Specifically, About Web Measurement...
From Page 73 of 4/27 Business Week, "The New Ratings Game",
which doesn't quote a Merrill analyst probably because there
are other equally viable sources of information:
"... Such knock-down fights (referring to a situation at
SportsLine USA Inc.) over measuring Internet traffic are all too
common. While the Web has been trumpeted as a digital marketplace
where advertisers could target precise demographic groups and gather
reams of data on buying habits, the reality is altogether different.
Today's technology just isn't up to snuff, and advertisers still
can't aim their Web ads any more accurately than they can glossy
magazine ads..."
A pretty strong slam... and not WHOLLY accurate I might
add. Because based on clickstream data and interest group
profiling (registering whether you click on this channel or not and
thus will be more likely interested in this product versus
another product category), several web sites are able to tailor their banners and responses to
what the customer is (or appears) to be interested in. Far more
real-time and responsive than a glossy magazine ad.
Further, companies like MatchLogic, a recent XCIT acquisition,
have gathered, I think, over 200,000 user profiles of site
visitors... assembling their preferences, etc. And Aptex Software,
a specialist in predictive software for Web use (and a division
of HNC Software, a publicly traded company) has long been a
SEEK "partner": helping the company arrive at "profiles" of site
visitors.
(The thing I want to say at this point is, upon delving into
this article which DOES have some good reportage, I find that
REAL KNOWLEDGE of an area is far more accurate than a glossy
magazine article.)
The article then goes on to review the methodologies of
Media Metrix (the established measurement company), NetRatings,
RelevantKnowledge, and Nielsen (not launched yet.) One of the
interesting things is that on both NetRatings' and RelevantKnowledge's
Top Three sites NSCP appears in the two slot. But, NSCP doesn't
even make the Top Three on Media Metrix.
There is then a follow-on artic-let which mentions some
progress in the web measurement and profiling areas. And praises
XCIT for using sweepstakes to gather more visitor information...
a database-building trick as old as direct marketing.
Anyway, pick up the magazine if you get a chance and draw
your own conclusions.
Best Regards, Informed SEEKers,
c m
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