|
| Recent
Articles |
AT&T
Building 40Gb Net Backbone
The telecom giant plans to spend between $8 billion and $8.5 billion to upgrade
its Multi Protocol Label Switching (MPLS) backbone. Internet Protocol Television
(IPTV) looks like the motivating factor in AT&T's announcement at Globalcomm 2006
of the forthcoming upgrade to OC-768
Google
CEO Expresses Support For Net Neutrality
The CEO of Google has a few words to say (or type, anyway) about Net Neutrality.
Speaking not just for himself, but on behalf of the company, Eric Schmidt asks
"you to take action to protect Internet freedom."
Search
Marketing Grabs More Customers
Many businesses are missing out on a great opportunity to use an innovative method
of 21st century advertising. Search marketing is out there and it's being underused
for promotion.
Lenovo
To Drop Linux?
Frank Kardonski, worldwide product manager of PC manufacturer Lenovo, made comments
to the extent that the company will no longer offer Linux as an option. Then the
company itself stepped in to say Kardonski's statement had been "misinterpreted,"
...
|
|
06.09.06
Web
Search To Sale Tracked By New Product
 By
Alex Bard
The research firm comScore Networks will offer a product that will measure "consumer
behavior from an initial Web search to subsequent conversions", according to ClickZNews.
comScore Networks
will offer qSearch
Retail. This will aid many commercial website owners, because not only will
it keep track of online purchases from the initial Web search and perhaps even
more importantly, offline purchases as well. qSearch Retail combines the company's
panel data with subsequent surveys.
Measuring the offline impact of online advertising has long been an issue for
the industry.
A recent report from Shop.org indicates 22
percent of offline sales had been influenced by Web searches. comScore Networks,
meanwhile, says the percentage is much higher than that.
comScore's research that 60 to 90 percent of conversions happen offline, while
direct online conversions account for between 5 and 20 percent of all search-related
purchases.
Between 10 to 35 percent occur online well after the original search occurred.
Behaviors vary by product category, indicating the need for more research in this
rapidly developing field of marketing.
"It's increasingly clear that consumers who search for products online
will often visit brick-and-mortar locations to complete their purchase," said
John Miniati, VP of comScore Networks, "In today's economy, retailers who offer
both a strong online and strong offline presence have a distinct advantage."
comScore uses its Global Network panel to note complete Internet activity including
search queries and the purchases of its panel members. Online survey research
is then conducted and matched with behavioral data, to capture offline data. That
enables them to provide quarterly reports and analysis,
qSearch provides information and insight for retailers, search providers, agencies
and financial analysts by offering metrics, reports on searches and purchases
made online, and offline, from a catalog and over the phone and a number of other
variables.
If the research is accurate and available on a timely and regular basis, it will
be an incredibly important marketing tool that will further change the way consumers
now shop.
About
the Author:
Alex is a staff writer for WebProNews covering technology and business. |
|
