Re: ONLINE-ADS> How to SELL web advertising

Ryan Scott (rscott_at_netcreations.com)
Thu, 19 Mar 1998 13:27:30 +0000

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> Rob Frankel sagt:
> I strongly advise clients against using traffic volume as a
> factor. I strongly recommend quality of traffic.

It seems to me a lot of the guesswork going on could be solved by serious
tracking..

We've created a tracking system that allows you to track any advertising
campaign all the way down to a sale or response. That is, you can track
each one your banners, opt-in email buys, link exchanges as incoming
sources of traffic... You can also track your forms being filled out,
sales being made, software being downloaded. You can correlate the two
and find out which advertising vehicles have brought you the most
sales at the best dollar cost.

You can find out for example that your banner on Yahoo generated 400
visitors and 4 $50 sales for a dollar cost of $2. You can compare that
with your PostMaster Direct opt-in email marketing campaign that generated
200 visitors and 10 $50 sales. Since our software knows how much you
spent on the campaigns, it can give you a breakdown and tell you exactly
which one was more valuable and where you should spend your money.

It doesn't involve all kinds of server software installation or anything
like that, a marketing person can generally handle it with little
involvement from the technical people.

It's under construction and not 100% ready for prime time, but it does
work, and even at this early stage you can come up with some interesting
numbers.

TrackBot can be found at http://www.trackbot.com/

______________________________________________________________________
Ryan Scott - rscott_at_netcreations.com - 212 625 1370
- Reinventing Direct Marketing on the Net -
NetCreations, Inc - http://www.netcreations.com/
- Targeted 100% OPT IN Email -
PostMaster Direct Response - http://www.postmasterdirect.com/
*be sure to quote me in your reply*

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