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

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

• Sufficient sample size for Significance

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What we Know

• Extensive experience in:– paid search– Portfolio optimization– site optimization– Inferential behavioral modeling– Tracking/data collection of search behavior

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

Communicate with the Community

• Currently hold seminars on– Search Optimization– Portfolio Optimization– Inferential Modeling

• Will publish and share these results

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