If Everyone Uses Incorrect Data, Is It Still Wrong?
Seth Godin points us to Quantcast, IMO a combination of HitWise and Alexa. It’s a very intriguing interface with some easy-to-understand graphs and charts.

Now, I’ve never made any secret of my dislike for Alexa. My issue is related to the integrity of their data. And unfortunately, I have a similar concern with Quantcast. Specifically, they collect their data through some of their partners, as well as the sites themselves. So, where Alexa relies solely on the users to drive traffic numbers (causing an obvious skew); Quantcast requests site data in order to refine their results. Far from perfect, but at least they admit it. So, there's at least an upside.

This got be thinking about ratings in general. Forget the Internet for a minute. TV, radio, newspaper, outdoor advertising, etc. all rely on rate cards derived from measurements that are inherently flawed.

• TV rankings are often based on sweeps week, where networks change times of shows and put their best foot forward. Certainly not a representation of every week.
• Arbitron relies on a user-generated written diary to track shows. I can’t imagine how this is truly accurate.
• Newspapers rely on circulation and readership, which certainly doesn’t measure whether or not the reader looks at your half page ad in the middle of the finance section.
• Billboards measure an average of daily estimated circulation. Is that with or without the omnipresent chance of a traffic snarl?

But we use it…often without question. I’m not saying that I have a better way of getting numbers, but every traditional media planner/buyer has to know deep down that this isn’t accurate. Regardless, we quietly “share the lie.”

Maybe we “interactive folks” are spoiled from Web analytics and HitWise-type information, but we need a second measurement to keep traditional media accountable. The next time that hungry media rep starts pitching their fantastic numbers, ask them to put their money where their mouth is, and use a redirecting vanity URL in your creative. Challenge them with something spectacular (i.e. generous PPA, value add banners on their Web site, etc.)

At the end of the campaign, the only thing that matters is the results for the client, not the claims of Neilson, Arbitron, etc.

Labels: Quantcast, ratings, traditional media

Jeremy | permalink | +marktd |

 
Wazap Adds Browser Search Plugin
The gaming search engine now offers a way to gain Wazap information from Google, Yahoo and MSN Live SERPs. When you do a search for game-related terms, the plugin offers a new box above the number one position that links to news, cheats, articles, etc. I love the concept, because for gamers, it puts information that they care about front and center.

When Google Universal Search rolled out, my initial thought was that it would change click-through rates on top organic and paid search positions. This was based on throwing off the original flow of the page. And this plugin does the same thing. Instead of seeing the expected #1 position, the user gets Wazap results. So, there’s a much better chance of click-through.

My only complaint with this particular extension is that it is limited to the game names. So if instead of typing “Tomb Raider,” I typed, “Lara Croft,” then it doesn’t work. So there is a semantic limitation without an easy work-around.

How many other vertical search engines are doing this? I certainly could see one for Thomas Register or even a Technorati offering a similar type of tool to capitalize on their specialized target market.

Disclaimer: J.P. Sherman, Director of Marketing for Wazap, is a former MSA member.

Jeremy | permalink | +marktd |

 
An Open Letter to PayPal
Dear PayPal,

You have a lot to learn about customer service.

The fundamental part of owning a business (be it online or brick and mortar) is the ability to actually do business with a customer. There are still companies who live in the dark ages and rely on your crappy service, and I wish they would grow a pair and get a real merchant account.

Companies that use PayPal as their only way of receiving revenue lose money everyday because many customers cannot process transactions (especially if you have to add a credit card).

In addition, many vendors have their PayPal accounts locked down and cannot access monies which they have legally earned! Most small businesses using PayPal need every cent to cover expenses. Imagine not being able to access your checking account for a week, and you’ll start getting the picture.

I’m not sure how many of your clients’ customers are in a B2B environment, but my guess that I’m not the only one. There is nothing more frustrating than going through a Web site’s entire conversion funnel, only to be denied purchase because your antiquated attempt at eCommerce has yet to catch up with the rest of the civilized world. It’s the equivalent of a 65-year-old being denied entry to a Rated R movie because he/she doesn’t have an I.D.

This week, your clients were denied $1,285 because an otherwise satisfied customer physically could not complete a transaction under your system.

My hope is that anyone who has a choice will vote with their feet.

If anyone has suggestions for small business, merchant account alternatives (other than PayPal), I’d appreciate your comments.

Jeremy | permalink | +marktd |