Comments on: Tracking Search Epiphenomena: Why This Behavioral Anomaly is Vital in Web Analytics http://www.adotas.com/2006/10/tracking-search-epiphenomena-why-this-behavioral-anomaly-is-vital-in-web-analytics/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: The Way of the Rich Hermit » Blog Archive » Brulant, Inc. Acquires SEO/SEM & Usability Specialists eMergent http://www.adotas.com/2006/10/tracking-search-epiphenomena-why-this-behavioral-anomaly-is-vital-in-web-analytics/#comment-735627 The Way of the Rich Hermit » Blog Archive » Brulant, Inc. Acquires SEO/SEM & Usability Specialists eMergent Sun, 08 Mar 2009 22:30:07 +0000 http://www.adotas.com/2006/10/tracking-search-epiphenomena-why-this-behavioral-anomaly-is-vital-in-web-analytics/#comment-735627 [...] ADOTAS, NY - 14 hours ago … click-throughs. For content-network ads placed on a pay-per-click basis, the publisher only makes money on the click-out. Thats …Tracking Search Epiphenomena: Why This Behavioral Anomaly is Vital … [...] [...] ADOTAS, NY – 14 hours ago … click-throughs. For content-network ads placed on a pay-per-click basis, the publisher only makes money on the click-out. Thats …Tracking Search Epiphenomena: Why This Behavioral Anomaly is Vital … [...]

]]> By: Hikaru Phillips http://www.adotas.com/2006/10/tracking-search-epiphenomena-why-this-behavioral-anomaly-is-vital-in-web-analytics/#comment-23525 Hikaru Phillips Fri, 13 Oct 2006 18:03:33 +0000 http://www.adotas.com/2006/10/tracking-search-epiphenomena-why-this-behavioral-anomaly-is-vital-in-web-analytics/#comment-23525 Many electronic publishers (and transactional sites) are struggling to address the issues that you outline, namely: -Which statistics matter? -Where are the actual "choices" occuring that can be affected? -Given competing objectives (page views vs click revenue), how do I optimize? There is a suprisingly simple answer to these questions. Properly structured tests enable the publisher to; -Focus attention on the communication attributes that actually impact behaviour. -Quantify the impact across multiple independent objectives. -Weight the objectives based on their relative value. This framework empowers a combined exploration, discovery and optimization cycle that can be used to optimize content across page views and revenue for different customer segments. We are seeing this used with great effect for leading publishers and e-commerce sites to gain new insights and improve month-month results. Many electronic publishers (and transactional sites) are struggling to address the issues that you outline, namely:

-Which statistics matter?
-Where are the actual “choices” occuring that can be affected?
-Given competing objectives (page views vs click revenue), how do I optimize?

There is a suprisingly simple answer to these questions. Properly structured tests enable the publisher to;

-Focus attention on the communication attributes that actually impact behaviour.
-Quantify the impact across multiple independent objectives.
-Weight the objectives based on their relative value.

This framework empowers a combined exploration, discovery and optimization cycle that can be used to optimize content across page views and revenue for different customer segments.

We are seeing this used with great effect for leading publishers and e-commerce sites to gain new insights and improve month-month results.

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