Oct 21 2009

3 Ways to Optimize the Online Marketing Feedback Loop

Category: internet marketingTom Shivers


While I was working toward my electrical engineering degree, I studied control theory. Control theory deals with influencing the behavior of dynamic systems.

The desired output of a system is called the reference. When one or more output variables of a system need to follow a certain reference over time, a controller manipulates the inputs to a system to obtain the desired effect on the output of the system. The figure below illustrates the basic components of a control system (definition from Wikipedia).

feedback loop

How it relates to online marketing:
Let’s take a look at your SEO, paid search and web 2.0 marketing campaign as the system in the diagram. Obviously it has an input (keywords, ads, optimized content, links, profile pages, etc.) and it has an output (traffic, qualified leads, online product sales, etc.).

The complete article is at Search Engine People Blog.

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