Analytics Avenue

I'm starting to think that there might be some confusion out there about the new Yahoo! Web Analytics (formerly IndexTools ) and Yahoo's Search/Campaign Analytics. So let's clear things up! Yahoo! Web Analytics ( http://www.web.analytics.yahoo.com/ ) Y!WA is the re-branded version of IndexTools that was announced about two weeks ago. While Y!WA is not available to everybody just yet (expect a full launch in 2009), it is currently being made available to: - Yahoo! Small Business owners, also known as Yahoo! Stores http://smallbusiness.yahoo.com/ecommerce/ - Y!OS - Yahoo! Open Strategy http://developer.yahoo.com/yos/intro/ - Yahoo! Micro-sites (partners sites that Yahoo! builds). Example: http://promotions.yahoo.com/honda Y!WA is an enterprise level solution that provides both web site measurement and campaign/keyword measurement capabilities. Yahoo! Search/Campaign Analytics Yahoo! Search/Campaign Analytics is available to all advertisers with a Yahoo Search Marketing ...

Lately I've been seeing a lot of stories being written about the growing gap between search and display spend. During these hard economic times, it appears that more advertisers are starting to move their online advertising budgets towards search instead of display because: 1. Advertisers prefer search advertising over display advertising because of the simplicity of tracking search. 2. Advertisers feel that search advertising performs better than display advertising. I'm here to say that nothing could be farther from the truth! Tracking display ads is actually pretty easy. And if you feel that search ads perform better, then you may be risking a 22% lift in conversions by not running display advertising with your search advertising. Let's tackle these myths one by one. Question 1 Sure, tracking search is pretty easy when using Yahoo Analytics or Google Analytics. All you have to do is add the vendor's tracking scripts to your web site's pages. But tracking display ...