Thursday, March 1, 2007

Yahoo Panama: Initial Data

The web design and advertising firm Avenue A/Razorfish has some preliminary data about the impact of Yahoo's new Panama platform. Here are their key statistics:
  • Search Impressions – Up an average of 5%
  • Cost Per Click – Down an average of 6%
  • Click Rate – Up an average of 10%
  • Conversion Rates – Down an average of 5%
  • Overall CPA – Up an average of 6%
The results look underwhelming, and could reflect either early teething problems with the platform, or just poor statistics. I'm inclined to believe it's the latter: the results reflect 33 data points, with a wide variation in performance. The jury's still out on this one.

(via Paul Kedrosky)