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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...

User Sessions - In comparative radio terms, a “User session” would be equivalent to how long a person listens to one radio station until they decide to listen to another station.

The term user session is intended to characterize the idea of one individual’s surfing session at a single website. A more technical definition for a user session is a related sequence of page views at a particular website. The idea being that if web user A views one or more web pages from a website, then that’s considered a user session… if, and only if, a certain amount of time (the industry standard is 30 minutes) has lapsed since web user A last visited that same site. The whole point here is that if web user A was just at the same site 10 or 20 minutes ago, then the current visit is still considered part of the last user session. Appropriately, user sessions are sometimes also referred to as “visits”.

>> Repeat Visitors

Authored in 2001 by Stephan Aarstol
while Director of Business Development