Analysis

A major advantage of the Internet is the amount of information it is possible to collect. However controlling and effectively analysing the information is the major challenge. I have created two forms, which demonstrate what information you should collect, and how you would analysis it.

Banner analysis

Banner advertising should be analysed by: -

• clicks through on your banners (per CPM).
• purchases per click through
• repeat purchases per original purchase
• average value of purchase
• average value of repeat purchase

This is then analysed by the banner creative and in the case of search engines the keywords searched by the customer. In this way you can tell if certain keywords or banners are proving more successful at getting click through or repeat purchase. Eventually you will have banker banners and keywords, which you will test new ideas against.

You will have one of these forms for each site and then must perform cross-site analysis to identify which sites have been most effective. This will allow you to improve online advertising spend in future.

Mailing analysis

With mailing lists you will again want to know which copy has been most successful at generating response, purchases and repeat purchases.

You will have one of these forms for each list and then must perform cross-list analysis to identify which list has been most effective. This will allow you to prioritise which products/services are responding best.

List Name:______________	Creative
	a	b	c
Response
Purchasers / response (%)
Average purchase (£'s)
Repeats / purchase(%)
Average Repeat (£'s)

Other sources