Siddharth Shah

Siddharth Shah

Siddharth Shah is head of web analytics, digital strategy and insights at Adobe. He leads a global team that manages the performance of over $2 BN dollars of ad spend on search, social and display media at Adobe.

Analytics & Conversion

Size Does Matter: How, Where & Why People Buy

In my last post, I had discussed how big retailers with thousands of SKUs are faced with difficult performance management questions relating to their SEM campaigns. I had also analyzed transaction data and shown how small and big ticket items convert differently. Finally, I had also suggested management approaches for effective campaign management of these […]

Analytics & Conversion

Size Does Matter: How Retailers Should Manage Campaigns For Big & Small Ticket Items

Big retailers with a substantial store presence most often have a big online presence with thousands of SKUs. Apart from drawing consumers who might solely look online to buy products, they also help consumers in the earlier research phase of the buying cycle. Sometimes, the merchant will complete a transaction online that might have otherwise […]

Analytics & Conversion

Tips For Managing Ad Fatigue On Facebook

On the face of it, Facebook marketplace and search advertising are similar. In both platforms, the advertiser places a bids for an ad, competes against other advertisers at the impression level and then pays the platform a CPC for every click. These similarities help search marketers who are increasingly being asked to manage Facebook campaigns. […]

Analytics & Conversion

How To Make Your Statistics Skimpy Yet Meaningful

“Statistics are like a bikini – what is revealed is interesting but what is hidden is crucial. ” – Aaron Levenstein, Associate Prof. emeritus of Business, Baruch College. Statistics tell us about general trends and properties about our data but often they hide information that would give key insights. The goal of every analyst then is […]

Analytics & Conversion

Applying Customer Life time Value To Paid Search

Online marketers have realized that traditional metrics such as sales, brand wareness, attitudes etc., are not enough to show return on investment. In fact, some academic studies have shown that marketing actions that improve short term sales may actually harm long term profitability of a brand. Further, with improvements in data mining and warehousing, marketers […]

Analytics & Conversion

Is Your Digital Marketing Team Poised For Success?

In the last year or so, heads of marketing of several large companies have told me that they are interested in cross channel optimization and want the right media mix recommendation across all their channels, both online and offline. However, as I spoke to many digital marketing teams, I realized that they were not set […]

Analytics & Conversion

My Data Have Feelings

As search marketers, we are often asked to look at multi-dimensional data. This is often cumbersome, boring and overwhelming to go through. Take a look at this example from a campaign that’s running in multiple cities in the US:   The CPA in Boston is high and it appears to be due to the conversion […]

Analytics & Conversion

Broad Vs. Exact Match Types: The Hard Data

Search managers are often asked the question if they are over- or under-exposed on broad and exact matches. I have heard several heated discussions debating this issue. Since this is an issue that touches many a nerve, I decided to take a dispassionate data driven look at the numbers. Methodology I selected keywords in my […]

Analytics & Conversion

Managing Tail Terms: Balancing Risk & Reward

The savvy search marketer always explores tail terms to improve overall performance. If done right, tail terms can convert better than the head and can also be cheaper in terms of Cost Per Click (CPC). Hence, effective tail management lifts the performance of the overall campaign. When exploring the tail, marketers are always faced with […]

Analytics & Conversion

Dayparting: Profitable Tactic Or Waste Of Time?

Hour of day bidding, or dayparting, has been the topic of much discussion of late. Advertisers want to leverage every possible trend to maximize their profits, and one way to do this is to take advantage of search engines providing advertisers with the flexibility to run their campaigns with bidding by hour of day. With […]