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Analytics
August 30th, 2010 06:35 AM
Real-Time Promoted Tweet Tracking
Gage the effectiveness of your Twitter campaign with Yahoo! Web Analytics
The launch of Twitter’s “promoted tweets” allows advertisers to get their messages out on Twitter without crippling Twitter’s democratic experience. Advertisers are lining up to take advantage—and so should you.
But once your promoted tweets campaign is active, how do you track it? Yahoo! Web Analytics has the answer.
“Unlike other web analytics solutions, Yahoo! Web Analytics gives advertisers the flexibility to log into their account and see visitors right after they’ve reached their web site,” writes Matt Lillig, a senior analytics lead at Yahoo!. “No more waiting for hours to see how their campaign is performing. With real-time measurement, advertisers can follow the viral effect of the ad campaign and optimize their Twitter advertising efforts accordingly.”
For more analysis on these analytics, tune in to the Yahoo! Web Analytics Blog.
— Michael Mattis
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August 27th, 2010 12:58 PM
Yahoo’s July 2010 Retail Insights
Backpack season arrives early
Retail Pulse, the monthly report that taps into Yahoo! data to track changes in U.S. online shopping trends, confirms that back-to-school shopping started earlier than in 2009:
- “Back to School” searches on Yahoo! entered the top term list as early as the first week of July.
- Search for “backpacks” on retailer sites surged after July 5.
- Users who visited Office Supplies sites also increased over four consecutive weeks.
Women’s passion for fashion
The report also highlighted that search in the Apparel category has increased over four consecutive weeks, recovering from a four-month slide. Specifically, Yahoo! Shopping click volume in the Clothing category saw an up-trend. The number of women aged 18-49 who visited sites in the Department Store category has also increased since July 5.
— Dianne Molina
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July 22nd, 2010 09:10 AM
Analytics for Your First Display Campaign
Part IV: Measuring your success and optimizing on it
In the final part of our series on getting started in online advertising, we look at analytics and optimization. See part one, “Getting Started in Display,” part two, “Display Ads Go Viral.” And part three, “How to Buy Your First Display Ad.”
When a new display ad goes live on the Internet, it may seem like the end of a process that started with strategy, creative and buying. But in many ways when an ad goes live it’s just the beginning: analytic data comes and that starts the cycle all over again, as information is used to refine and optimize the marketing strategy, creative content, and buying plan.
What’s the data telling you?
For Adam Chandler, vice president of sales for PointRoll, a Web marketing firm specializing in rich media, all the steps of an online marketing campaign are interdependent. “There needs to be a continuous-feedback loop,” he says. “Online advertising allows you to get real-time information and then optimize your current spend based on what the data is telling you. Once you go live, it’s really just the beginning, because you’re now getting feedback from consumers on what they think of your brand.”
(more…)
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July 14th, 2010 10:57 AM
Ad News and Views from Around the Web
Social meets search; the death of corporate blogging (maybe); social media will reach middle age; Yahoo! Tower of Babel and more
Social and search, together at last
The world is indeed getting smaller and smaller. The worlds of social media advertising and search advertising are merging, and fast. Luckily, there are tools you can use to measure your performance in both worlds at once, says Laurie Sullivan on MediaPost’s SearchBlog.
Is social media corporate blogging’s death knell?
True, we’ve had a few positive things to say about corporate blogging now and then. We’re doing it right now, after all. But we may be dinosaurs before we know it. Simon Mainwaring, who, not incidentally, has been featured on our blog recently, says on his blog that they are going out of style and offers eight teasers on how “the online presence of a brand will increasingly become the sum of its social exchanges across the Web.” Dude, this is all so self-reflexive.
Millenials grow up on social media
Millenials. Gen-Y. Generation Next. “The kids these days.” Call ‘em what you will. Fact is, the young folk born in the 1980s and ‘90s are leading the charge in social media and, moreover, are unlikely to get sick of Facebook and Twitter—and whatever it is that will come two years down the pike to replace ’em—well into middle age, according to a recent Pew study. Agencies take note.
(more…)
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May 11th, 2010 05:55 AM
Yahoo! Tops in Seven Categories
Yahoo! Green climbs on top
There are some things we never get tired of talking about. Take online ratings, for instance. Once again the numbers show Yahoo! sites at the number one spot in seven different categories.
We know we said the same thing last month, and many times before that, and it’s still true. If you want to check out the top-ranked sites in their respective fields, you simply have to join everyone else on Yahoo! Sports, News, Shopping, Finance, My Yahoo!, Yahoo! Local and omg!
Green goes up
Special congratulations this month go to Yahoo! Green, which grew more than 300 % and jumped from No. 5 rank in February to the No. 1 Green site in the U.S. in March. It’s no wonder, since everyone trying to live a more responsible lifestyle appreciates its engaging blend of news, commentary and practical information.
(more…)
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[ 3 comments | Categories: Analytics, Insights, Targeting ]
April 13th, 2010 01:28 PM
Use Search to Improve Display Campaigns
Discover your audience with Yahoo’s Ad Delivery Report and enhanced reporting
You may already know that Yahoo!’s Ad Delivery Report is a great way for you to track and impr0ve the effectiveness of your search campaigns. But did you know that the data can also be used to help your display campaigns perform better?
“I’ve used the Yahoo! Ad Delivery Report and enhanced reporting to leverage our search marketing insights to target display ad strategy and deliver greater results,” says Yahoo!’s Gabriel Elliott, an account executive who has helped many advertisers take advantage of these tools.
The Ad Delivery Report, helps advertisers fine-tune their campaigns by helping identify under-performing sites, block out any irrelevant publishers, and focus on the best performing sites.
(more…)
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[ 3 comments | Categories: Analytics, Display, Insights, Products, Search ]
April 1st, 2010 03:03 PM
First Choice Ski Uses Yahoo! Web Analytics to Improve Performance
A case study on using the numbers
First Choice Ski, part of the TUI Travel group, has just produced a case study of its web analytics efforts in conjunction with Yahoo! Web Analytics. You can click here to download the PDF version, but here are the highlights from Simon Rigglesworth and Penelope Bellegarde:
“We can honestly say that the quality and features in YWA easily equal, and in some areas are a lot better than paid-for packages.”
“The homepage experienced an 18 percent decrease in bounce rate.”
“The number of sales driven by the homepage increased 266 percent.”
“We think that Yahoo! Web Analytics really puts other vendors to shame.”
To read more, visit the Yahoo! Web Analytics blog.
— The Team
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[ No comments | Categories: Analytics, Products, Search ]
March 19th, 2010 10:55 AM
Goal! Yahoo! Sports Gets the Gold
Yahoo! sites provided great opportunities for niche advertisers in February
The Vancouver Winter Olympics proved to be a boon for advertisers on Yahoo! Sports, and showed the almost awe-inspiring power of the Yahoo! frontpage. Due in no small part to promotion on Yahoo.com, Yahoo! Sports ranked number one in online Olympic coverage, outranking even the website of the official Olympic TV network, NBC, with 40 million total unique visitors to the games. In fact, Yahoo! Sports enjoyed a 21.3 percent increase in page views during the month of February, much of it sent directly from the Yahoo! front page.
(And in case you haven’t heard, Yahoo! just entered into an agreement to acquire the fantasy sports site Citizen Sports, which itself just set a traffic record, generating more than 39 million unique monthly users in February, according to comScore.)
(more…)
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[ No comments | Categories: Analytics, Industry Trends, Yahoo! News ]
February 23rd, 2010 04:21 PM
What Do I Do With All This Data?
Yahoo’s Scott Burke answers your questions
It’s a pretty common question among online advertisers: How do I use all the marketing metrics I’m inundated with? In an article posted yesterday on Ad Age, Scott Burke, our VP of engineering, user data and analytics, tackles that question with some pretty detailed answers, and talks about what’s important now—whether it’s clicks, time spent, the delta between search and display analytics, and much more. Click over to Ad Age for all the details.
—The Team
(Image by Pink Sherbet Photography via Flickr CC 2.0)
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November 4th, 2009 08:36 PM
Ad News and Views from Around the Web
Yahoo! front page success; Yahoo! (still) hearts creatives; improving your search performance, and more
Time spent on Yahoo! front page up 20 percent since redesign
Eric Schonfeld over at TechCrunch reports from Yahoo! Analyst Day on the success of our new front page. Writes Schonfeld: “Senior vice president Tapan Bhat gave an overview of how the redesigned homepage is performing. In the past three months, pageviews are up 9 percent, and time spent on the homepage is up 20 percent… Some of the big drivers of user engagement come from the ability to customize the homepage by adding applications and feeds from anywhere on the Web into the My Favorites column on the left-hand side. According to Yahoo consumer surveys, 75 percent of users love the applications area and 40 percent are using between 6 to 11 apps. Usage of that feature is up 8 percent over the past three months.” Not bad, if you did say so ourselves.
(more…)
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