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AdChemy

AdChemy. Peisong Cong, Begum Erdogan, Cyrus Pinto MS&E 239. Overview. Redwood City, CA Founders: Murthy Nukala Year begun: 2004 Industry: Business and Financial Services Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads

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AdChemy

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  1. AdChemy Peisong Cong, Begum Erdogan, Cyrus Pinto MS&E 239

  2. Overview Redwood City, CA Founders: Murthy Nukala Year begun: 2004 Industry: Business and Financial Services Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads Investors: Microsoft, Accenture Technology Ventures, August Capital, etc. (WSJ Lists Adchemy in Top 50 Venture Backed Companies - March 12, 2010) Why so hot?

  3. How Adchemy Started Rajeev Motwani Murthy Nukala Why don’t we start a company ? What were the smartest people doing now? Batting for suppliers of online ads, like Google OK. Let’s do the opposite. Bat for Ads Buyers! the late Stanfordprofessor & Google adviser founded Digital Jones, acquired by Shopping.com Improve the relevance of ads to consumers' interests

  4. How They Do It • Developed technologyIntentMapto use Advertisers' Data to create Targeted Search, Brand Ads and relevant Landing Pages on the advertisers’ web sites. • Use Customer Intent rather than keywords to decide what ads to be displayed and where the customers to be directed.

  5. Partners (management consulting, technology services and outsourcing company) Provide Enterprise-Scale Digital Marketing Technologies, Best-Practice Methodologies, Digital Consulting Services. Provide qualified Microsoft adCenter customers to use the AdchemyIntentMap technology to improve the profitability and scalability of paid search campaigns on and

  6. AdChemy IntentMapTM • An alternative to the keyword-based system • Problem: The bigger the company, the more keywords to manage • Solution: Grouping millions of keywords into manageable “intents” • 3 million keywords  3,000 intents

  7. AdChemy IntentMapTMVideo • http://www.adchemy.com/products/

  8. How does IntentMapTM work?

  9. What does IntentMapTM provide?

  10. Industry Standard: • Tips for choosing the best keywords • Step 1: Brainstorm all brand and product names • Step 2: Taylor Ads for each Keyword • Step 3: Remove any general words in Keywords

  11. http://www.youtube.com/watch?v=AJoUEBYIniI

  12. Sample Search

  13. Closing Thoughts • Adchemy is driving the industry forward • IntentMap works, but within constraints • Adchemy values its privacy

  14. Thank you! Q&A

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