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Thursday
Apr012010

ParkLogic - Domains as Investments

Michael Gilmour is serious about domain name investing.  You've probably seen his blog and heard him speak at domain conferences.  His vision for domain names involves treating them as objective investment vehicles - similar to stocks and bonds.  He has developed a platform at ParkLogic.com that allows owners of major domain portfolios to tightly analyze the performance of their domains and make solid financial decisions based on clearly presented charts and metrics.  

The platform also optimizes domain parking income by testing at different services and parking where it earns the most.  ParkLogic upgraded their platform before the recent DOMAINfest Global conference and the new platform is solid and scalable - running on SalesForce.com.  

ParkLogic claims to offer:

Credible, standardised metrics – a core foundationto revenue maximising decisions is transparent and meaningful performance data within and across monetisation options.

  • End-to-end metrics – in an industry with widely varying definitions, we provide standardised data and metrics from raw traffic data to ultimate revenue:
    • raw traffic data, Geo IP tracking, standard unique definition and traffic health for monetisation;
    • traffic acceptance and monetisation data by monetisation path.
  • Normalised data sets:
    • traffic data matched to monetisation data to provide true, end-to-end RPM and related metrics.
  • Consolidated reporting and payment aggregation

You can actually view how each domain looks when parked at 8 different parking companies - but you can't get stats that compare these companies one to another.  That's a conscious decision that Michael has made to keep all parties (including the parking companies) happy with the service.  There are opportunities to monetize with niche second tier monetization solutions that may actually pay more than Google or Yahoo in certain niches.  Almost all of these features can be set on auto-pilot or you can tweak to your heart's content.

Micheal claims that over 350,000 domains use his service.  It is clearly targeted toward large domain owners - whose domains earn over $15,000 a month.  (Count me out.)  He does make exceptions.  There is no affiliate program and ParkLogic personally vets all applicants to assure that they are not sending fraudulent traffic.  

You pay Micheal between 5 and 10% of your gross revenue for use of the platform, operational services, and analytics & reporting.  The platform has techniques to detect revenue leakage (from sources such as improperly set nameservers).  For an additional 5% you can have your entire portfolio professionally managed and optimized.  

You can request an account via email from a link on the site, or be recommended by a current user.  There is zero tolerance for fraud, and you should expect a phone call to chat and verify your information.

I know that a few of my readers have portfolios that qualify for ParkLogic.  Most of us probably don't.  If you are earning good income from your domain portfolio, but don't feel like you are really on top of the numbers, then you should consider ParkLogic.  

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