Comments on: Nielsen//Net Ratings & comScore DustUp http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/ Moving from a Low Accountability to a High Accountability Business Model Tue, 24 Jan 2012 15:46:38 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Lies, Darned Lies and Web Stats | Ugh!!’s Greymatter Honeypot http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/comment-page-1/#comment-4852 Lies, Darned Lies and Web Stats | Ugh!!’s Greymatter Honeypot Tue, 14 Aug 2007 12:27:55 +0000 http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/#comment-4852 [...] The problem remains, however, what is a reliable way of measuring site popularity? Web stats for the same site vary tremendously from one statistics package to another and statistics package will rank sites differently depending on what is being measured. Nielsen Netratings’ suggestion of adding duration to the mix of metrics has received mixed response. In the meantime, until something better comes along, measures like Alexa, PR, Compete etc are with us to stay. Some related posts: [...]

]]> By: Judah Phillips at Web Analytics Demystified » Blog Archive » Part 1: Your Web Analytics Data Quality Stinks and Here’s Why! http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/comment-page-1/#comment-4709 Judah Phillips at Web Analytics Demystified » Blog Archive » Part 1: Your Web Analytics Data Quality Stinks and Here’s Why! Sat, 11 Aug 2007 16:56:17 +0000 http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/#comment-4709 [...] Time spent metrics have severe limitations.  Single-page visits and the time spent on the last page in the visit aren’t measured in “total time online.”  Time-based metrics are schoolboy metrics, so don’t overemphasize them as stand-alone indicators of “engagement.”  Assess the impact of time spent in the context of goals.  Use time as a variable for segmentation and as input into a larger engagement metric. Use them in context, especially if you are selling advertising (and who isn’t)?  My friend Jim Novo has one of the best takes on time spent metrics I’ve read. [...] [...] Time spent metrics have severe limitations.  Single-page visits and the time spent on the last page in the visit aren’t measured in “total time online.”  Time-based metrics are schoolboy metrics, so don’t overemphasize them as stand-alone indicators of “engagement.”  Assess the impact of time spent in the context of goals.  Use time as a variable for segmentation and as input into a larger engagement metric. Use them in context, especially if you are selling advertising (and who isn’t)?  My friend Jim Novo has one of the best takes on time spent metrics I’ve read. [...]

]]> By: Jim Novo http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/comment-page-1/#comment-3733 Jim Novo Tue, 17 Jul 2007 11:52:15 +0000 http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/#comment-3733 John, I can't see any harm and personally I find a high correlation between visit duration and quality of visit. I think the community is reacting to the inaccuracy of duration metircs in general with web analytics. I'd argue while there's a lot of reasons they can be inaccurate, they do tend to be precise (same wrong answer over and over) so for this kind of "ranking" exercise, for this specific application (buying display advertising) it's at least as good if not better than using Frequency / Page Views. John, I can’t see any harm and personally I find a high correlation between visit duration and quality of visit.

I think the community is reacting to the inaccuracy of duration metircs in general with web analytics. I’d argue while there’s a lot of reasons they can be inaccurate, they do tend to be precise (same wrong answer over and over) so for this kind of “ranking” exercise, for this specific application (buying display advertising) it’s at least as good if not better than using Frequency / Page Views.

]]> By: John Dawson http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/comment-page-1/#comment-3725 John Dawson Tue, 17 Jul 2007 07:37:03 +0000 http://blog.jimnovo.com/2007/07/16/nielsen-netratings-comscore/#comment-3725 Can there be any real harm in reporting this metric? It would appear to me that there are as many issues with other metrics as this one. There is no Silver Bullet - on one true metric. Can there be any real harm in reporting this metric? It would appear to me that there are as many issues with other metrics as this one. There is no Silver Bullet – on one true metric.

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