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CNET Networks Announces ROI Measurement Tool for Internet Content Environments

Posted on: Monday, 23 June 2003, 06:00 CDT

SAN FRANCISCO--(BUSINESS WIRE)--June 23, 2003--

GameSpot Trax Allows Marketers to Track

Their Competitive Position at Each Stage of the Buying Cycle

CNET Networks, Inc. (Nasdaq: CNET), the leading global media company informing and connecting the buyers, users and sellers of technology, today introduced an innovative ROI measurement tool that enables marketers to gain unprecedented insight into users' interest in and engagement with a product or brand at each stage of the buying cycle. The tool leverages the research and tracking power that is unique to content-oriented Web sites.

Until now, the only established Internet ROI measurements available to marketers have been search listings and commerce leads, which often represent the very beginning and end of the buyer's consideration process, respectively. CNET Networks' new ROI measurement tool now tracks the user's information gathering process -- including reading news and product reviews, downloading product demos and white papers, and comparing products and prices -- and turns that data into a dynamic research lab that reveals category and brand preferences as well as purchase intent.

Introduced as "GameSpot Trax" to the more than 50 marketing partners of CNET Networks' GameSpot Web site (www.gamespot.com), the tool is the company's first foray into real-time, customizable usage tracking and trend analysis. GameSpot, the leading online source for games information, serves nearly 500,000 unique daily users, and its premium subscription service has more than 52,000 active members. The tool, which is provided to marketing partners at no additional charge, combines comprehensive GameSpot user data with data gathered from other sites and offline sources that report on gaming. It translates the data into easy-to-understand ROI metrics that enable marketers to continually monitor and enhance the effectiveness of their online and offline spending, and clearly prove the value of their initiatives.

GameSpot Trax lets marketers monitor daily how Web users are responding to their products and brands, and those of their competitors, at each of the five major stages of the buying cycle, including awareness, consideration, trial, purchase, and post-purchase engagement or feedback. Marketers can easily set parameters for their daily feed, mapping their own and their competitors' visibility initiatives -- such as ad campaigns and PR activities -- into user trend graphs that show the effectiveness of their efforts in building mindshare, adding customers, and enhancing the loyalty of existing customers.

Feedback from leading game publishers such as Ubi Soft Entertainment, Midway, and LucasArts, has been extremely positive.

"We have always looked to GameSpot to provide us with information that helped us measure buzz in the marketplace," said Tony Kee, vice president of marketing for Ubi Soft Entertainment, publisher of Tom Clancy's Splinter Cell and Lock On: Modern Air Combat. "With GameSpot Trax, now we can get a lot more depth and comparison, as well as long term track records so we can measure not only the challenge of the day or month, but look much farther out into the future."

"GameSpot Trax finally taps the power media companies like CNET Networks have to provide detailed insight into user behavior," said Helene Sheeler, vice president of marketing for Midway Games, publisher of Mortal Combat: Deadly Alliance and Spy Hunter. "We have always viewed market data as an important tool to guide not only our marketing decisions, but also our product development. GameSpot Trax is the first time we have had such a deep, 360-degree glimpse into all stages of user interest and response, from initial news gathering, to accessing more detailed product info, downloading a software demo, purchasing a product, and interacting with others about the product after buying."

Over the next year, CNET Networks plans to introduce versions of the tool created specifically for customers of its enterprise- and commerce-related media sites.

"This tool redefines ROI metrics on the web and provides a whole new level of intelligence on the true dynamics of online purchase behavior," said Barry Briggs, chief operating officer of CNET Networks. "We are already realizing the value this tool has in enhancing our relationships with our gaming marketers. We're looking forward to refining this tool to serve the needs of our business technology and commerce partners."

Marketers interested in more information on GameSpot Trax should send an email to info@gamespot.com.

About CNET Networks, Inc.

CNET Networks, Inc. (www.cnetnetworks.com) is the leading global media company informing and connecting the buyers, users and sellers of technology. The company's product portfolio includes top brands CNET, ZDNet, TechRepublic, Builder.com, News.com, GameSpot, Download.com, and mySimon, as well as Computer Shopper magazine, and CNET Channel. With a strong presence in the U.S., Asia and Europe, CNET Networks has operations in 16 countries.

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