1. MSN – 360i - Emory Designed Experiment to infrastructure of Paid versus Natural Search

2. Design of Experiment For each keyword string Need data for every paid/natural location pair ( see examples of two following) Need to track –Impressions –Clicks –Purchase Sufficient sample size for Significance

3. 1 2 3 4 5 A B C D

4. 1 2 3 4 5 A B C D

5. What we Know Extensive experience in: – paid search –Portfolio optimization –site optimization –Inferential behavioral modeling –Tracking/data collection of search behavior

6. What we can do Extend our expertise of: –Known interaction between –Paid rank and response –Natural rank and response –How to obtain rank To Interaction: –Rank of natural and paid

7. Communicate with the Community Currently hold seminars on –Search Optimization –Portfolio Optimization –Inferential Modeling Will publish and share these results

8. Unique Relationship Emory-360i working with MSN provides a unique opportunity to combine –Academic Research Excellence –Cutting edge development and Implementation –Leading search engine development