Measurement in New Media

MEASUREMENT IN NEW MEDIA (AND ITS LIMITATIONS)

BEFORE WE GET STARTED...

WHY SHOULD YOU CARE?

WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away

WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away Advocacy Groups Rely on Media

WHY SHOULD YOU CARE? Print, TV, & Radio are Going Away Advocacy Groups Rely on Media Decisions are Based on Measurements

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

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

Mark Twain’s Three Types of Lies

Mark Twain’s Three Types of Lies “There are three kinds of lies: lies, damned lies and statistics.”

Mark Twain’s Three Types of Lies “There are three kinds of lies: lies, damned lies and statistics.” - Autobiography of Mark Twain

MEASUREMENT TOOLS

MEASUREMENT TOOLS • Google Analytics • Quantcast • HootSuite • Facebook Insights • Bulk Email

How is Web Traffic Measured?

Panel/Survey Data

Nerd SERVERS

Don’t Trust Your Server

YOUR SERVER MEASURES FILE DOWNLOADS

YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received

YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received Doesn’t Account for Bots

YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received Doesn’t Account for Bots Doesn’t Count Cached Pages

YOUR SERVER MEASURES FILE DOWNLOADS Counts Sent, Not Received Doesn’t Account for Bots Doesn’t Count Cached Pages Noisy Data

PAGE-TAGGING, CENSUS, OR PIXEL DATA

PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others

PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages

PAGE-TAGGING, CENSUS, OR PIXEL DATA Provided by Google, Quantcast, & Others Count Received Pages Only Counts Loaded Pages, Not Bot Trafﬁc

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-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

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

COOKIES

COOKIES Helps to Eliminate Over/Under Counting

COOKIES Helps to Eliminate Over/Under Counting Places a File on the User’s Computer

COOKIES Helps to Eliminate Over/Under Counting Places a File on the User’s Computer Can Also Contain User Preference Information

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”

PANEL/SURVEY DATA

PANEL/SURVEY DATA Old School, like Nielsen Ratings in TV Industry

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.

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

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

ALL CURRENT METHODS ARE FLAWED Monthly Uniques (Millions) as of February 20, 2010

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

WHAT SHOULD WE TRUST?

WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard

WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Veriﬁed

WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Veriﬁed It’s Easy to Use

WHAT SHOULD WE TRUST? Page-Tagging/Census Data is the Industry Standard 3rd Party Veriﬁed It’s Easy to Use Used by Nearly Everyone

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

RECAP Server Data is Unreliable

RECAP Server Data is Unreliable Page-Tagging/Census Data is Better

RECAP Server Data is Unreliable Page-Tagging/Census Data is Better Cookies Don’t Always Work

RECAP Server Data is Unreliable Page-Tagging/Census Data is Better Cookies Don’t Always Work Panel Data Inaccurate

RECAP Server Data is Unreliable Page-Tagging/Census Data is Better Cookies Don’t Always Work Panel Data Inaccurate Page-Tagging is Least Bad

What can tell us?

‣Visitors

‣Visitors ‣Is overall trafﬁc growing or shrinking?

‣Visitors ‣Is overall trafﬁc growing or shrinking? ‣Visits

‣Visitors ‣Is overall trafﬁc growing or shrinking? ‣Visits ‣Absolute Unique Visits

‣Visitors ‣Is overall trafﬁc growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors ﬁnding the site?

‣Visitors ‣Is overall trafﬁc growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors ﬁnding the site? ‣Average Pageviews

‣Visitors ‣Is overall trafﬁc growing or shrinking? ‣Visits ‣Absolute Unique Visits ‣How useful are visitors ﬁnding the site? ‣Average Pageviews ‣Time on Site

‣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?

‣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

‣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

‣Content

‣Content ‣What pages of my site are most useful?

‣Content ‣What pages of my site are most useful? ‣Top Content

‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title

‣Content ‣What pages of my site are most useful? ‣Top Content ‣Content by Title ‣Bounce Rate

‣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?

‣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

‣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

‣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?

‣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

‣Trafﬁc Sources

‣Trafﬁc Sources ‣What’s driving trafﬁc to my site?

‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview

‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview ‣What sites are referring visitors to my site?

‣Traffic Sources ‣What’s driving traffic to my site? ‣Traffic Overview ‣What sites are referring visitors to my site? ‣Referring Sites

‣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?

‣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

WHAT DOES HOOTSUITE DO?

WHAT DOES HOOTSUITE DO? •Multiple Accounts

WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets

WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets •RSS to Tweets

WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets •RSS to Tweets •Shorten Links

WHAT DOES HOOTSUITE DO? •Multiple Accounts •Schedule Tweets •RSS to Tweets •Shorten Links •Measure Clicks

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

WHAT CAN FACEBOOK INSIGHTS TELL US?

WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments

WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares

WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares •Likes

WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares •Likes •Total Interactions

WHAT CAN FACEBOOK INSIGHTS TELL US? •Comments •Wall Posts/Shares •Likes •Total Interactions •Demographics

A/B Testing

WHY SPAMMING IS A BAD STRATEGY

WHY SPAMMING IS A BAD STRATEGY It’s Illegal

WHY SPAMMING IS A BAD STRATEGY It’s Illegal Negative Associations

WHY SPAMMING IS A BAD STRATEGY It’s Illegal Negative Associations Destroys Feedback

WHY SPAMMING IS A BAD STRATEGY It’s Illegal Negative Associations Destroys Feedback Opportunity Cost

BEST PRACTICES FOR NEW MEDIA

BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers

BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content

BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content Broadcasts Begin with Conversations

BEST PRACTICES FOR NEW MEDIA Don’t Focus on Big Numbers Create Quality Content Broadcasts Begin with Conversations Social Media Should be Social

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

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

Measurement in New Media

by Cord Blomquist on Mar 08, 2010

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Measurement in New Media — Presentation Transcript

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