First Belgian Performance Platform Launched for Search

The Search Marketing company brought in Jonathan Van Parys to oversee the development of Semetis Intelligence. Previously at SAS Institute, the market leader in Business Intelligence & Analytics, he was part of their mathematical modeling and data mining team. "Our idea from the very beginning was to merge the vast amount of data being collected everyday with Semetis' campaign management methodology. Which is why we really focused on information visualization and usability.", says Jonathan Van Parys. The development itself was delivered by Semetis' technology partner, Adjust.be.

This release makes Semetis, Belgium's very first Google AdWords API Preferred Pricing partner. Google set up a preferential pricing scheme for agencies developing their platforms last year, and Semetis is the first to really be taking advantage of it. The confirmed status of Google Preferred API Pricing partner was handled directly with Google United States with Google Belgium playing a facilitating role.

"The plan is to build upon the platform in the coming year - ideas will be tested in a Sandbox environment and pushed to our clients as beta releases. This is really something we have learned from Google's product management cycle. We've already started working on a "Morning Coffee"  idea - a quick analysis of the previous day's performance. Our next big release will integrate predictive models for performance benchmark purposes. After that, our aim is to gradually move towards a full-blown campaign management platform.", says Nicolas Debray, Director at Semetis. He adds, “The benefits for clients, today, as they sift through their campaigns and for account managers at Semetis are already tremendous. They can now spend even more time optimizing their clients' campaigns.”

Though Semetis focuses on mid to large sized accounts, it may license this technology in the future, providing Software as a Service (SaaS) for smaller advertisers. Semetis will be rolling out Semetis Intelligence to its clients during the months of January and February 2011.

The current release of the platform provides:

 1. AdWords Performance Overview

• an aggregated view of a Google AdWords portfolio
• a summary view of campaigns for a quick overview
• a focus on key metrics to understand campaign performance
• daily, weekly and monthly views of account performance

2. Business Intelligence & Analytics Capabilities

• smart benchmarking for fast performance evaluation
• smart grouping and ad-hoc grouping of campaigns to analyze joint performance
• detailed reports for in-depth analysis
• rapid identification of best-performing keywords and placements within campaigns
• scoring of campaigns based on their contribution to advertising goals

3. Friendly Usability & Secure Environment

• a click-through navigation to browse accounts and campaigns quickly
• smart graphs to contextualize key metrics and visualize trends
• a highly secure and encrypted reporting environment