Our first question is why do we need to measure. For many clients we're already capturing phone data, so what purpose does it serve to include web data? We know what stations are working and those that aren't, so how would incorporating web leads into the data stream that I feed into Core Direct (the leader in DRTV tracking and reporting) help my process? The answer is rather simple: Our DRTV activity is pushing more people to a website than to a call center for most clients and categories. Only the 65-plus demographic is an exception to this rule.
Attempting to move the industry beyond clickthroughs and impressions, Google today introduced a plan to measure online advertising that it hopes will become the industry standard. Dubbed Brand Activate, the plan is designed to “reimagine online measurement for brand marketers,” according to a blog post from the company. The idea is that with better metrics, marketers will feel more comfortable allocating more of their money to online advertising. “We believe that the industry’s significant investment in brand measurement efforts can substantially grow the online advertising pie, for all,” the post continues.
Company: Visual IQ, a cross-channel marketing intelligence software provider
Product/Service: IQ Envoy 3.0, the latest version of its attribution management product within the IQ Intelligence Suite
What it Does: Uses an attribution marketing science to calculate the true quantitative impact that each marketing touchpoint experienced by prospects has on performance across the entire marketing ecosystem. The software incorporates advanced marketing touchpoint analysis that enables brands and their agencies to derive cross-channel insights and formulate resulting marketing optimization strategies based on the propensity of a particular audience to convert by any given marketing tactic or mix of tactics (e.g., channel, publisher, keyword, creative, size, etc.); the affinity between tactics used within one channel and those used within another, such as which display ads drive searches on which keywords; among other factors.
Product/Service: A new suite of product offerings from its Information and Analytics Services division, including Business TrackSM, First Data Alerts, Data File Manager, Enhanced Statements, SpendTrend Web and Prepaid Advisor Benchmarking Toolkit
What it Does: Business TrackSM provides information on all payment streams, including credit, debit, prepaid/gift card and check data. This newly designed interface has applications organized by popular use, and includes charts.
Company: TagMan, a provider of tag management services
Product/Service: TagMan 3, a tool used to improve website performance
What it Does: Tackles loading issues that often cause slower-loading web pages by leveraging its new features: parallel tag loading, synchronous tag acceleration and tag killing.
Google’s websites had more than a billion unique visitors in May, the first time an internet company has hit that benchmark, according to comScore data released. Over the past year, Google’s unique visitors per month have increased 8.4 percent to just over one billion.
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While the youngest and oldest cohorts may differ, certain key internet activities are becoming more uniformly popular across all age groups.
For online retailers, there are many frustrations with web analytics and, in particular, clickstream data. While it can inform you of what visitors are doing on your site and how much revenue your site is generating, it can’t tell you why visitors came to your site in the first place or how much money you're potentially missing out on.