- Leading online travel and leisure retailer expects dramatic increase in search efficiency across Europe through the use of Efficient Frontier’s technology and team -

lastminute.com, has appointed search engine marketing (SEM) specialist, Efficient Frontier, as strategic partner to manage its international search campaigns across UK, France, Italy and Spain. This collaboration is set to improve the quality of traffic to the lastminute.com site increasing click through rate and lifting efficiency of the online campaign by 15-20%.

lastminute.com offers customers worldwide holidays, flights and hotel rooms, as well as unique lifestyle options, such as tickets to events, restaurant reservations and gifts. lastminute.com has engaged with Efficient Frontier to increase efficiency across its search marketing activities and give more forward visibility into campaign effectiveness in disparate European markets. Paul Wilkins, Group PPC Manager at lastminute.com explains, “We knew that we needed a first-class SEM organisation to work with us. Rather than a standard agency/client relationship, we need a strong strategic partner who can work in collaboration with us to develop our search activity.” Wilkins adds, “Efficient Frontier displayed knowledge and ideas which stood out as far superior to other organisations that pitched to us. They brought true innovation to the table and now continue to evolve the campaign with us creatively based on a solid foundation of scientific search expertise.”

lastminute.com operates in many different markets and as such, requires extreme flexibility in both the technology and also level of service it utilises. Scalability and adaptability lie at the heart of the Efficient Frontier offering, allowing companies to personalise the technology and service to specific business requirements. This proved a perfect fit for the needs of lastminute.com, as Wilkins comments, “We wanted a very strong base technology in its own right. Each of our markets is at a different level of maturity and requires a different amount of search spend. Efficient Frontier stands out because it offers a fully customisable approach to SEM management which is a flexible hybrid of services and highly evolved technology.”

Efficient Frontier uses a unique blend of algorithms and services to provide a specialist predictive modelling solution to advanced search marketers. This solution provides highly accurate forecasting and predictable outcomes; which was a key consideration for lastminute.com when making its decision. Wilkins says, “Forecasting is essential to the success of our business. Efficient Frontier has solved our difficulties within search marketing across Europe with their remarkably accurate forecasting and modelling, for which there is a great need in our business.” He concludes, “Efficient Frontier was able to meet all the criteria we set ourselves in our hunt for the best possible search partner and provided the most effective, accurate and flexible solution for our search requirements across multiple markets.”

About Efficient Frontier
Efficient Frontier is the market and technology leader in providing Search Engine Marketing (SEM) solutions for leading global advertisers and agencies. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory to SEM and today combines its core algorithms and bidding technology with comprehensive strategic and tactical services to manage more than $750 million in global search spend. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal return on investment and ongoing campaign growth and efficiencies in highly competitive and volatile search marketplaces. The company has 200 employees and is headquartered in Sunnyvale, CA with offices in New York, the United Kingdom, France, Germany, Hong Kong and India, and licensing partnerships in Japan and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit www.efrontier.com and subscribe to the Efficient Frontier blog at http://blog.efrontier.com/.

For further information, please contact:
Merinda Peppard
Efficient Frontier
t: +44 (0)20 7166 5220

Published on: 2:00AM on 26th February 2009