DM News' Essential Guide to Interactive Marketing: MyPoints.com Inc.

Share this article:

Technology used: Nielsen//NetRatings' NetView

When MyPoints receives advertiser and agency requests for proposals for its business, it prefers the metrics that Nielsen//NetRatings offers. MyPoints can reference unique users, frequency and loyalty/stickiness, factors key to let advertisers know why its audience is stronger and more engaged than that of other shopping sites.

Results: With the cookie-deletion issue and difficulty tracking unique users versus machines, NetRatings has helped MyPoints close the gap on Web tracking for its registration-based site.

"It provides a more accurate picture of how frequently people are visiting our site every month, how deeply they are viewing our pages and [it] is more reliable for our advertisers to depend on than many Web analytics/site-side log file programs that we may reference," said Risa Pearl, director of sales development at MyPoints. "NetView ... provides them with precise third-party insight into our consumer base."

Previous technology used: None

Contact: www.netratings.com

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions