Q&A: 360i's Kevin Geraghty on Facebook Search and a Lethal-Sounding Data Structure

About two years ago Kevin Geraghty and his analytics team at 360i developed an intricate keyword matrix to help determine conversion likelihood and other results for a large sports retail client. Today, that matrix forms the basis of the digital agency's predictive bidding platform and helps inform a third of the keyword bids the company makes on behalf of other clients.