Synapse SEM Published In Search Marketing Standard Magazine

Boston—May 29, 2012—Paul Benson and Mark Casali, co-founders of the online marketing firm Synapse SEM, LLC, have been published in the Search Marketing Standard Magazine this week.  Following an intensive research project with Babson College Professor Dessislava Pachamanova, Ph.D., Synapse SEM has developed a new suite of statistical applications and tools.  The corresponding article “The ‘Significance’ of Optimization,” co-authored with Dr. Pachamanova, explains how these tools can be introduced to help search marketers make better decisions and obtain deeper insights from the data they analyze every day.

“Despite more advanced functionality, paid search advertisers are still faced with the challenge of deciding when to act based on the data at hand.  With our tools, advertisers can more accurately determine when to pull non-performing keywords and campaigns offline, how long to run A/B tests, and when changes in key metrics exceed normal fluctuations.  I look forward to introducing these tools and the underlying methodologies in Search Marketing Standard this month,” says Mr. Benson.

Mark Casali commented, “I really believe that a statistics based approach to optimization can revolutionize the SEM industry.  These tools are very exciting for our firm and we are excited about the benefits they will bring to client performance.  In our eyes, this is really just the start of ‘automated’ optimization.”

About Synapse SEM
Synapse SEM is a full service online marketing firm that leverages robust data analysis and statistics to provide its clients with deeper insights and uncover otherwise overlooked opportunities.  With core competencies in paid search advertising, search engine optimization, social media marketing, mobile advertising and conversion optimization, the company develops, implements, and executes online marketing strategies focused on maximizing its clients’ ROI.  Leveraging proprietary data analysis techniques and experienced subject matter experts, the agency is committed to achieving unparalleled results and providing the highest quality of service to its clients.  For more information on Synapse SEM, LLC, call 860-880-0065 or visit