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Media Metrix

Simon Hangl

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?

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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)

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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

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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

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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

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How precise is it?

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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

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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?)

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Sources

• http://www.comscore.com/Products_Services/Product_Index/Media_Metrix_Suite/Media_Metrix_Core_Reports

• http://www.comscore.com/ger/Products_Services/Product_Index/Media_Metrix_Suite

• http://www.mmetrics.com/ger/Press_Events/Press_Releases/2011/12/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_November_2011

• http://thearf-org-aux-assets.s3.amazonaws.com/downloads/research/comScore-RReview.pdf

• http://en.wikipedia.org/wiki/ComScore

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