Mining Customer Insights From Search Data w/ Derek Mabie
Play • 32 min

You know you need clearer insight into your customer to build better products or deliver more valuable services. One way to get that insight is by listening to your sales and customer service teams. What are they hearing firsthand?

But there's another source of insight that you might not have thought about — search data. What can you learn from the words your prospects and customers type into Google or YouTube before they decide what to buy?

In this episode of The Manufacturing Executive, Derek Mabie, former president and partner at Evolve Digital Labs, talks about how real human beings search for and buy products online.

Here's what Derek and I discussed:

  1. What you can learn from the search confessional
  2. Tools and tactics you can use to process search information
  3. How to marry qualitative and quantitative data to get fresh insights

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