SiteCompass: The Best Way to Measure Advertising Effectiveness
SiteCompass allows you to distinguish between visitors and how each got to your site.
SiteCompass allows you to distinguish among visitors and how each got to your site. SiteCompass gives you a way to measure the quality AND quantity of the visitors to your website.
Website owners can use measurement systems that provide different levels of sophistication and accuracy in determining the value of an ad or a marketing campaign.
The most basic thing to know is how many people actually saw your ad, its number of impressions. Even better is to know the number of people who actually visited your web site from the ad; instead of just the quantity of impressions you can determine their quality as well. Finally, SiteCompass takes you to the next level by tracking and providing you with the path EACH of your visitors takes through your site. It is one thing to know that 3% of the people exposed to your ad went to your web site. It is much more valuable to distinguish between one group of visitors had a 30% clickthrough rate andanother group that only clicked through 1% of the time.
The picture to the left is a good metaphor for SiteCompass. Standard statistics would tell you that there were 8 impressions made in the sand and that the majority of them were heading in the NE direction. SiteCompass would distinguish the one big track that points eastward from the small ones so that you knew which direction your target customers are heading.
How do these individual tracks help me more than my standard statistic and analysis tools?
Standard statistic and analysis tools will tell you how many visits you had from a referring domain. They will not tell you how many of those signed up for your newsletter or bought a product. Getting this kind of information has in the past required very expensive solutions.
Here's a brief breakdown of the different levels of accuracy in measuring a marketing program's effectiveness on the Web.
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| Level 1 (Lowest): How many people saw your message on other sites | Number of impressions reported by advertising service. | Only useful for web (banner) advertising or direct e-mail. Doesn't tell you conversion rate for different ads. |
| Level 2: Know how many people actually came to your site | Click through information or site statistics | Can't tell how many or which visitors were 'quality' visitors. Information tends to be aggregated: E.g. you know 1,500 came from Yahoo but you don't know how many of those Yahoo visitors bought anything. |
| Level 3: Similarities between preferred and less desirable visitors | SiteCompass Map | SiteCompass Map tells you about the visitors who came in through each page and what domain they came from, and allows you to dig down to find out details even down to specific visits. |
| Level 4: Which ad campaign is yielding sales or e-mail leads | SiteCompass TrailMarker provides you details about each visitor, including whether they came from a banner ad, search engine result or even a print ad with e-mails and online orders. | SiteCompass TrailMarker is a cost-effective way to identify sources for your leads and sales |
SiteCompass: Marketing Effectiveness Made Easy.
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