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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...

Dwell Time - The distinction between “Dwell time” and “Page views per Session”

Dwell time is the length of time that elapses from the first moment a web user enters a particular website until the time that user leaves that website. Average dwell time is a comparable measure to page views per session, except that dwell time is measured in time and page views per session are measured in, well, a count of page views. Both are a measure of the degree a site engages a typical user in a single sitting. The noteworthy distinction is that these two measurements do not always correlate in proportion with one another when you compare different sites. One site that averages 10 page views per session may have an average dwell time of only 3 minutes, while another site that also averages 10 page views per session may have an outstanding dwell time of 30 minutes. Obviously, if you were buying on a CPM basis, you would probably get more bang for your buck by going with the latter site.

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Authored in 2001 by Stephan Aarstol
while Director of Business Development