New Media Accountability Richard Foan ABC ELECTRONIC

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New Media AccountabilityRichard FoanABC
ELECTRONIC
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Overview

• Browser
• IP address
• Web server
• Log file

Web Server
Log Files
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Overview

• Internet Service Providers (ISP)
• Proxy servers
• Caching

Web Server
Proxy Server
Log Files
Browser 1
Browser 2
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Ad Servers
Ad Server
Log Files
Web Server
Proxy Server
Log Files
Browser 1
Browser 2
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The Past

• Why?
• When?

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Why?
There is a growing need for accountability of
marketing expenditure - if it cant be measured
dont use it. John Hooper CBE, Director
General, Incorporated Society of British
Advertisers
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ABC ELECTRONIC

• Established in 1996 to provide third party
  independent measurement of website usage.
• Aids the buying and selling of space on
  UK/Ireland based Internet sites.

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The Present

• What?
• How?
• Who?

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What do we measure?

• Page Impressions
• Visits
• Users
• Their demographics
• AD Campaigns

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Page Impressions

• A file or combination of files sent to a user as
  a result of that users request being received by
  the server.
• One request One impression
• exclude Robots and Internal

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Visit

• A series of one or more page impressions served
  to a valid user with a gap of less than 30
  minutes between successive pages.

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User

• A user is an individual IP address further
  refined by browser type.
• Refined by cookies/registration ID where used.

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Who defines the metrics?

• Technical group meets 6 times a year to agree
  proposals
• JICWEBS meets four times a year to agree changes
  to metrics

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Currency Comparisons

• Page Impressions ?
• Visits ?
• Users ?

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Comparisons
New Media New Metrics. More accountability
but need to learn what that means.
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The Audit Process

• Initial questionnaire
• Audit
• Census based measurements of total activity
• Not just numbers of visitors but types

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How do we measure?
Distinction between counting and the auditing of
those counts. Important to have independent
checks to ensure standards.
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Census Based Measurement

• Profile of users by
• company size, sector and responsibility
• and records how active those
• users have been during the
• audit period.

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Census based analysis - not extrapolation
silicon.com
4. Analysis of registered user impressions during
audit period by job function Registered Imp
ressions Members Board Director 21533 1143 Financ
e Director 140 110 IT Director 7340 344 Operati
ons Director 2143 129 IT manager 20395 931
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Associate Subscribers

• For companies who want to be involved in the
  evolution and promotion of electronic media audit
  standards in the UK and Ireland.
• Eg Agency.com, NCR ...

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Who we work with
Associated New Media Loot Autotrader Motorcycle
World AOL UK New Scientist Bank of
Ireland NME BBC and beeb OAG Worldwide Belfast
Telegraph PA Sporting Life British Tourist
Authority SKY ChemWeb Student UK Comic
Relief The Times dotmusic The Sunday
Times Electronic Share Register The
Register Exchange Mart This is
Britain FHM Top Jobs on the Net Faversham
House UCAS Freeserve Virgin Radio
Gamespot Virgin Net ITV F1 What
Car? ITN Yahoo! UK and Ireland Irish Times
and over 100 others...
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Industry agreement
Effective Web traffic measurement is a
PARTNERSHIP and as simple as...
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...ABC.E

• Absolute audits provided by ABC ELECTRONIC
  certification. A solid foundation.
• Based on census measurements of total activity.
• Complimentary to other data.
• Demographic breakdowns of actual users.
• Valuable sample/panel based research
  opportunities as we will see in a moment
• Thankyou