ComScore is refining its website audience measurement system for the purpose of helping advertisers better direct their marketing campaigns. The new system will separate online audiences into heavy, medium and light users.
Comscore, Nielsen, Compete Hitwise and Quantast are the major stats providers. It’s getting more and more difficult to differentiate between them all when you throw attention and widget metrics into the mix.
Via Mashable.
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{ 4 comments… read them below or add one }
There seem to be no mention of Alexa in this, are they not regarded much in the online dating site?
As a webmaster we tends to use Alexa ranking to gauge how much traffic a site gets, I know it has shortcoming like not counting AOL users etc.
I’m not hearing people use Alexa much these days. It’s another datapoint, but it seems that the newer companies are tracking much closer to reality. No metrics from any company are 100% accurate, only server logs.
Well, there is a saying that goes something like this “there are lies, damn lies and there are statistics”.
Once the stats companies produce their data companies (and individual) tends to interpret it in a way it suits them. Take this blog post at Whitelabel dating for example (whitelabeldating.com/blog/2009/04/2nd-largest-dating-site-in-the-uk.php), it shows them as being number 4 in top UK sites but whitelabel staff interpreted as meaning they are they are the second most popular paid dating site in UK. (well creatively using factors of their own such as merging the top two sites and ignoring POF..
Anyway, stats are always fun to read :)
Dis-aggregating sites from within networks is a common problem with traffic measurement. Over the years there have been several networks counted as a single dating site. I’d prefer to see stats broken out by brand.
A few weeks ago Redg from Skout was talking about measuring dating site rank by the number of emails received, which I thought was an interesting metric.