Measuring Industry Performance

It’s about time a an easy-to-understand metric was put in place to measure industry performance. ComScore gave a good presentation at SITRAS this summer which touched on the idea that we should be observing the interrelationship between several critical metrics to measure performance. How do you measure the top 10 sites? By monthly visitors, paying members or total profiles posted? How do we compare a site with lots of eyeballs and ad sales revenue with a site with fewer paid members? What about smaller sites with much higher customer satisfaction ratings? The ideal blend of metrics remains to be seen, at least until customer satisfaction ratings are taken into consideration.

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