May 042011

Ad serving describes the technology and service that places advertisements on web sites.

For Example: If Intel asks Google DoubleClick DART to place Intel ad on, then CNN is the publisher, Intel is the advertiser or Brand Website, and Google DoubleClick technology helps Intel to place their ad on

CNN page with ad. Click for higher resolution image

How marketers and web analysts collect data from various data sources when Ads such as Intel Ad above is served? The table below gives a quick look for various data sources used in Web Analytics.

Type of Web Data Sources What does this Source tell us? Vendor Key Performance Indicator (KPI)
  • Publisher Data: who is serving the Ad (Frontend)
  • Publisher: CNN
  • How many Ads were Served?
  • What kinds of Ads were Served (Rich/Non Rich)?
  • Which demographics saw the AD?
  • How many unique people saw the AD?
  • How many times each individual saw the AD?
  • AD Servers such as Double Click DART, Microsoft ATLAS
  • Rich Media Ad Serving Vendors such as Point Roll, Video Egg
  • Demand Side Platforms such as TURN, Media Math, [x+1], DataXu, Invite Media
  • Impressions
  • Clicks
  • CTR
  • Interaction Rate
  • Time On Creative
  • Frequency
  • Reach (Unique people who viewed the advertisement)
  • Site Side Data (Backend)
  • Site Data: Intel
  • How many people came to Website?
  • How much time they spent on Website?
  • What did they buy from Website?
  • Omniture, Web trends, Google Analytics, Crazy Egg (Heat Map)
  • Visits
  • Time on Site
  • Unique visits
  • Bounce Rate
  • Total Sales etc

Metrics measure the degree of engagement with the Website

  • Competitive Intelligence Data
  • Other chip manufacturer (such as AMD) data
  • What is going on at brand’s website vs. competitor’s website?
  • Compete, comScore (Panel Based Measurement), Nielsen Ad Relevance, Google Trends (Search Engine), Microsoft ad Centre Labs (Search Engine)
  • Compare brand metrics with competitor brand
  • Qualitative Data- Lab Usability (inviting customers to complete tasks on your website, guided or unguided), A/B or Multivariate Testing, Customer Satisfaction Surveys, Surveys (Both Page Level & Site Level)
  • Survey on Intel Website
  • Why Customer come to Website?
  • What did Customer like or not like about Website?
  • Did Customer found what they were looking for?
  • Why did they abandon their Carts?
  • Survey Data or Voice of Customer: comScore, Nielsen, iPerceptions, etc.
  • Experimentation and Testing: SiteSpect, Google Website Optimizer etc.
  • Aided/Unaided Awareness
  • Brand Favorability
  • Likelihood to Purchase
  • Likelihood to recommend brand to others etc.

Metrics measure the kind of engagement with the Website

It is important to combine various data Sources for your Website Analysis to make actionable insights exponentially powerful and business profitable. Some of the tools above are free and we can choose from the list depending on small business, medium business and large business. Large companies can use tools such as Maxamine, Observe Point and Coradiant where each brings its unique strengths to the business of web data.

I will now leave the space for comments and it is your turn.

  One Response to “Vendors and Tools in Web Analytics Data Sources”

  1. [...] is collected when Advertisements are placed on various Websites? Excerpt from previous article Vendors and Tools in Web Analytics Data For Example: If Intel asks Google DoubleClick DART to place Intel ad on, then CNN is the [...]

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