13 Feb '13, 10am

Forecasting SEM Activity

Forecasting SEM Activity

The best account managers have such deep client relationships that they become a direct extension of a client’s internal team. Along with that comes responsibility, often in forecasting goals, targets, and budgets for coming months or quarters. It’s not easy, and it’s not quick, but you’ve got to get your forecasts as accurate as possible to make sure you and your client can agree on reasonable targets. For a typical SEM forecast, the best place to start is by formulating a linear run rate based on recent data. Typically this will be last 7 days, last 14 days, or last 30 days. The proper look-back period will depend on the specifics of the business. For businesses with sparse conversions, longer look-backs are generally necessary to get enough data to form reliable averages. Some businesses are more volatile and require a shorter look-back as things change quickly. The rig...

Full article: http://searchenginewatch.com/article/2243415/Forecasting-...

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