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Media Metrix

MediaMetrix provides sophisticated statistics on web traffic, demographics, and business sectors, offering insights into user behavior and trends, with detailed reports available for 41 countries and 6 global regions. Utilizing calibration panels and extensive data collection methodologies, it ensures precise measurement and analysis.

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Media Metrix

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  1. Media Metrix Simon Hangl

  2. 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?

  3. 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)

  4. 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

  5. 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

  6. 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

  7. How precise is it?

  8. 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

  9. 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?)

  10. 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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