By: Karl Greenberg Yahoo! Launches New Analysis Tools
(Adweek IQ) Like anglers installing fish-finder radar and intelligent hooks, Internet portals and networks are introducing ad tracking and campaign analysis services to help advertisers discover more about consumers.
Seattle-based ad optimization and serving firm Avenue A recently launched a consulting unit to help customers anonymously track visitors and determine which are qualified and which are just, well, visitors.
This week, Yahoo! has installed a new analysis tool developed as part of its Fusion Marketing suite of services. Yahoo! Buzz Index, created in-house, measures public engagement with brands, products, people and technologies at Yahoo!'s search portal and network of 24 global sites. The index is calculated each weekday and allows almost real-time trend analysis, which helps marketing clients measure the effectiveness of their online and offline campaigns, Yahoo! reps said.
The application aggregates and ranks search queries made at Yahoo.com to compile information about the interests of its 166 million monthly users. While consumers and their searches for terms and products remain anonymous, Buzz calculates aggregated or undifferentiated numbers broken down into, by way of examples, demographic profiles of a brand's audience or campaign tracking for an advertiser.
As Yahoo! continues to build customized, targeted marketing programs, "we also want to provide them with tools that will allow them to track campaigns and evaluate their impact," Anil Singh, chief sales and marketing officer, said, adding that Yahoo!'s user base constitutes a strong indicator of trends and preferences.
Buzz clients include Pepsi and Barnes&Noble.com.
"When our offline version of Pepsi Stuff was in the marketplace four years ago, we did not have a true handle on its performance until the conclusion of the promotion," said John Vail, Pepsi's director of digital media and marketing. He says Yahoo!'s index lets Pepsi track PepsiStuff.com's relevance to consumers - within hours instead of weeks - so "we can make adjustments to the program much quicker."
With a consumer-targeted version of the Yahoo! Buzz Index, users can access data on movies, music, sports, TV and other popular search subjects.
Copyright 2000, Editor & Publisher.
Comments
No comments on this item Please log in to comment by clicking here