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Estimating online audiences: Understanding the limitations of competitive intelligence services

机译：估计在线受众：了解竞争情报服务的局限性

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How much traffic does a Web site receive? While many may want to know the relative influence of someone else's site, generally only the site owner has access to accurate data. JavaScript-based Web analytics, such as Google Analytics or Omniture, are widely considered the gold standard for tracking audiences. These services are census- rather than sample-based. They also have the virtues of being entirely passive (requiring no input from the visitor) as well as providing true measures of behavior. If you're not the site owner, you'll have to use competitive intelligence services to estimate the traffic. These services a wide range of methodological approaches, generally recruiting panel members using an opt-in mechanism, sometimes mixing in anonymized data bought from Internet service providers. Three of the leading free services of this type are Alexa, Compete, and Quantcast. This study examines the methodology of these four methods of measuring online audiences. It compares the results from all three services using a panel of 18 Web sites that have agreed to share analytics data with the author. Results show high variability in the quality of the estimated audience data from competitive intelligence services. Using analytics as the reference, Compete underestimated traffic by more than 300 percent. Quantcast underestimated traffic by more than 200 percent. Confounding this pattern were occasional overestimates of traffic by these services. Alexa data, which is presented differently than Compete and Quantcast data, showed one significant correlation (page views) with analytics data, while three other variables showed no relationship to data from analytics. Overall, these services performed poorly. But are the data worthless? The report concludes with recommendations for understanding the limitations of competitive intelligence services and appropriately reporting audience activity based upon differing methodologies.
机译：网站接收多少流量？尽管许多人可能想知道别人站点的相对影响，但是通常只有站点所有者才能访问准确的数据。基于JavaScript的Web分析（例如Google Analytics（分析）或Omniture）被广泛认为是跟踪受众的黄金标准。这些服务是基于普查的，而不是基于样本的。它们还具有完全被动的优点（不需要访客的任何输入）以及提供真实的行为量度。如果您不是网站所有者，则必须使用竞争情报服务来估算流量。这些服务提供了广泛的方法论方法，通常使用选择加入机制招募小组成员，有时还会混入从Internet服务提供商处购买的匿名数据。此类领先的三种免费服务是Alexa，Compete和Quantcast。这项研究检查了这四种测量在线受众的方法的方法。它使用一个由18个同意与作者共享分析数据的网站组成的面板来比较这三种服务的结果。结果表明，来自竞争情报服务的估计受众数据的质量存在很大差异。使用分析作为参考，竞争将流量低估了300％以上。 Quantcast将流量低估了200％以上。这些服务有时会高估流量，这使这种模式感到困惑。与Compete和Quantcast数据呈现方式不同的Alexa数据显示与分析数据存在显着相关性（页面浏览量），而其他三个变量则与分析数据无关。总体而言，这些服务表现不佳。但是数据毫无价值吗？报告最后提出了一些建议，以了解竞争情报服务的局限性，并根据不同的方法适当报告受众活动。

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