Exalead CloudViewTM for Internet Yellow Pages - How Cloudview is Helping Leading ITPs Rapidly Generate More Traffic, Leads, and Revenue - While ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Exalead Solutions Brief Exalead CloudViewTM for Internet Yellow Pages How Cloudview is Helping Leading ITPs Rapidly Generate More Traffic, Leads, and Revenue - While Cutting Their IT Costs
Table of Contents
IYP Challenges & Opportunities in 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
What is CloudView? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Increase Your Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
1. Build Your Audience & Generate More Leads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
A. Serve Up Richer Content - Instantly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
B. Offer a More Engaging User Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
C. Improve Your Search Engine Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
D. Provide More Successful Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
2. Expand Advertiser Exposure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
A. Sell Exposure on Vertical Directories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
B. Sell Exposure on Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
C. Cross-Sell and Upsell Listings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
3. Drive Revenue with New Services & Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
A. Sell E-Reputation Monitoring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
B. Equip Your Sales Team with New Customer Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Reduce Your Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
1. Cut Your Infrastructure Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
2. Reduce Your Development Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Gain New Agility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
1. Reduce Your Time to Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
2. Innovate Continuously . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
3. Scale on Demand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
IYP & CloudView: A Perfect Match . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
IYP Challenges & Opportunities in 2010
While declining print revenues, competition from
search engines (e.g., Google Maps Lucky 7 Pack),
Use CloudView To:
and niche topical and regional directories will Increase Your Revenue
continue to put pressure on Yellow Page operators • Attract New Advertisers
this year, revenue for Internet Yellow Page (IYP) sites • Strengthen Advertiser Loyalty
continued its steady growth in 2009, a success likely • Augment Revenue Per Advertiser
to be repeated this year as IYPs launch new search Reduce Your Expenses
engine partnerships, develop multi-channel • Cut Development Costs
advertising packages, and beef up their online • Reduce Infrastructure Costs
services. To accomplish these goals, and achieve the Increase Your Agility
timeless business objectives of augmenting revenue, • Respond More Quickly and
reducing costs and increasing agility, innovative IYPs Effectively to Change
are harnessing the next-generation search and • Stay Abreast of New Technologies
TM
information access technology, Exalead CloudView .
What is CloudView?
Uniquely engineered for both the Web and the enterprise, CloudView is a one-of-a-kind search engine
that combines Web-style simplicity, speed and scalability with structured data access more commonly
associated with database applications than search engines.
On the back end, CloudView can index high volumes of structured data (such as directory databases),
retaining all the multi-faceted classification information these resources contain, as well as large
volumes of unstructured content (such as Web pages, RSS feeds, and multimedia content),
automatically organizing and classifying all this disparate data into a single structured resource.
On the front end, users can search this unified resource in familiar Web style, with a natural language
query entered into a single text box. However,
what they receive back is deeply textured, with
results automatically structured according to
your business rules. And as data is accessed
via the CloudView index rather than directly
from a database, the system scales
effortlessly and without limits. CloudView
further delivers sub-second responsiveness
using exceptionally lean resources, indexing
in real-time up to 100 million documents and
processing 20 queries per second on a single
low-cost server.
Online businesses from directories to media and Let’s now look at how IYPs are using
publishing, e-classifieds, social networks and
CloudView to increase revenue, reduce costs,
e-commerce are boosting their revenue with
CloudView-powered search and information access and gain new business agility.
Page 1
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead
IYP Solutions Brief
Increase Your Revenue
1. Build Your Audience & Generate More Leads
As a first step toward increasing their revenues, IYPs are seeking to build
More Traffic,
site traffic through an improved, well-differentiated user experience.
More Leads,
Improving this experience begins with developing better, more finely targeted
More Advertisers
content, a task CloudView can automate and render uncommonly effective.
A. Serve Up Richer Content - Instantly
1. Extract Data from Advertiser Websites
First, CloudView enables IYPs to enrich
their advertiser listings with data
extracted directly from advertiser
websites, data such as opening hours,
locations, specialties, customer service
information, etc.
CloudView’s semantic processors
automatically classify and categorize
this data and merge it with the profiles
in your own directory database. And the
platform will automatically update your
own enhanced listings when website
data changes.
2. Extract Information from Community Resources
Beyond advertiser websites, you can use CloudView
to locate and extract advertiser information from
community resources like city and regional websites
or topical portals.
CloudView can independently scan these sites for
listing pages by analyzing headers like “Contacts,”
“Services,” “Professionals,” or “Businesses,” and
then extract relevant pieces of information.
Page 2
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead
3. Extract Advertiser Information from the Web-At-Large
To create the kind of truly rich listings that advertisers, users and search engines love, use
CloudView to further enhance advertiser listings with:
• Customer reviews
• Media coverage
• Blog posts
• Photos, and more
CloudView’s semantic engine can further apply semantic analysis to this content to build rich tag
clouds that function like visual, at-a-glance reviews. Together with the detailed information drawn
from advertiser websites and community listings, this extracted content will help your plain vanilla
database listings spring to life - instantly, effortlessly.
A Typical YP Listing
Enhanced With
Internet Content
Extracted by
Exalead CloudView
Before
After
...Even Incorporate Content from Social Networks
You can even use CloudView to capture data from
social networks, especially important now as more
businesses are taking on ‘social marketing,’ with a
presence on Facebook, Twitter and other networks.
This type of information can also help you flesh out
your White Pages listings, traditionally very thin, with
content from social networking sites (especially
important for capturing the “younger” audience). At
the same time, CloudView’s data normalization
functions can help you master your WP listings to IYP
quality standards.
Page 3
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead
IYP Solutions Brief
Increase Your Revenue
B. Offer a More Engaging User Experience
1. Beyond Detailed Listings, Generate Deep Content Around Headings
Offering more richly detailed listings will
dramatically enhance your user experience,
as can other improvements like furnishing
deep vertical content from the Web for each
of your headings. Exalead can deliver such
content directly from its public Web index,
clustered by categories such as:
• Advice & Info
• Consumer Reviews
• Media Articles
• Ideas & Tips
• Wikipedia
• Websites (8 billion pages)
• Images (2 billion)
• Videos (400 million)
Leading online retailers like Amazon don’t deliver the same content no matter what kind of product
or service a user is seeking, so why should an IYP? Selling leads and selling products are
fundamentally similar undertakings, and ecommerce vendors have known for a decade that serving
up deep, context-sensitive content deepens user engagement, prolongs site visits and boosts
conversion rates.
2. Offer Rich Mapping
You can also enhance your user
experience by adding search-based
mapping. Normally mapping is a
very expensive undertaking for
IYPs, consuming enormous IS
resources.
Now Exalead makes it easy and
affordable to offer this capability to
your users, whether you simply
want to display business locations from a search on a map, or go one step further and let your users
refine their searches from within a map, zooming in on a particular area or street, specifying a
radius around a point of interest, or even drawing a free-form polygon to localize their search.
Page 4
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead
C. Improve Your Search Engine Visibility
Beyond a better user experience, this enriched
content can significantly improve your search
engine visibility—a critical factor in building your
audience and increasing advertiser exposure.
Developed using advanced mash-up
technologies, the millions of rich content pages
CloudView can generate are not typical
‘dynamic’ search results pages, but rather the
kind of stable (seemingly ‘static’) landing pages
that search engines prefer, with content that is both deep, and deeply contextualized.
D. Provide More Successful Search
CloudView supports ‘natural language’ querying.
What does this mean for your users? It means
they can simply type their questions or keywords
in a single text box, and CloudView can ‘break
apart’ and understand the request, automatically
mapping it to appropriate headings—according
to your business logic (premium advertiser
placement and presentation, etc.). No longer will
you need to resort to complex forms to enforce
your business rules and ensure highly specific,
accurate results.
From one text box, CloudView delivers the results
In addition, CloudView offers ‘forgiving’ search, users expect using your business rules
helping users find what they need even if they
don’t precisely or accurately formulate their
request. CloudView interprets imprecise
requests and offers spelling corrections and
close matches (phonetic and approximate
spelling matches, synonym matching, etc.),
suggests related searches, and proposes related
content. Search results are automatically
‘clustered’ to further aid users in quickly and
successfully finding the information they need.
And of course, more successful search equals
Though the user mistyped “denttist,” CloudView
more leads. returns relevant results for dentists.
Page 5
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead
IYP Solutions Brief
Increase Your Revenue
2. Expand Advertiser Exposure
It’s easy to see that a larger audience with site visitors running more numerous and more successful
queries translates to more leads, helping you better attract and retain advertisers. But CloudView
can aid you in augmenting your advertiser revenue in other ways as well.
A. Sell Exposure on Vertical Directories
First, you can expand exposure for your advertisers by, in essence, joining the competition.
CloudView’s unique technology makes it possible to develop and deploy vertical regional or heading-
centered directories in just a few weeks, at a very affordable cost. Their very specialization is what
has enabled vertical engines to continue to do well in a highly competitive market: they draw highly
targeted traffic and deliver quality leads.
And when constructed
using CloudView mash-
up technologies, such
websites enjoy strong
organic search engine
visibility.
Dedicated exclusively to
vertical search related to
home furnishings, Dekio
is operated by just one Classifieds aggregator Yakaz was
person and went live in deployed in just a few weeks as
only a few weeks well by a team of only 3 people
B. Sell Exposure on Social Networks
You can also use Exalead Wikifier
technology to syndicate advertiser
information across social networks.
What is the Wikifier? On any site
on which it is deployed, Exalead
Wikifier highlights terms indexed in
Wikipedia. When users pass their
mouse over one of these terms,
content and links from Wikipedia
are displayed in a small window.
Using the same technology, you can
arrange with a social network to
have your advertiser information similarly presented when their name (or even a sponsored
keyword) appears in that network’s content. Such ‘ads’ have a high click-through rate because users
perceive them more as information than advertising as they are positioned within the user’s own
familiar, trusted community.
Page 6
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead
C. Cross-Sell and Upsell Listings
As with delivering context-sensitive content and navigation, IYPs could borrow another tried-and-
true tactic of successful ecommerce sites by cross-sellling and upselling leads. Without impacting
your existing lead-generation strategy, you can boost the number of leads per visit by
complementing a user’s search results with ads for related products and services. If a user is
searching for a hotel in Lower Manhattan, why not also display ads for restaurants, taxis,
entertainment venues and more in the same neighborhood?
In a similar way, you can generate more leads by offering ‘upsell’ suggestions, for example,
displaying an ad for a limousine service if a user performs a search for taxicab companies. Beyond
generating more leads per visit, this strategy can also open the door to new premium placement
offerings.
Whatever approach you choose, you can configure upselling and cross-selling options according to
your unique marketing objectives, and use CloudView’s powerful statistical tools to continually refine
the effectiveness of your program.
3. Drive Revenue with New Services & Tools
A. Sell E-Reputation Monitoring
You can use your agile new CloudView platform to develop innovative
value-added services such as e-reputation monitoring, which consists of
analyzing and reporting on a business’s reputation as represented in
Internet content such as reviews, blogs, forums, social networks and
media articles.
Savvy businesses know that their online reputation can shift (for better or
worse) in the blink of an eye, with a tremendous bottom line impact, and
that e-reputation monitoring provides an effective means of swiftly crafting
and executing communications and marketing plans in response to these
changes.
This type of innovative
service is especially
appealing to sectors
that have historically
resisted the value proposition of IYPs, such as
restaurants and entertainment venues.
Page 7
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 ExaleadIYP Solutions Brief
Increase Your Revenue
B. Equip Your Sales Team with New Customer Insights
You can further leverage your new CloudView platform to more effectively sell both new and existing
services by equipping your team with new customer and market insights. In just a few weeks, using
minimal resources, you can use CloudView to enrich your existing CRM and customer support
systems with intelligence gleaned from your website logs...updated in real time, and operated
completely nonintrusively to underlying systems.
What could such precise, real-time intelligence on user behavior and site performance do for your
business? Below are just a few examples:
• Sales Campaigns: Generate a list of all florist customers who have only a basic listing but
have visited the premium advertising section of your site this month, and start dialing!
• Contact Center - Prospect: When a prospect calls, immediately wow them with vital
statistics: “In your category and location, we are generating an average of X leads a day!”
• Sales Call: When planning a sales call, your agent can gather persuasive facts in a flash,
such as “Last week, you missed 500 leads from people looking for a (plumber, dentist,
florist, etc.) in your neighborhood.”
• Strategic Planning: Senior management can also benefit from faster, more effective
decision making with at-a-glance visual reporting based on any criteria they choose, such
as analyzing market demand by geography, time, or user profile.
To give you a better sense of how powerful an aid to CRM search-based technologies can be, below
is an example of a complete CloudView-powered CRM application developed in only a few weeks
for a large multinational bank.
Left: A true 360° view of each customer through
unified access to all customer data. Completely
non-intrusive to source systems. Simple Web-
style navigation. At-a-glance upsell and
cross-sell suggestions.
Right: On-the-fly
reporting and analysis Above: Endless filtering
using simple text box options for creating
querying. Supports any precisely targeted
volume of data. campaigns. One-click
Updates in real-time. save and export.
Page 8
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 ExaleadReduce Your Expenses
1. Cut Your Infrastructure Costs
Deploying a CloudView SBA enables you to significantly offload
Switching to CloudView
your databases, and to scale information access without having
enabled these clients to
to scale underlying database systems. This can yield significant slash their costs:
savings in licensing, hardware and administrative costs. • Rightmove: 83% Savings
• Gefco: 50% Savings
In addition, CloudView uses on average 1/5th of the hardware • fish4: 60% Savings
resources of competitors, providing real-time indexing of 100
million documents and processing 20 queries per second on a single commodity server—all while
providing advanced semantic features like dynamic categorization and clustering.
118218
• 40 million records (yellow pages
and white pages)
• Hybrid Web/database content
mashup
• 40 queries per second (QPS)
per server
• 3 servers
ViaMichelin
• 15 million points of
interest (hotels,
restaurants,
attractions, etc.)
• 800 QPS
• 150 milliseconds per
query
• 8 servers
2. Reduce Your Development Costs
CloudView also offers significant savings on development costs, typically deploying in only a matter
of weeks. Examples:
• 118218: Proof-of-concept to go-live: 2 months
• ViaMichelin: Proof-of-concept to go-live: 3 months
• PagesJaunes: Proof-of-concept to go-live: 3 months
Page 9
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 ExaleadIYP Solutions Brief
Reduce Expense, Gain Agility
Gain New Agility
1. Reduce Your Time to Market
Slashing development time not only saves money, it is crucial for surviving in the fast-moving, highly
competitive world of the Internet. Beyond initial deployment, CloudView provides an agile base for
rapidly constructing new applications. Application agility is assured by CloudView’s fully unified
platform for information access, reporting and search; its SOA architecture; its API framework; and
its support for standard Web technologies (SOAP, REST, XML, RSS, RDF, and OWL, etc.).
2. Innovate Continuously
As a CloudView customer, you can benefit as well from the continual stream of rich media
innovations issuing forth from Exalead’s R&D labs, including:
• Search inside of video (see Voxalead at labs.exalead.com)
• Wikipedia search (see Wikifier at labs.exalead.com)
• Search visualization (see Constellation at labs.exalead.com)
• Mobile search
• Advanced image search (see Chromatik at labs.exalead.com)
• Social search (see Baagz and Tweepz at labs.exalead.com)
• Relationship detection and mapping (see Miiget at labs.exalead.com)
• Ongoing innovation in semantic extraction and processing for text and multimedia
Through your partnership with Exalead, you have the capability to quickly and affordably offer your
customers (or internal staff) innovative services that will keep you a step ahead of your competition.
Page 10
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 Exalead3. Scale on Demand
Engineered for Web-scale processing, CloudView is the only enterprise search engine designed
from inception for multibillion document scalability. More importantly, CloudView scales rapidly
and cost effectively: simply add inexpensive commodity hardware—no painful migration required.
CloudView scales infinitely in all directions: users, features, data volume, query processing and refresh rate
With CloudView, you can scale almost instantly to meet any evolving business need:
• An Increase in Users: The platform scales to an unlimited user base, with a proven
capacity to serve millions of users
• A Need for New Features and Functionality: CloudView offers extensive built-in
functionality with full administrator control over feature activation and configuration;
APIs can be used to further extend functionality as desired
• An Increase in Data Volume: Index build and query processing services can easily be
distributed across commodity servers; built-in index partitioning and replication services
further extend performance and availability
• A Rise in Simultaneous Queries: The platform’s average throughput is 20 queries per
second (QPS) per server, and throughput can be easily scaled by distributing query
processing across multiple servers
• A Need for a Faster Index Refresh Rate: CloudView supports any data refresh strategy
desired: 1) real-time, 2) interval, and 3) “just in time” (on query reception). Dictionaries,
thesauri, etc., are automatically updated as the index is updated
Page 11
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 ExaleadIYP Solutions Brief
IYP & CloudView: A Perfect Match
In conclusion, CloudView is a game-changing tool that is helping innovative IYPs increase their
revenue, reduce costs and gain new business agility. CloudView is helping IYPs generate more
revenue by helping them build their audiences, therefore generating more (and better) leads for
advertisers. CloudView is enabling IYPs to:
• Serve up multi-dimensional listings and rich related content - instantly and effortlessly
• Offer a more engaging, interactive, and visual user experience
• Improve search engine visibility and organic traffic
• Provide more natural and successful search
CloudView can also aid IYPs in expanding their advertisers’ exposure to vertical directories and
social networks while generating more leads through upselling and cross-selling of listings for
related products and services. IYPs can further leverage CloudView to augment their revenues by
offering new services like e-reputation monitoring, and by providing IYP sales teams with more
effective tools, like real-time marketing intelligence.
At the same time, CloudView is helping IYPs cut their IT outlays with reduced infrastructure and
development costs, and bringing these organizations new agility by speeding the time to market for
new services and applications, by swiftly scaling on demand, and by helping IYPs deliver a continual
stream of rich media innovations.
Call us today at one of the locations on the following page to learn more about the advantages
Exalead’s search-based technologies can bring to your IYP business.
Call us today to learn why so many of the top online directories, classifieds, entertainment portals,
ecommerce sites, and social networks rely on Exalead for innovative information access, search & reporting
Page 12
Exalead CloudViewTM for Internet Yellow Pages, v 1.0 © 2010 ExaleadAbout Exalead
Founded in 2000 by search engine pioneers, Exalead is a global software provider in the
information access and enterprise and Web search markets. More than 250 companies worldwide
and 100 million unique users a month rely on Exalead's information access platform to search,
discover, and manage their information assets for faster, smarter decision-making, real-time
unified data access, and improved productivity.
Exalead’s team includes industry-leading experts in information search, non-structured data
analysis, and natural language processing. This team has concentrated its R&D efforts on meeting
its clients’ need to collect, transform, index, and search arbitrarily complex data from
heterogeneous sources.
As a result, the Exalead CloudView product has emerged as a uniquely successful platform for
automatically structuring very high volumes of nonstructured data, such as email messages, Office
documents, presentations, Web pages, blogs, forums, and RSS feeds, and meaningfully
synthesizing this data with structured content.
CloudView is currently being deployed for Enterprise Search, Embedded Search for OEMs/ISVs,
and Search-Based Applications including:
• Extended Business Applications (harnessing unstructured data to enhance enterprise
applications like BI, SCM, CRM, ERP and Compliance)
• Innovative Web Applications (search and intelligent mash-ups for high traffic websites)
• Improved Database Applications (database offloading and agile development for
information access, operational reporting, and comprehensive business applications)
For more information, please visit http://www.exalead.com/software. The company’s public WWW
search engine is accessible at http://www.exalead.com/search.
Exalead France Exalead USA
10 place de la Madeleine 221 Main Street, Suite 750
75008 Paris San Francisco, CA 94105
Tel: +33 (0) 1 55 35 26 26 Tel: +1 (415) 230 3800
Fax: +33 (0) 1 55 35 26 27 Fax: +1 (415) 230 3850
Exalead UK Exalead Germany Exalead Italy Exalead Benelux Exalead Spain
33 Cavendish Square Niederlassung Deutschland Corso Giuseppe Garibaldi, 86 Dodeweg 6c Pza. Pablo Ruiz Picasso
London W1G 0PW Robert-Bosch-Strasse 7 20121 - Milano 3832 RC LEUSDEN 1, Torre Picasso
Tel: +44 (0)207 182 4003 64293 Darmstadt Tel: +39 02 62 71 10 10 The Netherlands 28020 Madrid
Fax: +44 (0)207 182 4181 Tel: +49 6151 35 99 690-0 Fax: +39 02 62 71 10 11 Tel: +31 85 201 59 82 Tel: +34 902 10 43 51
Fax: +49 6151 35 99 690-35 Fax: +31 85 201 61 80 Fax: +34 91 399 55 75You can also read
