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Decision Analysis & Web Analytics |
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Wednesday, 23 May 2007 |
Keywords: Web Analytics Maturity Model, Web Analytics Management, Decision Analysis.
Should you choose a portfolio management style for search engine marketing (SEM), i.e. Efficient Frontier's or a do-it-yourself SEM? This depends on the number of keywords you manage. Can you predict the expected value of your web-analytics effort? What is the value of being able to simulate the what-if variables?
The figures below show some of the variables. Some are probabilistic, some are options you can choose. For User Behavior, it's the possible paths a customer is going through your website.
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