In this session, Alan outlines the steps retailers can take to get their paid search and natural search programs ready for the Holidays.

Are you getting full benefit from your Google, Yahoo, and MSN paid search campaigns? Do you wonder if smarter planning would enable your team to wring more profit from the paid search channel? This fast-paced session presents step-by-step techniques for planning your annual paid search campaigns. We cover budgeting, forecasting, and economic strategy. We present examples of lifetime value calculations for search-acquired buyers and discuss the economic strengths (and weaknesses) of brand name search. We present spreadsheet models which help you determine if you are overspending or underspending, and how best to reallocate advertising to maximize portfolio return.

Learning Points:
• Learn an optimal advertising model to assess the best level of search spend.
• Learn paid search planning methods, developing reasonable estimates for the holiday surge.
• Learn how to manage your brand and non-brand search portfolios

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Smart marketing requires knowing what a customer is worth, today and into the future, and how much you can afford to pay to generate an order. We will discuss multi-channel economic analysis, concrete methods for analyzing how customers interact with products, brands, and channels. We will present essential calculations for determining how much to advertise, discussing the budget and growth implications between conventional new customer acquisition economics and share-of-wallet economics. Come learn what your catalog and your web channels are really doing, and where you should be focusing your future growth.

Learning Points:
• Learn best techniques for computing multi-channel customer value across Web, catalog, and phone
• Discover formulas for estimating optimal acquisition advertising spending in online and offline channels
• Find out how to create Customer Engagement Maps you can use to explain the value of any single channel or multi-channel segment and drive campaigns to increase profits

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