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Traffic Reports
What Is A Metrics-Based Model?

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It Is What Works Best
Since 1995 OMW (2Cooleys) has lead this area's tourism Web site readership game. We have out-performed all other area tourism sites by a considerable margin in terms of total readership and visit referrals to your sites. I say this not to brag but to validate the power of a metrics-based model.

The reason for our success, as I have said for many years, is because we use a metrics-based model for "growing" readership instead of the standard search-engine based models. I have never fully explained what I mean by "metrics-based" because for most it is an extremely boring topic. I generally watch people's attention drift out the window until their eyes glaze over and they fall fast asleep. It only takes about 5 minutes of this techno-babble to put most people out!

I understand it is boring. Believe me, I don't wake up in the morning all excited about running my reports either. But sure like what I learn in the process.

What Is It?
The word "metrics" has nothing to do with measuring centimeters, liters, and meters. The word "metric" came out of the Harvard School of Business back in the 1970's when Venture Capital became all the rage for startup funding. The VC firms needed a better way to manage risky ventures than what standard banking ratios provided. They learned after losing millions of dollars in risky start-ups that failed that successful start-ups all shared common denominators, as did the failures.

"Metrics" is a system of combining a number of parameters used to measure, quantify, qualify, and define demographics, psychographics, econometrics, and a long list of other aspects of business management that stem from statistical analysis. It is "number crunching" at its finest.

How A Metrics-Based Model Works
Metrics are usually customized for any given situation. The 2Cooleys metrics come from many years of both traffic reporting for many customers, and from seeing so many small resort financial statements. Once the metrics are defined, they are applied to the business model, or management model, or as in this case, a Web site model. It is a process somewhat similar to statistical process controls used in manufacturing. Numbers are used to paint the main vision of what is going on.

The value of the the metrics-based model is that it identifies local trends, or patterns, in how people locate, and use, any given Web site. Then, using the data from traffic reports, "what if" models are run. These experiments are computer models showing what could happen if certain metrics are changed up or down. The results from the "what if" models are then compared to real world results. The fine-tuning begins. This is a world removed from search engine marketing!

But believe me, it is not as complex as it sounds. It does not take a math genius to do this. If it did, I could not do it!

More Effective Than Search
Everyone is always blown away when I show them that even if they were ranked Number One in all the top search engines, they would still get no more than 30 to 35% of their total traffic from search engines - IF they were using a metrics-based model. Most people cannot comprehend where that extra 70% of traffic comes from. It is no big secret to people who make their living selling Web marketing. Why most people can't wrap their brains around a metrics-based model is because they can't see it in action, and they can't see it in action because they do not use a good accurate traffic report.  You have to see it to believe it - which is why you need a traffic report! Do you want to turn away a potential of 70% more Web site traffic simply because you are hung up on search engines? I doubt you do. Yes, it is boring. Grit your teeth, drink a lot of coffee to stay awake, and take a look!

Why You Don't Hear More About Metrics-Based Models
The reason is simple. A metrics-based model is very time-consuming, and very expensive. They are not easy to implement. You can't go buy a book titled "Metrics-Based Web Marketing For Dummies", sit down with a cup of coffee and bang it out in one evening. When most people start reading about metrics their eyes glaze over and roll back into their heads as they fall fast asleep and hit the floor with a loud thump. No amount of coffee helps them!

The Fast Easy Way To Get Your Metrics-Based Model Working For You
If you are a 2Cooleys.Com customer, WE DO IT ALL FOR YOU, FREE OF CHARGE once a year. All you have to do is come to our office for about two hours once a year.

The fact is there's nothing more powerful on the Web than a metrics-based model. The fact that a husband and wife team with no support staff, no college degrees, and with little money have beat out some of the best minds in the online industry for over 15 years should be all the proof you need that it is worth a little of your time to read about metrics. Sure, our competition could do the same, but who will pay for it?

The Cost
You are lucky. This Web site tells you 90% of everything you need to know for putting a metrics-based model to work on your Web. (Yes, the most powerful 10% of the program "secrets" stay with us.)


Within America's Web Development Industry, the average annual salary amounts to about $45 per hour, some skills pay more, others pay less. This cost includes benefits.

Mary and I each work about 14 hours a day, 7 days a week. We take two days a month off - if we are lucky. We're like you -we work our ass off. That is a combined $8,820 a week, we'll call it an even $7,000 for 50 weeks a year. To hire out what Mary and I do would therefore cost about $350,000 a year. (Now if we could only really make that much!)

Add to that another $100,000 that we have invested in production equipment, then another $5,000 a year for consulting with top-notch experts to keep all that equipment working and up to date. Of course there is always a new widget of some kind we have to purchase.

The reason we are successful has nothing to do with some stoke of genius. It has everything to do with extreme commitment and endless hard work. In other words, the same price that all successful resort owners invest in their resorts, or that any other successful business pays for their success. It does not come fast and easy for most.

The Difference Between Knowing & Guessing
So many people just take wild-ass guesses on advertising. Throw it against the wall and hope it sticks kind of thing. Here is a fine example of using a traffic report to KNOW instead of GUESS at what is working.

As you can see by the 2Cooleys site traffic reports, we're running over 800,000 visitors. (Notice I say visitors, not visits.) That is a lot of real people! Some customers ask, "Well don't a lot of those people just click from site to site to site?" Good question, a very valid point.

It seems only logical that people would do that, right? But how many actually do? This is a fine example of why you CANNOT go by what seems logical. As always, you must actually MEASURE what happens. The fact is only about 7.85% of the visits for 2Cooleys sites come from other 2Cooleys sites! In other words, there is little visitor duplication from site to site. That fact flies straight in the face of logic. Only a good traffic report reveals these metrics. One thing I can say for sure - what you see in your traffic report will surprise the heck out of you!

Written August 2008 by Gary Cooley

Metrics Values | 1 thru 10 | 11 thru 20 | 21 thru 30 | 31 thru 40 | 41 thru 50 | 51 thru 60 | Main Traffic Page