Warum nicht? Damit eine Agentur im Interesse des werbetreibenden Unternehmens handelt, müssen klare Anreize geschaffen werden. Jedoch gibt es solche Anreize mit anderen SEM-Vergütungsmodellen nicht. Es muss also ein adäquates Vergütungsmodell für die SEM-Agentur gewählt werden.
Ich will dies anhand einiger Beispiele verdeutlichen: Continue reading “Warum Profit Driven Search Marketing?” »
One thing up front: Estimating business value is hard! But definitely worth the labour!
In our current first attempt we try to bring it down to one single value: Money.
The advantages:
The disadvantages:
Other methods (which we’ve only learned after starting to estimate in terms on money) incorporate more dimensions. This allows you to eliminate most of the above disadvantages by just creating a dimension for every important aspect (code quality, performance, security, …) that is part of the business value. The different dimensions can then be weighted by their current importance (e.g. security is not that important at the moment, but will become more and more important in the future).
We’ll see how far estimating business value in terms of money takes us, with an open eye towards other methods, but the take-away is:
Do estimate business value! And use it to prioritize!
One of crealytics’ main lines is that everybody should be involved in and understand our core business SEM (search engine marketing). Therefore at the end of last year, every single person in our team was obliged to manage a Google Adwords campaign. One advantage became obvious quite soon: You immediately feel the pain of the application users!
There was a feature request to add an aggregation of data to a reporting software. Before using the software myself, I never got around to implementing that one, because there were a lot of other requests and at that time requests were not prioritized by business value, so we as developers chose the features by our gut feeling. On the first day I had to eat my own dog food (and not only a small appetizer, but the full meal) I got so annoyed with that missing report that I did a quick estimation of how much time and energy this is going to cost me. The result was that I quite soon implemented the feature (which turned out easier than I thought), much to the relief of all campaign managers.
It’s really a completely different story to implement and frequently use a software yourself, rather than implement it, give it to someone else and hope they can stand the little annoyances 
Kürzlich ist ein Artikel über crealytics in der New Business (07.12.09, Nr. 50/09), dem Magazin für Kommunikation und Medien erschienen. Das Interesse wurde insbesondere durch unseren Optimierungsansatz Profit Driven Search Marketing geweckt, der die gängige Marketingpraxis vieler Unternehmen in Frage stellt. Es freut uns alle, dass unser Modell auf immer mehr Resonanz stößt!
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