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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Repeat Visitors - The importance of “User sessions” divided by “Unique users”

For potential advertisers, a website’s number of hourly/daily/weekly/monthly user sessions really only conveys useful information when examined in conjunction with the number of unique users during the same time period. A site that has 500 unique users and 15,000 user sessions during a given month (the average user comes to the site 30 times per month) is a far different advertising opportunity than another site that also has 500 unique users, but records only 700 user sessions per month (the average user comes to the site 1.4 times per month). User sessions are a critical component in determining a sites ability to deliver frequency for an advertiser’s message.

>> Stickiness

Authored in 2001 by Stephan Aarstol
while Director of Business Development