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maandag, februari 27, 2006

RedEye Report demands better Web Analytics standards

“Web Analytics reports have always been somewhat erratic. Different measurement methods show more visits or lower conversion rates than others, now we are closer to knowing how far to bend the lens to bring the picture into focus.”

Jim Sterne, author of “Web Metrics: Measuring Web Site Success”

RedEye released The RedEye Report, a study into the accuracy of IP and Cookie-based online management information. RedEye believes it is the first organisation in the world to compare IP and Cookie-based web metrics to a known set of results, allowing them to produce a free report that:
  • identifies the level of inaccuracy of IP-based and Cookie-based Web metrics for two different Web sites
  • explains why such errors occur
  • recommends what decisions they can be used for

The study examined data from two of the UK’s busiest ecommerce websites, http://www.asda.com/ and http://www.williamhill.co.uk/. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare ip-based and cookie-based analysis against.

The results were staggering, for example an IP-based approach overestimated visitors by up to 7.6 times whilst a Cookie-based approach overestimated visitors by up to 2.3 times. Read more.

To get your free copy of The RedEye Report, click here.
Bron: RedEye Report demands better Web Analytics standards

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