Comments for Convertro http://www.convertro.com Online Conversion Intelligence Thu, 14 Apr 2011 19:45:20 +0000 hourly 1 http://wordpress.org/?v=3.2.1 Comment on What Marketing is Driving Repeat Customers? by zwelling http://www.convertro.com/blog/what-marketing-is-driving-repeat-customers#comment-176 zwelling Thu, 14 Apr 2011 19:45:20 +0000 http://zwelling.convertro.com/?p=133#comment-176 Jeremy, thanks for stopping by! There was a typo which resulted in the duplicate PPC brand columns, and I have updated the chart. The visitors in the total visitors metric are the unique visitors driven to the merchant website by the source. Each source is unique in the way it drives new vs. repeat customers and the percentage distribution of these 2 segments is critical to understanding the lifetime value of a source. Total visitor counts are important for branding where as repeat visitors indicate loyalty and help us analyze how much we can pay for visitors from a channel. In the case of PPC in the chart, we know that 84% of the visitors are new where as 16% of the visitors are repeat, which helps us come up with a bid value for PPC keywords and optimize our marketing spend. Jeremy, thanks for stopping by! There was a typo which resulted in the duplicate PPC brand columns, and I have updated the chart.

The visitors in the total visitors metric are the unique visitors driven to the merchant website by the source. Each source is unique in the way it drives new vs. repeat customers and the percentage distribution of these 2 segments is critical to understanding the lifetime value of a source. Total visitor counts are important for branding where as repeat visitors indicate loyalty and help us analyze how much we can pay for visitors from a channel.

In the case of PPC in the chart, we know that 84% of the visitors are new where as 16% of the visitors are repeat, which helps us come up with a bid value for PPC keywords and optimize our marketing spend.

]]> Comment on What Marketing is Driving Repeat Customers? by Martin Wesley http://www.convertro.com/blog/what-marketing-is-driving-repeat-customers#comment-175 Martin Wesley Thu, 14 Apr 2011 16:19:11 +0000 http://zwelling.convertro.com/?p=133#comment-175 The multiple attribution horse has been flogged for years. I know this as my old company (BlackFoot Inc.) built the first MAP models years ago and delivered it via a SAAS web environment. I sourced a couple articles below which support this. Anyway, two of the big challenges we experienced were: 1. Agencies and Advertisers simply did not want to pay the money to truly process ALL the data for their models. It is a VERY heavy linear process which takes horse power. 2. There are numerous flaws in many of todays attribution models. One that I see a lot is that none of them get 100% of all the click and view data from Affiliate Marketing... Getting the click data alone is not enough... When you look at the volume of impressions on a clients who has that channel... It is a huge percentage of their marketing footprint. Not bringing that into the model means you are building it on quicksand. I have noticed that a lot providers today skim that channel and represent clicks from affiliates but not impressions. That is just not enough. The model is already compromised. My $0.02 Martin Wesley mwesley@thebrighttag.com http://chiefmarketer.com/disciplines/branding/media-mix-model-041906/ http://www.warc.com/Content/News/N20893_Starcom_Pioneers_iAd_Accountabilty_System.content?CID=N20893&ID=ba47bb05-2f13-4309-8b5b-916c697e73ba&q=consumers+and+media+technology&qr= The multiple attribution horse has been flogged for years. I know this as my old company (BlackFoot Inc.) built the first MAP models years ago and delivered it via a SAAS web environment.

I sourced a couple articles below which support this.

Anyway, two of the big challenges we experienced were:

1. Agencies and Advertisers simply did not want to pay the money to truly process ALL the data for their models. It is a VERY heavy linear process which takes horse power.

2. There are numerous flaws in many of todays attribution models. One that I see a lot is that none of them get 100% of all the click and view data from Affiliate Marketing… Getting the click data alone is not enough… When you look at the volume of impressions on a clients who has that channel… It is a huge percentage of their marketing footprint. Not bringing that into the model means you are building it on quicksand. I have noticed that a lot providers today skim that channel and represent clicks from affiliates but not impressions. That is just not enough. The model is already compromised.

My $0.02

Martin Wesley
mwesley@thebrighttag.com

http://chiefmarketer.com/disciplines/branding/media-mix-model-041906/

http://www.warc.com/Content/News/N20893_Starcom_Pioneers_iAd_Accountabilty_System.content?CID=N20893&ID=ba47bb05-2f13-4309-8b5b-916c697e73ba&q=consumers+and+media+technology&qr=

]]> Comment on What Marketing is Driving Repeat Customers? by Jeremy http://www.convertro.com/blog/what-marketing-is-driving-repeat-customers#comment-174 Jeremy Wed, 13 Apr 2011 20:38:51 +0000 http://zwelling.convertro.com/?p=133#comment-174 Why does the first bar chart have "ppc brand" twice with different numbers each time? What counts as a visitor in "Total Visitors" on that chart? Is that total visitors to a page on a third-party site that displays an ad? Why is that important with PPC? Why does the first bar chart have “ppc brand” twice with different numbers each time?

What counts as a visitor in “Total Visitors” on that chart? Is that total visitors to a page on a third-party site that displays an ad? Why is that important with PPC?

]]> Comment on What Marketing is Driving Repeat Customers? by The Commercial Privacy Bill of Rights Act of 2011; TubeMogul Adds Video DSP; OpenRTB Expands For Standardization http://www.convertro.com/blog/what-marketing-is-driving-repeat-customers#comment-173 The Commercial Privacy Bill of Rights Act of 2011; TubeMogul Adds Video DSP; OpenRTB Expands For Standardization Wed, 13 Apr 2011 04:05:13 +0000 http://zwelling.convertro.com/?p=133#comment-173 [...] CEO Jeff Zwelling details some of his company's attribution capabilities on the Convertro blog. He also notes existing misconceptions, "Although, some marketers use email address as a common key to tie multiple orders together and are able to credit some portion of the second order back to the first order’s marketing source, this is a less than ideal solution..." Read more. [...] [...] CEO Jeff Zwelling details some of his company's attribution capabilities on the Convertro blog. He also notes existing misconceptions, "Although, some marketers use email address as a common key to tie multiple orders together and are able to credit some portion of the second order back to the first order’s marketing source, this is a less than ideal solution…" Read more. [...]

]]> Comment on Affiliates and Brand Arbitrage Go Hand In Hand by Mischief With The Last Click; Asian Agencies Want North American Footprint; The RTB Bandwagon http://www.convertro.com/blog/affiliates-and-brand-arbitrage-go-hand-in-hand#comment-163 Mischief With The Last Click; Asian Agencies Want North American Footprint; The RTB Bandwagon Thu, 09 Dec 2010 05:04:41 +0000 http://zwelling.convertro.com/?p=106#comment-163 [...] Convertro CEO Jeff Zwelling shares some of his company's experience in measuring conversions and attribution for client publishers and says that affiliate marketing can be a minefield if some of his client's experiences are taken into consideration. He offers, "One egregious example: Do you think Zappos.com would approve of an affiliate that is renting IPS 404 error pages such as Cox.com to redirect users who were clearly looking for Zappos.com but mistyped the URL or brand?." Read more about the Read more. [...] [...] Convertro CEO Jeff Zwelling shares some of his company's experience in measuring conversions and attribution for client publishers and says that affiliate marketing can be a minefield if some of his client's experiences are taken into consideration. He offers, "One egregious example: Do you think Zappos.com would approve of an affiliate that is renting IPS 404 error pages such as Cox.com to redirect users who were clearly looking for Zappos.com but mistyped the URL or brand?." Read more about the Read more. [...]

]]> Comment on Affiliates and Brand Arbitrage Go Hand In Hand by Jonathan Drake http://www.convertro.com/blog/affiliates-and-brand-arbitrage-go-hand-in-hand#comment-139 Jonathan Drake Tue, 07 Dec 2010 05:11:04 +0000 http://zwelling.convertro.com/?p=106#comment-139 Jeff, you must not be a lukewarm kinda guy as this is NOT a lukewarm kinda post. Depending on which side of the proverbial fence you are on this post is calling it as you see it. Obviously you have a reason but that reason seems to bring more light to a sometimes shady industry. That in the end can only be a wonderful thing and also get people/companies banging down your door. I would like to see a post where you compare the many options that companies have in choosing an affiliate program and the best practice methods for finding true affiliates that play on the right side of the fence that you build for us here. Truly a divisive but original post. Jeff, you must not be a lukewarm kinda guy as this is NOT a lukewarm kinda post. Depending on which side of the proverbial fence you are on this post is calling it as you see it. Obviously you have a reason but that reason seems to bring more light to a sometimes shady industry. That in the end can only be a wonderful thing and also get people/companies banging down your door. I would like to see a post where you compare the many options that companies have in choosing an affiliate program and the best practice methods for finding true affiliates that play on the right side of the fence that you build for us here. Truly a divisive but original post.

]]> Comment on How Do You Count Visitors? or The Scary Truth About Counting with Google Analytics by zwelling http://www.convertro.com/blog/how-do-you-count-visitors-or-the-scary-truth-about-counting-with-google-analytics#comment-101 zwelling Thu, 28 Oct 2010 16:40:40 +0000 http://zwelling.convertro.com/?p=48#comment-101 Bold text to the rescue: "Users that leave your site and return within 30 minutes will be counted as part of the <strong>original</strong> session" We're going to post some actual data to show what happens here. Bold text to the rescue: “Users that leave your site and return within 30 minutes will be counted as part of the original session”

We’re going to post some actual data to show what happens here.

]]> Comment on How Do You Count Visitors? or The Scary Truth About Counting with Google Analytics by Tom Cole http://www.convertro.com/blog/how-do-you-count-visitors-or-the-scary-truth-about-counting-with-google-analytics#comment-100 Tom Cole Thu, 28 Oct 2010 04:53:36 +0000 http://zwelling.convertro.com/?p=48#comment-100 Good stuff Jeff. So glad we're a Convertro customer! In your very first example, why wouldn't GA report the Bing PPC click rather than the Google one? I thought that GA reports using a last-click attribution model. Your point still stands about the GA undercounting but just curious why the Google click would be credited. Good stuff Jeff. So glad we’re a Convertro customer!

In your very first example, why wouldn’t GA report the Bing PPC click rather than the Google one? I thought that GA reports using a last-click attribution model. Your point still stands about the GA undercounting but just curious why the Google click would be credited.

]]> Comment on How Do You Count Visitors? or The Scary Truth About Counting with Google Analytics by $4.5 Million For Video Marketplace; New DSP Taykey Funded By Sequoia; Facebook Ad Sales Chief Leaves http://www.convertro.com/blog/how-do-you-count-visitors-or-the-scary-truth-about-counting-with-google-analytics#comment-99 $4.5 Million For Video Marketplace; New DSP Taykey Funded By Sequoia; Facebook Ad Sales Chief Leaves Wed, 27 Oct 2010 04:05:15 +0000 http://zwelling.convertro.com/?p=48#comment-99 [...] Convertro CEO Jeff Zwelling (AdExchanger.com Q&A) offers his thoughts to marketers regarding deficiencies in Google Analytics as they enter the holiday buying season and try to understand ROI. Zwelling writes, "The truth is, relying solely on Google Analytics “visits” as a metric of marketing performance can be misleading at best, and a dangerous business practice at worst. If you take a close look at how Google counts visitors across Google Analytics and AdWords, you’ll realize that oddities in some of their counting mechanisms, while subtle, have the potential to drastically alter where you, as a consumer of this data, think it makes sense to spend your advertising dollars." Read more. [...] [...] Convertro CEO Jeff Zwelling (AdExchanger.com Q&A) offers his thoughts to marketers regarding deficiencies in Google Analytics as they enter the holiday buying season and try to understand ROI. Zwelling writes, "The truth is, relying solely on Google Analytics “visits” as a metric of marketing performance can be misleading at best, and a dangerous business practice at worst. If you take a close look at how Google counts visitors across Google Analytics and AdWords, you’ll realize that oddities in some of their counting mechanisms, while subtle, have the potential to drastically alter where you, as a consumer of this data, think it makes sense to spend your advertising dollars." Read more. [...]

]]> Comment on How Do You Count Visitors? or The Scary Truth About Counting with Google Analytics by Marcia Alves http://www.convertro.com/blog/how-do-you-count-visitors-or-the-scary-truth-about-counting-with-google-analytics#comment-98 Marcia Alves Tue, 26 Oct 2010 04:47:25 +0000 http://zwelling.convertro.com/?p=48#comment-98 Great post Jeff, very thoughtful. Marcia Alves Great post Jeff, very thoughtful.

Marcia Alves

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