Media metrix

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Media metrix

  1. 1. Media Metrix Simon Hangl©www.sti-innsbruck.at INNSBRUCK www.sti-innsbruck.at Copyright 2008 STI
  2. 2. Motivation • Scenarios – Want to measure reach of a page along properties • Age • Location – Want to check popularity of business category • Shopping • In November • In the USA – Want to get statistics about business sector • i.e. How much money was been made in online shopping • i.e. Did this market grow?www.sti-innsbruck.at 2
  3. 3. Solution? MediaMetrix! • Framework for Measuring Web Traffic – Most used tool – Demographic Information about users – Provides Reports along several properties – Reports available for • 41 countries, 6 global regions, world wide totals – Big data source – Sophisticated Statistics under the hood (very precise)www.sti-innsbruck.at 3
  4. 4. How does it work? • Using Samples • Data Collection – Calibration Panel • Recruit users to observe their internet behavior • Offline Recruiting (i.e. random digital dialing) • Distinct Panels for Work and Home – Enumeration Surveys • 1100 interviews per month • demographic information collected • RDD • Measuring – Collecting Demographic Information from users – Measuring EVERYTHING (also secured https connections – such as banking connections) – Why should somebody do that? (internet storage, security software, winning cash prizes) – Some people do not even knowwww.sti-innsbruck.at 4
  5. 5. How does it work? (2) • Estimation of Universe – Enumeration Interviews and Calibration Panel used to remove bias • Weighting Algorithm – Recruitment open to everyone – might influence statistics – Some users might not be honest – Use statistics to compute appropriate weights for visits – Such that each segment of population is adequately representedwww.sti-innsbruck.at 5
  6. 6. Example • User statistics in November 2011 – Locations (Home, Work, University) – Type of pages (all, shopping, …) – Subtypes (i.e. shopping  Toys, Electronics,…) – Range of Advertisement – See examplewww.sti-innsbruck.at 6
  7. 7. How precise is it?www.sti-innsbruck.at 7
  8. 8. Extensions to Core Reports • Ad Metrix: Advertisement Success • qSearch: Search Behavior • Mobile Metrix: Mobile Traffic Statistics • Video Metrix: Data about video usage • Plan Metrix: Information about lifestyle, interests, preferred products,… of userswww.sti-innsbruck.at 8
  9. 9. Relation to OC Work • Problems to apply this • Reimplementation – Very high cost – 2006: 545 servers, 280 terabytes of data, 1100 interviews per month • Reuse – Granularity probably not high enough (20,000 online entities in database – not enough?)www.sti-innsbruck.at 9
  10. 10. Sources • http://www.comscore.com/Products_Services/Product_Index/Media_Metrix_S • http://www.comscore.com/ger/Products_Services/Product_Index/Media_Metri • http://www.mmetrics.com/ger/Press_Events/Press_Releases/2011/12/c omScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_No vember_2011 • http://thearf-org-aux- assets.s3.amazonaws.com/downloads/research/comScore- RReview.pdf • http://en.wikipedia.org/wiki/ComScorewww.sti-innsbruck.at 10

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