150 likes | 284 Vues
AdChemy. Peisong Cong, Begum Erdogan, Cyrus Pinto MS&E 239. Overview. Redwood City, CA Founders: Murthy Nukala Year begun: 2004 Industry: Business and Financial Services Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads
E N D
AdChemy Peisong Cong, Begum Erdogan, Cyrus Pinto MS&E 239
Overview Redwood City, CA Founders: Murthy Nukala Year begun: 2004 Industry: Business and Financial Services Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads Investors: Microsoft, Accenture Technology Ventures, August Capital, etc. (WSJ Lists Adchemy in Top 50 Venture Backed Companies - March 12, 2010) Why so hot?
How Adchemy Started Rajeev Motwani Murthy Nukala Why don’t we start a company ? What were the smartest people doing now? Batting for suppliers of online ads, like Google OK. Let’s do the opposite. Bat for Ads Buyers! the late Stanfordprofessor & Google adviser founded Digital Jones, acquired by Shopping.com Improve the relevance of ads to consumers' interests
How They Do It • Developed technologyIntentMapto use Advertisers' Data to create Targeted Search, Brand Ads and relevant Landing Pages on the advertisers’ web sites. • Use Customer Intent rather than keywords to decide what ads to be displayed and where the customers to be directed.
Partners (management consulting, technology services and outsourcing company) Provide Enterprise-Scale Digital Marketing Technologies, Best-Practice Methodologies, Digital Consulting Services. Provide qualified Microsoft adCenter customers to use the AdchemyIntentMap technology to improve the profitability and scalability of paid search campaigns on and
AdChemy IntentMapTM • An alternative to the keyword-based system • Problem: The bigger the company, the more keywords to manage • Solution: Grouping millions of keywords into manageable “intents” • 3 million keywords 3,000 intents
AdChemy IntentMapTMVideo • http://www.adchemy.com/products/
Industry Standard: • Tips for choosing the best keywords • Step 1: Brainstorm all brand and product names • Step 2: Taylor Ads for each Keyword • Step 3: Remove any general words in Keywords
Closing Thoughts • Adchemy is driving the industry forward • IntentMap works, but within constraints • Adchemy values its privacy
Thank you! Q&A