Welcome!

Inuvo is breaking the mould on affiliate marketing technology for the web. Our recently launched Inuvo Platform takes affiliate marketing to an entirely new level, with features, controls and reporting that are incredibly compelling.

At Inuvo, we are also changing the performance of affiliate marketing with a big investment in analytics. This blog is all about analytics, what they are, how they work, and how we are using them at Inuvo to make a measurable differences.

So, what is Analytics?

Analytics is the art and science of taking data and using statistics to try to describe a situation or improve a decision outcome. Analytics are all around us: when we apply for a loan of any type, dozens of different analytics are invoked. They check out credit worthiness, they try to figure out how profitable we will be for the bank, they even try to determine if we are truly who we say we are. Analytics are used to target direct mail offers, detect fraudulent behavior, and to optimize the prices of products.

In the offline marketing world, analytics have been used extensively for 40 years. Even though there is a lot of buzz around analytics in the on-line world, we are still very early on its adoption. Like in so many other industries, analytics has become a key part of how a business functions. For example, you could not start a credit card company today without first hiring about a hundred statisticians to figure out all your analytic systems.

I believe that analytics will fundamentally change online marketing by dramatically improving response rates and reducing bad traffic. At Inuvo we are assembling a team of very experienced statisticians to bring this to a reality.