Complex Search Engine Analytics ... Made Simple
Earning the highest score in bid optimization, enterprise bid management, multi-channel bid support and global bid management, IMPAQT "boasts the best current offering we found with an untouchable adaptive bidding platform..." - says Forrester.
The Forrester Wave™: US Search Marketing Agencies, Q1 2009 (January 2009)
When understanding IMPAQT’s value, it’s insightful to understand our past. Our roots are in database marketing, a discipline that leverages data to understand and capitalize on consumer behavior through the use of mail. Lucky for us, the same concept works in Search, except for the fact that there are millions of additional data points to discover and uncover. It’s our job to make sense from these complicated datasets where many factors could simultaneously be influencing the outcome. Our Search Analytics Model is built upon the idea that: the more data there is, the better the outcome.
To harness and assess this data quickly, we’ve developed a methodology (above) that integrates varied datasets in our Client Data Mart, where we can then extract them to tell the whole story of consumer behavior as it relates to Search.
Need to assess how Search related to your in-store sales? Add in your POS data. Wondering about the affect of your current TV campaign on Search - and vice versa? Pull in TNS data and, perhaps, a layer of your own media buy, just to keep it honest.
When it's time to show and tell the story, IMPAQT runs it through our skilled Search Account Teams and our proprietary ExstoNet™ (The ExstoNet was built internally as a customizable Search Decision Support Tool to provide up-to-date campaign reports, data and individual client deliverables.)
The data tells us great stories. And these stories give us and our clients the confidence to make marketing changes that make a difference. Run it through the system again, and the marketing decisions get better each time.
IMPAQT's Bid Management System Predictive Modeling and Forecasting – One step further
Search has been valued for the historical perspective it paints. What top keywords were used last month? Which landing pages and combination of ad teasers generated better click through rates for my product? How many users are in the Search funnel for my services? Indeed, history offers perspective. But another – perhaps, more incredible – use of Search is in its ability to predict the future. Because of the magnitude of data available to us with regard to online consumer behavior, Search is now used to also forecast future intentions and actions of audiences.
The results of predictive modeling are both fascinating and useful
The use of Search data in Predictive Modeling and Forecasting is a valued service for its relevancy and accuracy. But, we realize that investing in only the human capital is short-sighted. We know that achieving stellar budget allocation and bid simulation, for example, is at its best when it is comprised of more than human thinking. It also needs to be accompanied by powerful software. Where innovation joins with software automation is where IMPAQT’s newest partnership begins: with SAS.
How We Work - Analytics
Learn why IMPAQT leads in SEM analytics and about our experience in leveraging the data involved in Search, the power of our SAS-based analytics tools and innovations and how business analysts translate data into actionable results.
IMPAQT Search Marketing Tools
- SAS - Business Intelligence Software and Predictive Analytics
Analytics Insights
Testing the Effects of Cannibalization on Paid Search
Google Modified Broad Match (MBR): A Match Made in Heaven