Less Spend For Online Ads, Means Rethinking The Way We Analyze Them
New start up gives SMEs a cost effective tool to evaluate online expenditure
Released
on: August 24, 2009, 8:43 am
Author: Eric Melchor
Industry: Internet & Online
New York, NY – August 24, 2009 – Smart Digital Spending, a New York start-up
launched today, offers a new approach to analyzing online advertising which could save
firms thousands of dollars each year. Smart Digital Spending provides written, audio and
video instructions on how to analyze online campaigns using data analysis techniques in
order to make simple yet effective media optimization decisions. Offering data analysis
advertising tutorials is the brainchild of online marketing analyst Eric Melchor.
Paula Lynn commented, “I think there is a real need for these tutorials. Marketing data
analysis is usually seen as really complex and hard to implement, but these guides
explain how advertisers can incorporate online media measurement into their media
planning strategy very easily. There may be other options out there, but simplicity
doesn’t seem to be what is happening with other companies offering their services”.
According to Eric Melchor, “The natural instinct of an internet marketing analyst with no
media planning experience is to track and measure as many metrics as possible in order
to learn about the campaign at maximum granularity. This results in a virtually endless
amount of wasted time since this won’t change the way advertisers plan future media
buys nor generate a better ROI on advertising dollars spent.
Media planners and buyers who are capable of performing proven data analysis
techniques on their own are much more likely to focus on what is actionable, identify
areas where to minimize costs and implement optimization decisions based off strategic
findings that will enhance campaign performance.”
Firms of any kind can purchase and download these tutorials that are designed for paid
search, online display and mobile marketing at www.smartdigitalspending.com. Firms
can even choose to pay a low monthly subscription that gives them access to all tutorials
for free and are able to have Eric Melchor as an available resource to call on for matters
relating to measuring digital advertising.
The videos and written instructions are currently offered in English. Microsoft Word,
Excel and Media Player are needed in order to follow the tutorials. Each video is 9-11
minutes in length and written instructions are 5-7 pages long. Experience in data analysis
and strong Excel skills are not required. To perform these data analysis techniques, basic
campaign data such as impressions, clicks, conversions and media spend is needed.
Individuals can sign up on the website to attend a free webinar where Eric Melchor will
conduct a personalized demonstration of one of the tutorials.
For further information contact Eric Melchor at eric@smartdigitalspending.com
Contact:
Eric Melchor, President
Smart Digital Spending
eric@smartdigitalspending.com
516-882-6276
2010
