MediaVision, the integrated digital performance agency, has unveiled a new tech stack giving advertisers the keys to predictive SEO, weekly share of search data, and digital demand tracking at a brand and product level.
The company claims the tech marks a significant development in the performance market’s capabilities, and is designed to fill the gaps left by major platforms by combining data sets and sources beyond their current means.
Including three products, whose crowning jewel is the Predict SEO platform, the launch comes after MediaVision’s data science and development teams spent 12 months working alongside universal retailer New Look to ensure the tech delivered to real-world commercial needs – resulting in impressive revenue growth for New Look. Additionally the collaboration brought home the “Best use of data” category for the pair at the UK Digital Growth Awards 2021 and shortlisted at the European Search Awards 2022.
The Predict SEO platform uses real-time data to move SEO beyond its traditional reactive and proactive elements, and allows it to spot future trends and create content sooner so that a business can earn high rankings.
Crucially, the platform also enables e-commerce brands to maximise the benefits of the whole customer demand cycle to drive incremental revenues. It does this through four key areas:
- Identifying changes in demand sooner
- Better matching demand and supply at a product and category level
- Giving teams the tools to maximise effectiveness in search, performance, merchandising and buying
- By creating a new growth engine that ensures SEO is seen as a key investment channel and not just a hygiene divisor
Predict SEO is supported by MediaVision’s Share of Search tool – the first of its kind to provide weekly insights so brands can compare themselves against each other, and analyse and benchmark that detail over time. This marks a step-change from the monthly reporting under current industry tools.
Not only can Share of Search help document brand strength and track saliency – it can also identify competition at both a brand and product level, and understand the immediate impact of current marketing investments, allowing for better campaign customisation and feedback.
Additionally, MediaVision’s Digital Demand Tracker scans search demand in vivo time across brand and market terms, and does so four times quicker than publicly available data. It supports retail brands by supplying rapid and constant insights into a market, allowing for decisions to be made in confidence.
Commenting on the news, Louis Venter, founder and CEO, said: “Few industry-standard tools could answer the challenge that brands have in today’s e-commerce markets, so we decided to build our own and test them with high performing clients. After a lot of hard work, we can safely say we have a new suite of tools that answer the toughest client challenges across the entire customer demand cycle.
“By improving consumer insight, we’re helping support the most ambitious growth strategies across all digital platforms, giving our clients the advantage they need.”
New Look’s senior SEO manager, Sam Pennington, added: “A traditional SEO strategy is a mix of the reactive and proactive, but what we’ve been able to add to this with MediaVision’s new tech is the predictive data to influence where we start and what we focus on. This has subsequently helped refine other functions of the business; and because we’re not looking at the same data as our competitors, the overall impact on incremental sales has been significant.
“New Look’s organic search strategies needed to evolve, and predictive SEO, underpinned by more effective digital demand tracking, is the right step forward in today’s ultra-competitoive e-commerce markets.”
Moving forward, MediaVision – which last month was voted one of the best places to work by Campaign magazine, and is the winner of multiple Search Awards in the UK and Europe – will focus on helping clients integrate the Predict SEO platform into e-commerce workflows, and later will launch a front-end product to support less experienced teams.
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