Sharon Bernstein

Member since May 2006

Optimizing On Cookie Crumbs in Metrics Insider on 06/30/2010
In all my years in online analytics, I have been waiting to see an online media placement that is so strong, the consumer converts directly from one exposure (either click or view), without a path of influence. I think most people reading this would agree that it's nearly impossible (because if we all knew the secret formula, wouldn't we all be using it?!). But why then is the last click/view attribution the standard model?
You Really Need To Ask The Target Audience in Metrics Insider on 05/18/2010
Clients tend to ask for my opinion on which landing page to use when linking their banner creative. Of course, my recommendation is going to be based on the campaign type (e.g., branding, direct response) and its objectives (e.g., drive leads, product awareness). I have an idea which existing Web site page will create the best user experience based on continuity of message and logic, but, more often than not, I am not in the campaign's targeted demographics.

Optimizing On Cookie Crumbs by Sharon Bernstein (Metrics Insider on 06/30/2010)
Michael, just to clarify, I am not saying that there was in increase in conversion of 20% of those exposed vs those not exposed to AOL. Analyzing the cookie level data, of those that converted, I know 20% were exposed to a display ad on AOL before converting. You are right that I don't know the impact of removing AOL from the buy, but from the data, I would say AOL is potentially making an impact.

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