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07.11.07
Web Analytics
 By
Doug Caverly
“This looks good” and “that feels right” may be a good approach to arranging furniture, but for tracking affiliate programs, Bill Bruno recommends using something more precise: Web analytics tools. Bruno, a Project Manager at Stratigent, discussed the issue at the Affiliate Summit conference.
The biggest reason to embrace analytics tools, according to Bruno, is the quantitative data they provide. This allows you to track how much revenue you’re making (and where), and, all in all, make more informed decisions.
Of course, to that end, having a bunch of numbers splashed on a screen in only the start. “It’s not all about track campaign, it’s about doing something with it,” says Bruno. He suggests evaluating visitor segments (in a practice known, logically enough, as “segmentation”) to start things off.
This should yield information on traffic sources, navigation patterns, and revenue; you should be able to determine which of your affiliate ads are providing you with most return, and how to optimize from there.
On a more step-by-step level, Bruno recommends completing traffic analysis, defining both critical metrics and scenarios, and then establishing baselines for all metrics and scenarios. Lastly, you should identify improvements based on heuristics.
Got it? Stratigent’s Project Manager thinks everyone should make analytics a priority, and incorporate these procedures into all business and development processes.
About
the Author:
Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.
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Monetizing Communities
 By
Mike Sachoff
At the Affiliate Summit in Miami today Lee Dodd, President, Zydeca Partners and Jeremy Schoemaker (ShoeMoney), President, ShoeMoney Media Group spoke on how to monetize community and social networks during a panel discussion.
A member of the audience asked how to start a forum on their Web site. ShoeMoney recommended starting topics yourself and tracking the results in a reverse funnel using Google Analytics. Lee Dodd said to make the forum prominent on your site when starting out.
ShoeMoney gave some general tips on monetizing a community saying he uses analytics everyday and is constantly tracking his site, registration numbers along with the number of visitors. He said he was a fan of user-generated content and prefers it to editorial services.
He talked about the ringtone industry and his own site that sells ringtones called nextpimp.com. He said the industry has changed and noted that the subscription model is very popular. The downside is that the ringtone market has become fairly saturated and many people are wary because you are billed for the rest of your life until you go through the process of canceling.
As for offering incentives to members of their sites who move from registered to premium status Lee Dodd said to provide upgrades free of charge and to allow members to have their own avatars. ShoeMoney said he provides subscribers with software.
When it comes to monetizing a community they said not to be concerned with that until you have at least 1,000 visitors to your site per day.
About
the Author:
Mike is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.
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