Easy as 1, 2, 3 at I.R.C.E.
Yesterday, I presented at the Internet Retailer Conference and Exhibition with Sachin Gadhvi, director of search and mobile marketing at TicketsNow. The topic we addressed was “How to Turn Dynamic Inventory, Seasonality, and Promotions into an SEM Advantage” and the answer was easy… via automation. Although, as we discussed, you still need a healthy dose of human strategy and intervention because the machine needs to be properly calibrated to your business needs and goals. Methinks the rap I threw down at the end of the session could’ve used some intervention as well, particularly by way of offering any other closing line than “yeah-yeah-ee.” See below for deck and video.