I was reading an old'ish article about how eloan switched their online marketing department from conventional 'SEO guru' folks with gushy 'organic' skills to hard-skill finance/IB/quant types. The idea (which makes a ton of sense) is that conventional ROI type valuation of PPC results affords a more accurate insight over time, as far as how your money is performing, particularly which keywords and phrases offer the best value relative to conversion, thus allowing for much higher capital efficiency.

I'm trying to come up with a few formulas to elucidate this, but my math background isn't as strong as some of the genius eggheads on here. As SEO/SEM solidifies over time, I'm pretty much certain that this will become the absolute standard for determining all corporate ppc campaigns and that we're still in the stone age as far as this goes, with tons of opportunity (ie- value) to be had.

Any SEO/SEM pros on here that are involved in this area?