04-24-2007, 07:43 AM
Quote:The Importance of Lots of Data
The secret of analytics does not lie in some fancy algorithm. In fact, the math for ROI (see below) is pretty straight forward - and smart marketers of all sizes have probably done a version of PPC Management on their own using a spreadsheet.
But what the big guys can do that most marketers (no matter how smart) cannot is to spend a lot of money on advertising to get a large enough sample size across several PPC Networks.
The unfair advantage that the big guys have is that they have more data than small advertisers...
full article: http://www.auctionbytes.com/cab/abn/y07/m04/i23/s03