Creating a Compelling Data Story - Inside a Search Engine's Ad Sales Strategy

Context Setting:
We all know that Goodies is an important client and accounts for a huge fraction of our revenue, as
such we concentrate a lot on this brand. This category has been provided with the maximum number
of resources. Other categories such as baby products are currently being assigned lesser resources as
they do not contribute to the revenue to the extent the food and beverage segment contributes.

Triggering incident:
However, my recent research has shown that we are losing out on a lucrative opportunity because of
our preoccupation with Goodies and not providing enough resources to other categories.

Explanation of the problem:

My inference is based on the data analysis done on KWM (Key Word Miner) software which uses text
mining algorithms to enable answer varies queries on search patterns and keyword usage by the end-
user on SearchING. Data collected using the software indicates that the search volumes for baby care
products seem to be growing rapidly. The trend is indicated in the graph below:

Increase in Search Volume in millions (For India)

from 2016 to 2019
600
500
400
300
200
100
0
2016 2019

Beverage Baby care Personal Care

Home care Snack and food

From this graph, we can conclude that the search volume for baby care products in India is almost the
same as that of food products, however, the rate of growth in the search volume is much higher for
the baby care product than the food product.

Proposal:
Based on the data we can infer that the resources required to cater to the baby care categories should
be at least equal to those required to cater for the food and beverage category. However, currently
have allocated a lot fewer resources to this category of product.

Hence, we can conclude that there lies huge untapped potential in this category, and we should come
up with a proper strategy to leverage this opportunity. I would like to propose that we need focus on
the baby product category and divert more resources to this category for the India region.