The Auditors Role

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Richard Foan, Managing Director ABC ELECTRONIC
The Auditors Role
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Users
Visitors
Visits
Unique Users
HITS
PIMPS
Active Users
Registered Users
TARTS
Sessions
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Latest ABCE Research
15 of media buyers understood how ABCE
developed its rules
67 of media owners understood how ABCE
developed its rules
80 of media owners felt that ABCE should be
focusing on raising standards in the industry
and suggest that they would like to see it
acting as a lead body
56 of media owners stated that lack of demand
from buyers as the main reason for not
being audited
Source Benchmark Research
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SO, HOW DO WE MEASURE ELECTRONIC MEDIA?

• research
• counting

2 complementary tools
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QUANTITATIVE RESEARCH

• Panel based, e.g. Nielsen/NetRatings more
  later!
• Primarily measure home use, pc based
• Quick results of large sites traffic
• QUALITATIVE RESEARCH
• Many and varied suppliers massive volume of
  data and therefore, help and confusion
• Informed bewilderment?

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BENEFITS OF COUNTED DATA

• Census basedpre and post campaign
• Multi source (home/work/mobile)
• Multi platform (PC/TV/WAP)
• More detail of areas within sites
• Path through sites and source of visit
• Open - any site can use
• Extends to email and ad measurement

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• RESEARCH AND AUDIT TOGETHER
• NORAS
• 27 recruitment sites
• Standardised data
• Increased revenue because of trust

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WITHOUT AUDITS, WHAT CAN HAPPEN?
Alleged fraud e-district is a case to
remember Spring 2000, 16m raised on AIM Spring
2001, CEO is asked to leave Why? claiming
inflated traffic figures How? effective
controls not in place
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WHO REALLY SAYS SO?
AOP IAB IPA ISBA DMG PPA NS NPA
JICWEBS

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What else does ABC ELECTRONIC deliver?

• Website traffic audits
• Ad server audits (NEW TODAY V6.0b)
• Site traffic counting and analysis
• SMS despatch and opt in level audits
• iTV audits
• Email audits
• Group product reports (e.g. print and online)
• Training
• Consultancy
• Professionalism through Standards