One Platform enables retailer to expand online marketing acquisition opportunities

One Platform enables retailer to expand online marketing acquisition opportunities

Debenhams has deployed Hydra’s One Platform marketing technology to help it explore and enhance the scope of how it targets customers in search marketing.

The vendor said Debenhams is using the OneSearch functionality to establish ways in which it can use search marketing to enhance its approach to targeting customers. The One Platform implementation sources and defines a keyword set that allows Debenhams to explore and grow new opportunities for customer acquisition.

The Debenhams search team, skilled in managing and optimising the company’s use of natural search, has been freed from time and resource constrains that previously stopped them exploring new potential searches. Using the One Platform has expanded the keyword list by a factor of five.

Maximising natural search investments

The One Platform automates the process and, including the keywords and phrases uncovered by the new platform, Debenhams now has an additional 16 million potential searches at its disposal. All of these keywords and page combinations are automatically given recommendations for improvement according to accessibility, relevancy and credibility, as determined by The One Platform, ensuring Debenhams is able to efficiently target any problems and boost search rank performance.

Miki Clarke, search engine optimisation manager at Debenhams, said: “Hydra makes keyword discovery and categorisation a simple and easy task. This, coupled with the automated data uploads, allows the team to easily establish Debenhams performance at top level and in individual product areas all within customised dashboards. The time saved on reporting will mean more time implementing actionable recommendations and measuring their effect, which means we can be more strategic.”