May 22, 2009
The result is more than the sum of its parts (at least for CPA and CPC)
Posted by: aarrieta In: Marketing Online
One of the many suprises that I’ve had at my stay in Harvard Business School, was to find this paper where with an academic aproach, they reached a conclusion about something learned in practice, but the real surprise was to find people like this making the same questions from an academic point of view.
This paper explains why an adnetwork that runs CPC campaigns as well as CPA campaings has a more efficient model (more eCPM) than if running only on CPA or only on CPC, assesing the incentives that advertisers that usually run campaings on CPA, but that they also know that if they really perfrom well in some inventories they can pay less on CPC. If you are really interested on this topic, you will finde this paper fascinating and unique and if you are the remaining 99.99% you will find this to be weird.
I got together with Ben the paper’s author, who is a teacher at HBS and we shared many points of views and many problems to being taken care of. In the end the process was very productive and promising at the same time.
View Comments to "The result is more than the sum of its parts (at least for CPA and CPC)"
1 | Antonio Mayoral
May 22nd, 2009 at %I:%M %p
Estimado Ariel:
Respecto al post sobre la eficiencia de los modelos CPC vs CPA y su explicacion mediante integrales me pregunto: “Estan ustedes hablando en serio?” Mucho me temo que se les ha ido irremediablemente la cabeza y que estan perdiendo todas las referencias. El marketing es mucho mas que la aplicacion de un modelo matematico.
2 | 1d345
May 22nd, 2009 at %I:%M %p
Hola Antonio,
Por lo que leí del post de Ariel, me dio la impresión de que ambos caminos se complementan. Cada uno puede sacar provecho de los aportes del otro ¿no?
He escrito un par de artículos sobre diversos temas (algunos más entretenidos que otros) justamente comentando (en mi opinión y nada más que mi opinión) dicho complemento. Acá por ejemplo: http://1d345.blogspot.com/2009/05/como-generar-...
Saludos!
Matías
3 | aarrieta
May 22nd, 2009 at %I:%M %p
Gracias por el comentario
Así como en la bolsa o los movimientos de las olas se pueden explicar
matemáticamente con las series de fibonacchi, el marketing y
especialmente las respuestas a las campanas en un mercado regulado por
la oferta y demanda como son las subastas de inventario también pueden
explicarse matemáticamente.
Aunque no deja de ser un modelo que trata de interpretar una porción
de la realidad. Pero esa interpretacion al menos sirve para tomar
decisiones.
El 22/05/09, Disqus <> escribió:
4 | aarrieta
May 23rd, 2009 at %I:%M %p
Btw, muy buen post y muy buena seleccion de libros!
5 | aarrieta
June 24th, 2009 at %I:%M %p
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6 | aarrieta
June 24th, 2009 at %I:%M %p
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June 24th, 2009 at %I:%M %p
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June 24th, 2009 at %I:%M %p
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9 | aarrieta
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June 24th, 2009 at %I:%M %p
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11 | El total es mas que la suma de las partes (al menos CPA y CPC) | Marketing viral en internet,afiliados,trafico,ganar dinero,recursos,ventas,negocios,publicidad,adsense...
September 21st, 2009 at %I:%M %p
[...] Share on Facebook [...]
12 | FelipeDeConce
June 20th, 2010 at %I:%M %p
jjjaj, increíble harvard, por algo se paga lo que se paga……ya me imagino intentando convencer a un docente de mi universidad para hacer mi tesis en CPA/CPC.
13 | FelipeDeConce
June 20th, 2010 at %I:%M %p
jjjaj, increíble harvard, por algo se paga lo que se paga……ya me imagino intentando convencer a un docente de mi universidad para hacer mi tesis en CPA/CPC.
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