Leland Prickett is our Direct Media Exchange numbers guy; he broadcasts a daily report to our team about movement within the Direct Media Exchange platform. It can be complex, but he simplifies it for tired eyes at 5:00 PM.

Vince Panero (VP):Leland, how long have you been with the company?

Leland Prickett: I have been with Right Media a little over two months, specifically focusing on the Direct Media Exchange product. My main duty is analysis. This includes reviewing all major activity within the platform. I narrow in on networks, publishers, and optimization on a publisher-by-publisher basis. My background is in financial analysis in technological environments. While finance is a different beast, it does contain many parallels. Comparisons, ratios, statistics, regression analysis, volume, and revenue are not mutually exclusive from a financial environment. Wonderfully diverse, I can apply basic principles of finance to almost any scenario.

VP: What do you do for us everyday and how do you see it helping?

Leland: I review, analyze, and report to the business team the daily variance of Direct Media Exchange platform. I research particular kinds of publishers and review their accounts in an effort to optimize their account settings. With Direct Media Exchange expanding with every release, I find the analysis to be an ever-changing tool that can help bring transparency and openness to the end user — and, of course, higher revenue. This particularly helps the business team to follow trends, holes, ups/downs, and feedback on how well Direct Media Exchange is performing. Ultimately, it’s about the bottom line: keeping a watchful eye on publishers to maximize their advertising goals.

VP: What is it about Direct Media Exchange and statistics?

Leland: Direct Media Exchange and statistics go hand-and-hand because of the fundamentals behind the Right Media Exchange: openness, efficiency, and transparency. Beyond that, it is a highly quantifiable tool. It’s mostly numerical data, which makes it easy to organize and analyze.

VP: We ask our publishers on the Direct Media Exchange platform to reveal their statistics to the other members who do likewise. Can you comment on that a little?

Leland: Sharing information is a different approach that most private small businesses aren’t usually accustomed to. One could almost think of it as a quality assurance program. The public eye is helpful ; it keeps people honest. Within each Direct Media Exchange account, users can pick and choose what information they want to display to fellow publishers. eCPM, volume, and performance on different URLs help contribute to maintaining transparency. Also, it gives others a gauge of how well (or not well) they are doing alongside comparable publishers. This isn’t just limited to statistics, but with press, as well. This is evident from the community forum discussions we facilitate within the product. The gathering of minds and ideas is just another way information is kept open. It completely revolves around the publisher, not only to help us improve the product, but to help others connect.

VP: And we, of course, show our application-wide statistics as well…

Leland: It would be hypocritical if we didn’t, right? There is a baseline anonymity that every company upholds, but our platform wide stats lend an idea to each publisher, how they stack up and the overall vitality of the exchange. But don’t think of this as a barometer for success, but more of an opportunity to engage other users.

If you’re a publisher and you get an email or phone call from Leland, please listen to him. You’ll make more money because of it. And thank you, publishers, for embracing a different, more open (and more profitable) way of doing business.

This entry was posted on Monday, April 2nd, 2007 at 2:55 pm and is filed under Direct Media Exchange. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.