Measurement in New Media

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Cord Blomquist discusses tools and methods for measuring new media impact and effectiveness as well as the limits and reliability of those statistics.

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  • Measurement in New Media

    1. 1. MEASUREMENT IN NEW MEDIA (AND ITS LIMITATIONS)
    2. 2. BEFORE WE GET STARTED...
    3. 3. WHY SHOULD YOU CARE?
    4. 4. WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away
    5. 5. WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away Advocacy Groups Rely on Media
    6. 6. WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away Advocacy Groups Rely on Media Decisions are Based on Measurements
    7. 7. WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away Advocacy Groups Rely on Media Decisions are Based on Measurements New Media Measurement can be Incredibly Misleading
    8. 8. WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away Advocacy Groups Rely on Media Decisions are Based on Measurements New Media Measurement can be Incredibly Misleading You’re Only as Smart as Your Understanding of Statistics
    9. 9. Mark Twain’s Three Types of Lies
    10. 10. Mark Twain’s Three Types of Lies “There are three kinds of lies: lies, damned lies and statistics.”
    11. 11. Mark Twain’s Three Types of Lies “There are three kinds of lies: lies, damned lies and statistics.” - Autobiography of Mark Twain
    12. 12. MEASUREMENT TOOLS
    13. 13. MEASUREMENT TOOLS • Google Analytics • Quantcast • HootSuite • Facebook Insights • Bulk Email
    14. 14. How is Web Traffic Measured?
    15. 15. Panel/Survey Data
    16. 16. CODE
    17. 17. Nerd
    18. 18. Nerd
    19. 19. Nerd SERVERS
    20. 20. Don’t Trust Your Server
    21. 21. YOUR SERVER MEASURES FILE DOWNLOADS
    22. 22. YOUR SERVER MEASURES FILE DOWNLOADS
    23. 23. YOUR SERVER MEASURES FILE DOWNLOADS
    24. 24. YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received
    25. 25. YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received Doesn’t Account for Bots
    26. 26. YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received Doesn’t Account for Bots Doesn’t Count Cached Pages
    27. 27. YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received Doesn’t Account for Bots Doesn’t Count Cached Pages Noisy Data
    28. 28. PAGE-TAGGING, CENSUS, OR PIXEL DATA
    29. 29. PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others
    30. 30. PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages
    31. 31. PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages Only Counts Loaded Pages, Not Bot Traffic
    32. 32. PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages Only Counts Loaded Pages, Not Bot Traffic Counts Cached Pages
    33. 33. PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages Only Counts Loaded Pages, Not Bot Traffic Counts Cached Pages Page-Only Data Removes Data Noise
    34. 34. PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages Only Counts Loaded Pages, Not Bot Traffic Counts Cached Pages Page-Only Data Removes Data Noise Browser, Screen Size, Operating System, Referrer
    35. 35. COOKIES
    36. 36. COOKIES Helps to Eliminate Over/Under Counting
    37. 37. COOKIES Helps to Eliminate Over/Under Counting Places a File on the User’s Computer
    38. 38. COOKIES Helps to Eliminate Over/Under Counting Places a File on the User’s Computer Can Also Contain User Preference Information
    39. 39. COOKIES Helps to Eliminate Over/Under Counting Places a File on the User’s Computer Can Also Contain User Preference Information comScore: “Frequent Cookie Deletion by 3 out of 10 U.S. Internet Users Leads to Overstatements in Audience Sizes by a Factor as High as 2.5”
    40. 40. PANEL/SURVEY DATA
    41. 41. PANEL/SURVEY DATA Old School, like Nielsen Ratings in TV Industry
    42. 42. PANEL/SURVEY DATA Old School, like Nielsen Ratings in TV Industry Survey Information Determines Age, Sex, Income, Education Level, Children in the Home, Employment Status, etc.
    43. 43. PANEL/SURVEY DATA Old School, like Nielsen Ratings in TV Industry Survey Information Determines Age, Sex, Income, Education Level, Children in the Home, Employment Status, etc. Survey Participants then use a Tool Bar or other Tracking Software
    44. 44. PANEL/SURVEY DATA Old School, like Nielsen Ratings in TV Industry Survey Information Determines Age, Sex, Income, Education Level, Children in the Home, Employment Status, etc. Survey Participants then use a Tool Bar or other Tracking Software Only Works Well for Large Sites
    45. 45. ALL CURRENT METHODS ARE FLAWED Monthly Uniques (Millions) as of February 20, 2010
    46. 46. ALL CURRENT METHODS ARE FLAWED WSJ NYTimes Wired Compete 10.9 17.1 5.5 Quantcast 4.8 12.6 1.9 Google Ad 6.7 18 2.9 Planner Monthly Uniques (Millions) as of February 20, 2010
    47. 47. ALL CURRENT METHODS ARE FLAWED WSJ NYTimes Wired Compete 10.9 17.1 5.5 Quantcast 4.8 12.6 1.9 Google Ad 6.7 18 2.9 Planner Monthly Uniques (Millions) as of February 20, 2010
    48. 48. ALL CURRENT METHODS ARE FLAWED WSJ NYTimes Wired Compete 10.9 17.1 5.5 Quantcast 4.8 12.6 1.9 Google Ad 6.7 18 2.9 Planner Monthly Uniques (Millions) as of February 20, 2010
    49. 49. ALL CURRENT METHODS ARE FLAWED WSJ NYTimes Wired Compete 10.9 17.1 5.5 Quantcast 4.8 12.6 1.9 Google Ad 6.7 18 2.9 Planner Monthly Uniques (Millions) as of February 20, 2010
    50. 50. WHAT SHOULD WE TRUST?
    51. 51. WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard
    52. 52. WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Verified
    53. 53. WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Verified It’s Easy to Use
    54. 54. WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Verified It’s Easy to Use Used by Nearly Everyone
    55. 55. WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Verified It’s Easy to Use Used by Nearly Everyone Terrible
    56. 56. RECAP
    57. 57. RECAP Server Data is Unreliable
    58. 58. RECAP Server Data is Unreliable Page-Tagging/Census Data is Better
    59. 59. RECAP Server Data is Unreliable Page-Tagging/Census Data is Better Cookies Don’t Always Work
    60. 60. RECAP Server Data is Unreliable Page-Tagging/Census Data is Better Cookies Don’t Always Work Panel Data Inaccurate
    61. 61. RECAP Server Data is Unreliable Page-Tagging/Census Data is Better Cookies Don’t Always Work Panel Data Inaccurate Page-Tagging is Least Bad
    62. 62. What can tell us?
    63. 63. ‣Visitors
    64. 64. ‣Visitors ‣Is overall traffic growing or shrinking?
    65. 65. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits
    66. 66. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits
    67. 67. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors finding the site?
    68. 68. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors finding the site? ‣Average Pageviews
    69. 69. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors finding the site? ‣Average Pageviews ‣Time on Site
    70. 70. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors finding the site? ‣Average Pageviews ‣Time on Site ‣Who are my visitors?
    71. 71. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors finding the site? ‣Average Pageviews ‣Time on Site ‣Who are my visitors? ‣New vs Returning
    72. 72. ‣Visitors ‣Is overall traffic growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors finding the site? ‣Average Pageviews ‣Time on Site ‣Who are my visitors? ‣New vs Returning ‣Map Overlay
    73. 73. ‣Content
    74. 74. ‣Content ‣What pages of my site are most useful?
    75. 75. ‣Content ‣What pages of my site are most useful? ‣Top Content
    76. 76. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title
    77. 77. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate
    78. 78. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate ‣Where do visitors first land, and how do they proceed through the site?
    79. 79. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate ‣Where do visitors first land, and how do they proceed through the site? ‣Top Landing Pages
    80. 80. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate ‣Where do visitors first land, and how do they proceed through the site? ‣Top Landing Pages ‣Click Patterns
    81. 81. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate ‣Where do visitors first land, and how do they proceed through the site? ‣Top Landing Pages ‣Click Patterns ‣From what pages do visitors exit the site?
    82. 82. ‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate ‣Where do visitors first land, and how do they proceed through the site? ‣Top Landing Pages ‣Click Patterns ‣From what pages do visitors exit the site? ‣Top Exit Pages
    83. 83. ‣Traffic Sources
    84. 84. ‣Traffic Sources ‣What’s driving traffic to my site?
    85. 85. ‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview
    86. 86. ‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview ‣What sites are referring visitors to my site?
    87. 87. ‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview ‣What sites are referring visitors to my site? ‣Referring Sites
    88. 88. ‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview ‣What sites are referring visitors to my site? ‣Referring Sites ‣What keywords are driving traffic?
    89. 89. ‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview ‣What sites are referring visitors to my site? ‣Referring Sites ‣What keywords are driving traffic? ‣Keywords
    90. 90. WHAT DOES HOOTSUITE DO?
    91. 91. WHAT DOES HOOTSUITE DO? •Multiple Accounts
    92. 92. WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets
    93. 93. WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets •RSS to Tweets
    94. 94. WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets •RSS to Tweets •Shorten Links
    95. 95. WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets •RSS to Tweets •Shorten Links •Measure Clicks
    96. 96. SEPARATE TWITTER TRAFFIC FROM DIRECT TRAFFIC •58 visits from Twitter.com in the last 30 days •HootSuite Measured 1370 Total Clicks •3,309 Visitors as a Result of Direct Traffic
    97. 97. WHAT CAN FACEBOOK INSIGHTS TELL US?
    98. 98. WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments
    99. 99. WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares
    100. 100. WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares •Likes
    101. 101. WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares •Likes •Total Interactions
    102. 102. WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares •Likes •Total Interactions •Demographics
    103. 103. A/B Testing
    104. 104. WHY SPAMMING IS A BAD STRATEGY
    105. 105. WHY SPAMMING IS A BAD STRATEGY It’s Illegal
    106. 106. WHY SPAMMING IS A BAD STRATEGY It’s Illegal Negative Associations
    107. 107. WHY SPAMMING IS A BAD STRATEGY It’s Illegal Negative Associations Destroys Feedback
    108. 108. WHY SPAMMING IS A BAD STRATEGY It’s Illegal Negative Associations Destroys Feedback Opportunity Cost
    109. 109. BEST PRACTICES FOR NEW MEDIA
    110. 110. BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers
    111. 111. BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content
    112. 112. BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content Broadcasts Begin with Conversations
    113. 113. BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content Broadcasts Begin with Conversations Social Media Should be Social
    114. 114. BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content Broadcasts Begin with Conversations Social Media Should be Social Listen to Feedback
    115. 115. BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content Broadcasts Begin with Conversations Social Media Should be Social Listen to Feedback Let Customers Guide You

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