bidding strategy to buy up relevant words as the ad is running. They might also help you identify Facebook's actual effect on both short-term revenue and long term brand equity.
Optimization. Once a marketer has quantified
the relative contribution of each component of its
marketing activities and the influence of important
exogenous factors, war gaming is the next step. It involves using predictive-analytics tools to run scenarios for business planning. Maybe you want to know
what will happen to your revenue if you cut outdoor
display advertising for a certain product line by 10%
in San Diego or if you shift 15% of your product
related TV ad spending to online search and display.
Perhaps you need to identify the implications for
your advertising if a competitor reduces prices in Tokyo or if fuel prices go up in Sydney.