Electronic Retailer - December 2011 - 33

“Google is a big player in this,” Crompton says. For several days after you visit the website of, say, Princess Cruises, “Google’s remarketing engine will show you banners for Princess Cruises everywhere you go.” From the marketer’s perspective, however, “it can be smarter than that,” Crompton says – meaning that remarketing can become a SEM management challenge of its own. For instance, “You can decide that people who saw a certain page on your site are more valuable that those who just saw the home page, so you can show them more ads.” Or, he says, you can tell Google that some people should see your ads for the next four days and others for two weeks. In response to marketers’ demands for more helpful and precise information, agencies are busily creating software and algorithms of their own. MediaWhiz’s Kats says that “cross-channel attribution” has become an SEM science in its own right, as marketers try to trace their customers’ keyword searches back to the advertising vehicles that may have prompted those searches. The search terms a buyer used to reach your website “may have been the final step in a process,” Kats explains. Maybe the consumer heard a radio commercial or saw an ad on television or online and then used certain keywords to search for your product. Using cookies and other means, “you can track ‘assists,’ like in basketball,” he says. “If we know which other marketing programs assisted in the sale, we know if we’re paying too much or not enough for those programs.” In other words, SEM techniques now can tell a marketer not just how much to pay for certain keywords, but how much to spend on other forms of advertising. In a similar vein, Medico says that E+M Interactive is working on analytical software that could, by backtracking search behavior, assign web sales to the particular DRTV commercials responsible for them – even when the creative and the ordering information

in the commercials remain the same. The goal is to help DRTV advertisers recover the kind of measurement precision they lost when buyers began to go to the web instead of calling 800 numbers. “If we ran [the same DRTV commercial] last night on five stations, and 100 orders came into a website with a single URL, we want to be able to

allocate those orders among the five stations with a high degree of confidence,” Medico says. That would tell the marketer, for instance, whether the Discovery channel outperformed the History channel in web orders and, if so, by how much. E+M hopes by 2012 to complete development of a software program that will do the job with at least 85 percent accuracy.

546810_a2b.indd 1

December 2011 | electronicRETAILER

8/12/11 4:24:40 PM

33



Electronic Retailer - December 2011

Table of Contents for the Digital Edition of Electronic Retailer - December 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Pillow Pet Talk
What’s New in SEM?
Canada’s Economy Weathers the Storm
How to Cook Up a Successful Offer
DRTV
Legal
Radio
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - December 2011 - cover1
Electronic Retailer - December 2011 - cover2
Electronic Retailer - December 2011 - 3
Electronic Retailer - December 2011 - 4
Electronic Retailer - December 2011 - 5
Electronic Retailer - December 2011 - 6
Electronic Retailer - December 2011 - Calendar of Events
Electronic Retailer - December 2011 - Your Association, Your Bottom Line
Electronic Retailer - December 2011 - Industry Reports
Electronic Retailer - December 2011 - 10
Electronic Retailer - December 2011 - 11
Electronic Retailer - December 2011 - 12
Electronic Retailer - December 2011 - 13
Electronic Retailer - December 2011 - FTC Forum
Electronic Retailer - December 2011 - 15
Electronic Retailer - December 2011 - eMarketer Research
Electronic Retailer - December 2011 - 17
Electronic Retailer - December 2011 - IMS Retail Rankings
Electronic Retailer - December 2011 - 19
Electronic Retailer - December 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - December 2011 - 21
Electronic Retailer - December 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - December 2011 - 23
Electronic Retailer - December 2011 - Ask the Expert
Electronic Retailer - December 2011 - 25
Electronic Retailer - December 2011 - Pillow Pet Talk
Electronic Retailer - December 2011 - 27
Electronic Retailer - December 2011 - 28
Electronic Retailer - December 2011 - 29
Electronic Retailer - December 2011 - What’s New in SEM?
Electronic Retailer - December 2011 - 31
Electronic Retailer - December 2011 - 32
Electronic Retailer - December 2011 - 33
Electronic Retailer - December 2011 - Canada’s Economy Weathers the Storm
Electronic Retailer - December 2011 - 35
Electronic Retailer - December 2011 - 36
Electronic Retailer - December 2011 - 37
Electronic Retailer - December 2011 - How to Cook Up a Successful Offer
Electronic Retailer - December 2011 - DRTV
Electronic Retailer - December 2011 - Legal
Electronic Retailer - December 2011 - Radio
Electronic Retailer - December 2011 - 42
Electronic Retailer - December 2011 - 43
Electronic Retailer - December 2011 - Member Spotlight
Electronic Retailer - December 2011 - 45
Electronic Retailer - December 2011 - Advertiser Spotlight
Electronic Retailer - December 2011 - Advertiser Index
Electronic Retailer - December 2011 - Classifieds
Electronic Retailer - December 2011 - 49
Electronic Retailer - December 2011 - Rick Petry
Electronic Retailer - December 2011 - cover3
Electronic Retailer - December 2011 - cover4
https://www.nxtbookmedia.com