Google Analytics and many of the measuring tools provide dashboards
Very PowerPoint friendly
How does the dashboard map to your objectives?
If it doesn’t map to your objectives what is its value?
BACKBONE OF MEASUREMENT AND TARGETING – COOKIES
HTTP cookies , or more commonly referred to as Web cookies, tracking cookies or just cookies, are parcels of text sent by a server to a web client (usually a browser ) and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating , session tracking (state maintenance), and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts . The term "cookie" is derived from " magic cookie ," a well-known concept in UNIX computing which inspired both the idea and the name of HTTP cookies.
Cookies have been of concern for Internet privacy , since they can be used for tracking browsing behavior. As a result, they have been subject to legislation in various countries such as the United States , as well as the European Union . Cookies have also been criticized because the identification of users they provide is not always accurate and because they could potentially be a target of network attackers. Some alternatives to cookies exist, but each has its own uses, advantages and drawbacks.
Cookies are also subject to a number of misconceptions, mostly based on the erroneous notion that they are computer programs . In fact, cookies are simple pieces of data unable to perform any operation by themselves. In particular, they are neither spyware nor viruses , despite the detection of cookies from certain sites by many anti-spyware products.
Most modern browsers allow users to decide whether to accept cookies, but rejection makes some websites unusable. For example, shopping carts implemented using cookies do not work if cookies are rejected.
A unique visitor is a statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report. This statistic is relevant to site publishers and advertisers as a measure of a site's true audience size, equivalent to the term " Reach " used in other media.
The Unique Visitors statistic is most accurately measured in two ways with current technology:
by requiring all Visitors to log-in to the site, thereby capturing the identity of each Visitor on each visit, or
by placing a cookie on each Visitor's computer, writing the cookie ID to a database, and checking for the cookie on each Visitor's computer each time they visit.
A series of requests from the same uniquely identified client with a set timeout. A visit is expected to contain multiple hits (in log analysis) and page views.
A page view (PV) or page impression is a request to load a single page of an Internet site . On the World Wide Web a page request would result from a web surfer clicking on a link on another HTML page pointing to the page in question. This should be contrasted with a hit , which refers to a request for a file from a web server . There may therefore be many hits per page view.
Impressions or Ad Views
Same as Page Views, but for the advertisements. Defined as communication
Asked to Communicate Internal Control Best Practices
Goal is Transparency
Description of Measurement Methodology
Data Collection Methods
Editing, Data Adjustment, etc.
General Reporting Parameters
Certification and/or Auditing Applied
THE OLD WAY: SERVER-SIDE SERVING AND COUNTING A B C 1 : User requests content from publisher web server. 2 : Publisher web server calls Publisher Ad Engine to retrieve ads. 3 : The Publisher Ad Engine logs that it has served an ad. Publisher Ad engine returns an HTML blob to Publisher Web Server. Some of these ads may actually be pointers to a location on a Third Party server. 4 : The Publisher Web Server receives the HTML blob. 5 : The Publisher Web Server returns the page and the page begins to render on the user’s machine. 6 : While rendering the page, the browser determines that it needs to pick up an ad from a Third Party server. The browser fires off a separate thread to get the ad from the Third Party server. 7 : The Third Party server logs that it has served an ad. 8 : The Third Party server receives the request for the ad and returns a pointer to the location of the ad image by instructing the user’s browser to pick up the ad from an image server. 9 : The user’s browser makes a call to the image server where the creative resides. 10 : The Image server logs that it has served an image. 11 : The image server returns the image. 1 2 3 4 5 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log
THE BETTER WAY: CLIENT-SIDE SERVING AND COUNTING A B C 1 3 4 5 2 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log
THE WAY IT’S BEING DONE NOW: SERVER-SIDE SERVING WITH CLIENT-SIDE COUNTING A B C 1 2 3 4 5 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log D 5b Publisher Beacon Server Publisher Beacon Log 5a 5c
NetRatings and comScore Page View and Unique Visitor data trend together (are positively correlated) for less than half of websites examined.
NetRatings and comScore trend together for both Page Views and Unique Visitors for only four of the nineteen sites
Overall, the lack of consistency between the two services is no worse (and no better) in the second half of 2006 than it was in late 2005
The average NetRatings/comScore monthly difference for Unique Visitors across the nineteen sites ranges from 15% to 25% over the 13-month period, with no particular trend. For Page Views the average monthly difference has settled around 40%
There is a tendency for a majority of individual websites to be significantly (and consistently) higher in either NetRatings or comScore.
In those cases where differences are significant, NetRatings and comScore are each higher half of the time
In most cases, the two services are not close, and are reporting different “realities” regarding usage of specific websites
Differences in websites where one service is consistently higher may be related to the demographic make-up of the panels
SAMPLE NY TIMES - UNIQUE VISITORS www.gregstuart.com
SAMPLE: NY TIMES - PAGE VIEWS www.gregstuart.com