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The Page Tag and Log File Alternative

August 1, 2007 By Leave a Comment

In the pre-tagging days of web analytics when dinosaurs roamed the landscape, log files weren’t the only way to collect data. Packet sniffing or network-based data collection, popularized by Accrue Software,was also available. Proponents argued that packet sniffing was superior because data collection becomes “hands off” once the collection appliance is installed between the router and network switch. There are no tags to maintain, nor log files to administer.

If you’d like to look into this method of data collection, there are a few solutions out there that merit your attention. Read my post on CMS Watch to find out which ones deserve a look.
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Posted by: Phil Kemelor VP, Strategic Consulting Services – Semphonic
Analyst – CMS Watch Web Analytics Report
Author – The Executive’s Guide to Web Site Measurement and Testing
Blog – CMS Watch Analytics Channel


Filed Under: Accrue, CMS Watch, packet sniffing, Phil Kemelor, Web Analytics

Building Relationships through Mobile – ad:Tech 2007

August 1, 2007 By Leave a Comment

This session featured Jack Philbin (President, Vibes Media), Bob Wesley (CEO MobileLime), Dean Macri (Founder/CEO Cielo Group) and Brook Pitts (Senior VP, Marketing Innovation – Bank of America).

What started out as a very dry session turned out to be a very insightful lesson on ways to create conversation and user engagement using the power of mobile. 2 of the most interesting uses of mobile campaigns were mentioned by Bob Weasley and Dean Macri.


Mr. Weasley described how his company partnered with Grocery stores such as Albertson’s to enhance shoppers’ experience. Initially there was a framework setup so that shoppers could be tracked (through their mobiles) as they walked through the various sections. Shoppers were also given the ability to scan and bag items instantly. Based on the person’s shopping behaviour and where they were located in the store they were served related promotions/advertisements. Dynamic advertising can also be served based on the weather as well as the season.

Mr. Macri spoke about a campaign his organization ran with their client BMW. Print ads with short codes (short number sequences which replace long URLs) were placed throughout various airports trying to entice users to find out more information on BMW’s vehicles. Once users entered the short code they were given a program which streamed videos regarding a specific type of BMW series. Users with older technology were offered pictures instead. Finally, users were given the location of the nearest BMW dealership at which they could make an appointment to visit a show room. The campaign was measured by the number of users “clicking in” using the short code, the types of videos/pictures viewed most, dealer popularity and appointments booked.

The session concluded with some brief lessons learned, here’s what the speakers said:

  • The mass market is not completely up to speed on mobile advertising yet
  • Mobile advertising is a very uncluttered environment
  • In 2007 it is important for agencies to test and learn (otherwise you will lose ground)
  • Consumers want to go beyond text messaging
  • Mobile advertising should be kept simple
  • You should always try to create strategies that add value for the end users
Filed Under: ad:tech, Mobile, Mobile Advertising

Chris Anderson: The Long Tail – ad:Tech 2007

August 1, 2007 By Leave a Comment

Chris Anderson, Editor in Chief of Wired Magazine, kicked off ad:Tech Chicago 2007 by taking a page (literally) out of his book: The Long Tail. One of Chris’ main objectives that he was trying to get across was that the era of the “Blockbuster” model has ended. As the Internet continues to provide limitless commodities of products to everyone, people are far less likely to purchase mainstream products/services. In today’s world people have more selection than they ever did before and enjoy selecting niche products/services. Anderson also made a great point in that selling products cannot be sold to a global, one size fits all market but rather have to be sold using niche or very segmented markets.

“What happens to the combined copy of all the millions of items that may sell
only a few copies equals or exceeds the value of the few items that sell millions each?”

Chris provides some great examples which proved his theory on the long tail:

  • Since spring of 2000 there has been a rapid decline in the number of music albums that achieved gold status (or above) because of the Internet and it’s capability to share vast genres of music.
  • The decreasing number in attendance for a movie’s second week: The Internet makes the sharing of conversation around movie reviews instant which can lead directly to less visitors attending movies on the second week.
  • An online company like Rhapsody offers 1.5 million different music tracks vs. a typical Walmart with only 55,000 Tracks. Companies such as Rhapsody receive 40% of all music sales because of this.
  • The highest rated TV show in the 50′s was I love Lucy, however nowadays you cannot single out one show as “top rated” because people have been given so many choices of TV programming to watch.

I really enjoyed Chris Anderson’s keynote and look forward to reading his book, The Long Tail.

Filed Under: ad:tech, Industry News