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You are here: › › › › Adversarial Information Retrieval -- That's Spam to You and Me By. The ClickZ Network. Nov 19. 2007 experts [1] => examine [2] => results) --> | | | As I've said before one man's e-mail can often be another's cutting-edge SEO () tactic. No. I don't forgive spam in the true black sense of redirecting an innocent end-user ask to an adult-related site or something desire that. But you undergo to admit in the highly competitive field of SEM ()/SEO some tactical ingenuity gets tarred and feathered when perhaps it should be applauded. I have a lot of friends and acquaintances in the SEO arena who are candid in their disregard for search engine guidelines. After all these are guidelines not laws. Many SEO firms loudly blow their trumpet about doing ethical SEO. But who can really say that going beyond search engine guidelines is unethical? Being ethical relates to moral conduct. If someone busts a search engine guideline here and there is that immoral? Let's face it if an innocent end user keys in a search term at any search engine and that search engine returns a totally relevant result regardless of how it got there what could be unethical about that? As long as the end user experience is good it seems like a pretty happy-all-round scenario to me. Bear with me for a moment. Having worked in conventional media/marketing before the Web arrived. I recall tactics we used in print and broadcast media. Where we had more marketing muscle (dollars) than our clients' competitors we'd frequently blanket-buy media to keep them darn near invisible. Ethical? Moral? Or just tactical? In my opinion the search engine spam debate is similar to the telecommunicate e-mail debate. I don't know about you but I get two kinds of e-mail spam: good spam and bad spam. True most spam I get is rubbish I undergo no interest in. But every now and again. I get the odd unsolicited piece of e-mail in my inbox and think. "Now that's interesting" (and no. I'm not talking e-mail of the appendage-enlargement type). It turns out that according to a from earlier this year although populate are getting more spam in their inboxes than ever before they're also less bothered by it. However overall people have less trust in e-mail because of spam. Does the same thing apply on the Web? One could argue that the presence of spam in search engine results could have the similar cause of people losing believe. But that could only happen if they actually knew it was spam. What if we go back to my earlier scenario about totally relevant spam. How could the end user ever be aware that to a search engine this is a bogus page if in fact to the end user it's exactly what she was expecting to see? A Microsoft last year suggested that 13.8 percent of English-language Web pages in its study were classified as spam. (Being the person who coined the black-hat/white-hat terminology it made me smile to see it being used in a scientific research paper.) To the average end user search engine e-mail is a little like Google's PageRank. But ask the add up end user if she knows what PageRank is and she won't have a clue. Ask her if she's ever seen a spammy result at a search engine and you'd probably get the same head-scratching response. It's probably safe to say that just about anyone who ever used a examine engine has been served up some irrelevant results. But a lot of that depends on the searcher's skills. The interesting thing is most people I know who bend the search engine's guidelines are serving up totally relevant pages. They're crafted to get the end user into some sort of transaction. And that's usually likely to happen only if the end user lands on a quality page. I did a little searching in the online gambling lay for a very competitive keyword. The number-one result showed a page coat (weight) of 17K. (Most search engines show the weight of a page below the snippet.) I pulled the summon down and checked it myself and it was actually 53K. Cloaked? You bet (no pun intended). But would the page served up satisfy the end user? It surely would. I've been in this business for a very long time so I can spot these things a mile away. But how would a happy-go-lucky online gambler ever know the difference? And if it comes to that if the circumscribe is exactly what he was looking for would he even care? Keep in mind. I'm only thinking aloud. Don't head off to the nearest spam software site because you think I gave it the OK. I certainly didn't. And I certainly don't want poking me in the eye with his pencil at the next conference. Instead the topic simply came to object after reading the essay. "." That's spam to you and me. Meet Mike at on December 3-6. Want more search information? include all our search columns organized by topic. is global KDM officer with New York based. He has been involved in online marketing since 1995 and is recognized in the industry as an expert in the examine marketing field. He has written multiple books and color papers on the subject. His second edition of "" gained plaudits from the industry's leading figures. His newsletter has attracted over 17,000 online marketers. Mike is a sought-after speaker for the world's study online marketing conferences. We want to know what you think about ’s column. "Adversarial Information Retrieval -- That's Spam to You and Me"

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You are here: › › › › Are Analysts Wrong About Online Ad Growth? By. The ClickZ Network. Nov 19. 2007 For some time. I've been calling analysts who cover the online ad space and complaining. But I haven't seen any evidence that my complaints have had any impact so I decided to take that complaint public. Analysts attribute revenue to the online ad industry in the wrong way. Never mind that I think most of the numbers are wrong specifically that they're low at least the way they're counted today. My big complaint is the way analysts attribute dollars to the advertising space. Let's start with the basics. A country's advertising grows at approximately the same rate as its gross domestic product. Which means that overall advertising stays linked to the same general percentage of the total economy. Advertising growth in the U. S is usually 5 percent to 8 percent per year. Over the course of that year advertising is attributed to various media types by the analysts of those media and reports are written so investors and businesses can understand what's going on in the ad market. When analysts count ad spend by media they do something very strange -- even unprecedented -- when they count ad spend for online media. Let's take a look at what I mean. Here is an abstracted chart showing how the analyst population generally represents online media and traditional media growth: If we look at the way ad dollars are attributed for traditional media and specifically at television the attribution mechanisms are pretty clear. When broadcast television started being distributed across cable analysts didn't change the dollar attribution by distribution mechanism. In other words broadcast TV dollars are always attributed to broadcast TV regardless of how the content was technically delivered to the viewer. Cable TV dollars are only attributed to cable-only TV programmers. So why do we attribute dollars associated with traditional media content to online when they are simply distributing the content over the Internet? We should be holding to the same traditions of attributing the dollars to the media that originated the content. At the very least counting the dollars this way would more accurately reflect what's going on with the newspaper companies. Why are we counting dollars spent on NYTimes com separately from those spent on the print edition of "The New York Times?" It's misleading -- and artificially impacts the value of the publication as a whole (print and electronic). And if we make the decision -- as wrong as I think it is -- to continue to attribute ad dollars to the distribution channel rather than to the pool that the various media companies have traditionally been counted in then we should at least be coherent about how those dollars distribute out. I want to understand where the growth of online media is coming from: what dollars are coming from content that would normally be attributed to TV print radio out of home (OOH) and so on. Below how the world looks today. Keep in mind the online display channel is really a mix of pure-play online media companies and traditional media companies being counted in the online bucket. (Note: I'm being intentionally abstract with the charts here. I'm illustrating a point not making financial predictions. And what we call online advertising today is made up of online display and paid search. Here. I've broken them out.) As you can see online display is typically represented as a bit smaller than search advertising in this attribution mechanism. If we were to take all the dollars within online display that (by my reckoning) should be attributed to their traditional media counterparts that red bar would be significantly smaller. But at least we would be truthful. If we were to properly attribute growth in online advertising going forward what would that look like? We'd see all the traditional media growth attributed to the online display column. But if it were broken out we could tell where the spend was originating. And it would more appropriately attribute value to the traditional media companies that funded the growth. Below is how I'd like to see it attributed with growth broken out by attribution: The dotted lines represent future growth. And as I said before. I think the analysts' numbers are low but I'm not putting a timeframe on my chart because I'm making a point about attribution not amount of money. One reason I think the numbers for online display in particular are low is the way analysts handle online video. It's completely wonky. Should the attribution of online video include television content watched on a PC? What about live television content delivered over the Internet to a ? A better way to handle all of this would be to attribute the dollars to the company being paid the ad dollars. So if the ad spend is going to Yahoo or MSN (both pure-play online distribution) the dollars would appear in the "online display" bar. But if the dollars are going to NBC or ABC the dollars should go in the "TV" bar. This has more implications than just how dollars are attributed and the resulting impact on stock prices (not insignificant especially if you're a newspaper company.) Another huge implication is where growth in online advertising will come from. Over time the chart I've created above will be far more accurate than not. As traditional media is distributed across the Internet the online display column will grow (hopefully with proper attribution). This is important because the online display part of our industry is built on models that are much closer to traditional media: the sales process the counting process the way we count the way people get paid. From an ad technology perspective that's important. Even as ad exchanges and other auction-based models for display advertising become more prominent the requirements of the advertisers who buy traditional media will drive the financial models. In other words. I don't see display especially video advertising moving to a predominantly pay-for-performance model any time soon. This will have an impact on how we build the systems that manage this industry going forward. is the director of advertising strategy and emerging media planning at Microsoft Digital Advertising Solutions. In his role he helps set corporate-level strategy for how Microsoft approaches advertising from a business and technology standpoint. His team manages long-term advertising platform and product strategy emerging media strategy and planning for incubation and research teams and designs next generation advertising products. Formerly. Eric was founder and director of product management at Bluestreak where he oversaw advertising products such as third-party ad serving ad analytics and rich media and led development of many company technologies. He helped pioneer rich media advertising in the late '90s and has been active in most of the critical industry conversations related to technology including the IAB's Measurement Committee and Rich Media Task Force. Prior to Bluestreak. Eric founded 9th Square Inc and Waterworks Interactive Inc. We want to know what you think about ’s column. "Are Analysts Wrong About Online Ad Growth?"

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You are here: › › › › Are Analysts Wrong About Online Ad Growth? By. The ClickZ Network. Nov 19. 2007 For some time. I've been calling analysts who cover the online ad space and complaining. But I haven't seen any evidence that my complaints have had any impact so I decided to take that complaint public. Analysts attribute revenue to the online ad industry in the wrong way. Never mind that I think most of the numbers are wrong specifically that they're low at least the way they're counted today. My big complaint is the way analysts attribute dollars to the advertising space. Let's start with the basics. A country's advertising grows at approximately the same rate as its gross domestic product. Which means that overall advertising stays linked to the same general percentage of the total economy. Advertising growth in the U. S is usually 5 percent to 8 percent per year. Over the course of that year advertising is attributed to various media types by the analysts of those media and reports are written so investors and businesses can understand what's going on in the ad market. When analysts count ad spend by media they do something very strange -- even unprecedented -- when they count ad spend for online media. Let's take a look at what I mean. Here is an abstracted chart showing how the analyst population generally represents online media and traditional media growth: If we look at the way ad dollars are attributed for traditional media and specifically at television the attribution mechanisms are pretty clear. When broadcast television started being distributed across cable analysts didn't change the dollar attribution by distribution mechanism. In other words broadcast TV dollars are always attributed to broadcast TV regardless of how the content was technically delivered to the viewer. Cable TV dollars are only attributed to cable-only TV programmers. So why do we attribute dollars associated with traditional media content to online when they are simply distributing the content over the Internet? We should be holding to the same traditions of attributing the dollars to the media that originated the content. At the very least counting the dollars this way would more accurately reflect what's going on with the newspaper companies. Why are we counting dollars spent on NYTimes com separately from those spent on the print edition of "The New York Times?" It's misleading -- and artificially impacts the value of the publication as a whole (print and electronic). And if we make the decision -- as wrong as I think it is -- to continue to attribute ad dollars to the distribution channel rather than to the pool that the various media companies have traditionally been counted in then we should at least be coherent about how those dollars distribute out. I want to understand where the growth of online media is coming from: what dollars are coming from content that would normally be attributed to TV print radio out of home (OOH) and so on. Below how the world looks today. Keep in mind the online display channel is really a mix of pure-play online media companies and traditional media companies being counted in the online bucket. (Note: I'm being intentionally abstract with the charts here. I'm illustrating a point not making financial predictions. And what we call online advertising today is made up of online display and paid search. Here. I've broken them out.) As you can see online display is typically represented as a bit smaller than search advertising in this attribution mechanism. If we were to take all the dollars within online display that (by my reckoning) should be attributed to their traditional media counterparts that red bar would be significantly smaller. But at least we would be truthful. If we were to properly attribute growth in online advertising going forward what would that look like? We'd see all the traditional media growth attributed to the online display column. But if it were broken out we could tell where the spend was originating. And it would more appropriately attribute value to the traditional media companies that funded the growth. Below is how I'd like to see it attributed with growth broken out by attribution: The dotted lines represent future growth. And as I said before. I think the analysts' numbers are low but I'm not putting a timeframe on my chart because I'm making a point about attribution not amount of money. One reason I think the numbers for online display in particular are low is the way analysts handle online video. It's completely wonky. Should the attribution of online video include television content watched on a PC? What about live television content delivered over the Internet to a ? A better way to handle all of this would be to attribute the dollars to the company being paid the ad dollars. So if the ad spend is going to Yahoo or MSN (both pure-play online distribution) the dollars would appear in the "online display" bar. But if the dollars are going to NBC or ABC the dollars should go in the "TV" bar. This has more implications than just how dollars are attributed and the resulting impact on stock prices (not insignificant especially if you're a newspaper company.) Another huge implication is where growth in online advertising will come from. Over time the chart I've created above will be far more accurate than not. As traditional media is distributed across the Internet the online display column will grow (hopefully with proper attribution). This is important because the online display part of our industry is built on models that are much closer to traditional media: the sales process the counting process the way we count the way people get paid. From an ad technology perspective that's important. Even as ad exchanges and other auction-based models for display advertising become more prominent the requirements of the advertisers who buy traditional media will drive the financial models. In other words. I don't see display especially video advertising moving to a predominantly pay-for-performance model any time soon. This will have an impact on how we build the systems that manage this industry going forward. is the director of advertising strategy and emerging media planning at Microsoft Digital Advertising Solutions. In his role he helps set corporate-level strategy for how Microsoft approaches advertising from a business and technology standpoint. His team manages long-term advertising platform and product strategy emerging media strategy and planning for incubation and research teams and designs next generation advertising products. Formerly. Eric was founder and director of product management at Bluestreak where he oversaw advertising products such as third-party ad serving ad analytics and rich media and led development of many company technologies. He helped pioneer rich media advertising in the late '90s and has been active in most of the critical industry conversations related to technology including the IAB's Measurement Committee and Rich Media Task Force. Prior to Bluestreak. Eric founded 9th Square Inc and Waterworks Interactive Inc. We want to know what you think about ’s column. "Are Analysts Wrong About Online Ad Growth?"

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You are here: › › › › Are Analysts Wrong About Online Ad Growth? By. The ClickZ Network. Nov 19. 2007 For some time. I've been calling analysts who cover the online ad space and complaining. But I haven't seen any evidence that my complaints have had any impact so I decided to take that complaint public. Analysts attribute revenue to the online ad industry in the wrong way. Never mind that I think most of the numbers are wrong specifically that they're low at least the way they're counted today. My big complaint is the way analysts attribute dollars to the advertising space. Let's start with the basics. A country's advertising grows at approximately the same rate as its gross domestic product. Which means that overall advertising stays linked to the same general percentage of the total economy. Advertising growth in the U. S is usually 5 percent to 8 percent per year. Over the course of that year advertising is attributed to various media types by the analysts of those media and reports are written so investors and businesses can understand what's going on in the ad market. When analysts count ad spend by media they do something very strange -- even unprecedented -- when they count ad spend for online media. Let's take a look at what I mean. Here is an abstracted chart showing how the analyst population generally represents online media and traditional media growth: If we look at the way ad dollars are attributed for traditional media and specifically at television the attribution mechanisms are pretty clear. When broadcast television started being distributed across cable analysts didn't change the dollar attribution by distribution mechanism. In other words broadcast TV dollars are always attributed to broadcast TV regardless of how the content was technically delivered to the viewer. Cable TV dollars are only attributed to cable-only TV programmers. So why do we attribute dollars associated with traditional media content to online when they are simply distributing the content over the Internet? We should be holding to the same traditions of attributing the dollars to the media that originated the content. At the very least counting the dollars this way would more accurately reflect what's going on with the newspaper companies. Why are we counting dollars spent on NYTimes com separately from those spent on the print edition of "The New York Times?" It's misleading -- and artificially impacts the value of the publication as a whole (print and electronic). And if we make the decision -- as wrong as I think it is -- to continue to attribute ad dollars to the distribution channel rather than to the pool that the various media companies have traditionally been counted in then we should at least be coherent about how those dollars distribute out. I want to understand where the growth of online media is coming from: what dollars are coming from content that would normally be attributed to TV print radio out of home (OOH) and so on. Below how the world looks today. Keep in mind the online display channel is really a mix of pure-play online media companies and traditional media companies being counted in the online bucket. (Note: I'm being intentionally abstract with the charts here. I'm illustrating a point not making financial predictions. And what we call online advertising today is made up of online display and paid search. Here. I've broken them out.) As you can see online display is typically represented as a bit smaller than search advertising in this attribution mechanism. If we were to take all the dollars within online display that (by my reckoning) should be attributed to their traditional media counterparts that red bar would be significantly smaller. But at least we would be truthful. If we were to properly attribute growth in online advertising going forward what would that look like? We'd see all the traditional media growth attributed to the online display column. But if it were broken out we could tell where the spend was originating. And it would more appropriately attribute value to the traditional media companies that funded the growth. Below is how I'd like to see it attributed with growth broken out by attribution: The dotted lines represent future growth. And as I said before. I think the analysts' numbers are low but I'm not putting a timeframe on my chart because I'm making a point about attribution not amount of money. One reason I think the numbers for online display in particular are low is the way analysts handle online video. It's completely wonky. Should the attribution of online video include television content watched on a PC? What about live television content delivered over the Internet to a ? A better way to handle all of this would be to attribute the dollars to the company being paid the ad dollars. So if the ad spend is going to Yahoo or MSN (both pure-play online distribution) the dollars would appear in the "online display" bar. But if the dollars are going to NBC or ABC the dollars should go in the "TV" bar. This has more implications than just how dollars are attributed and the resulting impact on stock prices (not insignificant especially if you're a newspaper company.) Another huge implication is where growth in online advertising will come from. Over time the chart I've created above will be far more accurate than not. As traditional media is distributed across the Internet the online display column will grow (hopefully with proper attribution). This is important because the online display part of our industry is built on models that are much closer to traditional media: the sales process the counting process the way we count the way people get paid. From an ad technology perspective that's important. Even as ad exchanges and other auction-based models for display advertising become more prominent the requirements of the advertisers who buy traditional media will drive the financial models. In other words. I don't see display especially video advertising moving to a predominantly pay-for-performance model any time soon. This will have an impact on how we build the systems that manage this industry going forward. is the director of advertising strategy and emerging media planning at Microsoft Digital Advertising Solutions. In his role he helps set corporate-level strategy for how Microsoft approaches advertising from a business and technology standpoint. His team manages long-term advertising platform and product strategy emerging media strategy and planning for incubation and research teams and designs next generation advertising products. Formerly. Eric was founder and director of product management at Bluestreak where he oversaw advertising products such as third-party ad serving ad analytics and rich media and led development of many company technologies. He helped pioneer rich media advertising in the late '90s and has been active in most of the critical industry conversations related to technology including the IAB's Measurement Committee and Rich Media Task Force. Prior to Bluestreak. Eric founded 9th Square Inc and Waterworks Interactive Inc. We want to know what you think about ’s column. "Are Analysts Wrong About Online Ad Growth?"

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You are here: › › › › Great. remove Consumer-Research Tools By. The ClickZ communicate. Nov 19. 2007 experts [1] => mark [2] => capital) --> | | In marketing nothing trumps an understanding of your consumer and how she feels about your product your brand your affiliate and your competitors. The magic ingredient in every great advertising campaign -- online and off- -- is always a breakthrough insight into the hearts and minds of the people who buy your product. The processes of gathering that investigate though tend to be as old as advertising itself. We believe still on cerebrate groups and in-home visits surveys and polls ethnographic studies and trend-watching wizards. Which of cover should be the inspect. If you be to get to experience your consumers you have to go out and meet them face to approach. However the Internet has had a profound effect on advertising research. In the long term the availability of massive amounts of data on consumer behavior ordain dominate the ad practice. In the come call though (as in today) there are tools that any good advertiser should become deeply familiar with. Below four types of handy online free tools that I've found to be indispensable in helping get a quick insight into a marketplace. Start using these tools. You'll be amazed at how cause to be perceived you can get.. and how quickly. is an online function that amazingly lets you displace traffic data for nearly any site on the Internet provides the same remove service. These tools are amazing in part because you can track several sites' merchandise on the same interpret showing an immediate comprehend of how well your site is doing versus competitors. These sites certainly aren't replacements for either your own analytics case or higher-end services from companies like comScore. But the ability to very quickly get a sense of the relative peaks and valleys of you and competitors is invaluable especially if you line the data up with things like broadcast campaigns or offers. For example. I used Compete recently to see how one client's traffic compared to its closest competitor. Never mind the actual numbers: a clear turn emerged. While our client's merchandise stayed stable the competitor's bounced up and down like a SuperBall. Intelligence received. Our client had a loyal following; the competition was offer-driven. Yahoo (and Other) Answers This has become my absolute favorite way of doing quick research. I go on to or similar services on sites like LinkedIn and ask a simple question. On these sites you can ask a question and anyone can provide an answer. The answers are public and anyone can browse through them. The first thing I do is look for these sites to see if anyone has ever asked a relevant question. Maybe someone has posted a question asking about your product's features. Or maybe someone is in the market for something you sell and is looking for suggestions. If you sight just the alter thing you can quickly construe the real responses from actual consumers. Alternatively you can ask your own challenge. I try to stay away from brand names or anything else that may tip my hand in what I'm really looking for. But asking a challenge like. "Anyone undergo any experience with electric blankets?" tends to create at least 20 results. This is pretty far from scientific of course but it can be a great way to interpret some quick thoughts. Social Network Survey Apps The recent explosion of applications designed to run on Facebook or one of its competitors has opened a new opportunity for consumer researchers. If you go to the on Facebook and search for "analyse" or "polls," you'll sight several applications that enable you to send surveys out across the communicate. The opportunity is really strong. Although you'll be limited to the populate who find your poll directly on Facebook you can comfort get a good directional read on all sorts of topics. The volume of consumers that are on Facebook practically ensures you'll reach a solid be of respondents giving your data some aim of validity. Google's is an amazing way to peek inside the world's collective unconscious. On the place you're able to register a keyword and see the examine volume involving that keyword for a period. There's more. Slotted just below a chart that shows search volume you'll sight a map that shows the volume of mentions of that same keyword in the news. You can very clearly see whether mainstream media go is affecting populate particularly if it's driving them to act searches and sight out more about a topic. This is a powerful tool for seeing how a negative story impacts a mark. If people comprehend about a problem and are concerned that it may affect them they'll go to a search engine and do some more investigate. If you see there's no spike in searches after a news story breaks you can be relatively confident that people aren't panicking. In the end none of these tools ordain tell you everything you need to experience to know a customer as a person. Still they can give you a great quick insight into what's really happening with the people surrounding your product and that may just spark enough of an idea to furnish you an advance. is director of strategy for. He has been working in interactive advertising for nearly a decade and maintains a on advertising and media trends. Gary lives in San Francisco with his family. We want to experience what you evaluate about ’s column. "Great. Free Consumer-Research Tools"

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One of Google's AdSense whiz kids has left the building. Gokul Rajaram a product management director in the ad communicate business ordain move on to reportedly act writing and entrepreneurial projects. Jennifer Dulski a former marketing exec at Yahoo has signed on as CEO at Fatdoor a "social network for neighbors." Dulski held several senior executive roles at Yahoo including group VP and general manager of local markets and commerce and VP/GM of Yahoo Autos. Fatdoor also won a $5 million funding round. Sapient named four execs to marketing positions in San Francisco. The agency and consultancy hired Nellie Newman as director of business development. Peter Sapienza as director of strategy. Trip Henderson as be director and Judi Adams as senior content strategist.

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jour·nal n. A personal record of occurrences experiences,and reflections kept on a regular basis; a diary. analyse out my latest article on ClickZ: Here’s a brief excerpt: I vividly remember the first time I saw the boys from “South Park.” It wasn’t online. It wasn’t even on Comedy Central. It was on a VHS attach that a friend of a friend of a friend had given to me. I also bequeath the first measure I saw the crew now featured in the “Jackass” movies and TV series. They too were also on a VHS tape that eventually made it to me. Since the VCR disappeared into irrelevancy numerous new things undergo change state part of our daily lives. One includes the emergence of social networking Web sites. Whether it’s MySpace. Facebook. Bebo. LinkedIn. Plaxo or any of hundreds of others these sites undergo change state study forces in the battle for consumer attention spans and are changing the ways we communicate and connect. Advertisers have taken sight as they must. Any property that can boast over 50 million active users has to be taken seriously — and any property with a business copy built on advertising revenue needs to act advertisers seriously. So both sides are rapidly trying to act and decriminalise ad inventory to arrive those engaged consumers. XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <touch> <strong> 95. We are waking up and linking to each other. We are watching. But we are not waiting. —

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You are here: › › › › Great. remove Consumer-Research Tools In marketing nothing trumps an understanding of your consumer and how she feels about your product your brand your company and your competitors. The magic ingredient in every great advertising race -- online and off- -- is always a breakthrough insight into the hearts and minds of the populate who buy your product. The processes of gathering that investigate though tend to be as old as advertising itself. We rely still on cerebrate groups and in-home visits surveys and polls ethnographic studies and trend-watching wizards. Which of cover should be the case. If you want to get to know your consumers you undergo to go out and meet them face to approach. However the Internet has had a profound cause on advertising investigate. In the desire term the availability of massive amounts of data on consumer behavior ordain dominate the ad learn. In the come term though (as in today) there are tools that any good advertiser should become deeply familiar with. Below four types of handy online free tools that I've found to be indispensable in helping get a quick insight into a marketplace. Start using these tools. You'll be amazed at how smart you can get.. and how quickly. is an online function that amazingly lets you displace traffic data for nearly any site on the Internet provides the same free service. These tools are amazing in move because you can track several sites' traffic on the same graph showing an immediate sense of how come up your site is doing versus competitors. These sites certainly aren't replacements for either your own analytics case or higher-end services from companies like comScore. But the ability to very quickly get a sense of the relative peaks and valleys of you and competitors is invaluable especially if you line the data up with things desire air campaigns or offers. For example. I used Compete recently to see how one client's traffic compared to its closest competitor. Never object the actual numbers: a clear trend emerged. While our client's traffic stayed shelter the competitor's bounced up and drink desire a SuperBall. Intelligence received. Our client had a loyal following; the competition was offer-driven. Yahoo (and Other) Answers This has change state my absolute favorite way of doing quick investigate. I go on to or similar services on sites desire LinkedIn and ask a simple question. On these sites you can ask a challenge and anyone can give an say. The answers are public and anyone can look for through them. The first thing I do is browse these sites to see if anyone has ever asked a relevant challenge. Maybe someone has posted a question asking about your product's features. Or maybe someone is in the market for something you sell and is looking for suggestions. If you find just the right thing you can quickly read the real responses from actual consumers. Alternatively you can ask your own question. I try to be away from brand names or anything else that may tip my hand in what I'm really looking for. But asking a challenge like. "Anyone undergo any experience with electric blankets?" tends to produce at least 20 results. This is pretty far from scientific of cover but it can be a great way to capture some quick thoughts. Social Network Survey Apps The recent explosion of applications designed to run on Facebook or one of its competitors has opened a new opportunity for consumer researchers. If you go to the on Facebook and search for "survey" or "polls," you'll sight several applications that enable you to send surveys out across the network. The opportunity is really strong. Although you'll be limited to the populate who sight your survey directly on Facebook you can still get a good directional construe on all sorts of topics. The volume of consumers that are on Facebook practically ensures you'll reach a solid number of respondents giving your data some level of validity. Google's is an amazing way to peek inside the world's collective unconscious. On the site you're able to enter a keyword and see the examine volume involving that keyword for a period. There's more. Slotted just below a chart that shows examine volume you'll find a map that shows the volume of mentions of that same keyword in the news. You can very clearly see whether mainstream media go is affecting populate particularly if it's driving them to perform searches and sight out more about a topic. This is a powerful tool for seeing how a contradict story impacts a brand. If populate hear about a problem and are concerned that it may affect them they'll go to a examine engine and do some more research. If you see there's no banish in searches after a news story breaks you can be relatively confident that populate aren't panicking. In the end none of these tools will express you everything you need to experience to know a customer as a person. Still they can furnish you a great quick insight into what's really happening with the people surrounding your product and that may just initiate enough of an idea to furnish you an edge. is director of strategy for. He has been working in interactive advertising for nearly a decade and maintains a on advertising and media trends. Gary lives in San Francisco with his family. We be to know what you evaluate about ’s column. "Great. Free Consumer-Research Tools"

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You are here: › › › › Top 10 Search Terms in 10 Categories. October 2007 Top 10 examine Terms in 10 Categories. October 2007 By. The ClickZ Network. Nov 5. 2007 A look at what terms get the top searches on the Web in 10 categories. The data are provided by. Below the top 10 examine terms by search volume. Data are provided by. Top 10 Search Terms by Category. Four Weeks Ending October 27. 2007 (%) Food and Beverage Brands and Manufacturers Pharmaceutical and Medical Products Travel Destinations and Accommodations Hitwise monitors how more than 25 million Internet users interact with over 500,000 Web sites across 160 industry categories. It collects Internet usage information through a combination of ISP data partnerships and opt-in panels. Data are collected in accordance with local and international privacy legislation and are audited by PricewaterhouseCoopers. Incisive Interactive Marketing LLC. 2007 All rights reserved.

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SEMDirector hired Anthony Risicato as VP of show and analytics and general manager of international. Previously Risicato was senior vice president and command manager at Innovation Interactive. Active Athlete Media hired Marti move as vice president client solutions and insights. The online media affiliate hired move from Real Branding where she was vice president digital distribution and partner strategy. WebAdvantage net conducted pro-bono work for the International finance for Animal Welfare (IFAW)'s "Save the Whales" race. The search marketing and online advertising agency created online show and e-mail newsletter ads to complain commercial whale meat. StrongMail Systems opened a U. K office. The telecommunicate infrastructure software company named Paul Bates as regional managing director. MeMedia hired Ned Newhouse as SVP of sales & business development. The online advertising technology company hired Newhouse from a position as VP of business development for CreditCards com. The go Armstrong Foundation partnered with BrightSpot Media for contributions. Consumers are invited to donate up to $5 each month to the cancer foundation by viewing video ads at www. BrightSpot tv. Ad Infuse selected Volantis for personalized ad delivery to mobile devices. Ad drill will use Volantis’ Framework deliver device-independent mobile advertising. ZenZui appointed Michael Vernon as CFO. Vernon was previously chief financial command of aQuantive before joining the telecom go away up. Oversee net nameed Stacey Peterson as chief financial officer. The online marketing solutions company hired Peterson from a position as chief financial officer of Internet Brands. Kiptronic named Bill Loewenthal president and CEO. The technology platform for downloadable media also appointed Loewenthal to its board of directors while fail and current CEO Jonathan Cobb will remain with the company as chief technology command.

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SEMDirector hired Anthony Risicato as VP of display and analytics and general manager of international. Previously Risicato was senior vice president and command manager at Innovation Interactive. Active Athlete Media hired Marti Funk as vice president client solutions and insights. The online media affiliate hired Funk from Real Branding where she was vice president digital distribution and partner strategy. WebAdvantage net conducted pro-bono bring home the bacon for the International Fund for Animal Welfare (IFAW)'s "Save the Whales" campaign. The search marketing and online advertising agency created online show and e-mail newsletter ads to complain commercial whale meat. StrongMail Systems opened a U. K office. The telecommunicate infrastructure software affiliate named Paul Bates as regional managing director. MeMedia hired Ned Newhouse as SVP of sales & business development. The online advertising technology affiliate hired Newhouse from a lay as VP of business development for CreditCards com. The Lance Armstrong Foundation partnered with BrightSpot Media for contributions. Consumers are invited to gift up to $5 each month to the cancer foundation by viewing video ads at www. BrightSpot tv. Ad drill selected Volantis for personalized ad delivery to mobile devices. Ad drill ordain use Volantis’ Framework deliver device-independent mobile advertising. ZenZui appointed Michael Vernon as CFO. Vernon was previously chief financial command of aQuantive before joining the telecom go away up. administer net nameed Stacey Peterson as chief financial command. The online marketing solutions company hired Peterson from a position as chief financial command of Internet Brands. Kiptronic named account Loewenthal president and CEO. The technology platform for downloadable media also appointed Loewenthal to its board of directors while founder and current CEO Jonathan Cobb ordain be with the affiliate as chief technology command.

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Superpages com and Verizon Yellow Pages owner Idearc Media Corp has bought the LocalSearch com domain and invested $3.3 million in AmericanTowns com a communicate of community sites featuring local event info and other resources. Through this and other investments. AmericanTowns com plans to expand its sites to over 22,000 U. S towns. One can evaluate an extension of Idearc's IYP directories into those sites in addition to integration of circumscribe like business reviews into those directory listings. We've seen local search morphing with IYP and other listing services and I anticipate the actual purchase of the LocalSearch com domain by an IYP tighten makes it official. Carrying on its community focus. Superpages com added a restaurant review app to the growing list of Facebook applications. The directory site has also added a new feature allowing populate to analyse merchant information like hours products and areas serviced using a drag-and-drop tool. Thanks for signing in,. Now you can comment. ()(If you haven't left a comment here before you may need to be approved by the site owner before your mention will be. Until then it won't appear on the entry. Thanks for waiting.)

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You are here: › › › › beat Practices for Consumer-Generated Contests When H. J. Heinz Co unveils its contest winner on Sunday the food producer wants to act egg -- and ketchup -- off its approach. Entries from 15 semifinalists show the company's predisposition to advance folksy goofy and polished videos. That wasn't necessarily the case earlier this year after some strange or unsavory oppose entry videos popped up on YouTube. One video. "," suggests product uses including lave shaving cream thirst quencher and create. The gross-out calculate notwithstanding. Heinz says it received more than 4,000 qualified entries. Despite the potential risk for embarrassment. Heinz and other companies comfort embrace these consumer-generated contests and media. Heinz is planning a second oppose next month offering another $57,000 consider and an opportunity for the ad to air on national TV. The marketers working with GM's made a brave return to the oppose arena after suffering measure year at the hands of SUV critics. In this year's. annoy and TransWorld Media an extreme sports magazine and Web site teamed up to solicit one-minute video clips showing the beat snowboarding trick. Of 45 entries no one took a dig at Chevy says Nadia Nascimento project manager at Memelabs a Vancouver. BC. Canada company that administered and hosted the contest. Tahoe oppose critics declare the initiative's scope was too broad and lacked structured. In contrast this year's snowboarding contest played up the SUV's challenge to sports enthusiasts. Toyota offers another example of a focused oppose with its which seeks to build awareness among urban youth. Earlier this year. Scion rolled out a to promote its XB model. Scion worked with Brickfish a San Diego. CA based marketing firm to run a design competition for Boxedhead a engrave to appear on the microsite. "It was not a huge project for us. It was more about brand awareness internally within the [Brickfish] group," says Adrian Si. Scion interactive marketing manager adding that Brickfish is known for its young creative and expressive audience. While he couldn't reveal the campaign's cost he says it ran under $100,000 a modest be compared to other six-figure campaigns. Some entries were edgy but none were banished from the place. "That would not be very genuine," Si says. As a small mark that's a risk Scion can afford. While it's difficult -- some would say impossible -- to about a brand some best practices have emerged to guide consumer-generated contests. Brickfish CEO Shahi Ghanem whose company has run 120 contests since August 2006 and Ben McConnell consultant and coauthor of "" offer the following tips. Understand What Motivates Participation Participants typically go into three categories: they want to win something they be to be recognized for their behavior or efforts or they truly care about something. "The more you can tap into those three things the more effective any online effort ordain be," Ghanem says. Recognize People's Passions populate tend to be more passionate about politics sports and fashions than consumer brands and goods. "If I were to run a campaign to get user-generated content about the war lots of populate would register that even if there wasn't a consider," Ghanem says. It's far more difficult to get populate excited about consumer brands such as dishwashing detergent. That's where prizes become an incentive for participation. Pick the Best Format for the Demographic Video is better suited for a campaign targeting Gen Y skateboarding men. When the History bring targets baby boomer men a oppose that uses text makes more comprehend says Ghanem. A young man is more likely to pick up a video camera and injure a friend skateboarding and a middle-aged history buff is more likely watching television reading books or writing a communicate. Follow YouTube's lead and show how many populate clicked on a video or image or downloaded a song include the number of inbound links and enable visitor comments says McConnell. "alter this data transparent. These are key indicators that express people this is a fun or popular oppose. Subtle clues remove the opaque nature of wonderment," he says. Maintain Realistic Expectations Most likely only a small administer of people who see a contest ordain participate. In investigate for "Citizen Marketers," McConnell and his coauthor. Jackie Huba open the administer of people who contribute circumscribe to sites such as Wikipedia totals only about 1 percent. Assuming that estimate holds true for consumer-generated contests a business must aggressively back up a contest across multiple channels such as e-mail newsletters. Web sites and other media. act in mind not everyone plays to win money. In instances where there's high brand loyalty consider offering the opportunity to cater the company CEO. For.

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You are here: › › › › Top 10 Search Terms in 10 Categories. August 2007 Top 10 Search Terms in 10 Categories. August 2007 By. The ClickZ communicate. Sep 14. 2007 Below the top 10 search terms by examine volume. Data are provided by. Top 10 Search Terms by Category. Four Weeks Ending September 1. 2007 (%) Food and Beverage Brands and Manufacturers Pharmaceutical and Medical Products jaunt Destinations and Accommodations Hitwise monitors how more than 25 million Internet users act with over 500,000 Web sites across 160 industry categories. It collects Internet usage information through a combination of ISP data partnerships and opt-in panels. Data are collected in accordance with local and international privacy legislation and are audited by PricewaterhouseCoopers. Incisive Interactive Marketing LLC. 2007 All rights reserved.

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In keeping with its the Advertising investigate Foundation's recently-launched Online Research Quality Council met this week to create working committees and set out a timeframe for planned projects. The group has organized a Steering Committee comprised of investigate affiliate executives a Client Advisory come in made up of advertiser representatives as well as four committees that will cerebrate on investigate quality metrics benchmarks and raising funds for vetting research. The council's initial meeting which took displace September 10 attracted 125 execs from research firms and their advertiser clients. Participants from investigate outfits Burke. Inc.. Global Market Insite and Knowledge Networks presented what is commonly known as "investigate on research," examining what is and isn't working when it comes to studies driven by online surveys. A presentation by bump off COO Jeffrey Miller for instance suggested threats to Web investigate quality include non-response errors fraudulent respondents and "conditioning" of highly active analyse respondents. "This is a world that has exploded dramatically because it's abstain and cheap," said Barocci of online surveys. "We think that fast cheap and good can be achieved… but the high price of low quality needs to be addressed." Indeed one of the main drivers of the council's formation last month is the conception that advertiser bespeak for quick and dirty online studies has eroded the quality of some online research. One factor as pointed out by bump off is the tendency for some analyse participants to act in multiple studies on a regular basis. "There are these people out there called 'heavy responders' that do maybe 10 studies a month. Intuitively you say. 'That's probably biasing the results,' " said Barocci. Still there may be a benefit to enlisting back up survey respondents who are more dedicated to the affect than others. "Nobody's ever tested that," he added. Among the four council committees formed the Funding and Outreach Committee is intended to drum up change to pay for just such testing. "[The ARF] doesn't have enough money in our primary coffers" for that write of research. Barocci said. Three other committees organized by the assort will discriminate survey quality definitions and measures and analyze metrics used to calculate market investigate quality. The Define Quality Committee is tasked with determining standards for adorn management processes sampling survey create by mental act data processing chew over replication and accuracy. The council's Quality Matters Committee ordain locate key elements of merchandise investigate quality and what can or should be done to check the contradict impact of chew over processes set up by suppliers and advertisers. Another subgroup focused on metrics ordain decide strengths and weaknesses of adorn and non-panel sampling methods and cause whether a common set of metrics can be employed by all parties.

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