Multiple departments within Washingtonpost.com, including management,
engineering, advertising, marketing and editorial, will use reports generated
by Accrue Insight to evaluate traffic and activity. Visitor profile’s include
detailed information on where and how a person entered and exited the site
(including external URLs that drive traffic to washingtonpost.com), what pages
were viewed, what navigation route was chosen, how long a person stayed at the
site, and where he or she went upon leaving.
Accrue Insight will also help to optimize advertising value and revenue by
identifying prime advertising space by various demographics, Accrue said.
“As an online pioneer and the premiere source of news about Silicon Valley,
Mercury Center has a reputation for excellence, particularly where technology
is concerned,” said Chris Coluzzi, software development manager at Mercury
Center. “Accrue Insight helps us to intelligently evolve our site by telling
us more about our online readers–how they come to Mercury Center, what kind
of information they like most, and where they spend the least time.”
Advertising salespeople use the reports to price and sell advertising space by
looking at the most popular site pages for various demographic groups. The
Marketing department looks at promotion campaign effectiveness.