Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, 2019, 19-113-03
SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. Based on data from 2,685 search queries across online retailer, culinary school, and urgent health care provider, this study offers more-nuanced guidance for keyword selection decisions.
Advertising and Brand Attitudes: Evidence from 575 Brands Over Five YearsFeb 28, 2019 Kenneth C. Wilbur, University of California, San Diego
Kenneth Wilbur will present research that investigates the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital).
The Treachery of Convenience: Redefining ReachFeb 28, 2019 Kevin Whitcher, Vice President of Product Management, Oracle Data Cloud
Measurement is only as valuable as the outcomes it can change for the marketer or their business, but not enough time is spent making sure the metrics we use matter for those outcomes.
How Online Display Ads Work: Lessons from 432 Field ExperimentsFeb 28, 2019 Garrett Johnson, Boston University
Garrett Johnson will discuss lessons from 432 online display ad field experiments on the Google Display Network.
Causal Measurement: Not for the Casual ScientistFeb 28, 2019 Robert Moakler, Facebook
In this presentation Facebook will discuss the realities of implementing experiments, industry barriers and what we think the future of measurement will look like.
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