Today, Roger Barnette, President of IgnitionOne, hosted a webinar, “Predictive Optimization: Look into the Future for Search and Display Success.” In it, Roger discusses how in the past, marketing strategies were based on one part past data, one part hunch. Over time, marketers have become more proficient in knowing what is and isn’t working and can use that information to drive budget decisions. However, missing for most marketers is the foresight to know what they should spend and what the results will be. Without this knowledge, marketers are leaving potential revenue dollars on the table.
Using examples from both paid search and programmatic display, Roger illustrates how predictive optimization can not only help marketers drive the greatest return from their budgets, but also automatically optimize bids across a portfolio of keywords and leverage user-level data to deliver the right message to the right consumer at the right cost – every time.