NONE: Re: ONLINE-ADS>> Ratings: What is Optimal?
Re: ONLINE-ADS>> Ratings: What is Optimal?
Frank Catalano (catalano_at_catalanoconsulting.com)
Sat, 10 Oct 1998 10:20:40 -0500 (CDT)
jgehman_at_creativelabs.com 10/6/98 4:18 PM wrote:
>First and most importantly: USER-CENTRIC, not site-centric,
>page-centric, ad-centric or PC location-centric. That's a
>big deal and no one seems to get it.
>
>Census, not panel. Meter, not recall. Business, home and
>any other access device (Palm Pilot, library, etc), not
>location snipets--the complete user picture.
The "census" comment strikes near and dear to my heart,
simply because I've been helping market research firm PC
Data launch its new _at_PCData service (announced at the end of
August). This service aims to be a broad-based, open study
of ratings and usage -- not a study from a small, select
panel. The initial goal is to track both Web and software
usage, on the client side, of 100,000 participants in the
first year through the freely available _at_PCData client
software (http://www.atpcdata.com). Locations tracked are
home, home business, work, and school.
Right now, none of the other services (MediaMetrix,
RelevantKnowledge, or NetRatings) tracks more than 15,000
PCs. However, there's a belief at PC Data the Web population
is so dynamic and its makeup is changing so rapidly, a
larger group is needed. The ideal goal is to do counting --
a census -- and not rely on projections from a small group.
But even from projections, starting with a larger group is
likely to allow for more rapid adjustments to changing
online populations.
It's a start.
Frank Catalano
---------------------------------------
Frank Catalano
Computer industry analyst and marketing strategist
http://www.catalanoconsulting.com
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