The data2day conference, organised by Heise and dpunkt publishing companies, will take place in Karlsruhe, Germany from 29 September to 1 October. Hinnerk will be presenting a session there on how to use GNU R and the Google Analytics API to optimise AdWords bids – and show to conduct big data analysis without requiring big IT projects and do a case study on brand keyword bidding.
In the session, I will be looking at
- when standard analytics reports can be misleading and how controlled experiments help
- review a study (PDF) by a team of economists from eBay Research
- and show how to implement these methods using GNU R and the Google Analytics API
Case Study: Brand Keyword Bidding
These methods are especially important for sites that combine organic search and paid search acquisition channels. In this case, it is important to know how many sales are truly gained by a paid campaign – and where paid clicks potentially substitute organic traffic. A great example for this is bidding on your own brand keyword – typically, the brand will be the first paid result and the first organic result.
But often, others are also bidding on the brand keyword; in the case of travel, this may be OTAs and their affiliates. Finding out precisely how brand keyword bidding, by oneself and others, influences sales – and not just clicks – is possible with a controlled experiment approach. More on that at the conference!
If you are German-speaking and interested in big data technology, this promises to be an exciting event. Early bird discounts are available until Friday this week.
Image Credit: The cover image is based on https://flic.kr/p/w7fE3h, published under a Creative Commons share-alike licence.