New publisher mining tool from Syntryx

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A new tool is on the horizon for theĀ Syntryx Solution Suite. While it’s always been easy to track down competitor publishers within the suite, review their data and the potential power that can be generated from working with any given partner, it has, till I saw this new tool, been quite a task to get a full picture of the overlapping nature of different relationships between merchants and their publishing partners.

With the amount of data such a report can generate, Syntryx opted for a visual representation, which will look like this :


Each color representing a keyword and each white dot a site, so what you’re looking for is where the most colors come together.

How does this work in practical terms? Well pretty much as follows…

With this tool I could for example compare 3 (or more) different merchants and then visually be able to see

* The overlap in publishing partners of all three merchants
* The overlap between pairs merchants
* Areas where there are no overlaps

I’m then able to drill down and see the data for any publisher working with any of the three merchants.

So if I was a new merchant (a competitor to all three for example) I could use this to data to perform a form of triangulation to discover what may be the “best publishers” or “most used publishers” by other firms. Or looking at it from another angle, I could see which publishers are heavily used (perhaps overused even) and find those little gems that only one merchant is partnered with and are completely under utililized used. Naturally finding out whether a publisher is over or under used requires that little extra digging and Syntryx has never lacked for digging tools or data to find!