1. www.sti-innsbruck.at © Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at Media Metrix Simon Hangl

2. www.sti-innsbruck.at Motivation Scenarios –Want to measure reach of a page along properties Age Location –Want to check popularity of business category Shopping In November In the USA –Want to get statistics about business sector i.e. How much money was been made in online shopping i.e. Did this market grow? 2

3. www.sti-innsbruck.at Solution? MediaMetrix! Framework for Measuring Web Traffic –Most used tool –Demographic Information about users –Provides Reports along several properties –Reports available for 41 countries, 6 global regions, world wide totals –Big data source –Sophisticated Statistics under the hood (very precise) 3

4. www.sti-innsbruck.at How does it work? Using Samples Data Collection –Calibration Panel Recruit users to observe their internet behavior Offline Recruiting (i.e. random digital dialing) Distinct Panels for Work and Home –Enumeration Surveys 1100 interviews per month demographic information collected RDD Measuring –Collecting Demographic Information from users –Measuring EVERYTHING (also secured https connections – such as banking connections) –Why should somebody do that? (internet storage, security software, winning cash prizes) –Some people do not even know 4

5. www.sti-innsbruck.at How does it work? (2) Estimation of Universe –Enumeration Interviews and Calibration Panel used to remove bias Weighting Algorithm –Recruitment open to everyone – might influence statistics –Some users might not be honest –Use statistics to compute appropriate weights for visits –Such that each segment of population is adequately represented 5

6. www.sti-innsbruck.at Example User statistics in November 2011 –Locations (Home, Work, University) –Type of pages (all, shopping, …) –Subtypes (i.e. shopping  Toys, Electronics,…) –Range of Advertisement –See example 6

7. www.sti-innsbruck.at How precise is it? 7

8. www.sti-innsbruck.at Extensions to Core Reports Ad Metrix: Advertisement Success qSearch: Search Behavior Mobile Metrix: Mobile Traffic Statistics Video Metrix: Data about video usage Plan Metrix: Information about lifestyle, interests, preferred products,… of users 8

9. www.sti-innsbruck.at Relation to OC Work Problems to apply this Reimplementation –Very high cost –2006: 545 servers, 280 terabytes of data, 1100 interviews per month Reuse –Granularity probably not high enough (20,000 online entities in database – not enough?) 9

10. www.sti-innsbruck.at Sources http://www.comscore.com/Products_Services/Product_Index/Media_Me trix_Suite/Media_Metrix_Core_Reportshttp://www.comscore.com/Products_Services/Product_Index/Media_Me trix_Suite/Media_Metrix_Core_Reports http://www.comscore.com/ger/Products_Services/Product_Index/Media _Metrix_Suitehttp://www.comscore.com/ger/Products_Services/Product_Index/Media _Metrix_Suite http://www.mmetrics.com/ger/Press_Events/Press_Releases/2011/12/c omScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_No vember_2011http://www.mmetrics.com/ger/Press_Events/Press_Releases/2011/12/c omScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_No vember_2011 http://thearf-org-aux- assets.s3.amazonaws.com/downloads/research/comScore- RReview.pdfhttp://thearf-org-aux- assets.s3.amazonaws.com/downloads/research/comScore- RReview.pdf http://en.wikipedia.org/wiki/ComScore 10