Re: ONLINE-ADS>> Statistics looked for

Steve Podradchik (stevep_at_marketwave.com)
Wed, 28 Jan 1998 07:57:55 -0800

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Zane Good <zbueno_at_sprintout.com> asked:

>Can someone offer me some advice as to what information is important to
>an advertiser? I realize there is a lot of software that gives the
>entire gamut of information, but this is a niche app for my own
>customers, and they don't look at all the data.

Hi Zane,

Actually, I think you might find that customers want (or will be most
attracted by) a little more. For example, when we advertise on, say, Yahoo,
while it's interesting to know overall page views and click-thru's, I'm
actually at least as interested in seeing that by ad (we usually run
multiple) and which pages did best so we can refine the campaign. In other
words, something like:

Overall Stats

Ad Group Ad Name Page Views Click-Thrus % Click Thru
======= ======== ========= ========= =========
Marketwave Creative #1 100 10 10%
Creative #2 200 10 5%

And detailed by page

URL
Ad Name Page Views Click-Thrus % Click Thru
======= ======== ========= ========= =========
http://www.yahoo.com/category1.htm
Creative #1 50 10 20%
Creative #2 50 9 18%

http://www.yahoo.com/category2.htm
Creative #1 100 10 20%
Creative #2 150 1 .7%

Clearly the second level of information allows me to better target my ad.
And, in cases like the above where the first click-thru rate may not look
great, I can see why and ask the site to put more of my impressions on the
Category #1 page.

Hope that helps.

And yes, Marketwave Hit List Pro, Hit List Enterprise and new TCP/IP
packet-sniffing, real-time Hit List Live do these reports and make it easy
to run them on a scheduled fashion or even allow your advertisers to run
them themselves (of course, with a rich security system behind the scenes to
guar. privacy for each advertiser).

Thanks,

Steve Podradchik
Marketwave Corporation
http://www.marketwave.com/
2 Union Square, Suite 4601
Seattle, WA 98101
Voice: 206 682 6801
Fax: 206 682 6805

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