Manoj Jasra of the blog Web Analytics World talked with Alex Cohen about ClickEquations. This in-depth interview was just published, and worth checking out.
[Alex Cohen]: ClickEquations is the tool we dreamed of having years ago when we managed paid search accounts directly using other tools or working directly in the engine interfaces….We know the frustration of not being able to get the data you need, of slow reporting interfaces, and of the frustrating multi-step (and often multi-tool) repetitive processes that fill the days of many PPC professionals. Our old pet peeves are directly responsible for the best features in ClickEquations. (Read The Complete Answer.)
[Manoj]: ClickEquations is known for its slick interface, so what makes your interface so good
[Alex Cohen]: The most frequent comment we get from people who see us at trade shows or on our weekly webinars is “it’s so clear you guys really understand ppc”. There are all kinds of large and small aspects of our interface and product that come from our deep practical experience in the space…. The other thing about our interface is that we realize the importance of context. Most tools seem to developed with the goal of replicating the AdWords or AdWords Editor interface, supporting three engines, and then adding a few bells and whistles. We think this is a fundamentally flawed approach. (Read The Complete Answer.)
[Manoj]: How does attribution fit into your solution?
[Alex Cohen]: This is a great example of where a lack of the right data and clear access to it can really make it hard to make smart paid search decisions…Yet the conversion tracking features from the search engines and most analytics and even paid search tools, give 100% revenue credit to the last keyword… ClickEquations supports four attribution models so our users can both choose how they want to distribute revenue among keywords and more importantly see and make choices based on the differences. (Read The Complete Answer.)
[Manoj]: Tell us a little bit about some of your product specific metrics such as ClickShare and ClickVariance
[Alex Cohen]: Part of our quest for clear detailed data produced the not-so-surprising realization that the search engines aren’t telling us everything we’d like to know. A lot of what they keep private is data that only they have, but some of it is buried in all the data they do provide… We have developed a series of proprietary metrics that offer additional information and insights to our clients. ClickShare and ClickVariance are two of them. (Read The Complete Answer.)
Our thanks to Manoj for covering ClickEquations on his popular blog. If anyone has follow-up questions, post them in the comments here or at Web Analytics World and we’ll chime in with answers.
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