UK-based Greenlight releases Quant in US

Share this content:

UK-based search marketing agency Greenlight has released Quant, its pay-per-click advertising tool in the US.

According to the agency, Quant uses predictive model algorithms to help marketers better forecast the success of their paid search campaigns. The program draws upon portfolio management models developed on Wall Street, the company said.

The goal was to develop a system that could utilize historic data and a myriad of business intelligence from the marketplace and consumers, said Warren Cowan, CEO of Greenlight. That data could then be used to develop a predictive modeling capability used to determine the best way to bid and assign budgets across every possible keyword in a client's campaign, he added.

Greenlight first rolled out the program in the UK market, Cowan said. “We've been maturing our algorithms for almost a year now. From the moment we started putting it in place, we started to see a benefit,” he said.

Greenlight offers consulting, search engine optimization and pay-per-click advertising services as well as search engine marketing training. Its clients include American Express, Radisson Hotels & Resorts and Monarch Airlines. The London-based agency, which was founded in 2001, opened a New York office in 2007.

“The US market is different from the UK in terms of population and gross domestic product,” Cowan said. The amount of investment in search campaigns in the US compared to Europe is also much higher and local search is far more useful in the States, he added.

“If you look at the amount of investment in search campaigns within Europe and you look at the same amount invested in the US, a lot of US marketers will spend anywhere between five and 20 times as much on paid search,” Cowan said.

Consequently, US-based search marketers have to manage a lot more data, which makes managing paid search campaigns even more challenging to manage, he added.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above