Measuring new media not easy

Karpinski, Rich
March 2008
B to B;3/10/2008 Supplement, Vol. 93, p22
The article emphasizes on using Web 2.0 by marketers instead basic web analytics. The biggest difference between Web 2.0 and early Web analytics is that marketers today must track activity and interest across a much broader universe. Information technology reseller RADirect Inc. used analytics as a core part of its program to add video and other Web 2.0 elements to its Web site, using analytics feedback to optimize video placement on its pages as well as decide to distribute its video to third-party sites such as YouTube.


Related Articles

  • THE CHALLENGES OF MEASURING NEW MEDIA. Karpinski, Rich // B to B;9/29/2008, Vol. 93 Issue 13, p22 

    The article focuses on the challenges of mastering Web 2.0 analytics faced by e-mail marketers. It states that business-to-business marketers can always tune-up their basic search engine optimization and analytics tactics, but they cannot ignore the Web progress in the direction of growing...

  • RADirect uses Web analytics to improve online video success. Bannan, Karen J. // B to B;3/10/2008, Vol. 93 Issue 3, p14 

    The article discusses how RADirect Inc. uses Web analytics to improve online video success. The company recently add video and other Web 2.0 elements such as a blog and JavaScript hoping to increase conversion and raise the number of page views and site visits per month. The company, in...

  • RADirect uses Web analytics to improve online video success. Bannan, Karen J. // B to B;9/29/2008, Vol. 93 Issue 13, p21 

    The article presents information related to the Web site of RADirect Inc. The company lists 30 different product lines on its 200-plus page Web site. The Web site was redesigned afterwards and Web 2.0 elements such as a blog and JavaScript were added in a hope to increase conversion and raise...

  • WHAT TO MEASURE? Bannan, Karen J. // B to B;9/29/2008, Vol. 93 Issue 13, p21 

    The article offers information on the Web analytics tool Web 2.0. In a survey it was reported that Web site owners that added rich Internet applications and Web 2.0 technologies to their Web sites were gathering only basic metrics because tracking and understanding data from rich Internet...

  • WEB SITES: ASK THE EXPERT. Kelleher, Siobhan // B to B;3/10/2008 Supplement, Vol. 93, p7 

    The article presents questions and answers related to Internet marketing including the key elements of a successful b-to-b Web site and another on connecting marketers to customers by Web 2.0.

  • Forbes.com. Krol, Carol // B to B;5/5/2008, Vol. 93 Issue 6, p28 

    The article presents information related to Forbes.com. As reported, Forbes.com continues to maintain its reputation for top-tier content and its ability to deliver a desirable audience to advertisers. It is also reported that the media channel that came out with a first-of-its-kind, money-back...

  • Emergency 2.0 is coming to a website near you. Palmer, Jason // New Scientist;5/3/2008, Vol. 198 Issue 2654, p24 

    The article discusses the availability of web 2.0 in responding to emergency services. There are some social media tools that are available to disaster response despite not being designed for that purpose. For instance, the founding of the use of micro-blog Twitter. The site rolls social...

  • Determinants of Recent Online Purchasing and the Percentage of Income Spent Online. Hannah, Brendan; Lybecker, Kristina M. // International Business Research;Oct2010, Vol. 3 Issue 4, p60 

    The recent stagnation of electronic commerce highlights the need to understand contemporary online consumer behavior. E-commerce's slow growth has coincided with an explosion in the usage of Web 2.0 activities. These novel online venues have created many new channels for online retailers to...

  • Web 2.0: new tools, same challenges. Perricos, Costi // Computer Weekly;10/16/2007, p18 

    The article presents the author's comments on a technology called Web 2.0. The author says that the media's coverage of the enterprise application of Web 2.0 has been very effective in raising expectations and generating hype. He adds that Web 2.0 technologies can be a driver of change in...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics