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Case Study: Powering the Power150

March 19th, 2007 by

We’ve been working with Todd Andrlik to help him automate his ranked list of top marketing blogs called the Power150. As he Todd Andrlik to help him automate his ranked list of top marketing blogs called the rolls out the new product, we thought a small case study of the project was in order.

The Problem

power150globeblocksc1.jpgTodd has developed a proprietary ranking algorithm that uses Google PageRank, Technorati Ranking, Bloglines Subscriber Count, and his own personal rating on content and delivery.

Todd has been painstakingly maintaining an Excel spreadsheet of sites. To publish a new ranking, he had to check each of the ~200 sites by hand, looking up the Google Pagerank, the Bloglines profile, and the Technorati ranking by hand. (My hands are tired just thinking about that.)

He would then sort the results in the spreadsheet, and then create an HTML table that reflected the new ranking.

The amount of effort in this process was daunting, and it prevented Todd from adding too many more sites to his process. We traded some emails and talked about options for publishing the list.

The Solution

Clearly this was a great use case for using system APIs and automation wherever possible. In a few days we worked up a solution that dramatically reduced Todd’s manual steps. Here is how the new process works:

1. Todd now maintains a Google Spreadsheet with a list of marketing blogs. The spreadsheet contains the blog title, URL, and RSS/Atom feed URL, and his personal rating of the site. He does no manual checking of any other stats.

2. We wrote a libray of PHP classes to use the APIs for Google Spreadsheets, Google Pagerank, the Bloglines API, and the Technorati API. (We may release some of this code as open source if there’s interest.)

3. For each site in the Google Spreadsheet, we get all statistics needed from each site API and cache the results on a 24-hour basis. The sites are then sorted according to Todd’s algorithm, and then PHP is used to generate the HTML table of the results.

Todd can now publish a new list of rankings as he sees fit, and all of the manual stats checking, sorting, and HTML generation is done away with. He can now easily add a lot more sites to the Power150 portfolio without a ton of work on his part. He still reviews each site and gives them a score, but the manual gruntwork is nearly eliminated.

Next Steps

  • For now, Todd can publish the new rankings on demand with just a few clicks. We’re still keeping an eye on how well it works before we go to a fully-automated solution.
  • OPML generation of the Power150 feeds would be nice.
  • We’re also open to open-sourcing our PHP libraries for Google PageRank, Technorati, and Bloglines. If that is something you might be interested, drop a comment with a valid email address (it won’t show on this page) and we’ll let you know if and when that happens.
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6 responses so far ↓

  • 1 Erik van Roekel // Mar 19, 2007 at 11:54 pm

    Hi Mark,

    Nice work you did for Todd! We inspired Todd with our Dutch Marcom top100 (http://www.marketingfacts.nl/marcom100/) to setup the Power150. I hope you would like to share the PHP classed you\’re using ;-) Please let me know if they come available.

  • 2 Bruce // Apr 4, 2007 at 12:13 pm

    If you are able to open-source your PHP libraries as you mentioned, I\’d be interested as well. Those techniques might help me with some aspects of an academic project I\’m working on, which uses Python but it\’d be great to see your PHP examples if possible as reference. Thanks!

  • 3 Jim Spice // Apr 13, 2007 at 11:37 am

    I would also be interested in taking a peek inside should the code be open sourced. I’m looking into the correllation between print publications’ circulation and online popularity, and such a ranking might be useful.

    Also, thumbs up on the OPML idea.

    Spice

  • 4 Steve Matthews // Jun 15, 2007 at 10:21 am

    Please let me know if you do OS this solution. I can see a ton of different applications.

  • 5 aluminium kozijnen // Mar 16, 2011 at 6:18 am

    Really inspired your work.. Great post..

  • 6 Power 150 Becomes Viable Measurement Tool - Zoetica Media // Feb 16, 2014 at 11:01 am

    […] rating by Todd himself, is now updated every 24 hours. The automation was incorporated by TechBrew with some cool APIs that they are willing to share as open […]

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