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Marketers Still Don't Get RSS Metrics - How We Really Can
Measure RSS
Even after all that's been written and explained, even
reputable online marketing publications such as ClickZ still
don't get RSS metrics.
In an otherwise good RSS marketing article, Add RSS to Your
Marketing Mix, Heidi Cohen has this to say about RSS metrics:
"From a marketing perspective, RSS's measurability is still
evolving and therefore limited. You can't tell who has received
your feeds as you can with e-mail."
Yes, RSS's measurability is still evolving and probably will
evolve beyond e-mail metrics. In some ways it already has ...
And it's also true that you can't tell who has received your
feeds ... if you're using the most established RSS approaches and
just the basic technologies.
However, once you connect your feeds with your existing user
databases, you can in fact go beyond what e-mail metrics
offer.
Here are some possibilities ...
a] Use the "unique feed URL" approach, where each subscriber
receives a feed with a unique identifier, based on which you can
track precisely what feeds are being requested ... namely what
annonymous user is requesting what feed.
b] If you'd like to integrate annonymous feed subscriber data
with named (registered) user data, you can easily provide feeds
only upon registration or only to logged-in users, and actually
connect each unique feed URL with a named user. Especially if you
provide feed customization this won't be a problem at all. Once
you've integrated this data you can measure every and any
iteraction your user has with your feed.
c] If you don't want to force your visitors to register in
order to subscribe to your feed, you can still use the unique
feed URL approach, which you connect with a user session, cookie
or other identifiable information. Once your RSS feed subscriber
registers you can integrate the data you already collected based
on existing feed interaction and website interaction with his new
user account.
d] The other approach you can use is user authentication,
where you limit access to your feeds with a username/password
combination. If each unique users receives a unique combination,
you can track everything based on this information.
There are other possibilities as well, and the actual
implementation of those above is somewhat more complicated than
it seems at first sight. It does for example also require a more
complex internet marketing strategy. It does require using more
complex tools than the simplest RSS publishing solutions
available on the market. It does require integration with your
user database and internet platform.
But the point is that it's not only theoretically possible,
but also in praxis. And in fact simple for companies with their
own advanced internet platforms.
Just a quick disclaimer ...
a] If your feed gets widely syndicated you can in fact lose
view of who's receiving your feed, even if you're using unique
feed URLs (you can of course measure this as well, by analyzing
user agent data). Using the user authentication model solves this
problem as well.
b] Even if your feed does get widely syndicated, that's still
comparable to your e-mail messages being passed around by users.
And if we take in to account that measuring open-rates is getting
increasingly difficult due to users blocking images, e-mail
metrics don't look that shiny anymore.
If you'd like to find out more about RSS metrics, simply start
by reading our collection of RSS metrics articles, reports,
interviews and news at
http://rssdiary.marketingstudies.net/content/cat_rss_metrics.php
I'm also hoping that there'll soon come a time when responses
like this will no longer be needed, because marketers will
finally understand the power of RSS metrics.
Copyright 2005 Rok Hrastnik
Rok Hrastnik is the author of »Unleash the Marketing
& Publishing Power of RSS, acclaimed as the best and most
comprehensive guide to RSS for marketers by leading RSS experts.
The complete guide on RSS for marketers: http://rss.marketingstudies.net/index.html?src=sa16
MORE RESOURCES updated Sat. April / 20 / 2024
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