Search Analytics
When understanding IMPAQT’s value, it’s insightful to understand our past. IMPAQT’s beginnings are rooted in the early days of database marketing, a practice that essentially leverages data to understand and capitalize on consumer behavior through the use of mail.
Luckily for us, the same concept works in Search, except for the fact that there are millions of additional data points to discover and uncover. We believe it’s our job to make sense from these complicated datasets where many factors could simultaneously be influencing the outcome. For us, the more data there is, the better the outcome.
To harness and assess this data quickly, we’ve developed and invested in a number of tools, one of which is 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.
Predictive Modeling and Forecasting – One step further
Search is known 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 can be thoughtfully used to forecast many things, one of which is Search behavior.
Leading this approach to forecasting is our in-house predictive modeling guru, Dr. Pat Stroh, IMPAQT’s VP of Analytics and Decision Support. Pat and his team of analysts think out loud, alongside our clients, 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.
The results of predictive modeling are both fascinating and useful
The use of Search data in Predictive Modeling and Forecasting is quickly becoming 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.
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.
Horse or Cart? Media Mix and Search Engine Marketing
Watch Pat Stroh talk about Search and the Media Mix.
Innovate or Die: A Requiem for the 90s
When you step off the elevator into IMPAQT’s Pittsburgh headquarters, it’s what you may expect from a fast-growing start-up packed with more than 90 bubbly, bright people. There is trendy décor and the steady buzz of high-tech efficiency that only dataheads and math majors born after 1984 can master.
But another feeling is ominously present. Read the whole story about IMPAQT's verve for innovation.
