SEM Europe
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Chris Zaharias, then VP Sales at Efficient Frontier, gave this presentation at SES Paris 2006.
![Chris Zaharias, SVP Strategy [email_address] www.efrontier.com Search Marketing: Europe](https://image.slidesharecdn.com/czsesparis2006semeurope-111025174139-phpapp01/85/sem-europe-1-320.jpg)
![Profil: Efficient Frontier ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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SEM Europe
- 1. Chris Zaharias, SVP Strategy [email_address] www.efrontier.com Search Marketing: Europe
- 7. New Methodologies: Data Modeling
- 8. New Methodologies - Data Resilience Predicted Conversions Without Recency – 83% Prediction Accuracy Predicted Conversions With Recency – 97% Prediction Accuracy Conversions
Editor's Notes
- Efficient Frontier builds a mathematical model describing historical performance of the client’s overall keyword portfolio and continually updates the model with bid landscape and revenue data. This model allows Efficient Frontier to consistently bid the client’s collective keyword portfolio in a way that maximizes return. We can track to multiple metrics CPA Revenue Maximization Profit Maximization Budget
- We use more than historical data – we weight the recent data more heavily to take current market conditions into consideration. We set the recency parameters for each portfolio. It is tuned based on 3 different things: 1. lag (how long it takes) between the click and the conversion event 2. if there is some seasonality or shift in conversion based on changes to sites that we need to latch on to. statistically based on historical data what recency value seems to be the best fit. More accurate bidding means better conversions.