Collecting & Temporal Analysis of Behavioral Web Data - Tales From The Inside
Mike Carter's Presentation
1. Internet advertising versus traditional advertising
quot;Half the money I spend on advertising is
wasted; the trouble is, I don't know which halfquot;
John Wanamaker, 1890’s
considered the father of modern advertising
thanks to the internet
now you know
in 2008
5. U sers per day?
does it come f rom? (referrer)
Where
W here do they go?
ge?
How does it chan
? view s?
How many emails? calls
6. Reporting onKeyw
trafficord queries from
search engines before
hittin g your website
7. Reporting on traffic
Clicks to my website
Google Google Paid Yahoo RM Zoomf etc
Jan 123,456 123,456 123,456 123,456 123,456 123,456
Feb 123,456 123,456 123,456 123,456 123,456 123,456
Mar 123,456 123,456 123,456 123,456 123,456 123,456
8. Reporting on traffic
Views of my property details
Google Google Paid Yahoo RM Zoomf etc
Jan NA NA NA 123,456 123,456 123,456
Feb NA NA NA 123,456 123,456 123,456
Mar NA NA NA 123,456 123,456 123,456
9. Reporting on traffic
Emails Sent
Google Google Paid Yahoo RM Zoomf etc
Jan NA NA NA 123,456 123,456 123,456
Feb NA NA NA 123,456 123,456 123,456
Mar NA NA NA 123,456 123,456 123,456
11. Cost per email = Emails / Spend
Cost per clicks = Clicks / Spend
Cost per property view = View / Spend
OR big picture
(Emails + Clicks + Views)/ Spend =
COST PER ACTION
cost per action is what you
should care about
12. now you can make
informed decisions !
prop erty portals ?
vertical sea rch engines?
yellow pages sites?
Pay per click engines?
classified s websites?
Vote Obama! )
(shameless plug
there
..... its a big world out
14. Then it’s simple....
what’s working
g
what’s not workin
th
what is my C PA month to mon
?
verti se cost-effectively
w here else can I ad
dapt
improv e, test, change, a
become a property
market ing kung-fu
master
