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Online Intelligence Solutions<br />
www.atinternet.com<br />
Ideally, we would like to get into people’s mind,<br />
but how?<br />
Simple. Search keywords. It is still astonishing how few organizations leverage keyword<br />
searches. By monitoring one’s behavior on a web site and looking at what content/<br />
pages they look at we can we imply intent and interest. And even though web analytics<br />
can provide us some answers, it will never be as powerful as “asking someone”<br />
(What are you looking for?). The search box on your web site is like a Customer Service<br />
representative asking “What are you looking for”, and by entering a search phrase, the<br />
visitor is giving you a direct access to his mind. This is ten times more powerful than<br />
any deep navigation path analysis you might undertake which at best can only “guess”<br />
what people are trying to achieve.<br />
External and Internal keyword search analyses are essential for example to:<br />
● Guidie editorial content (do you have relevant and fresh content for the top keywords<br />
people type on your own web site?). If not editorial, how about marketing content?<br />
● Driving Search Engine Marketing. If people search and fi nd good content on your<br />
web site, you should make sure everyone outside your site searching for the same<br />
keywords get to fi nd you.<br />
● Create new profi ling criteria than can be used to enrich or create new audience segments.<br />
Rich Media Ads: What works best for what audience?<br />
In the pursuit of a better “Advertiser/Publisher” partnership leading to increased business<br />
for all parties involved, you should develop your own benchmark as to what<br />
works and what doesn’t by audience types. For example, are men more likely to watch<br />
a video than women? Are 15 to 24 year old people more likely to interact with a rich<br />
media ad than 25 to 34 years old? This information is extremely valuable when it comes<br />
to recommend and sell ad spaces on your web site.<br />
The following screen shots are provided as KPI examples and industry benchmark information<br />
(US Advertisers). Top KPI Recap for Media Sites (Rich Media Example).<br />
Media<br />
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