http://www.mediapost.com/publications/ The inside line on Web Metrics and measurement. en-us Copyright 2010 MediaPost Communications http://www.mediapost.com/rss Sun, 14 Mar 2010 13:11:59 EST Keyword segmentation is a way to group keywords according to how their owners behave on your site. We do not care if keywords are branded or non-branded; long or short; general or specific. We are just looking at actual performance: did the visitors from that keyword bounce, browse, or buy? Which keywords consistently delivered great customers, versus the ones that had sporadic or nonproductive traffic? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123963Stan Pugsley <>Tue, 09 Mar 2010 16:00:14 ESTWhen responsibility for selecting critical marketing metrics gets delegated by the CMO to one of his or her direct reports (or even an indirect report once- or twice-removed), it sets off a series of unfortunate events reminiscent of Lemony Snicket in the boardroom. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123585Pat LaPointe <>Wed, 03 Mar 2010 10:31:00 ESTWhether it was unadulterated optimism about the growth of online media, or simply the fact that sunny San Diego can quickly erase memories of Eastern snow, the consensus view during the recent Interactive Advertising Bureau Annual Leadership Meeting is that our industry is finally entering its golden age. Best of all, it means that some of the myths bantered about in the industry over the past 12 to 18 months can finally be put to rest. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123321Stephen DiMarco <>Fri, 26 Feb 2010 13:00:43 ESTInformation, we are told, wants to be free. Well, teenagers want to eat junk food, get high and have unprotected sex, but that doesn't make it a good idea (and it sure doesn't make it a business model.) I think perhaps it's time we sat information down for a heart-to-heart. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123009Josh Chasin <>Tue, 23 Feb 2010 13:00:07 ESTThe future of advertising is not about social, not about viral videos, not about mobile, not about any new medium or any new ad unit -- but about data. Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue -- or the creators of a new Avenue of media. Why is this so? Because the impression by itself is becoming worthless. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122794Michael D. Andrew <>Fri, 19 Feb 2010 10:45:43 ESTI got an email the other day from a marketing technology company trumpeting its software's ability to help me "improve marketing ROI without lifting a finger." Wow. Incredible. Can't be true, can it? I asked for a demonstration copy to see if I could realize the incredible benefit, but no luck. They wouldn't send me one. So to test the validity of the claim, I went to the center of all things factual -- the Internet -- to see what else I could do without lifting a finger. The options are amazing. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122617Pat LaPointe <>Tue, 16 Feb 2010 15:30:28 ESTTo start, analytics are not an audit. An audit involves a series of checks and balances, beyond simply quality control, that tests data for accuracy. Further, audits provide standardized metrics and methodology, consistency of process, and transparency of results. Traffic analytic tools certainly have their place as an important business resource, but they do not produce audited data. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122433Peter Black <>Fri, 12 Feb 2010 15:30:11 ESTMy friend and business partner, Dave Reibstein of Wharton School, writes an advice column called Ask Dave, where former students write in with questions on marketing metrics and he offers some sage advice. This recent correspondence caught my attention for its relevance and timeliness, with the new fiscal year beginning soon... http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121763Pat LaPointe <>Wed, 03 Feb 2010 10:15:39 ESTI find myself quoting Randall Rothenberg, Chairman of the IAB, more and more these days. Earlier this month, Randy proclaimed that "the Web has been colonized by the evil aliens of the direct-response planet." In saying this, he acknowledged what others have also felt for some time -- that the precision of online media is a both blessing and a curse for marketers. Left unchecked for way too long, online advertising has been overrun by tactics and success measures that are singularly suited for direct marketers and are not so effective for brand builders. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121356Stephen DiMarco <>Tue, 26 Jan 2010 16:30:34 ESTIt's a simple formula: Recession requires more tactical spending. This year's budget = + online spend + social activity + lead generation campaigns - brand investment. When the dollars get tight, spend shifts to more tangible, less expensive marketing programs with the promise of shorter-term returns (or at least lower costs). Not that there's anything wrong with saving a few bucks wherever you can get the job done more efficiently. But when saving money becomes the goal instead of a guideline, something big always suffers -- and it's usually the brand. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=120896Pat LaPointe <>Tue, 19 Jan 2010 13:45:35 EST