Ex-Yahoo exec launches paid search predictor

Former Yahoo executive Ellen Siminoff has re-emerged as CEO of Efficient Frontier, which produces a paid-search management service that was launched Friday. The service lets paid search advertisers predict the performance of their keyword purchases on paid search networks such as Google's AdWords and Yahoo's Overture Services subsidiary.

Siminoff, formerly head of Yahoo's corporate development arm, said in a statement that the product will "help companies continue to realize the full potential of this media and translate their marketing spend into business results." The company will use Wall Street analytics and mathematical systems to help predict paid search performance.

[yilun11]

Do-It-Yourself

I read about their technology and I imagine that you could do this yourself with Excel on a small scale. Excel has integer programming with Solver although add-ins do a better job. Bayesian stats and portfolio optimization can be learned from a management science textbook.