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Google analytics, Search value meals, affiliate grumbling

Written on
May 29, 2009 
Author
Edward Barrera  |
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Google analytics, Search value meals, affiliate grumbling

readers_small.jpgADOTAS — Reader comments on some of the news this week.

Will Performance Marketing Survive

R.J. Lewis:
‘Loved the article. Especially the comparison to cockroaches. “Used car salesman” might work too. I fundamentally disagree with CPA for a core reason – it shifts ALL risk to the publisher/arbitrager. Haven’t we learned a lesson from this recent financial crisis and the world of CDS’s and MBS’s about what happens when you encourage the shifting of risk too aggressively and create the perception of “riskless” opportunities. I agree with Nick Carbone to an extent… the rules of the game must change. However, I think just like with our current mortage crisis, the player too need to take personal responsibility for their actions. Making money at any costs is not acceptable. It will hurt our industry. There’s a reason for the non-transparency…. they are ashamed of many of their tactics and they know that advertisers would be too. Advertisers, putting your head in the sand and taking the “just don’t tell me how you did it” approach is not good either. It didn’t work for bankers in working with mortgage companies who dealt in LIAR and NINJA loans, and it won’t work for your brand in the long run either. EVERYONE needs to take responsibility and everyone needs to share in the risk and rewards (that’s the foundation around a “win-win” relationship).”

Why do performance marketers exist?

Steve Schaffer:
“I think we will not only survive, but we will thrive as an Industry. We see it with many of our partners. They see the value we provide on a site like Offers.com and are looking for ways we can work more closely together.”

Predictable Advertising Opportunities in a Dynamic Content Environment

Simon Drake:
“For SEM advertising, yes the “Internet is a messy and fragmented place” but there are fundamentals to the chaos that echo stock market movements: real time events impact and amplify searching and therefore prices.
However, predicting these things can be a full time job, and by the time you coerce the client, the time to act may have passed!”

AOL spinning off into oblivion

Harold Cabezas:
“So interesting….what a difference 10 years makes…someone needs to write a book documenting AOL in our culture, if they haven’t already (I don’t think so?!)
Thanks Edward….”

Robert Cavilla:
“Stealing Time by Alec Klein is a great book about the Time Warner – AOL deal. Reading it now with today’s perspective not only is a great business case in itself, but provides some good background as we all see how AOL emerges in the next couple years.”

Affiliate convention looms

Jason Lancaster:
“HUGE fan of this convention because, unlike Affiliate Summit, it doesn’t cost an arm and a leg to attend. I don’t necessarily think the convention should be free (a small entrance fee keeps the “riff-raff” out), I staunchly object to $1200 tickets for Affiliate Summit “classes” that feature a non-affiliate like Gary Vaynerchuck. Gary’s shtick is great, but his qualifications are ridiculous. Ditto for Jason Calcanis. I hope that Affiliate Convention puts Affiliate Summit (and Missy Ward) out of business.”

Shawn Collins:
“Hi Jason -
I just wanted to share some clarifications on your comment…

1. Affiliate Summit tickets start at $79

2. Gary Vaynerchuk is now an affiliate and he was when he delivered the keynote at Affiliate Summit West 2009 – he mentioned his affiliate site during the speech: http://pleasedress.me/

3. Jason Calacanis also tried out affiliate marketing with Mahalo

That said, the keynotes we have selected were there to speak on the big picture.

There are dozens of breakout sessions that cover the nuts and bolts.

Have a great day!

Display advertising future, good; video advertising, better

Sue:
“At Hydra, where I provide consulting, we have seen a tremendous increase in advertising. Clients are demanding more accountability and ROI and Cost Per Action (CPA) programs are providing the results they are looking for. Specifically measurable performance-based marketing models are the key to efficient and effective marketing in this or any economy.”

No SEM Value Meals Sold Here

Jickky:
“It is a great sharing articles. It’s true that when I meet my clients & told me their company at google ranking #1 but without enquiry. This is why we need to consult our clients to feel that what they paid is worth it.”

pj:
“Sounds like you’re still pissed you missed out on the sale, or why would you call the customer back when he wasn’t interested in your service. Maybe you should just let it go and stop making unwanted sales calls.”

Trixie:
“PJ, I’m the web designer for the site in question, and John is a good friend of mine, and you couldn’t be farther off the mark. John is not in the least bit pissed. We’re both frustrated because the service the customer employed was black-hat, designed to spend as little money as possible, and deleterious in the long-run. John was responding to *my* concerns about what was done, when I called him to discuss it. Certain facts have been changed to protect the customer – excellent job, BTW, John.”

PJ:
“okay Trixie, whatever you say. I’m just sick of sales calls. Especially from idiots that call back after I already told them I wasn’t interested.”

TweetBucks: For lazy affiliate marketers

Chris (Tweetbucks):
“Hi Edward. Thanks for the post on @tweet_bucks. To answer your question we feel our service greatly simplifies the process of monetizing content. As you point out, you can do this now but it involves about 4-5 steps – applying to a merchant – logging into CJ/LS/Google – finding the product link – going to bit.ly and shortening. Also we offer an optional ad-frame option that lets you generate revenue on every click.”

Social network churn

jack:
“seven years ago there was no Facebook, Twitter, or Myspace. There was friendster, and blogs, and niche communities, but those were just adopted by the early adopters (or people looking to gather specific information that could help them at that point in their life. For example, someone looking for work, or trying to build a deck). The general public was not involved in these technologies in a real way back then. Keeping and maintaining networks was inherently more difficult.”

Google (Analytics) comes marching in. . .with you right behind

vik:
“Are you saying that unlike WebTrend’s customers, Omniture’s customers (who’s who in many verticles) don’t care about data privacy?”

Andrew Edwards:
“Hi Vik–
I wouldn’t say Omniture customers don’t care about privacy, and I am sure they often rely on Omniture to provide excellent privacy protection.
That said, there are some companies who might use a software product (like the one offered by WebTrends) because then they have no need to rely on any other company to provide privacy. For some companies, that is an attractive option.
–Andrew Edwards”

Simon Éthier:
“It will also be interesting to follow how Omniture’s and WebTrends’ salesforce can close good partnership deals with other technology vendors, like e-mail marketing platforms or e-commerce solutions to provide them with rich, custom e-mail or e-retailing reporting.

Many prime e-commerce platforms offer out of the box Omniture or WebTrends implementation that is already customized to their needs/limitations/services, whereas Google doesn’t seem to offer this level of service.

The fact that Omnitures also sells services that cater to retailers (behavioral targeting, site search, testing, merchandising) also makes it a stronger player than it seems in that niche. One could also predict an even stronger partnership agreement (or acquisition) between non-Google web analytics providers and big, stabililized (e-)retailing platform providers (Epicor, Micros, GSI Commerce, Escalate, ATG, etc.). Imagine a retailer that could fully integrate its in-store reporting with its web analytics in a single solution!”

Big Fuel: Story key for successful online video advertising

Marc:
“great article, great points – thanks! invaluable advice for any video producer. and love your site – bigfuel.com rocks!”





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