Decision Making in Online Marketing

Agenda • High level decisions

• Decision making – SEO & PPC

• Recap and takeaways

About me

• From macro to micro, in business we have to make

decisions on a daily basis

• But as online marketers, we face an extremely dynamic environment

• We need to rely on partial data and fast-changing conditions

Why is it important?

Decision making – high level

Let us consider some examples

• But….the world is changing! Additional online consumer markets emerge

Decision process• Where are others advertising?

• Small scale PPC tests

• Example: pinpointing smartphone users in developing countries

Which geographical markets to enter?

High Level Decisions >

• Mobile Web experience -~ Mobile app

• Why app?• Extra functionality (e.g. push notifications)

• Real-estate on devices• Why not?• Resource intensive

Classic cost/benefit decision

To App or not to App?

High Level Decisions >

Decision making – SEO & PPC

Which SEO tactics to choose?

• Build “SEO content” and “link networks”?

• Invest in real value to user: real product, quality content in various formats?

• Avoid “SEO sections” , “SEO content”

• SEO is changing, inseparable from marketing

• Avoid algorithm shift effects: think long term

Decision making – SEO >

• A critical decision

• Based on lifetime client value (LTV)

• Never enough data (unless you’re Amazon…etc.)

• Need a projection model

?

How do I determine CPA targets?

Decision making – PPC >

• At least 50% of the PPC manager time should be

spent on making decisions

• How does your organization handle data overload?

more details at: http://www.edge.bi

Decision making – PPC >

Recap and takeaways

Decision making in online is short term due to the extreme rate of changes

• Build agile systems and get ready to make quick changes• Don’t fall in love with your products and strategies • You’ve heard it a million times..but – always make decisions with a sharp focus on the user

•

Find more info at:

• http://www.seperia.com

• http://college.seperia.com (Hebrew)

THANK Y U