I came across this blog by Jim Sheppard (@seosheppard) last week; The Evolution of SAS and Search Engine Marketing, featuring a video by Dr. Pat Stroh - VP, Analysis & Decision Support at IMPAQT.

IMPAQT 'specialize in the data-rich, Search-specific area of online marketing' and in the video they discuss how, by using analytics, they are able to save their clients $10,000s in keyword bidding and probably generate $millions in extra sales.

Previously, IMPAQT suffered from the all-too-familiar pain of analytical marketers; too much data to make sense of. In a business where the choice of search term and the price you pay for it can mean the difference between a successful campaign and an ineffective one, the ability to rapidly gain insights from millions of rows of data is business-critical; in fact, it is the business!

IMPAQT have also gone past the point of simply collating and reporting on the data, they are now able to optimize 1,000s of words and bid prices daily to allow their clients to make critical marketing decisions based on sound analysis. Furthermore, their speed of analysis allows them to track and forecast the outcomes of campaigns whilst the campaign is active; ramping up sucessful campaigns and strengthening weaker ones.

Enjoy the video: