A few years ago, managing your search campaign was straightforward. Using a standard bid management solution and buying a few thousand keywords delivered a very effective ROI to meet clients’ objectives.
As the industry grew and CPC prices increased (success grew demand) SEMs had to find new and innovative ways to keep their campaign results buoyant, often by adding a few hundred thousand additional keywords to offset rising costs (often cited as ‘the long tail’).
As the search landscape becomes more opaque and bid management tools in their purest sense have died (since bid to position no longer exists), search campaign management is now experiencing a period of limbo.
Post-rock heavyweights Radiohead are the latest / weirdest critic of panel-based data, having responded to comScore’s claim that less than 40% of ‘In Rainbows’ downloaders paid anything for the album.
The group was roundly applauded when it decided to release its latest album directly via its website, with fans able to name their own price.
The savvy PR infantry at comScore swiftly noticed an opportunity to bag some exposure and subsequently released some data to the media. The findings? Just 38% of fans paid for the record, and the average amount paid was a mere £2.87.
But according to the band, these numbers are rotten...
Microsoft's new web analytics tool, codenamed Project Gatineau, has been released in private beta - but not yet for sites in the UK.
On my way to work the other morning, I noticed that the stylish apothecary Space NK on Westbourne Grove was closed for refurbishment.
Not something likely to inconvenience me enormously, as its beauty products are aimed predominantly at the discerning ladies of Notting Hill.
It did, however, get me thinking about the cost of redesigning a retail outlet and inevitably, considering my line of work, how that compares to the online retailers I talk to day to day.
In an industry founded on the ability to deliver marketing that is highly targeted, controllable and measurable, why are we still grappling with issues of sales duplication?
Speaking with one site owner, he estimates duplication of sales is over 30%. Isn't it time we put this issue to bed?
The New York Times has shone another spotlight on problems of web audience measurement, highlighting disparities between different metrics firms and web publishers.
Aside from its reference to 'hits', the article is quite informative and points to some major discrepancies in the visitor numbers of fashion site Style.com.
Online retailers should remember their heritage in order to ensure they stay ahead of the competition.
Timo Soininen is the CEO of
, the Finnish digital media group that owns virtual world Habbo Hotel, as well as other online games and social networks.
We asked him about the risks and rewards for brands targeting online communities, as well as the company’s plans for the future.
Spanish newspaper El Pais is suing Nielsen for an ‘unjustifiable’ downgrade in the number of unique users it attracts to its website. Ouch.
El Pais, owned by Prisa, is annoyed at the downgrade because media buyers rely on panel data provided by firms like Nielsen and comScore to determine where to place ad campaigns. The BBC has the lowdown here.
It seems to me that this reflects a bigger issue relating to the blind faith in panel data among advertisers.
Acquisition-minded high street banks are embracing
to personalise the experience of visitors and boost conversion rates.
HSBC, Lloyds TSB, Barclays and Halifax are using technology provided by TouchClarity, which serves content and product recommendations that are relevant to each visitor based on a range of factors.