Thanks to the cost reduction in computer hardware and fast building of data centers lately, unprecedented amount of data is stored and is waiting to be explained. Hal Varian, Google’s chief economist, says, “Marketing is the new finance” (Maxkalehoff, 2008). Quantitative ways can be applied to the quality data on the internet to solve the online bidding problems as mentioned above. New statistical methods can be used to analyze the price variations and trends of each keyword based on historical records and bid from time to time during the day at the most suitable prices automatically without human intervention. Customers’ historical behaviors are also recorded in the database for the automatic bidding system’s reference to make wise judgment when bidding for keywords or advertising spaces. Besides these functions, the automatic bidding system can also be used to determine whether one edition of webpage design is superior compared with alternatives using A/B testing. Such an automatic bidding system can be realized by scientific ways to target valuable customers accurately and save money significantly. 

2.2 Phase 2: The Incubation Process

To mull over all the information collected in Phase 1, time slot before going to bed is set aside every day for casual thinking over the problems and solutions for a week. Everything major or brilliant is put down in a notebook. Fortunately, almost two to three points can be reached every day. Also, ideas come up when browsing the internet or watching favorite movies in the free time. Phase 2 serves for Phase 3, which will be described in detail.

2.3 Phase 3: The Idea Experience

In Phase 3, creative thinking tools such as Brainstorm, Random Word Simulation, Provocative Statement and Lateral thinking are employed to design the product and manage the production process (De Bono, 2008).

2.3.1 Brainstorm: 

Stream of conscious flows over anything related to the automatic bidding system. Points recorded include:

a. What the inputs are to finish this product, including labors (engineers, data scientists, product manager, etc.) and capital (rent of office, rent of servers, cost on computers, etc.);

b. How long it takes to finish the demo and the 1st edition (time frame of the developing process);

c. What functions are included in this product and what the most desirable function of the product is from the clients’ points of view;

d. Groups of clients (marketing firms or companies), sizes of clients (small, medium or large?) and different expectations and needs for different client groups;

e. Function adjustments according to different platforms (Google or Ebay?);

f. The user interface design (human friendly or not?);

g. Data quality ensurance.

2.3.2 Random Word Simulation: 

To use the tool of Random Word Simulation, grab a dictionary and turn to a random page. Pick the entry at a random position in a random column. The word chosen is Karma. It is easy to associate the word with the country India. If a company is selling Indian apparel and jewelry in Australia who is interested in this online-marketing product, is there anything particular to consider for this industry or even this company? Is it necessary to design a product for that particular company? What is the cost (time and money) of doing so? Is there any technical difficulties? All questions from random word simulation must be challenged and considered in the design of the product.