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Just when you though the world of search engines might quieten down a little, along comes Hunch. Bing was touted as the first ‘decision engine’, but it appears Hunch has gone one step further and has made a mockery of that claim barely two weeks after it was released.
This search decision engine isn’t simply about feeding visitors endless websites, which may or may not contain the answers to their queries. Hunch takes a slightly different approach, you type in your keywords and find a question that matches your requirements. It then takes you through a series of questions, until finally reaching a conclusion. This is presented, not in the form of a website, but as a straightforward answer, sometimes with a link to a useful online resource – Wikipedia for example/.
The searches themselves can be as simple as asking whether or not you should get the new iPhone or as complicated as defining your personality type. Whilst Hunch may be an interesting resource for the inquisitive amongst us, it certainly isn’t a Google Killer.
It’s a great interface and an interesting concept, just as with Wolfram Alpha, but it is also extremely detached from the conventions of a traditional search engine, again, much like Wolfram Alpha. It does show that there are avenues that search can move towards in the future; but as yet, Hunch is something of a curiosity and a quick fire FAQ version of Yahoo! Answers, not an evolutionary leap forward for online searches.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.