NONE: Re: visits vs hits
Re: visits vs hits
David S. Roberts (droberts_at_wizardsoft.com)
Tue, 23 Jul 1996 17:23:16 -0400
I am not trying merely to be provocative. I_would_, however, like to
provoke people on this list to think about how to solve this problem of
*visits vs hits*. I do NOT think a software solution is going to be
accepted widely--at least not by the persons spending big money for space.
I have experience with media reach and frequency. In the print publishing
industry, the media learn through readership surveys how many Readers Per
Copy they can claim legitimately. The term *RPCs* is common there in sales
promotion departments. Somehow Web-based businesses must learn how to
similarly get a figure (for each site, or generic type of site) that
translates the large number of clicks into a more or less solid, legitimate
number of pairs of eyeballs exposed to a page.
You can always find someone willing to get up on their soapbox and spout
some kind of opinion about how many people are exposed to a particular
medium. Some of this is drivel, some is guesswork and some is outright
lies. Frankly I don't believe you can arrive at an answer about market
reach that a smart media buyer will accept through some kind of osmosis, or
educated guesswork, or complicated mathematics.
Years ago the term *boxcar numbers* was applied disparagingly to large
numbers thrown around willy-nilly by media salespersons. The analogy was,
of course, to the endless large numbers on the sides of boxcars as they
roll past while you impatiently wait for the train to clear the crossing.
Whether or not this terminology is still in style, it is perfectly suited
to some of the claims I have read for visits to Web sites. I believe the
numbers needed to sell space on Web sites must be learned through carefully
designed surveys. Do not ask me_what_kind. Figure out a way to intrigue or
reward or involve your visitors sufficiently that they will honestly answer
a few queries about their visit. Tabulate the responses and offer them to
your prospects_together with the methodology_.
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David S. Roberts Wizard Software
droberts_at_wizardsoft.com
Databases for Business, the Professions & Industry
Registered Helix Express Developer
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