Results produced from ‘Search’ should be the next best action
Next best action is an algorithm and framework typically associated with marketing programs which determine the next probable action in a sequence of events to affect lead conversion. Within the marketing community, it has been used to determine what, when and how you engage with your customer or prospect. However, this is fundamentally is the purpose of enterprise search technology (now also known as insight engines and cognitive search).
You see, users are on a mission and your application or experience is simply a part of that to assist in that. They care little of why it’s difficult for them to complete that journey and they care less about the underlying technology for that. Every page view should optimally be producing the next step in their journey purposefully…sometimes even considered micro moments.
Keywords used to determine the most probable outcomes/results. However, Profiling and Signals are much more able to predict the likely event of a next action. The difference outlined here is that keywords that are supplied by the end user often are not sufficient or the best indicator of what they are looking for. Is a search for “Transformer” an electrical device or the movie characters? Using signals that are gathered from the navigation path or other sources (like past viewing habits) is much more useful to predict similar behavior.
Insights in Action
Learn To Rank
- Previous searches which the user clicked a non top 3 search results
- Previous searches which when clicked through produced a positive outcome (case deflected, product purchased)