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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?
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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)
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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 know
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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 represented
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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 example
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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 users
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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?)
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