SAS
SAS software is a “stored operations” platform which allows substantial control over how statistical algorithms operate. With very powerful data manipulation and transformation capabilities, SAS empowers us to look at very complicated datasets, to control for many different explanations at once (trends, cycles, seasonality, bid effects, test effects), and to identify the “key drivers” of Search campaign success.
At IMPAQT, we use SAS applications for the following:
Budget scenario forecasting
Helping clients to choose a budget level that most closely fits their conversion, spend, and/or CPA goals.
Bid simulation
Forecasting Search activity (costs, conversions, etc.) based on different keyword bidding scenarios. This gives us a “forward looking” (at forecasts) approach - as opposed to “backward looking” (at historical data only).
Test success assessment
Testing the preferences for ad copy and landing pages. Customers at 43,000 sites across the world use SAS software to improve performance through greater insight and we are proud to be among those who are leveraging this powerful solution on behalf of our clients.
Horse or Cart? Media Mix and Search Engine Marketing
Watch Pat Stroh talk about Search and the Media Mix.
