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

1. MEASUREMENT
IN NEW MEDIA
(AND ITS LIMITATIONS)

2. BEFORE WE GET
STARTED...

3. WHY SHOULD YOU CARE?

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

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

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

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. 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. Mark Twain’s Three Types of Lies

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

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

12. MEASUREMENT TOOLS

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

14. How is Web
Traffic
Measured?

15. Panel/Survey
Data

16. CODE

19. Nerd

20. Nerd

21. Nerd
SERVERS

22. Don’t Trust Your Server

23. YOUR SERVER MEASURES
FILE DOWNLOADS

24. YOUR SERVER MEASURES
FILE DOWNLOADS

25. YOUR SERVER MEASURES
FILE DOWNLOADS

26. YOUR SERVER MEASURES
FILE DOWNLOADS
Counts Sent, Not Received

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

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

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

30. PAGE-TAGGING, CENSUS,
OR PIXEL DATA

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

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

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

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

35. 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

36. 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

37. COOKIES

38. COOKIES
Helps to Eliminate Over/Under Counting

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

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

41. 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”

42. PANEL/SURVEY DATA

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

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.

45. 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

46. 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

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

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. 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. 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

51. 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

52. WHAT SHOULD WE
TRUST?

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

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

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

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

57. 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

58. RECAP

59. RECAP
Server Data is Unreliable

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

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

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

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

69. What can
tell us?

71. ‣Visitors

72. ‣Visitors
‣Is overall traffic growing or shrinking?

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

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

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

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

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

78. ‣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?

79. ‣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

80. ‣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

82. ‣Content

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

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

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

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

87. ‣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?

88. ‣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

89. ‣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

90. ‣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?

91. ‣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

93. ‣Traffic Sources

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

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

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

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

98. ‣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?

99. ‣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

104. WHAT DOES
HOOTSUITE DO?

105. WHAT DOES
HOOTSUITE DO?
•Multiple Accounts

106. WHAT DOES
HOOTSUITE DO?
•Multiple Accounts
•Schedule Tweets

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

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

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

110. 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

112. WHAT CAN FACEBOOK
INSIGHTS TELL US?

113. WHAT CAN FACEBOOK
INSIGHTS TELL US?
•Comments

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

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

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

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

121. A/B Testing

123. WHY SPAMMING IS A
BAD STRATEGY

124. WHY SPAMMING IS A
BAD STRATEGY
It’s Illegal

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

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

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

128. BEST PRACTICES FOR
NEW MEDIA

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

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

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

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

133. 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

134. 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