Re: Tools to analyze

From: John Blaber <jblaber_at_coremetrics.com>
Date: Wed 12 Apr 2000 10:10:14 -0500

JORGE MESTRE WROTE:
> I am interested in knowing how many tools exist to
> analyze ads in web. For example: Heat rate, roi...

I'm aware of three toolsets to get at some analytics on
ad banner ROI, hit rate, and other related metrics:

1) Some ad servers offer reporting on banners they
serve for your campaign(s), which can include revenue
metrics. For example, DoubleClick offers the DART
reporting service. I've used this in the past, and it
allowed me to track banner performance by tagging 10
pages on my site that were associated with a specific
promotion. Constraints included the limited number of
pages I could tag (if a user navigated to a non-tagged
page on my site, DART could not track that page view),
and the fact that revenue tracking was limited to the
duration of the campaign (no lifetime revenue metrics).

2) Traditional log file analysis software tools (e.g.,
WebTrends) can show how many visitors a banner
delivered to your site as well as post-click browsing
behavior on site. Constraints can include an inability
to track revenues from a banner since log file analysis
tools work from HTTP server log files and don't glean
data from transaction servers. There are workarounds to
create data relationships between the two disparate
data sources, but they can be expensive and time
consuming.

3) ASP-based reporting on banner performance, including
revenue metrics, is now available (disclosure: my
company offers this service for online merchants).
Advantages include complete post-click and ROI
reporting for all lead generation sources, including
banners, search engine referrals and affiliates, as
well as lifetime revenue tracking for each customer by
acquisition source.

These are the most prevalent solutions as far as I'm
aware, which is not to suggest that there aren't other
ways to address the issue of ROI measurement (I've been
at it for 4 years and I'm constantly surprised at new
twists on this perennial problem.) Best of luck to you,
Jorge.

John Blaber
Director of Marketing
Coremetrics
v 415.543.3755
m 415.902.6071
f 415.543.4490
jblaber_at_coremetrics.com
www.coremetrics.com





Received on Wed Apr 12 2000 - 10:10:14 CDT