Actionable Analytics Report for Online Marketers Released by Avenue A / Razorfish

  
    
  
  
    
      Avenue A | Razorfish, the industry’s largest 
      interactive marketing services firm, today released “Actionable 
      Analytics,” a report that demystifies the 
      world of web analytics by answering 14 questions every marketer should 
      ask to apply analytics for better business results. Avenue A | 
      Razorfish, an operating unit of aQuantive, Inc. (Nasdaq:AQNT), provides 
      several break-through ideas in the report, such as an innovative use of 
      analytics to make the right mix of advertising spend in direct response 
      and brand marketing. “Actionable Analytics” 
      is available at: http://www.avenuea-razorfish.com/points.htm.
    
    
      The report focuses on three major categories -- media analytics, Web 
      analytics and customer relationship management -- and is designed to 
      provide useful information that marketers can apply to achieve better 
      results, both now and in planning future Web marketing programs.
    
    
      “While we assume that Web analytics packages 
      are useful tools for measuring performance, they don’t 
      provide insight to act upon,” said Avenue A | 
      Razorfish Senior Vice President and General Manager of Global Solutions, 
      Lee Sherman, the editor of the report. “Our 
      report shows online marketers how to turn analytics into actions that 
      lead to results.”
    
    
      Among the key findings, Avenue A | Razorfish reports that media 
      analytics now bring science and a human element together to create the 
      right mix between brand and direct response marketing. Interaction 
      effects between digital media channels can be quantified and indicate 
      that some marketers systematically attribute sales to the wrong media or 
      ad impression. In addition, Web-site usability and multivariate testing 
      technologies can quickly yield significant improvements in site 
      conversion rates. Sherman cautions, "These technologies yield superior 
      results when managed and interpreted by highly trained usability experts 
      and marketing strategists, who are supported by creative talent."
    
    
      The Actionable Analytics report bases recommendations on numerous Avenue 
      A | Razorfish studies, years of collective knowledge, a broad range of 
      specialist expertise and deep experience with companies that are 
      tackling the issue of a positive return on marketing investment.
    
    
      About Avenue A | Razorfish
    
    
      Avenue A | Razorfish (www.avenuea-razorfish.com) 
      web-marketing solutions are entrenched in deep technology, rigorous 
      analytics and a rich understanding of customer needs, including 
      award-winning web media and creative, search marketing services, email 
      marketing/eCRM, and world-class creative, design and implementation of 
      customer websites, intranets and extranets. Avenue A | Razorfish 
      operates three U.S. regions -- East, West and Central -- with offices 
      located in major U.S. markets, the U.K., Australia, Germany, China and 
      headquarters in Seattle. Clients include AstraZeneca, Best Buy, Disney, 
      Kraft, Microsoft and Starwood Hotels & Resorts. aQuantive, Inc. and all 
      of its operating units are committed to Internet privacy.
    
    
      Note: In the company name Avenue A | Razorfish noted in this news 
      release, a pipe symbol appears between Avenue A and Razorfish. This 
      symbol may not appear properly in some systems.
    
  
Avenue A | Razorfish, the industry's largest interactive marketing
services firm, today released "Actionable Analytics," a report that
demystifies the world of web analytics by answering 14 questions every
marketer should ask to apply analytics for better business
results. Avenue A | Razorfish, an operating unit of aQuantive, Inc.
(Nasdaq:AQNT), provides several break-through ideas in the report,
such as an innovative use of analytics to make the right mix of
advertising spend in direct response and brand marketing. "Actionable
Analytics" is available at:
http://www.avenuea-razorfish.com/points.htm.

   The report focuses on three major categories -- media analytics,
Web analytics and customer relationship management -- and is designed
to provide useful information that marketers can apply to achieve
better results, both now and in planning future Web marketing
programs.

   "While we assume that Web analytics packages are useful tools for
measuring performance, they don't provide insight to act upon," said
Avenue A | Razorfish Senior Vice President and General Manager of
Global Solutions, Lee Sherman, the editor of the report. "Our report
shows online marketers how to turn analytics into actions that lead to
results."

   Among the key findings, Avenue A | Razorfish reports that media
analytics now bring science and a human element together to create the
right mix between brand and direct response marketing. Interaction
effects between digital media channels can be quantified and indicate
that some marketers systematically attribute sales to the wrong media
or ad impression. In addition, Web-site usability and multivariate
testing technologies can quickly yield significant improvements in
site conversion rates. Sherman cautions, "These technologies yield
superior results when managed and interpreted by highly trained
usability experts and marketing strategists, who are supported by
creative talent."

   The Actionable Analytics report bases recommendations on numerous
Avenue A | Razorfish studies, years of collective knowledge, a broad
range of specialist expertise and deep experience with companies that
are tackling the issue of a positive return on marketing investment.

   About Avenue A | Razorfish

   Avenue A | Razorfish (www.avenuea-razorfish.com) web-marketing
solutions are entrenched in deep technology, rigorous analytics and a
rich understanding of customer needs, including award-winning web
media and creative, search marketing services, email marketing/eCRM,
and world-class creative, design and implementation of customer
websites, intranets and extranets. Avenue A | Razorfish operates three
U.S. regions -- East, West and Central -- with offices located in
major U.S. markets, the U.K., Australia, Germany, China and
headquarters in Seattle. Clients include AstraZeneca, Best Buy,
Disney, Kraft, Microsoft and Starwood Hotels & Resorts. aQuantive,
Inc. and all of its operating units are committed to Internet privacy.

   Note: In the company name Avenue A | Razorfish noted in this news
release, a pipe symbol appears between Avenue A and Razorfish. This
symbol may not appear properly in some systems.