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June Dershewitz
June Dershewitz enjoys helping companies improve their practice of web analytics.
Recent Activity
Thanks for the feedback, Peter! Ive used vlookup in the past, as well. The thing I like about my solution is that its bi-directional - youd have to do two vlookups to see the outliers in each group. I haven't used PowerPivot and DAX but they sound like promising tools as ongoing (or high-volume) solutions. Ive just spent a few minutes of amusement watching the overview videos on their site. http://www.powerpivot.com/videos.aspx Cheers, June.
Thanks for your feedback, Adron! As a blogger I do know the "power of the list." This particular list was commissioned by the WAA, so I can't claim to have come up with the idea on my own. It was fun to write, and it has really resonated with web analysts - both newbies and old-timers.
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Mar 15, 2010
Hi Les. Thanks for reading my blog! I can tell by checking out *your* blog ( http://www.websitestatistics.ca ) that you're just as passionate about web behavior data analysis as I am. If you wind up using the functional techniques in your own practice, I invite you to post about it and share your perspective. Cheers, June
Hi Charles! I understand your frustration. Here's another approach to measuring cross-channel lift: First I want to rephrase your question slightly. Let's ask, "Is someone who sees (but does not necessarily click) a banner ad more likely to reach my site by way of search?" In order to answer this question I will assume that you have 1) access to visitor-level web activity, and 2) integrated banner impression data. For the purposes of this example, let's consider the pool of visitors who came to your site yesterday. Split these visitors into 2 groups: those who've seen 1 or more banners in the past 7 days (for example), and those who've seen no banners at all. Now calculate the % of visitors in each group who clicked through to your site from search results 1 or more times yesterday. You'll wind up with 2 numbers: % search visitors with banner, and % search visitors without banner. There you have it. As I mentioned, this is just an example. You'll want to tweak it to suit your needs. Hopefully it'll give you what you need to justify (or not) your display ad spend.