Never have I seen such a massive index overhaul as the recent Yahoo! rollout. After spending some time with the new results, I’ve come to discover a couple of major shifts in the algorithms now being used to order Yahoo!’s results. Localization is the primary change that I’m seeing in full force. In one instance, I have a particular keyword phrase that 2 months ago returned no localized results. Now, seven of the top ten results for that same phrase are localized. This is substantial, to say the least.

There also seems to be more of an emphasis in keywords used within the domain name. For the phrase mentioned above, eight out of ten of the first ten results utilize both keywords in the domain name.

I will be reporting on this more as I dig deeper into the Yahoo! revamp.

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1. visitors that erase cookies after each session or at some other interval
2. visitors that block cookies outright
3. visitors that rewrite cookies for fun
4. visitors that arrive via a proxy service
5. visitors that click on your link or are referred to your site some other way and then leave your page before your analytics code can load and capture information or open their cookie (assuming there is one); Google has come up with a good antidote for this with their asynchronous tracking JavaScript, which is now available in a beta release.
6. visitors that arrive via multiple redirects
7. visitors that randomly visit your site from home, the office, on any other extra computers, their phones, ipads, game consoles
8. visitors that share their computers with two or more household members that all happen to visit your site and similarly multi user such as those at internet cafes and any jumping point where a new or different cookie must be used and where cookies might be shared between two or more people on the same computer who all happen to visit your site
9. visitors who proxy code for themselves, rewriting JavaScript and other parts of a sites code to meet their desires.
10. visitors that spoof their referrers or any other means that will derail validity

Surely there are more scenarios, but these alone are reason to believe that clickstream analytics is handicapped out of the gate. The multi user per computer or multi computer per user scenarios are in particular the most troublesome. These certainly account for a substantial portion of the visitor mix (or mix up as it were). I use at least 4 different devices to surf. I often visit the same site from multiple machines, but I tend to convert (if I buy or trigger the appropriate event) on one of two computers, so there are situations where I know that I appear to be about 4 different users on varying IP addresses (even on the same device), and only one of us/me will ever convert. What does that do to my conversion rate if I’m the site in this case?

This prevalent type of scenario is and will be a fundamental flaw in analytics for the near term at the very least.

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You might be surprised to learn that there are numerous such sources – all of which are valid in their own right. There’s a myriad awaiting anyone who has been too narrow while taking to task the organism of site analysis and it’s many-pronged corpus of data.

So, then how do you best categorize such data so that you can utilize it? And, how do you then capture and learn from the data from each category? Here’s an answer you will probably not want to hear, but one that attempts to reflect the state of analytics as it pertains to your web site and it’s users.

5 Identifiable and distinct categories might be defined in the span of user experience or customer lifetime:

If thought one analytics tool was enough, think again. We’ll cover more specifics in the next post.

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Freeware Sitemap Creators

• Devintelligence SitemapGenerator (Windows)
• GSiteCrawler (Windows)
• GWebCrawler & Sitemap Creator (Windows)
• G-Mapper (Windows)
• MediaCET Diadematus (Windows)
• Site Magellen (Windows)
• Sorrowmans Sitemap Tools (Windows)
• Vigos Gsitemap (Windows)
• Web-design-pros.ca Sitemap.xml.gz Generator (Java Application)

There are also several web-based tools to create sitemaps online. These tools are not platform dependent, so if you’re on a Mac, you’re in luck. Same goes for other OSes. Some of these online tools do come with limitations, however. Many limit the number of URLs that can be included in the file. So, for a site with numerous URLs, I suggest using Google’s new serverside sitemap tool or perhaps buying a more-robust option.

Free Web-based Sitemap Creators

• ScriptSocket Sitemap Generator
• ResourceSEO Online Sitemap Generator
• Enarion phpSitemapsNG
• XML-Sitemaps Generator
• AuditMyPc.com Sitemap Generator
• Free Sitemap Generator
• Neuroticweb.com Sitemap Generator
• SitemapDoc
• AutoMapIt
• Sitemapspal
• Smart-IT-Consulting Google Sitemaps XML Validator
• Safe Area SitemapGenerator

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I was a bit surprised when I first came across this analytics tool, because I had always imagined that a visual replay of user experience could only be achieved with a packet sniffing platform. Interestingly, it appears as though JavaScript can accomplish the same. Why did it take so long for such a tool to arrive, one must wonder.

The pricing is quite reasonable, though this is no Tea Leaf, or a maybe something like a poor man’s Tea Leaf. Nevertheless, I was extremely pleased to stumble across this gem.

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If you haven’t thought about putting coupons into your marketing mix, then you may be missing out. What once used to be an expensive and often-n0t-so-targeted marketing channel is now much more streamlined. There are new distribution channels popping up all over, which allow for more defined targets and campaigns that fall within even the most meager budgets.

Below is a list of some of the most highly trafficked coupon sites online.

www.retailmenot.com

www.couponit.com

www.gogoshopper.com

www.stealdeals.net

www.dealigg.com

www.zalongo.com

www.deallocker.com

www.myretailcodes.com

www.couponchief.com

www.dealio.com

www.couponhut.com

www.icetab.com

www.dealspl.us

www.hotcouponworld.com

www.topbargains.com.au

www.directoryofcoupons.com

www.couponmeup.com

www.dealhunting.com

www.couponmountain.com

www.dailyedeals.com

www.couponheaven.com

www.ultimatecoupons.com

www.cheapstingybargains.com

www.anycoupons.com

www.dealsofamerica.com

www.gottadeal.com

www.slickdeals.net/coupons.php

www.a2zdeals.com

www.spoofee.com

www.jumpondeals.com

www.fullfreestuff.com

www.fatwallet.com

www.mycoupons.com

www.couponcraze.com

http://smartcanucks.ca

www.dealhunting.com

www.naughtycodes.com

www.jackscouponcodes.com

www.discountcampingnews.com

www.epicproductsinc.com

www.valufinder.com

www.plateaulife.com

www.wellnessexpoptbo.com

www.couponshare.com

www.gotodaily.com

couponsnapshot.com

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After ruining many hundreds of lives, and captivating the world with a mysterious reign of tyranny, PageRank is finally going to  meet his maker: the all powerful Gumby. His life was cut short by Google’s executioners. The company, according to some sources is seeking an image that is more than two dimensional and the spawn of Gumby was obviously no longer the right figure. Rumor has it that the candidates for his replacement are varying twigs and sticks – all characteristically overbearing. No matter who takes the place of the green bar, they have a hard road ahead.

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DNA Abstract from Stock Images

I wrote the following manifesto back in 2006. Have things changed much as we now approach 2010? Certainly social media has become a hotbed of possibility and a swell of mostly meaningless cruft. What would we add to the list below?

* Wave bots

* Tweet mining

* Fan fishing

* Yelp!

* iPhone & Android widgets

* Linking your Tweets to your Blog to your Facebook to your cerebral cortex out to your ping tool and back again

* Linkedin but not linked to the above

* Getting over the fear of sharing your secrets, your methods or your executive suite* Making sure you honestly and genuinely feel that what you are creating (the thing that is to become viral) is something that you would use to improve your human condition – not just something that sounds cool, has would-be neatness or is perhaps not so neat or cool once you’ve made it and you realize that it’s not much better than what you already had or it takes more time and effort than the way you used to produce the same result. Will what you’re doing really matter? If so, there’s a good chance someone else is already creating a solution. Don’t let that stop you, but know that you’re going to have a much lower chance of riding the viral vibe. Viral is not a reasonable goal for commodities. People will have to latch onto it and be happy to share it.

Here’s the original manifesto from approximately 3 years ago:

1. Creatively and effectively push beyond meeting the needs and desires of a buyer or user. Without first making this the goal and then accomplishing it, there’s little chance of any viral marketing. Above all, find out what your audience wants – what would radically improve their lives or dazzle them with delight. This requires a bit of work, to say the least. Perhaps you’ve already done this in some suitable way. Maybe you’ve created something that has received an embrace from those who buy it or use it. Nevertheless, there’s always more to learn from them. And, if you don’t think so, go back to bed. You’re too tired for this.Exceed expectations in an amplified manner as opposed to simply meeting needs. Fulfill desires in full force. Create an experiential memory that lingers and resurfaces in your customer’s recollections. Exploit the resulting traffic or promotion in ways that are beneficial to all. These are the basic components of viral marketing.
2. Focus on novelty and uniqueness, but be utilitarian, if possible. Novelty is best when it meets needs and most satisfying when it does so with supreme style and design. See: Best Product Design 2006
3. Make it fun. Everybody likes to be entertained or better yet blown away. Everybody likes to play. So, how do you get people hooked in and elated? How do you get folks to play hard? Give them a tangible goal to extend beyond the quotidian with a tangible signifier or experiential means. Who doesn’t love to hunt treasure? Who would turn down random bedazzlement? Whatever you do make sure that those involved come away with a story. People remember stories and love to tell them. Good stories replicate and spread quickly.As an exercise, take on the mindset that, “All Business Is Show Business”. Now, do more of the same.
4. Let your buyers become a part of your company or a part of your campaign. There are several ways to do this. One way is to let users provide advertising content or to be made visible in some way related to your product or service. Amazon is a perfect example of incorporating their buyers into the very fabric of the company.It’s time to get over any fear of negative word-of-mouth impact. Face problems. Deal with discontent in a way that turns it around. Endeavor to realize problems more rapidly by accepting the inevitability of a less-than-perfect experience for many of your customers, and get close enough to them to find out when it happens and to make it good in real-time – real good.
5. Be generous. If you want your customers to associate you with value, you aren’t going to be faking this one. If you can’t find ways to be novel, fun or inclusive – then consider taking a popular product and reducing the price to a point where you shake the want-it-but-cannot-justify-it buyers off the proverbial fence. They won’t soon forget that you did so. To do this right, you have to make sure that the word gets out before you drop the price, and that the price drop is limited to a short time span. If you spread the message on the web, you’ll surely get a horde of residual traffic, which is best met by practicing the same exercise at least once every month. This keeps would-be buyers on the lookout, and it keeps your business present in the minds of consumers.See: Woot.If you can, then by all means bring more than one product into the mix, but don’t become a Wal*Mart, please. Hey, what about Woot*Mart? Wal*Woot? Wal*Moot?You can also use this tactic with any email campaigns that you might be running. Again – pick that one must-have or several hot items if possible. Make the product irresistible via price, and make sure you’re overstocked (to satisfy the volume and to get a volume discount). Feature this product in your update or newsletter emails to your opt-in audience. Make sure to time the email appropriately.
6. Write exceptionally compelling press releases. Submit all press releases to blog and news aggregators and to your comprehensive, current and perfectly targeted database of recipients. Find ways to merit writing a press release at least every 2 months (i.e., have a hot event or a great feature launch), which is to say don’t trumpet anything that is considerably lame, but rather only that which sticks to the eyes, ears and mind and shines at the edges – as a minimum. Repeat steps 1-3.
7. Once the campaign is ready to launch, find several highly-trafficked bloggers that show the potential for interest in what you’re offering or giving away. Contact these bloggers prior to sending out the press release, and give them the scoop. Be complimentary. Explain why you picked them. And, tell them you’d appreciate a mention by them, if they are willing. You might even go so far as to ask them for their opinion. Nokia is a great example of a company that uses a similar tactic.Not all of the bloggers you contact will respond. But, by forming one strong alliance, you’ll likely get a great deal of free advertising.
8. Confirmation email opportunities are a great source of visibility for your company. Though you’re not likely to generate instantaneous conversions, you should use any purchase confirmation emails as an opportunity to create awareness about other products, especially the ones that have competitive pricing or are extremely popular. The great thing about confirmation emails is that they are not in any way intrusive, as they are expected by all but a negligible few. And, they give you an opportunity to advertise to your customers who have not opted into your newsletters or updates.
9. Giveaways and complimentary gifts are great ways to win loyalty and to get folks to talk about your company. However, don’t even bother if you can’t find something that is truly novel or cause for excitement. Come up with something that folks will want to bring to the office, or share with their friends. Forget giving gifts, if they are going to fast become dumpster doo. Think: unlike anything seen before or off the hook.Back at Planet Lame, Sony learned (not too long ago) that a sweepstakes campaign which targets college students giving away thousands of dollars in cash prizes is going to draw about half the participation and cost multiples more than a sweepstakes that offers a dorm room decked out in state-of-the-art electronics. Focus on the persona of your target. Focus on the moment. Capture the spirit of your audience. Capture the spirit of the place and the time. Augment each of these elements as richly as possible.
10. Far from forgettable: you are on a stage. Where are you? Far from forgettable.
11. How to push the phrase “Tell a Friend” to the “Sell a Friend” level? It’s every business’ dream to have people selling their products by excited, cost-free, word-of-mouth inducements. A cheap, global, on-the-ground sales team can be yours, if you figure out a way for people to express themselves in your company’s name. If you need some help with this concept (as it seems to be out of reach for many), check out WOMMA – the Word of Mouth Marketing Association – www.womma.org.
12. Decadence. Belgian chocolate. Naked people. Now you just have to figure out a way to use them in your marketing plan. (Just wanted to make sure you’re still awake or maybe I’m serious. How to know?)
13. Invite reviews. Induce reviews. Beg for reviews. When you’ve gone out of your way to help a customer, by all means, politely ask them to take a moment and give you a review on your Yahoo! local listing, or any place where they can do the same. Another kind of review is a kind you facilitate. See below.
14. Use free classifieds and listings. This includes, but is not limited to craigslist, Froogle, Froogle Local, Googlebase, Google Local, Yahoo! Local or
    

    Backpage.com	various local classifieds
    GetitSellit.com	simple, kid-friendly classifieds website
    Adpost.com	national and international classifieds
    DomesticSale	local, national and international classifieds
    Meetup	classifieds for local groups with shared interests

15. Be a resource. If you have a website, provide users with information about your industry. Give solid, effective tips and advice. Link to as many other resources as you can. Keep the links current, relevant and insightful. Become an authority on topics that correspond to what you sell. Get your CEO blogging about what she loves (which will hopefully include the products you sell). Share your knowledge and expertise. Provide tools that inform your customers or any means to allow buyers to buy with confidence. Implementing a means to let customres share reviews is a particularly good method, which harkens back to the word-of-mouth element. The benefits of product reviews are profound (believe it). A great example of a reviews pioneer online is New Egg (www.newegg.com).Provide as many ways as possible for users to calculate, communicate, comment, customize, create, connect, compare, compose, correct, cross-reference, celebrate, cluster, classify, clip and call up again. And, make sure to ask your customers what they would most want from your business. Give great choices and follow through. Let users know that you listened and acted.
16. Gratitude. Genuineness. Consistency. Institute at least 5 new ways to show your appreciation, increase transparency and adhere to stable policy and practice in your business processes.
17. Talk is cheap and so is chalk. How many people walk a particular path from the subway to the office every morning? Don’t be obnoxious about the message. Make it simple and memorable.
18. Use children as a source of market knowledge. Hipness is of great value. Use trend-setting teenagers to find out what’s emerging or hip. Use the information to make your campaigns “of the moment”. You may be cool, but you’ll be surprised at what you’ve failed to gather from the world of pop culture.
19. Utilize incentives. Get referral kick-backs into the mix. Affiliate marketing is powerful incentive prospect. It provides inbound links, spreads the word at a cost you set, and it builds your visibility in a way that’s mostly in your control. And, there are good platforms that make the process easy to establish. Share the wealth or get ready to be poor.
20. Hire people who are truly excited about your company. Make those you hire stakeholders in the company, whether by ample incentive stock options, profit-sharing, commission or generous performance bonuses. Your sales department doesn’t have to be the only department selling your product or service.If you make it possible for employees to gain from the company’s success, the sales folks won’t be the only people cold-calling. There is perhaps nothing more powerful than internal excitement. When you give your employees a reason to dig in, you can bet the business on the fact that they will be spreading the word like no one else.

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