April 27, 2009

Locations provided for DSL visitors are much better but still flawed.

Follow-up to Problems with Location based Search Marketing in the UK from Rob McGonigle on Internet Search & SMEs

I have been running two accounts with UK location targeted campaigns. I have blogged in the past about how this was completely broken in the UK by the limitations of BT’s wholesale ADSL network.

My own campaign still demonstrates this problem and I cannot see my Ads here in Coventry as my fixed IP address still appears to be in London.

DSL Visitors from LondonThe other campaign was remarkably sucessful so I have researched this in more detail. Looking at the 2009 stats from the WMCCM site’s Analytics revealed that 685 different cities have been recorded way up from three. DSL provided about 50% of the visitors so I created 2 Analytics ‘advanced segments’ UK DSL and UK Non-DSL and drilled down to the cities.

London provided 44% of the DSL visitors (about 22% of all visitors) but only provided 26% of the Non-DSL visitors (13% of the total). There is still clearly significant over-reporting of London visitors using DSL

Looking at the Network Locations for any city shows reveals a better picture of the Internet Service Providers and IP pools than the three big centres of 2 years ago. Looking at the picture for London highlights 2 potential groups for over-reporting, see picture right, and click for a larger image.

Single static IP addresses is the largest number and includes my Coventry based IP address. The Carphone Warehouse also stood out. Their traffic resolved to 50 cities but 77% of that was recorded as London. TalkTalk do have some unbundled local loop equipment in BT exchanges, Lambeth was their no.2 location, so the bulk are probably also static IPs provided wholesale by BT.


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