Building a Profitable Website: Algorithmic Marketing, Quality Modeling, and Other Things You Need to Run an Internet Startup
In this talk, we explored the mathematical and technological challenges one encounters when building a successful internet startup company. After presenting the basic concepts behind online advertising, we explored techniques for using search engine marketing (SEM) to acquire an audience. We delved into the optimization problems one encounters when running a large scale SEM campaign and consider the automated infrastructure required to solve these problems efficiently in an ever changing online marketplace. From there, we turned to engineering issues associated with running a high traffic website and discuss the use of predictive models to customize user experiences and achieve business goals.
Christopher Cyll ’04 and Michael Gnozzio ’07, Adverplex, Inc. www.adverplex.net