Re: DART data interpretation question

From: Michael Sevilla <msevilla_at_gravitymetrics.com>
Date: Fri 05 Mar 2004 13:14:38 -0600

Hello JP - You're tracking software may be at fault depending on how it
qualifies, determine, and "counts" hits. Is your tracking software log file
based or an ASP (usually Java Script Tags) based? If you're using log
files, this could be contributing to the difference. If you go to Webtrends
homepage, you'll see info on ASP model vs. log files.

But here's another way to look at your traffic. Rather than focusing only
(and based on what you wrote, I am making this assumption) on clicks, look
at what that traffic did. Click throughs are a nice to know. The real
value is tying in that information to what those visitors did on your
website. E.g. did they buy/become a sales lead? Look at the navigational
path analysis and determine what visitors took those actions you wanted them
to take, based upon where they came from (Google, Yahoo, Banner Ads, Partner
links, etc...). Then attach your ROI to each lead based upon what you
spent, and what the average value of each qualified lead is worth to you.

As for Double Click, I shall diplomatically refrain from comments about the
accuracy of an 800 pound gorilla.

Best Regards,
Michael Sevilla

msevilla_at_gravitymetrics.com
www.gravitymetrics.com






Received on Fri Mar 05 2004 - 13:14:38 CST