Analytics Avenue

While many of you know that I support Yahoo!'s current web analytics products called 'Conversion Only' and 'Full Analytics', many of you don't know that I also support two other products here at Yahoo!. One product is our Sponsored Search API while the other is what we call SSP...or Search Submit Pro. What is SSP? Well for those that have worked hard to manage their SEO (free or organic or algorithmic) listings to meet Yahoo!'s web crawler needs, SSP is a paid inclusion program that allows you to easily manage those organic listings without having to tweak your backend system (meta tags, etc). Many of you may not know that you can use Yahoo!'s 'Full Analytics' product to track the performance of your SSP listings.....from click to conversion. You can even get ROAS (return on ad spend or ROI) data for e-commerce sites that pass us revenue information. But before discussing tracking of SSP using Full Analytics, let's discuss what value SSP brin...

As many of you have already heard, the next big web analytics consolidation purchase took place on Tuesday with the announcement that Yahoo! has picked up the industry respected IndexTools. This is very exciting news for me because I have first hand knowledge of the IndexTools product and I support Yahoo's current web analytics products. A few years ago I worked for an SEM agency in San Diego called EngineReady ( http://www.engineready.com/ ). By the time I got there, EngineReady had already made the smart move of partnering with IndexTools so they could take advantage of IndexTools' web analytics product and include it as part of their SEM consulting services. I say "smart move" because EngineReady was one of the early SEM agencies to understand the value that web analytics had on helping online (pay-per-click) advertisers' improve their CPA and ROAS goals. As part of the EngineReady/IndexTools partnership, my role was to help IndexTools improve their US presenc...