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Crimson Marketing
OCTOBER 15, 2015
SEM Is Not Good For Branding. That said, bidding on competitor terms is absolutely fair game, and there are ways to make big non-brand head terms more affordable than you think. . You Can’t Afford To Buy Big Head Terms On SEM. Attribution options (last click, first click, Time Delay, game theory and so on) can be overwhelming.
QuanticMind
OCTOBER 26, 2017
Analytics & Insights: “SEM Analytics: Giving Your Educated Guesses an Advanced Degree” by Sajjan Kanukolanu. Poulton compares the concept of DDA to Lloyd Shapely’s cooperative game theory, which attempts to assign “credit” for different players on a team for contributing to a game outcome.
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