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Cognitive Computing Authors: Zakia Bouachraoui, Pat Romanski, Yeshim Deniz, Liz McMillan, Elizabeth White

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Hydra Enables Debenhams to Expand Acquisition Opportunities

LONDON, March 7, 2012 /PRNewswire/ --

Debenhams has deployed Hydra's One Platform marketing technology to help it explore and enhance the scope of how it targets customers in Search Marketing. This follows hot on the heels of a leading high street bank who recently signed up to The One Platform to enable a more strategic approach for its Search Marketing.

Debenhams is working with Hydra, using the OneSearch functionality to establish ways in which it can use Search Marketing to enhance its approach to targeting customers. The implementation of The One Platform from Hydra is now assisting in this process by sourcing and defining a keyword set that allows Debenhams to explore and grow new opportunities for customer acquisition.

An internal team that is highly skilled to manage and optimise the company's use of Natural Search has until now been constrained by time and resource meaning it was not previously physically possible to explore all potential opportunities for growth. However, with the deployment of The One Platform, the keyword list has been expanded dramatically - by five times, identifying significant new opportunities.

The One Platform automates the process, allowing the team at Debenhams to target previously unexplored areas and leverage greater success. In fact, by including the additional keywords and phrases as uncovered by Hydra's One Platform, Debenhams now has an additional 16 million potential searches at its disposal. All of these keywords and page combinations are automatically given recommendations for improvement according to accessibility, relevancy and credibility, as determined by The One Platform, ensuring Debenhams is able to efficiently target any problems and boost search rank performance.

Miki Clarke, SEO Manager at Debenhams said, "Hydra makes keyword discovery and categorisation a simple and easy task; this coupled with the automated data uploads  allows the team to easily establish Debenhams performance at top level and in individual product areas all within  customised dashboards. The time saved on reporting will mean more time implementing actionable recommendations and measuring their effect, which means we can be more strategic."

Martyn Jobber, CEO of Hydra said, "Debenhams is a great example of a highly successful business that can now, through automating previously unmanageable processes, expand its  opportunity further by enabling its specialist online marketers to target the language of its  customers, bringing Debenhams  closer to what the customer wants and is searching for."

Hydra's One Platform combines insights from Natural Search, Paid Search and Social Media to uncover opportunities digital marketers can apply to achieve optimal performance for digital spend

Notes to Editors:

About Debenhams:

Debenhams has 153 stores across the UK and Ireland and a fully transactional website, reflecting Debenhams' commitment to offering its customers greater value, a wider choice and excellent service across every area in which it trades.

About Hydra:

Hydra is a provider of SaaS tools established in 2011. The One Platform enables enterprise marketers to strategically and proactively monitor, report and participate in the conversation that existing and potential customers are having about their brand online. Gathering the collective requests and feedback of marketing executives, digital specialists, and agency professionals, One from Hydra is focused on driving revenue and return on investment (ROI) through integrated, efficient and optimised management and implementation of Phrase Marketing campaigns across online disciplines - Natural Search, Paid Search and Social Media.

SOURCE Hydra

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