How Artificial Intelligence is Revolutionizing Education

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Education, the base for innovation and growth, requires a transformation from the way it is currently structured and delivered. This would necessitate a huge change in the education system, however, technology can help us realize most of these changes. Even though we may need to wait for a few more decades for a complete transformation, artificial intelligence (AI) has already been having a major impact. Below is a list of areas in the current education system where AI is having an effect.

Eases the information access

Students should not be lost in vast amounts of information. Context-related and customized information access helps them grasp the knowledge faster by saving effort and time. It helps them to enjoy learning because it is based on their preferences, interests and encourages them to have different experiences while doing research.

How AI enabled Google to provide search results based on user’s location, for instance. Or how Amazon makes recommendations based on previous purchases.

Just like these examples, the intelligent systems of AI now enable the educational service providers to serve students based on their preferences and interests with respect to academic content.

Changes the role of educators

Educators play an important role in students’ lives, and by no means can technology replace them. However, their role would continuously undergo change in future due to the entry of intelligent computing systems in education. As AI takes over tasks like evaluation of assessments, and providing expertise and personalized help to students, the role of educators would become that of facilitators. Thus, educators would be able to assist students who require additional help, supplement AI lessons, and share that hands-on experiences for students. A blend of intelligent systems capabilities and the human touch would make the education system more impactful.

Helps find the best academic institution or program

The AI based intelligent recommendation engines would process data and give recommendations to students on the most suitable academic institution or academic program based on their interests, skills and capabilities. Aside from helping them make the right decisions, AI could offer guidance to students going through the required training, and procedures. That extra help would ease their adaptation to a new academic institution or program.

Promotes trail-and-error method of learning

As artificial intelligence systems learn themselves by trial-and-error, these systems are more suitable to deliver the same type of learning format for students. This helps students learn theoretical concepts in a more practical and experimental manner without the fear of failure and being judged by educators. The personalized assistance from AI systems is the most effective way of boosting confidence when attempting trial-and-error methods.

Promotes adaptive learning

AI’s adaptive learning pattern helps students at different intellectual levels learn together in a classroom, where educators offer the required assistance and guidance when needed. The growing numbers of adaptive learning programs, games, and utilities make learning more individualized across various levels of education spanning from kindergarten to finishing schools. These intelligent systems respond to the needs of students in multiple ways such as putting greater emphasis on certain topics, reminding students about the topics where they need to put in more effort, customizing the course progress according to their own pace, and so on.

Provides pointers for content improvement

Educational material may have a few gaps in the content or sometimes students may not comprehend the content, which leads to confusion, demotivation, and loss of interest.

AI can provide a customized message that provides hints to the right answer. By and large, whether proactive or reactive, students get immediate feedback so that they can correct their understanding and remember how to do it correctly the next time around. This way, they need not always depend on, or wait for an educator’s assistance.

Promotes learning in a global classroom

Learning becomes more interesting, intuitive and adaptive when it includes simulations and games. The related technology can provide a trustworthy, and immersive environment to stimulate the hidden interests and enthusiasm of student.  AI technology can promote newer ways of learning, engage students in co-developing knowledge, and involve them in university research activities. In fact, people outside of the university and from across the globe can participate in scientific discovery through global classrooms. AI can make courses available to a wide range of people, and can promote a wide range of university subjects through massive open online courses (MOOCs).

Helps monitoring performance

AI can track the performance of students as well as universities to measure if they reach their full potential and, if required, take necessary steps. In addition, such data can be useful to predict the possible drop outs, and take necessary preventive steps. AI can help university administrative processes to take advantage of the data produced during research and teaching activities. Furthermore, this data can be used to monitor performance against their research, training and social activity roadmaps.


Daisy Ridley has been in the data management industry for more than 15 years now. She is presently working as a senior data analyst at As a senior data analyst, she oversees and conducts the conversion of data into insights that will lead to informed business decisions. She also develops clear and well-structured analytical plans and analyzes large data-sets and this will include, analyzing administrative data, and other data-sets and statistical analysis of a mildly urgent/sensitive nature. Her previous experiences include data analyst at AltexSoft and 4Licensing Corp

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Japan Serial Killer Used Twitter to Lure Victims

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As if Twitter didn’t have enough problems on its plate with faltering user numbers and accusations of fake news, the microblogging site has now been linked to a series of murders in Japan.

An alleged serial killer, known as the ‘Twitter killer,’ in Japan, is thought to have used the platform to lure to his home victims who had tweeted suicidal thoughts. According to media reports, police discovered the dismembered bodies of nine people at the home of Takahiro Shiraishi, located just outside of Tokyo.

CEO Jack Dorsey, who is in Japan this week to discuss ways to address hate speech on Twitter, described the news as “very unfortunate and extremely sad,” in an interview with public broadcaster NHK.

“We need to take on the responsibility to make sure our tool is being used in positive and healthy ways,” he said, but added that it is simply not possible to police every tweet on the platform.

He told NHK he hopes Twitter can help people with suicidal thoughts by connecting them with other users who can help.

To that end, Twitter recently updated its policy to address the issue of suicide:

You may not promote or encourage suicide or self-harm. When we receive reports that a person is threatening suicide or self-harm, we may take a number of steps to assist them, such as reaching out to that person and providing resources such as contact information for our mental health partners.

Hate speech continues to be prevalent on social media in Japan — the country with the second highest rate of Twitter users after the U.S. Japanese users have been vocal in their calls for Twitter to solve the problem, which came to a head when well known model and actress Kiko Mizuhara was harassed on the platform.

(Via Quartz)


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Mozilla Debuts Firefox Quantum

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The latest version of Firefox is all about speed.

Mozilla has released Firefox Quantum, a browser that boasts speeds that are more than twice as fast as Firefox was even six months ago.

Version 57 of the popular browser was built on an overhauled core engine complete with new technology stolen from Mozilla’s advanced research group.

Quantum was “designed to get out of the way and let you do what you do best: surf a ton of pages, open a zillion tabs, all guilt free because Firefox Quantum uses less memory than the competition,” Mozilla said in a blog post.

Quantum also boasts a new user interface (UI), dubbed Photon. Mozilla’s new UI recreated the way people browse the Web so it can offer a seamless experience to its users.

“Our designers created a system that scales to more than just current hardware but lets us expand in the future,” Mozilla said. “Plus, our Pocket integration goes one step further, which includes Pocket recommendations alongside your most visited pages.”

Check it out in action here:

Google is to be Firefox Quantum’s new default search provider in the United States and Canada.

The browser is available for Windows, Mac or Linux and will soon appear on on iOS and Android.


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3 Ways to Keep Your Joint Venture From Self-Destructing

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A joint venture (JV) has the potential to make your business more profitable. With a JV, you can reach further into your market and lower production costs. You can also learn valuable skills.

When a JV between two entities is healthy and thriving, it’s unstoppable. However, success is never guaranteed; joint ventures can start out great and go downhill quickly. The honeymoon phase won’t last forever, and you need to be prepared for that moment.

When the honeymoon is over, you’ll face some tough challenges. Partnerships aren’t easy. You might even regret forming your JV, but don’t be hasty with your decisions. Challenges can be overcome if you know what to expect.

Working with another established business in pursuit of a lofty goal neither of you could achieve on your own is admirable, but you need to approach it with care. Here are some tips to stay alert, and keep your JV from self-destructing:

1. Heed the advice of experienced professionals

A lack of clear expectations and no solid plan are two big reasons partnerships self-destruct. Don’t create your JV on blind faith. Heed the advice of experienced professionals.

In Making Joint Ventures A Strategic Success, turns to Sikander Shaukat, managing partner of resource dynamics of London Business School, for a seven-step process to maximize success. Shaukat describes the following steps for creating a JV:

  • Identify strategic logic and drivers. Be aware that your JV partner might have a different approach to how they compete in the marketplace. Sales and servicing, economies of scale, and low-cost offers are all valid approaches. Don’t assume your partner takes the same approach. You’ll feel sideswiped when you find out differently.
  • Valuate each firm’s architecture. Shaukat explains that when both companies offer individual products to customers, they can create new, attractive packages for customers. Understanding how this will impact the business environment allows both partners to forecast better.
  • Construct an effective operating structure. Even when two companies are in the same industry, operations will differ. You need to know how they prioritize and measure effectiveness to set up the right measures and responses in your JV.
  • Define the business model. Your partnership needs a clear model that stands on its own, including legal and financial framework. What will your value proposition be? What are your investments? How will you handle costs, payments, and delivery timetables? Starting a JV is no different than creating a new business on your own.
  • Create an economic system. You need a “risk-adjusted cash flow model, break-even analysis, unit costing and economic value-added rationale” for your JV.
  • Ensure all negotiations are win-win. Know what’s important to you and what you will accept in a partnership. Understand what your partner wants, too. Compromise is necessary, but nobody should feel like they’re losing.
  • Shake hands. Your relationship with your JV partner will be the driving force behind its success or destruction. Your contract is a piece of paper, and only as good as the bond you share.

2. Handle disputes professionally, not emotionally

Nobody agrees on everything all of the time. Disputes between you and your JV partner will arise. If a solution for the dispute isn’t defined in your contract and you can’t come to an agreement, it’s best to seek professional mediation for a workable solution.

Experts from the Rowdy G. Williams Law Firm explain the benefits of mediation, “Mediation is often used as a dispute resolution method when negotiation has not yielded results. In the mediation process, a neutral mediating attorney guides a discussion with the aim of uncovering areas of agreement and disagreement in order to reach solutions to outstanding problems. Each part is represented by an attorney who can protect their client’s interests.”

Don’t get caught in your emotions and try to push your way through to a solution. If you’re not in a financial position to hire a professional, request a neutral business associate to sit with you and your JV partner to help.

3. Be willing to dissolve the JV if necessary

When a JV partnership is on its way out, don’t hang on. When you know the partnership isn’t going to work, be willing to dissolve it and move on. Don’t waste your time with a partnership that doesn’t support your needs. Partnerships are about compromise, but only to a point. The idea is to compromise just enough to make it worthwhile for all partners. If you’re getting the “short end of the stick,” it’s time to move on.


Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

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The Latest News on Google’s Mobile-First Index

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“We’re thinking about how we can make sure we only include in the mobile-first index sites that won’t be hurt by the mobile-first index. The longer time frame can be several years — maybe five years — before we reach an index that is only mobile-first.”

Gary Illyes, Webmaster trends analyst at Google

Back in November 2016, Google had webmasters the world over breaking into cold sweats over the news that it would begin to test its mobile-first indexing “experiment.”

The news originally broke through the Webmaster Central blog. It detailed that the company sought to examine various mobile versions of Web destinations and rank them over the traditional desktop site, but gave no definitive timeline on when the rollout would begin.

While few were shocked by the announcement — because Google has been pushing hard for a mobile-first revolution for several years now (plus, Google Webmaster trends analyst Gary Illyes did allude to this occurrence in a 2015 tweet) — some did take solace in the idea that this new indexing scheme wouldn’t take hold for quite a while.

In fact, back in June of this year, Illyes stated at the SMX Advanced conference in Seattle that Google was still some time off from launching this alteration. He stated:

“We don’t have a timeline for the launch yet. . . We have some ideas for when this will launch, but it’s probably many quarters away. Our engineers’ timeline was initially end of 2017. Right now, we think more 2018.”

Those who were clinging to the prospect of a 2018 rollout had their hopes dashed by Google Webmaster trends analyst John Mueller in a Google Hangout session where he stated that the search company is in fact testing mobile first results “in the wild,” a.k.a. the live search results.

This comment was later corroborated by Illyes at the SMX East conference in New York City where he stated that the indexing change has rolled out to a “few sites.”

Unfortunately, there is no definitive answer as to what a “few sites” means; when Illyes was queried about it, he merely stated that it was relative to the Google index, meaning that a significant number of sites could be ranked in accordance with the mobile-first indexing at this point.

Even though the rollout was not anticipated by webmasters until sometime next year, Illyes did emphasize that there is no cause for pandemonium to ensue because the search giant intends to roll out the mobile-first index very slowly.

Why Has the Rollout Begun?

As of now, the only reason the rollout began as abruptly as it did is because Google has seen positive results in its experiment that has inspired the company to push forth sooner than expected. Though the rollout has technically began, Illyes also stated that there is no certain or predictable timeline for full implementation of the index.

As for the sites that Google has opted to switch over to the mobile-first model, the search engine has established “classifiers” to help delineate the readiness of websites for the index. These classifiers serve to determine how analogous mobile websites are to their desktop counterparts in terms of scheme, links, content and other determining factors.

If these components all match to a level deemed appropriate by Google’s standards, the site is likely to be entered into the index. If, however, the elements fall short of what is considered appropriate for index (depending on its level of deviation) Google is likely to begin reaching out to webmasters through blog publications, Search Console notifications, or direct communication to inform those individuals what specific alterations need to be made before comparability is achieved.

In his SMX East session, Illyes stated that the reason for the limited rollout is so that Google can conduct further testing and refine the structure. As of now, testing seems to be moving in a positive direction and, over time, the index will begin to encompass an increasing number of sites, though at a very slow pace.

It has been stated that Google will continue to communicate with webmasters as the rollout continues. It has also been reported that the company is working on a blog that will help webmasters to understand the process, though there is no word on when that will be published.

While the world anxiously awaits Google’s upcoming explanatory post, here are some things you can do to ready your site for the inevitable mobile-first index.

Preparing to Go Mobile

First thing’s first: Read through Google’s Mobile-First Indexing post. The search giant lays out a firm foundation for its beginning recommendations as the mobile-first future nears. This will help you to establish how much (if anything) you need to do to be prepared.

Secondly, if your site isn’t already mobile responsive, you need to get that handled right now. This will require that you invest some time and money, but this requirement has been top of mind for a long time now. Remember 2015’s Mobilegeddon?

If you don’t have a responsive website but you do have a mobile version of your site, you need to ensure that your primary content can be found on your small-screen destination. When Google officially makes the switch over to mobile-first indexing, it will consider your mobile site as your primary source of content. If you don’t have your fundamental content featured there, you will end up being negatively impacted under the new indexing scheme.

While there is still time left before Google’s mobile-first index is in full effect, that window is closing rapidly. Prepare your site by following through on the above guidelines or you may suffer significant SEO damage when the switch occurs.

Is your site ready for the mobile-first future?


Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+.

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How an Ideal Client Avatar Helps You Better Connect With Your Website Prospects

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When visitors come to your website they want to know if you understand their issues and can help them.

I have found many businesses falter when it comes to connecting with potential customers. They write about their products and services but forget it’s really about the customer and what they are needing when they visit a website.

That’s why using your ideal client avatar to create a “who we help” page on your website is important. It helps your website visitors self identify if they are your ideal customer.

Once you connect to someone on that deeper level it’s easy for them to take the leap to hiring you.

So how do you go about creating an ideal client avatar for your “who we help” page? There are four basic parts to this: who they are, what their issues tend to be, what they need right now, and what they should do.

Grab a piece of paper and let’s dig in.

Part 1: Their Identity

Sit down and picture your ideal client. The key to doing this effectively is to drill down to one perfect customer and go deep:

• Who is your all time favorite ideal customer?

• Who got tremendous value out of working with you and are incredibly grateful for it?

• Who is more than happy to pay you?

• Who often refers other people to you?

• Who gives you a lot of joy when you work with them?

This is the kind of “A-list” ideal client you want to attract more of to your business.

It is often helpful to give them a full avatar identity, a fictitious profile that embodies the persona of your ideal client. Write a short paragraph describing all about this person. You want potential clients to read this and say, “wow that’s me!”

Itemize details such as:

• Full name

• Age

• Industry

• Their passion

• Their current state, whether in personal or professional life

• Profession

• Income level

• Interests and passions

Example: I love working with clients like Jenna Anderson. She is a 54-year-old owner of a small fashion boutique. Her passion is helping women find clothing that celebrates their sense of style and helps them feel ageless.

Her boutique is successful and she is working to open a new clothing line this fall to expand her offerings.

Part 2: Their Issues

Write a short paragraph describing the worries and issues keeping them up at night. Ask yourself what needs are unmet for them? Write a sentence that specifically shows how they feel about this.

Example: Her issues tend to be that she is so busy with the day-to-day needs of her business that she doesn’t have time to focus on creating the designs for her new line. She needs to hire some new employees to help out but is having trouble finding women who are a fit.

Running the store and doing the bookwork keeps her so busy she doesn’t have time to work on next steps for her business. She needs some help hiring new help, delegating and creating a game plan.

Part 3: Their Pressing Needs

Give specific examples of what “the solution” would look like. Say how they would feel about having that kind of relief in their life.

Example: What she needs most right now is someone to help her write effective job descriptions so she can hire a stronger sales team for the store. She also needs to look at what is on her plate and how she can have her team members take some of that off her shoulders.

She needs someone who is a coach and a cheerleader to push her to create her designs and get them into production. It would be thrilling to finally see her visions come to life. She would love to have some go-getter employees who feel the same passion she does for empowering women with clothing that makes them feel confident and strong.

Part 4: Their Next Step

Now that we have their attention and have generated interest and desire, it’s time to have them take action. Tell them how they can get started working with you.

Think about what their next step should be. Is it a discovery call or initial consultation? What program offering would help them? Is there a product that would show them how to fix it themselves? Or do you offer a done-for-you service to tackle this problem for them?

Example: You’re invited to have a free breakthrough session where we can look at where your business is at, what challenges you are facing, what opportunities you have, and how we can help you bridge the gap to achieve your desired goals. Click here to schedule your free breakthrough session now.

Defining Your Avatar Helps You Personalize Your Marketing

Now that you know whom your ideal client is, what they need, and how you can help him or her, you can now create a “Who We Help” webpage that directly speaks to potential clients. You could also sprinkle in some of your most impactful testimonials to further reinforce how you can help.

The added bonus of defining your ideal client avatar is that it helps you write in a very personable way in your marketing. This enhances and escalates the “Know, Like and Trust” factor you want to achieve with your followers.

It completely transforms the impact of your writing when you make it personal and connective. In my own marketing, I write a newsletter or e-mail piece directly to my ideal client. I often have our e-mail subscribers write back personally as if I had written directly to them.


As the founder, Susan Friesen brings a unique advantage to eVision Media clients by having earned a Bachelor in Business Administration degree with a concentration in Computer Information Systems through the Thompson River’s University. Her experience in the Web development industry since 1999 has gained her much insight and knowledge in how to effectively brand a business and then translate that to a user-friendly, search-engine friendly, custom designed website. She is a graduate of the Vancouver Film School multi-media program and also earned several certificates in technology through the University of Victoria and Athabasca University. She won the 2003-2004 Governor General’s Bronze Academic Award for achieving the highest academic standing in a diploma-level post secondary program.

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Killer demand gen strategy, Part 2: Google Display Network targeting

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This is Part 2 of my blog series on crafting and executing killer demand gen strategies.

In Part 1, I discussed building out various personas to target, as well as how to craft the right creative. Now let’s chat through how to actually target these personas!

Both Google Display Network and Facebook have great audience targeting capabilities that allow you to get in front of your target audiences and the personas you have built out. Full disclosure: I was planning to wrap the GDN and Facebook together for this post, but both have so many features that they warrant their own edition.

So let’s dive into how to target your personas and audiences on the GDN, and save Facebook for Part 3.

Keyword contextual targeting (KCT)

Keyword contextual targeting is where you bid on keywords and Google will match you to pages relevant to your terms. You’ll notice two options when it comes to KCT:

  1. Content – shows ads on relevant webpages, etc.
  2. Audience – with this option, the ad will show on relevant pages and to people who might be interested in these keywords (so basically you are giving Google more control to do its thing).

My recommendation is to start off with Content, because you know exactly what you are getting into; don’t give Google control right away and make it hard to understand true performance. Content will have a lot less reach, but you have full visibility into things. As you begin seeing results, you can always adjust accordingly.

My general recommendation is to start off with your top 10-15 performing search terms – and then, of course, layer on demographic age and gender information so you are getting in front of the most relevant eyes.

Additionally, think about the personas you developed. In Part 1, I gave the example of a persona that loved celebrity fashion and gossip; building terms around those interests to get onto those pages is another way to get in front of the right eyes.

Custom Affinity Audiences

With Custom Affinity Audiences, you can input domains and Google will look at the types of users visiting those domains – makeup, demographics, topics of sites they visit, etc. Then Google crafts an audience similar to those users, which you can target.

With Custom Affinity Audiences, I recommend creating different audiences to target based off of:

  1. Competitor domains
  2. Industry-relevant websites
  3. Persona-relevant websites (think of the personas you have created and the types of websites they would visit)

In-Market Audiences

With In-Market Audiences, Google identifies people who are actively shopping for certain products and services. This is pretty clear-cut – choose In-Market Audiences relevant to your business.

Don’t forget to leverage the audience insights that Google gave you when developing your personas; those typically showcase other products/services that your core audience is typically in market for!

Refine your targeting to get closer to your target personas

For both KCT and In-Market Audiences, I recommend that you further refine your targeting by applying demographic layering onto those campaigns to get closer to your target personas. (With Custom Affinity Audiences, Google already incorporates demographic information from the data they pull as they analyze the audiences visiting the sites you enter.)

The above strategies are well worth testing out as you look to get in front of the right eyes and scale your business.

In part 3, we’ll dive into Facebook and how to best leverage its advanced targeting capabilities to get in front of your personas and target market!

How to use your data to supercharge paid search

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In today’s marketing climate, data is key. Indeed, more data is generated in a 24-hour period than ever before, with 2.5 quintillion bytes of data being created daily across the globe (IBM, 2017).

The challenge lies in being able to harness this data to optimize marketing activities. After all, without an understanding of what your customers are doing, it is almost impossible to increase conversions and ROI.

One of the key channels for marketers is paid search. Indeed, this is rapidly becoming the most powerful digital marketing channel, with over 2.3 million searches occurring per day. With all these interactions, marketers are paying a premium to get their brand, reflected in the fact that pay-per-click advertising costs are sky rocketing.

Marketers can gain visibility on their paid search activities, and overcome the rising cost of customer acquisition and retention in this channel, by taking control of their customer data.

In my previous article on how to stop Google AdWords campaigns from failing, I looked at how businesses can use a Customer Data Platform to gain a holistic overview of customer conversion, and properly attribute the role of each keyword in the conversion path.

In this article, I’ll expand on how data-driven attribution and the use of a Customer Data Platform can supercharge your paid search activities.

Content produced in partnership with Fospha.

Step 1: Integrate

The key challenge of the rise in multi-channel and multi-device customer journeys is the fact that businesses store this multitude of data in disparate silos, as illustrated in Figure 1.

The result? No unified view of the customer journey, and no understanding of how they are interacting with various marketing channels and campaigns. Businesses must therefore look to integrate their various data sources, using a Customer Data Platform, to provide this granular single customer view.

As well as integrating customer data, a Customer Data Platform will stitch data together, and link typically anonymised data with known identifiers. In doing so, multiple visits – across numerous sessions, channels and devices – are linked to one individual, so marketers can begin to understand who specific customers are, where they came from, what they viewed, and how they interacted with marketing channels on their path to purchase.

Once this view is in place, marketers are better equipped to understand the role of specific marketing channels – in this instance, paid search activities – in relation to customer conversions, as they have a full view of where customers interacted with their business before purchase.

Step 2: Attribute

Once your customer data is integrated and providing a clearer picture of what your customers are doing, marketers must then look to accurately attribute the role of their paid search channels in customer conversions.

For this, a data-driven attribution model – defined as ‘accurately assigning value to each digital channel marketing touchpoint across the complete user journey’ – is key. This model uses advanced algorithmic modelling to help marketers understand the real value and cost associated with each of their marketing touchpoints.

With these insights, you can identify where marketing activity in a particular channel plays little to no role in driving conversions. Marketers can then drill down into their paid search channel, to understand which individual keywords are leading to these conversions.

With this in-depth view, and the granular data source from the Customer Data Platform, marketers gain a much more comprehensive understanding of which keywords are a drain on resources, and which are bringing in high ROI. With this knowledge, they can redistribute spend to help accelerate growth without a drop in leads.

Step 3: Operationalize

Once marketers have access to these insights, the final step in supercharging their paid search activities is being able to operationalize at scale and in real-time. A Customer Data Platform can integrate directly with bid management platforms – which are already great at optimizing and automating PPC campaigns – to boost their efforts.

The granular understanding of keyword performance, derived through the Customer Data Platform’s rich data and attribution modelling layer, is pushed directly into a bid management platform, like Kenshoo or Marin, to automatically optimize the algorithms that inform their bidding.

This data-driven approach, executed in an automated and frictionless way, helps marketers optimize their paid search channel at scale.

Once you have taken these steps to optimize your paid search channels, you can use your Customer Data Platform to tackle other priority channels – to reduce costs and boost ROI – simply by integrating that data source into your Customer Data Platform and applying the same data-driven attribution modelling.

Content produced in partnership with Fospha. Views expressed in this article do not necessarily reflect the opinions of Search Engine Watch.