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Posted on August 20, 1999

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  The Add Me! Newsletter            *** ISSUE #53 ***
  "Free tips for promoting your website and business"
  
  Add Me, Inc                    http://www.addme.com
  
  The Newsletter is only sent to the users of Add Me! 
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               ...THIS WEEK'S ARTICLE...

 
           Cool Tricks for Keeping Track of
                Your Internet Marketing


  ........................................................
  August 20th, 1999                   *** ISSUE #53 ***
  ........................................................




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          .....THIS WEEK'S ARTICLE.....



         Cool Tricks for Keeping Track of
              Your Internet Marketing
        ==================================


  by Mark Joyner
  CEO, Aesop Marketing Corporation

  You publish a website. Your promote like
  crazy. Things are happening, but you really
  don't know why. You know that something
  you are doing must be working, but you're
  not sure which of the 1,000 campaigns you
  ran last month are really paying off.

  Does that sound like you?

  A surprising number of Internet marketers
  I speak to don't have a clue when it comes
  to tracking their results. Many of them
  that analyze their logs still don't use all
  of the easy tools at their disposal for 
  keeping track of where their traffic is
  coming from.

  If this *is* you, don't feel bad.  We've
  *all* been there.

  Now, assuming that you are analyzing your
  logs and doing so with a tool that will
  tell you the path people travel through your
  site (if not - start now), then you are
  faced with these two tricky problems:

  1. How do I track the effectiveness of
  my email campaigns? You'll notice that
  a great number of hits to your site are
  "no referrer" traffic. That is, people that
  found your site either by reading an email
  or just typing in your URL.

  2. Knowing that not all hits are equal
  (a visitor from one site may be more likely to
  buy than one from another) how do I know
  which hits are generating sales for me?


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  These two problems can both be solved using
  a simple tracking method that requires no
  scripting. The only tool you need is your
  log analysis tool which I hope you already
  have.

  To explain the utility of this tool let me
  tell you a story about a friend who tried
  to do this the hard way. He set up individual
  pages for each of his promotion efforts.
  That is, every time he tried a new form of
  promotion he created a copy of his website
  and linked his new promotion to it.

  Needless to say, this took a long time. He
  spent hours creating mirror sites. Hours
  he could have been spending promoting!

  When I told him this trick he didn't know
  whether to thank me or kill me. He was so
  embarrassed that he hadn't thought of it.

  The first step to this technique capitalizes
  on two little know features of HTML:

  Fact 1:

  Whenever you add a ? to the end of a .htm
  or .html page, it has absolutely no effect
  on the page that gets called up. That is,
  if you were to write:

  http://www.killertactics.com/index.htm

  or

  http://www.killertactics.com/index.htm?campaign1

  The exact same page will come up. Go ahead
  and try it now. Pretty cool, right?

  WARNING:

  You have to append this ? after the name
  of an HTML file. It won't always work if you
  do it at the end of a domain name (unless
  your server supports it or you have special
  scripting - which is what we're trying to
  avoid - you want something universal and easy,
  right?)

  Fact 2:

  Even though the same page is served when
  you do this, your server logs treat them as
  two different pages!

  So, every time someone clicks on that special
  URL you will be able to know without question.

  Now, how can you use this in your marketing?

  A *great* many ways, but let me touch on
  some of the most important ones. By the
  time we're done you'll be on fire with new
  ideas for your marketing.

  Here are a few to get you started:

  1. Email

  Remember how we talked about the problem of
  tracking email campaigns? This is the
  solution. You simply create a unique code
  for each email campaign you have (no, I
  don't mean spam - I'm talking about
  legitimate OPT-IN marketing here) and then
  track the results in your log files. This
  will not just tell you how many clicks the
  campaign generated - it will also give you
  a good idea about how many people ordered
  as well. That is, you look at your report
  of "paths traveled through site" and pay 
  attention to the path people took as a result
  of that particular campaign.

  For example, if you see many instances of:

  (The numbers show the order in which people
  viewed your pages - this is the "path
  traveled through site".)

  1.  http://yoursite.com/index.htm?ad1
  2.  http://yoursite.com/page1.htm
  3.  https://yoursite.com/order.htm

  And relatively fewer instances of:

  1. http://yoursite.com/index.htm?ad2
  2. http://yoursite.com/page1.htm
  3. https://yoursite.com/order.htm

  Then it is safe to assume ad1 is more
  effective than ad2 *even if ad2 brought
  in more raw traffic*!

  Remember, not all hits are equal, right?


  =============================================================
  When was the last time someone asked you for computer advice? 
  When are you planning to upgrade to a Pentium III system? 
  You can EARN from the advice you give AND claim a Pentium III 
  for $699 or get a Cyrix M II-333 for FREE at Handtech.com.
  Details at http://www.enlist.com/cgi-bin/re/handadd
  =============================================================


  2. Banner Campaigns

  The same principle applies here. Just give
  each campaign a unique code and you will
  be able to track the effectiveness exactly
  as you have above.

  WARNING #2: 

  This is not a perfect system. You
  need to look at your actual number of orders
  and see if there is some congruence between
  your number of order page visits and your
  number of orders.

  Also, there is a more effective way to track
  this. Simply get some referral partner
  tracking software and assign a different
  referral code to each campaign. Then you
  will know without question that the order came
  as a result of the campaign.

  However, referral partner software can be
  difficult to set up if you're not a CGI wiz
  and the best systems aren't cheap.

  What I'm offering you here is an inexpensive
  way to track your campaigns that only requires:

  a. Your Imagination
  b. A Log File Analysis Program

  Can you think of some ways to immediately
  apply this technique to your marketing 
  today? I challenge you to take the rest
  of the day refining your marketing effort
  using these techniques. You will be delighted
  at the new insights you are shown. I bet
  you will be surprised to find out which of
  your campaigns are winners.

 
  -----------------------------------------------------------
  Article by Mark Joyner, CEO of Aesop Marketing
  Corporation and creator of 1001 Killer Internet
  Marketing Tactics - a *must have* tool for
  anyone serious about doing business on the
  Internet. Do yourself a favor and check this
  one out today:

  http://www.killertactics.com
  -----------------------------------------------------------



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