MatchBox

PAINLESS AND ACCURATE TAXONOMIES

Automated taxonomies and tagging with MatchBox

Categorizing your content allows you to get the right content in front of prospects and customers. More engagement. More leads.

Accurate Taxonomies, Easier

Building and maintaining content categories is costly and time consuming. MatchBox uses the power of AI to eliminate expensive human coding while providing higher accuracy and quicker time to value.

WHY MATCHBOX?

Most large websites have the same problem. You want to tag your pages with topics and industries, but your authors don’t do it. Or they don’t do it well. It’s not the authors’ fault. Tagging content accurately is not easy and humans aren’t particularly good at it.

Machines, on the other hand, can be tweaked, tuned, and adjusted so they become more and more accurate over time.

With MatchBox, you can finally identify the industry audience your content is targeted at, as well as the topic of your content. Accurately tagging your web content with industry and topic labels can unlock the value that you always hoped your taxonomy and your manual tagging would provide, but never did.

WHAT IT DOES

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Driven by Your Own Content

MatchBox helps you identify your taxonomy categories for topics and industries by examining your own website and grouping similar pages. No more guessing at what the right categories are—let the content tell you what it’s about.

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Eliminate Costly and Ineffective Human Tagging

Most B2B companies are paying their human authors to tag content--or they are foregoing the benefits of tagging content at all. The problem is that human tagging isn't just time-consuming and expensive--often it's flat-out wrong. For complex tasks, with more than a few categories, different humans often disagree with each other on what the right category is for a web page or other document. One study shows that, not only do different authors diverge on the right tag, but 35% of the time the same authors disagree with themselves when given the same document to tag within a few days. MatchBox keeps improving so that your tags are both consistent and accurate.

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Update Your Taxonomy When You Need To

If you are like most B2B companies, your taxonomy hasn’t been updated in a while. That’s because updating it kicks off the wrenching process of humans having to re-tag all of your documents by hand. Most companies can’t afford it, so they plod on year after year with the same outdated taxonomy, even as the world that it describes changes. MatchBox allows you to re-run your analysis at any time, so whenever you think that the subjects you discuss have significantly changed, you can run the process all over again.

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Use Your Taxonomy to Drive Real Value

Yes, you can import your automated tags into your Content Management System (CMS), but you can also see what kind of coverage you have on each topic so that you identify content gaps. You can also use your taxonomy categories as facets to drill down in site search results and as added information to drive personalized content recommendations. Because your content has been tagged consistently and accurately, using an up-to-date taxonomy, you’ll finally drive the value that taxonomies should have been driving all along.

HOW IT WORKS

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Develop Your Taxonomy in One Day

It sounds impossible, but MatchBox allows you to create an up-to-date taxonomy in a single day in most cases. Our consultants work with you to show you what MatchBox has discovered on your site, and you give feedback to eliminate, combine, or change the categories into something that makes sense to you and to your customers. Your subject matter experts can interpret what MatchBox found to make it understandable to humans. By the end of the day, you’ve got an up-to-date taxonomy.

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Topics Based on Your Content

MatchBox examines a sizable and representative sample of your content, using AI techniques such as Natural Language Processing and Machine Learning to create clusters of documents that seem to be about the same subject. You won’t spend time arguing about what themes you cover on your website because MatchBox shows them to you. Your subject matter experts decide which clusters to combine, eliminate, or alter—MatchBox takes this feedback and re-runs its analysis to show you the next attempt, which gets more of your feedback. Usually it takes just two or three tries before you have a taxonomy you are pleased with. Your experts can name the topics anything they want, so you can use the names that your customers expect. Once you’ve decided your taxonomy, MatchBox automatically labels your content with the right topics, and it can re-label any new or changed content going forward.

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Industries Based On Standards

Topics by necessity must be customized for each website, but industries can be more standardized. Standards exist, such as the North American Industry Classification System (NAICS) that defines just about every industry that your content could be talking to. Our consultants work with you to identify the NAICS industries for your audiences, and to rename them so the industry labels make sense to your audience. Once you’ve settled on your industry taxonomy, MatchBox can label all your content with industries and can keep those labels up to date as the content changes over time.

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Works Automatically

MatchBox automatically labels new and changed content with accurate topics and industries. MatchBox can crawl your website automatically to discover updates to your web pages, or it can be integrated with your CMS to be alerted for changes.

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Integrated with Your MarTech Stack

MatchBox can update topic and industry labels in your CMS for every document. It can also update your site search engine so that these labels can be employed as facts in search drilldowns. Other integrations can also be explored if necessary.

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Works with Any Content

MatchBox not only handles HTML pages, but can process PDF files, Microsoft Office formats, and many other file formats that might be embedded on your website. If it has enough text, MatchBox can label it.

Simple Implementation

Our consultants use MatchBox to help you decide your taxonomy in a single day, and then MatchBox goes to work labeling your web pages every time they change.

Get the Right Content in Front of Customers

Start accurately tagging your web content with MatchBox today.

The anonymous web is coming

The anonymous web is coming.
Are you ready?

B2B Marketers can no longer rely on using personal data.

Every day leads to another privacy regulation. GDPR and CCPA are just the start. Now third-party cookies are gone as well. 

Face it. No one wants to be tracked, so regulators and browsers are removing the ability to track people. People are sick of having their data misused and mishandled. This is not a trend that’s going away.  There is a relentless movement to an anonymous web that is only accelerating.

Stop only reacting.

You can’t just respond to each event that takes us closer to an anonymous web, as though it is the last change there will ever be.

If all you do is take another half step back from the new line, you are waiting to be knocked off balance from the next announcement.

Get ahead of the curve and check out our anonymous personalization.

Focus on what is staying the same.

Jeff Bezos once said that a lot of people ask him about how he responds to all the constant changes.  He said that he instead focuses on what stays the same. For Amazon, customers will always want more selection, lower prices, and faster delivery. Bezos constantly keeps his eyes on those targets, and uses whatever new technologies and other changes show up in the service of those goals.

Once they come to your site, you need to hold onto them. That means providing such a good experience that they will come directly back to your site next time without needing to visit Google first.

Customer privacy doesn't have to sacrifice leads.

B2B marketers must focus on protecting customers’ personal data and increasing sales without an exploding marketing budget.

Anonymous information can provide marketers with the behavior and intent of customers, without needing a name and face. Use your own content and analytics on behavior to guide customers to the content they need.

It’s easy to get started.

The anonymous web is coming. Are you ready?

Anonymous data together with AI creates a powerful tool to increase leads and improve your marketing yield.

Find out how anonymous data can drive leads for you.

Marketing and MarTech: What’s your approach?

A few years ago, Scott Brinker and the Third Door Media team declared that MarTech is marketing. There is no difference between marketing technology like personalization and just plain marketing. It used to be you’d ask the question “Tell me about your martech stack.” That’s no longer the case today–it would even be perhaps a weird question. 

Forget AI expertise. You need domain expertise to succeed.

At the heart of all great businesses are domain experts who are excellent at execution. Regardless of whether the business remains highly analog (increasingly rare in today’s marketplace) or is the latest emerging digital start-up domain expertise and execution wins over technology disruption alone.

Is AI All Hype Right Now?

Recently on our podcast we talked about a conversation Tim Peter had with a colleague.  The discussion revolved around AI. Tim was asked an intriguing question.

“Come on. All this AI stuff, when we talk about marketing and all that, that’s all just hype, right?” 

SearchChat Podcast: Key Marketing Lessons from MarTech East

Steve and I spent time together recently at both a Red Sox game but more importantly, at MarTech East in Boston. The shift in conversation was wildly fascinating: the focus seemed to be personalization, privacy, and security.

MartTech East 2019 Wrap-up

I thought I’d just capture a few thoughts on MarTech East 2019. This summary isn’t representative of the conference, it’s representative of my experience at the conference.

This was my first MarTech East. It was an excellent conference for practitioners of marketing technology arts. Kudos to Scott Brinker and the Third Door Media team. The following are my key takeaways from the conversations that I had with presenters, attendees, and vendors.

Opportunities And Gaps In MarTech

Last week I was asked what the biggest opportunities and gaps are in the MarTech stack. It’s an interesting question when one considers all the technology that’s available in the market. While I could opine on features and functions that I’d like to see, what really bugs me is the fact that so much of the overarching promise of marketing technology remains unfulfilled.

SearchBox

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Site search that converts with SearchBox

B2B site searchers who find what they’re looking for convert 94% more often than other navigators. Don’t turn away your most valuable customers.

Why SearchBox?

Your B2B buyers come to your site with B2C expectations. They expect your site search to easily connect them with the right content. How’s that going for them? Most B2B marketers know it’s not going very well. We suspect you know this too.

Is it your secret hope that your visitors never use site search? That’s not uncommon. It’s easy to ignore the value of search because it’s so hard to fix it. Until now. SearchBox makes it easy to fix your site search. SearchBox automatically uses data about your search to improve your search experiences, with fast and measurable results.

SearchBox improves customer experiences automatically without you having to lift a finger. Search is a key aspect of your web experience, and searchers are the people who are the most desperate to buy from you. Meet them halfway. Make your search better.

Would 20% more visitors finding content help you?

A $100M industry association with 1.3M pages of content has visitor journeys ending prematurely. Content was not findable. They had trouble growing. During a year where they also juggled the replacement of their CMS and a search engine, SearchBox allowed them to ensure that there were no gaps in the search customer experience. Using a combination of data-driven automation and analytics guided improvements they increased search success by 20%. Twenty percent more visitors were progressing their journey towards conversion. What’s the value of 20% more visitors achieving their goals on your site? 

WHAT IT DOES

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It's Not a Search Engine. It's Your Search. Better.

SearchBox is not a search engine. It's data that makes your search engine's customer experience better. It provides data that you can use to analyze and use to guide your improvement efforts. It's also data that you can send into your index to automate improvement.

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Higher Quality Search Results

You don’t know how bad your search is today, but you know it’s not good. SearchBox allows you to create a high-quality search experience because it provides data that illuminates your blind spot in a way that “clicks” can’t. By knowing specifically where your site search is failing you can make it better. Having actionable data allows you to A/B test improvements. Your site search gets better. Your best customers and prospects easily connect with content that progresses their journey.

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Data-driven Automation

Having the right data is a starting point, not the end goal. Do you know what to do with it once you have it? You’ll start by using the data to gather the low hanging fruit of improvement. Most of that will be manual efforts focused on your most important keyword results. But that doesn’t scale. What you need is automation. Searchbox integrates with your search engine automatically driving improvements as success signals are detected. The right content gets elevated. Your business grows.

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Clear Connection to Value

The big risk when purchasing marketing technology is being able to prove that it’s living up to its hype For many products, you’re never how well they’re performing. SearchBox measures everything it’s doing, and the dashboard shows how it’s working to improve conversions, lower site exits, and provide better results to all search users.

HOW IT WORKS

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Easily and Cleanly Deploys

Like most analytics systems, SearchBox gathers its data using a JavaScript tag. You can either add the tag directly to your page template or use your tag manager to activate SearchBox’s data collection. We do some configuration and quality assurance on our side and you’re all set to go.

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Unique Data Measurements

The hard reality is that you measure search wrong. Just about everyone who pays attention to search metrics looks at two measures: No Search Results and Clicks. Both are necessary to understand search success. Neither is sufficient. You need to know what happens after the click. Did the searcher find what they were looking for? SearchBox measures the experience in a way that is not only accurate but provides data for automation.

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Expert-Level Guidance

Now that you have the right data you can take advantage of our automation to improve your search experience. However, some of the improvement requires people to act. It could be any number of things including technical tuning or content changes. Regardless, the SearchBox Knowledgebase provides you with insight into what you can do to react to what the data is telling you. If that’s not sufficient, you can engage our expert consultants to help guide your improvement program.

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Works Automatically

Other site search solutions require you to manually tweak your search results. SearchBox analyzes your data to create better results automatically.

Unique Data

SearchBox knows what data to collect and what measurements are important. No other analytics system provides success data like we do.

Creates Conversions

SearchBox increases your conversion rate by helping customers find the content they’re looking for. Their journeys continue. You get another opportunity to convert.

Simple Implementation

Adding SearchBox is easy, and we guide its progress so you don’t have to.

Helps the Whole Website

SearchBox’s data collection and search improvement can be used to better understand what your customers want, helping you to improve all content and navigation.

Help Your Most-Valuable Customers

Search customers are the most likely to convert. If you don’t help them find what they want, you will leave money on the table.

Get started in making search better!

Let’s talk about where you’re at in your search journey.

SearchChat Podcast: Your Customers are Begging for (Better) Personalization

In today’s episode of SearchChat, Steve Zakur and I investigate the numbers behind personalization and how many consumers are now demanding it. So why is there so much bad personalization out there? With so many personalized messages feeling like mass marketing, it’s time for marketers to step up and make improvements to their personalization efforts.