Complex Search Engine Analytics ... Made Simple
Earning the highest score in bid optimization, IMPAQT has "an exceptional approach and tool set for bid management which adjusts bids based on real-time conditions."
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.
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Delicious IMPAQT Search Marketing Tools
- SAS - Business Intelligence Software and Predictive Analytics
“You can always say: the more ads you run, the more clicks you'll receive. But marketers don't want to get somewhat close; they want an exact, one-to-one connection,” says IMPAQT's VP Dr. Pat Stroh.
Read entire article on econometric marketing
Horse or Cart? Media Mix and Search Engine Marketing
Watch Dr. Pat Stroh, VP Analytics and Decision Support, talk about Search and the Media Mix.
IMPAQT partners with the world’s leader in business intelligence
Pat’s team relies on IMPAQT's proprietary software to organize most client data, but some reports are often beyond the ability of the human mind to detect patterns and extrapolate. For these situations, IMPAQT has invested in a partnership with SAS, the world’s largest privately-held software company with branded software by the same name.
Who leads our Predictive Modeling and Forecasting?
Our clients like getting to know our own in-house predictive modeling guru, Dr. Pat Stroh. As IMPAQT’s VP of Analytics and Decision Support, Pat leads a team of analysts to think out loud, alongside our clients, and to understand the cycles and goals of a brand more intimately. Then, Pat’s team assembles the appropriate data into the appropriate algorithms in order to test a variety of outputs.
