Re: ONLINE-ADS>> NetRatings study

TLee_at_webcmo.com
Fri, 16 Oct 1998 17:00:05 -0500 (CDT)

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Make any correlation conclusion based on 8 points data (even
claiming "not prove a direct casual relationship between
volume of banner advertising and number of unique visitors
to a site" is a little bit too quick. However, my concern
is: from how many web sites did it get these numbers? Or in
other words, does NetRatings only tracks these five web
sites? If it picked up these five web sites from many other
web sites' stats to show this relationship,......

On the other hand, any causal analysis needs a theory to
back up. By a simple correlation (We did not see that yet.),
it is hard to jump to the conclusion that it is the web site
traffic that brings more advertisers. The causal might be
the opposite or something else is the common reason that
cause both measurement move at the same direction.

Best,

Tim Lee
Director of Research
http://www.WebCMO.com
A site dedicated to web marketing research.
WebCMO Digest--free e-zine about web marketing research & strategy.

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