SEM for Longer Time-to-Convert Businesses: How to Stop the Bleeding

I’m always surprised that you don’t see more direct marketers hired into Web analytics roles — they’re expert in a number of skills such as predictive modeling, experimental design, and statistical analysis that really turn the Web analytics role into a strategic source of business revenue. Along those lines, I wanted to give an example of how a tried-and-true direct marketing technique — using regression modeling to predict how likely each user is to convert — can allow media buyers and SEM managers to significantly reduce the amount of time it takes to determine which campaigns are winners and campaigns are losers.

Companies rely on pay-per-click and online ad buys to drive growth.  While buying clicks is easy, ensuring that individual campaigns are profitable – before significant losses have been incurred – presents a host of challenges to media buyers.  Continue reading “SEM for Longer Time-to-Convert Businesses: How to Stop the Bleeding”