When analysis of behavior focuses on query relationships, we find searches are seldom linear and occur in clusters that don’t necessarily align with funnel-like behavior. Today’s consumer decision journey is rapidly expanding into something bigger and more intricate than ever imagined when the internet first arrived on the scene.

Searcher behavior continues to evolve at breakneck pace, especially as new forms of mode and modality push marketers further into the realm of AI and machine learning. In order to fully understand the complexities of the new consumer decision journey, today’s advertising teams must accommodate a new role: data scientist. The advertiser analytics group at Microsoft Advertising (my employer) is taking deeper dives into internal search query data to help marketers get the visibility they need.

Source: searchengineland.com
Author: Kevin Klein