Peter Black

Articles by Peter All articles by Peter

• Is 'Reliable Web Measurement' An Oxymoron? in Metrics Insider on 04/30/2010
  

  Within the past few months there have been two independent developments that may have a profound impact on measuring site traffic. The most recent occurred on March 18, when the group product manager for Google Analytics announced plans for the development of "a global browser based plug-in to allow users to opt out of being tracked by Google Analytics."

• Analytic Vs. Audited Data: Yes, There IS A Difference in Metrics Insider on 02/12/2010
  

  To start, analytics are not an audit. An audit involves a series of checks and balances, beyond simply quality control, that tests data for accuracy. Further, audits provide standardized metrics and methodology, consistency of process, and transparency of results. Traffic analytic tools certainly have their place as an important business resource, but they do not produce audited data.

Comments by Peter All comments by Peter

• Mag Bag: Tablets, Digital Editions Booming by Erik Sass (MediaDailyNews on 09/29/2011)
  

  Digital editions of B2B magazines are booming too. Nearly 500 of the 2,000+ titles BPA works with are offering a digital version.

• Analytic Vs. Audited Data: Yes, There IS A Difference by Peter Black (Metrics Insider on 02/12/2010)
  

  Judah, having been in the media auditing business for a number of years, it has always struck me as odd that there is a notion an audit is intended to uncover what is wrong when in most cases it uncovers what is correct! So your experience with the audit verifying 99.9% accuracy is not unusual.As for spiders/bots, we do follow the IAB list but also discover others that operate only in distinct vertical markets. We include those in our filtering as well.

• Analytic Vs. Audited Data: Yes, There IS A Difference by Peter Black (Metrics Insider on 02/12/2010)
  

  Jim, you make a fair point. I do not mean to suggest analytics data is inaccurate, sometimes it is and sometimes it isn't. That's what an audit reveals. And you hit the nail on the head with respect to an audit being a "yard stick" against which to measure. It's the standardization of the metrics, process, etc. that allows for comparability.

• Analytic Vs. Audited Data: Yes, There IS A Difference by Peter Black (Metrics Insider on 02/12/2010)
  

  Hi Giada, I'm not familiar with the Italian Audiweb but if its an analytics package, my comments would apply it it too. I can't emphasize enough that analytic tools are extremely valuable and serve a distinct purpose. They were just never meant as a data source for buying/selling advertising.

• Analytic Vs. Audited Data: Yes, There IS A Difference by Peter Black (Metrics Insider on 02/12/2010)
  

  Josh, Appreciate the comment. I see we are both on the upcoming OMMA conference panel regarding measurement. I'm looking forward to it.

• Analytic Vs. Audited Data: Yes, There IS A Difference by Peter Black (Metrics Insider on 02/12/2010)
  

  John, Thanks for your comments and I'll be sure to follow your recommendation to be more precise in referring to the analysis of a website, not the web.

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