Вы находитесь на странице: 1из 21

c c


   
          

     ! "c


     #   
 
   c     

à  
  
à      à  
 !  "#!
Problem: What Counts?

r How big is the Web audience?


r Who is in that audience?
r How do audience members use
the Web?

„eemingly simple questions are hard to


answer.

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
˜ question of
importance

r °each and frequency


calculations determine revenue
r With the Web no longer ³novel,´
it must compete with traditional
media
r Survival of the medium may
depend its marketability

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
We are what we compute

r As a digital medium, the Web


relied on digital measurement
r Computer-tracked numbers were
automatically viewed as reliable
r Cookies and logfiles became the
norm

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
àesting the assumptions

r Proprietary research by Belden


Associates
r 50 surveys of 40 newspaper
sites
r 70,000 Web visitors

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
'umbers and numbers

r Compares across
methodologies:
r Log file information (`  

   =
r Survey data based on online
questionnaires

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
àhe „urvey Method

r Sample users of newspaper Web


sites via ³popups´
r ³Nth selection´ randomization of
users presented with popup
r Survey appeal operates 24/7 to
minimize time bias

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
àhe popup appeals

r Altruistic appeal
r ³Help us build a better site´
r Selfish appeal
r ³A chance to win $1,000´
r Belden sweepstakes every 3-4
months

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
jense data

r Survey includes 80 questions


r Some questions customized for
the site
r Software tracks popup offers
and indicates 5-10% response
rates
r More than 50% of those who
open the survey finish it.

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
Major survey findings

r Nearly 2/3 of users are from the


local market
r Average users acces 3-4 days
per week.
r Often access more than once a
day

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
àhe Log conflict

r Logfiles show averages of only


2-3 visits per month
r Even major metros seldom
average more than five visits per
month

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
Conflicting alternatives?

Logfile overcount Biased survey


r Some visitors r Heavy users
counted too surveyed more
often often
r Identities of user r Infrequent users
misinterpreted missed

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
Census/„urvey model

Census Survey
r Logfile counts all r A sample is a
visits and ³snapshot´ in
pageviews time
r Continuous r It moderates the
count effects of
³averages´

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
n the ballgame

r ëse the analogy of an athletic


event with both season ticket
holders and one-game spectators
r å      
    
   
  
 
   ³    ´ 

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
üour games, µyer out!
à 
 
      
    
å          
   !  "   !    # $ !  
 % 
&  !  '   (  '   '   
)    *   +    +   +   
  ,   '  ,    ' 
å 
         
   !  "   !    # $ !  
 % 
&  !  '   (  +   +   
)    *   +    '-   +   , 
  ,   '  (    ' 
å          
   !  "   !    # $ !  
 % 
&  !  '   (  '   '   !
)    *   +    +   +   + 
  ,   '  ,   " ' 

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
Look again, sports fan

r .
 Ú   


r w
        
  Ú   


r  
     
  
   Ú
  
  
 

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
˜ new math

r 4% of all ³unique visitors´ to the


ballpark account for 80% of all
tickets sold
r The value of repeat customers is
undervalued

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
˜vid fans=regular readers?

r 10% of newspaper site visitors


were ³incidental´
r Less than 10% of all page views
r Logfiles count them as 60% of
all visits.

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
Less is more?
à #        $ 

    (

 (  * % )   (
+  (


à%& à%    
)   )    (    
à  å    $
'  
å  
&   0'120 -(  ,'2 ' ' 10 ,,  , 
/    
0 
+34 +++12 1  ,'2 '-2 ' + 0'0'21( 2, 
 
  '', 1- '     0,+(+ ( ' 
)  56     ( 1    


j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
What is happening?

r Cookies are being blocked or


cleared
r National counts miss people
checking sites from work
r ësers have multiple computers
r Like newspapers, core readers
are loyal

j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com
˜nd in the future?

r New, more accurate measures


are needed.
r °egistration offers some hope,
but is resisted
r Combination of logs and surveys
might work
r Computer users must be seen
as individuals
j   
 Clyde H. Bentley, Ph.D. Greg Harmon, A.M.
  Missouri School of Journalism Belden Associates
BentleyCl@missouri.edu gharmon@beldenassociates.com

Оценить