Two great reasons for local publishers to value usage data

Two more arguments in favour of local publishers paying attention to the capture and utilization of traffic data:

  1. Google is taking disruptive action to gather more usage information.
  2. Publishers can utilize usage data to take control of their advertising destiny.

I’m really just providing a local interpretation for two great blog posts from Jonathon Mendez – a push and a pull.  Part of my ongoing effort to highlight the importance of usage information to local publishers.

(And by my definition, usage includes both clicks and calls generated from print, online and mobile sources.)

The PUSH: Google Wants a Deeper View of Usage

Mendez reports that Google is running some experiments where they are stripping the referring URL when passing traffic to sites.  I assume they are doing this to encourage sites to use Google Analytics instead.  Why would they do this?  Because they get a much deeper (and more accurate) view of the compete user transaction when they able to track (through Google Analytics) what happens to the transaction on the destination website.

So Google is taking what seems like fairly dramatic action to get access to more usage data.  Local publishers take note.

The PULL: Publishers Can Control Their Advertising Destiny

Mendez followed his post on Google with Transcendence: The Power of Publishing is Marketing.  For local publishers, I’d summarize this as follows: by analyzing the historical usage of your content you can improve the performance of advertising on your site.  This increases your value proposition to advertisers and puts you in control of your own destiny.

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