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MSN – 360i - Emory

MSN – 360i - Emory. Designed Experiment to infrastructure of Paid versus Natural Search. Design of Experiment. For each keyword string Need data for every paid/natural location pair ( see examples of two following) Need to track Impressions Clicks Purchase

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MSN – 360i - Emory

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  1. MSN – 360i - Emory Designed Experiment to infrastructure of Paid versus Natural Search

  2. Design of Experiment • For each keyword string • Need data for every paid/natural location pair ( see examples of two following) • Need to track • Impressions • Clicks • Purchase • Sufficient sample size for Significance

  3. 1 2 A 3 B 4 C D 5

  4. 1 2 A 3 B 4 C D 5

  5. What we Know • Extensive experience in: • paid search • Portfolio optimization • site optimization • Inferential behavioral modeling • Tracking/data collection of search behavior

  6. What we can do • Extend our expertise of: • Known interaction between • Paid rank and response • Natural rank and response • How to obtain rank • To Interaction: • Rank of natural and paid

  7. Communicate with the Community • Currently hold seminars on • Search Optimization • Portfolio Optimization • Inferential Modeling • Will publish and share these results

  8. Unique Relationship • Emory-360i working with MSN provides a unique opportunity to combine • Academic Research Excellence • Cutting edge development and Implementation • Leading search engine development

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