywords by consumer mindset using our proprietary Intent Scoring Algorithm. This enables us to activate keyword allocation, investment, and performance based on identified consumer mindset, to optimize our clients’ marketing campaigns.
To understand a brand’s opportunity areas, we leverage our proprietary Benchtools platform to track competitive performance. Beyond a traditional competitive audit, this analysis puts the consumer lens on competitive insights to make granular keyword, messaging and brand-level recommendations based on consumer mindset. Our Competitive Upstream/Downstream Analysis also analyzes traffic patterns from a client’s website.
To inform strategic brand and media planning, we understand seasonality trends across consumer mindsets. We use volume of intent, click and conversion data by mindset to uncover the story around consumer behavior, across channels. Our Category + Brand Seasonality Audit also uncovers Amazon/Google search trends, uncovering search demand volume, as well as topics that are rising and falling in a category.
We leverage behavioral search signals to map key consumer demand themes and topics of a category based on mindsets (on Google and Amazon). This enables us to quantify overall consumer demand within a category, plus key topics across a client brand and its competitors, all through the lens of where consumers are in the journey.
Using proprietary Publicis tools, we analyze search ads, social creative, messaging and website content, based on relevance to consumer mindsets, for our clients and their top competitors. This data enables us to identify strategic opportunities for our clients to increase messaging relevance and performance.