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The study examined data from two of the UK’s busiest ecommerce websites, ASDAand William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare IP-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overestimated visitors by up to 7.6 times whilst a cookie-based approach overestimated visitors by up to 2.3 times. Google: ”red eye cookie report pdf” or http://bit.ly/cszp2o [Overestimating unique visitors ] Source: White Paper, RedEye, 2007
[ Maximise identification points ] Campaign response Online purchase Confirmation email Email subscription Email newsletter Online bill payment Repeat purchase Website login −−− Probability of identification through Cookies
AvinashKaushik: “The principle of garbage in, garbage out applies here. […] what makes a behaviour targeting platform tick, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target […]. You feed your BT system crap and it will quickly and efficiently target crap to your customers. Faster then you could ever have yourself.” [ Quality content is key ]