The goal of paid search management is to predict the future. To do that, PPC tools need to look at the past. The question is, How far back should they look? Let’s first review what the systems are looking at. … Continued

Our third and final post about ratings and reviews highlights an interesting way to use them to estimate demand. In his article, The Magic Behind Amazon’s 2.7 Billion Dollar Question, Jared M. Spool suggests that the ratio of unit sales … Continued

How do you predict a product’s conversion rate (CVR) when you don’t have historical data? Adlucent has found that a product’s customer reviews provide a useful data set which, in combination with other predictors, can serve as a viable proxy … Continued