BloomReach Launches, Optimizes Discovery In Search, Social

Alumni from Google, Cisco and Facebook will officially launch a digital search marketing company and suite of platforms Wednesday supported by cloud computing. Co-founders Raj De Datta, CEO, and Ashutosh Garg, CTO lead the BloomReach team. The group tackles issues related to data, search and social, as well as better ways to structure Web sites for optimization.

BloomReach's goal is to improve the user experience and drive people back to branded Web sites. The company now supports natural search traffic for various companies, including Guess Jeans, Drugstore.com, and Orbitz, according to De Datta. A set of APIs in the cloud support changes on existing Web pages -- and in some cases, will assist in creating new Web pages, he said. "It's all done automatically."

De Datta identified the business problems and Garg, the technology issues after spending five years at Google working on several underlying Web search algorithms. The results manifested a Web Relevance Engine (WRE) that could crawl the Internet and expose the best products and services through Apple, Bing, Google and Yahoo, as well as social networks like Facebook, among others.

BloomReach will attempt to solve Web site structural problems based on search algorithms, so searchers can more easily find information. Only 25% of URLs for all products and services are seen by consumers, according to BloomReach. The company's executives believe it can drive 80% of incremental traffic to Web sites and improve paid-search profitability by up to 50%.

The technology, WRE, gathers data on content and anonymous user behavior. It analyzes 1 billion consumer interactions and semantically interprets the products and services on more than 1 billion Web pages daily. WRE automatically alters Web sites to capture that consumer demand by presenting the most relevant content.

Along with launching the company, BloomReach will roll out Bloom Search, BloomLift and BloomSocial, all built on WRE. BloomSearch identifies relevant content and adapts in real-time a customer's site to reveal the products and services for a more relevant experience. It places select reviews and descriptions onto targeted pages and creates a limited number of highly relevant category pages.

BloomLift routes a consumer to the most relevant page, generating items that best match the query, and automatically adapts landing pages based on observed behaviors and known user history. It also identifies search terms that advertisers could bid for.

BloomSocial analyzes consumer behavior, social interactions and Web content to algorithmically create experience pages using relevant products and services. These experiences are derived from semantic understanding of the consumer clickstream, as well as their behavioral and social graphs, according to De Datta.

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