Comments on: Online Audience Measurement: Cross Check Your Instruments http://www.emediastrategist.com/blog/online-audience-measurement-cross-check-your-instruments/ Personal blog of Eric Shanfelt, Online Business Strategist Wed, 06 Jul 2011 13:57:16 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Eric http://www.emediastrategist.com/blog/online-audience-measurement-cross-check-your-instruments/comment-page-1/#comment-13 Eric Mon, 15 May 2006 15:03:38 +0000 http://www.emediastrategist.com/blog/?p=13#comment-13 Thanks, Anne. I remember being quite frustrated with @Plan and AdRelevance when we were subscribers to them. They're great tools, but just not tuned for the B2B world. I think that consumer and high-tech markets lead the industry -- and that's where often the big marketing budgets are -- so that's what these tools are optimized for. But it leave open a lot of opportunity on the B2B side for providers of metrics. BTW, keep up the fantastic work at Marketing Sherpa! Thanks, Anne. I remember being quite frustrated with @Plan and AdRelevance when we were subscribers to them. They’re great tools, but just not tuned for the B2B world. I think that consumer and high-tech markets lead the industry — and that’s where often the big marketing budgets are — so that’s what these tools are optimized for. But it leave open a lot of opportunity on the B2B side for providers of metrics. BTW, keep up the fantastic work at Marketing Sherpa!

]]> By: anne holland http://www.emediastrategist.com/blog/online-audience-measurement-cross-check-your-instruments/comment-page-1/#comment-11 anne holland Fri, 12 May 2006 14:10:02 +0000 http://www.emediastrategist.com/blog/?p=13#comment-11 Dead on target Eric. I've been frustrated for years by "mainstream" (aka consumer media) thinking their data equals the whole media industry. An IAB researcher told me once they lumped in "personal finance" with b2b ad spend online and figured both were tiny in their annual online spend projections, because he couldn't see much b2b on any of his reports. And, while I admire comScore for b2c metrics, their oft-quoted $2 billion for paid content online doesn't include any b2b, and so to my mind is probably way the heck off. But they don't call their report "B2C paid content"... they call it "Paid Content" period. I'm a little tired of b2b being the invisible media that doesn't get properly counted. I've asked the research team here at Sherpa to begin gathering data for one niche -- b2b software/services. So at least we'll have some reality-based data shortly. Expect a contact from our research team! Dead on target Eric. I’ve been frustrated for years by “mainstream” (aka consumer media) thinking their data equals the whole media industry. An IAB researcher told me once they lumped in “personal finance” with b2b ad spend online and figured both were tiny in their annual online spend projections, because he couldn’t see much b2b on any of his reports. And, while I admire comScore for b2c metrics, their oft-quoted $2 billion for paid content online doesn’t include any b2b, and so to my mind is probably way the heck off. But they don’t call their report “B2C paid content”… they call it “Paid Content” period. I’m a little tired of b2b being the invisible media that doesn’t get properly counted.

I’ve asked the research team here at Sherpa to begin gathering data for one niche — b2b software/services. So at least we’ll have some reality-based data shortly. Expect a contact from our research team!

]]> By: david nussbaum http://www.emediastrategist.com/blog/online-audience-measurement-cross-check-your-instruments/comment-page-1/#comment-8 david nussbaum Thu, 04 May 2006 12:11:31 +0000 http://www.emediastrategist.com/blog/?p=13#comment-8 Brilliant post Eric. We need publications like BtoB to accurately report statistics, as these figures get reported over and over again once they appear in print. Also, your recommendations/advise to publishers/marketers/measurement companies, is very sound. Brilliant post Eric. We need publications like BtoB to accurately report statistics, as these figures get reported over and over again once they appear in print. Also, your recommendations/advise to publishers/marketers/measurement companies, is very sound.

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