INFINITY AWARDS SUBMISSION

Objectives

  • Deliver stronger non-branded ROI on Baidu
  • Enhance optimization capabilities on Baidu

Solution

  • Leveraged data from Kenshoo’s path to conversion report, identifying all touches leading to a conversion, to construct custom models designed to better value non-branded traffic.
  • Parsed this data within Microsoft Excel, and constructed several models with the output to take several different looks at the impact of non-brand touches on conversions.
  • More advanced reporting and analytics has increased options for optimization that were previously unavailable.

Results

  • Increased the value measured for non-brand by 32%, proving ROI to be within the efficiency goals for the client and leading to opportunity for greater investment.
  • Identified that 60% of conversions happen on the day of the first interaction, allowing Merkle to estimate value after just the first day of reporting.