Digital Keyword Optimization Engine An Axtria client, a leading retailer, is using multiple marketing channels such as SEO, SEM and EDM campaigns. However, the cross channel effects and ROI from SEM are unclear. We implemented a three step analytical framework to put a continuous optimization paradigm into place which improved ROI of search engine marketing. Specifically, the client is spending $2MM/month on over 1,000 keywords, without a clear idea of the spend netting positive ROI or being optimally allocated among keywords. Data available on click through rates and conversion rates by key word, bid prices and cost per click for each keyword is not being effectively harnessed in order to guide ongoing real-time bidding policies. Axtria’s team implemented a three step analytical framework

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