A bit in a haystack - Convert visitors into customers by Arly Faundes, Orlando and Mexico City In Falabella Pro
believed that the best way to promote their unemployment insurance was from person to person. I never imagined that their customers seek on the Internet. However, the division insurance sales and services retail chain Falabella Chile analyzed the behavior of users on your website and found that unemployment insurance-the most massive of its portfolio, were among the most popular.
After that, provided more information on the product page and a lower response time requirements. "If you know in detail what the client looks you can make continuous improvements to the site," says Paul Hoffenberg, Head of Business Intelligence Falabella Pro
is what experts in search technology called the "User Revolution": the customers interact more and more web pages and business advantage information left to give them exactly what they want, which is increasing the profitability of search.En Falabella Pro-with operations in Chile, Argentina, Peru and Colombia decided to take this step early last year when it expanded its product offering , ranging from plumbing to legal advice. This necessitated a more precise search and delivery of information to consumers. For this, Falabella
Pro works with Google Enterprise, the Google Enterprise division, and the software developer Tigabytes Chile, which implemented the Google Mini, a solution that integrates software and hardware based on the same technology that occupy millions of users Internet daily as "Google." This is a box that connects to the server of the company, with over 220 different file formats and can seek information in a database of up to 300,000 documents. "Google annexed world billions of documents and companies are five times more data," said Clifton Ashley, director of Google Enterprise. "Employees spend at least 25%, 30% of the day looking for information and is frustrating for them when they find it."
Besides the Google Mini in Falabella Pro work with Google Adwords and Google Analitycs, which allow further analysis of user behavior on your website. "We have a 360 degrees and track customer to offer more services and track their contributions, "says Sanborn is doing similar Hoffenberg.Algo, of Mexico's Grupo Carso, for their commercial and music stores Mixup. Last year, installed the Google Search Appliance, the Google search box for larger projects that can search up to 15 million documents, and 90% reduced response times.
"A lot of online shopping is impulsive and the others are searching" says Ariel Solorio, multimedia manager of Sanborn. "If the search is slow or does not give reliable results, the client is going." In addition to expediting this, Sanborn wants customize their services according to customer needs.
Find what, how and when to seek search has become part of the most important data for analyzing customer behavior. "The intelligence business intelligence, data management, is what companies do in-house and is going to the website and the search is moving from the web to businesses," said Denise Damiani, an analyst at Accenture Mexico.
This phenomenon occurs not only in business. In Mexico, the Federal Institute of Access to Public Information (IFAI) has developed a digital system and access search to find data such as contracts and salaries public officials with a quicker response time. In addition, the user can navigate in the registry of responses to previous questions. IFAI
works with the Norwegian company Fast-recently acquired by Microsoft, which provides enterprise search systems. Offers software that makes it "findable" what should be "hidden" and you have to be protected. "With Fast can search among more than 280,000 responses already made," says Alfredo Méndez, Director General of Information and Systems IFAI, Mexico City, who says that IFAI has recorded six million hits last year, when he inaugurated the service.
To Geraldo Stein, vice president Fast for Latin America, the key for success is a customized search interface even consider facing the user. "This allows lower costs, increase revenues, gain better control of information and greater transparency and security," says Stein. After being acquired by Microsoft, Fast hopes to use its extensive sales network, while the multinational Bill Gates wants to use the Fast technology experience to enter a market that had no presence. As said Jared Spataro, responsible for Enterprise Search at Microsoft, in a presentation: "The user experience in future will be defined and shaped by the search." And obviously the tech giant does not want to be out.
Find what you need even before knowing that is required has acquired such importance that the search systems include any type of information: text, pictures, videos, presentations, internet and telephone conversations, among others. No one and nothing is saved. On the other hand, the systems also evolve. The platform Idol, the British firm Autonomy, interrelates different sources and allows you to find information regardless of it containing the "keyword" search, provided we do not relate to the concept. For example, searching for "home", you can get information "persons living in a home."
"80% of corporate information is unstructured and businesses today that is critical," said Fernando Castellanos, Autonomy's vice president for Latin America.
The phone company Vivo Brazilian Fast platform has allowed them to optimize their competitive intelligence. With this tool have been able to organize the department's database of market intelligence, with a greater amount of information and involvement of more users can enter content from different areas of the company. And at the same time, those who require market data, consumption and competition can access them, obviously with different levels of access. "Independent research became integrated," explains Daniel Baima, manager of Intelligence and Market. "The connection between scattered information allows us to better conclusions and actions."
As these companies have experienced it: the power is on the user side and if you do not have the required information, or even think twice before making a new click and turn the page.
Experts in the field of Astronomy have made a video that simulates the inevitable collision between our galaxy, The Milky , and the Andromeda galaxy , approaching on a collision course to each other approximately 300 kilometers per second, which on Earth is incredibly fast load, but in space it were somehow " bit slow." Since according to calculations the impact would to within about 3,000 million years . Something that by now we should not worry too much ... 
