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