Keyword & Clickstream

One of the key drivers of success for web-based sales is the performance of web marketing activities. Our algorithms use sophisticated quantitative methods to predict and optimize the performance of advertising such as banner ads and key words, so you can optimize your staffing levels and the timing of new advertisements. In addition our programs can make the leap from the web to your call center or retail store and quantify when customers purchase as a result of web-based marketing.

One of the most powerful components of our program is a Web Marketing Optimization program which can advise marketing of the best mix of programs to drive desired results. For example you can choose to optimize product movement, services movement, gross sales, cost of sale, net sales, and other business user selected goals. The benefits are measurable. For example, clients using these solutions have experienced a 50% reduction in the cost of sale while at the same time increasing the volume of sales by 10%.

See how Trident Marketing and Virante worked with us to reverse engineer the Google ranking algorithms in this video:

We also have solutions to increase banner ad effectiveness, for example, we calculate items such as:

• What is the average click thru rate for ads based on factors like advertiser, publisher (website), page position and creative content?
• What is the probability that a given user will click on an ad based on his/her surfing behavior?

With only a few days of data, for example with 10,000 records where the click through rate is ~1%, we can automate them modeling process that includes under/over sampling, fine tuning sparse data, automatically identifying changes in behavior, model selection and monitoring, stability of factors, factor evaluation, goodness of fit and continuous monitoring. With this model, we can score 1 million records in less than 1 second. The business benefit is that you can predict and optimize the performance banner ads and greatly improve your return on investment.

In addition to keywords and banner ad effectiveness we have models that analyze click stream data for fraud and security issues