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Audience Measurement Applications for Online Advertising and E-Commerce
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Author(s):
David Martin (Nielsen//NetRatings, USA)
Copyright:
2004
Pages:
44
Source title:
Managing Data Mining: Advice from Experts
Source Author(s)/Editor(s):
Stephan Kudyba
(New Jersey Institute of Technology, USA)
DOI:
10.4018/978-1-59140-243-5.ch009
Keywords:
Data Mining
/
Data Mining and Databases
/
Engineering Science Reference
/
Library & Information Science
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Audience Measurement Applications for Online Advertising and E-Commerce
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Abstract
The idea of panel-based Internet audience measurement was a child of the late 1990s “dot-com” era, where financial analysts hinged predictions of stock price rise or ruin on Website rankings. Bold marketing schemes led to spikes in traffic to Websites, which in turn led to higher rankings and the potential for greater advertising revenues. Monthly rankings became as common a mention in company press releases as any other measure of revenue or profit. Despite the sudden and calamitous collapse of the “new economy” in the second quarter of 2000, Internet audience measurement remains a highly relevant industry.
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