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Audience Measurement Applications for Online Advertising and E-Commerce

Audience Measurement Applications for Online Advertising and E-Commerce

David Martin
Copyright: © 2004 |Pages: 44
ISBN13: 9781591402435|ISBN10: 1591402433|EISBN13: 9781591402442
DOI: 10.4018/978-1-59140-243-5.ch009
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MLA

Martin, David. "Audience Measurement Applications for Online Advertising and E-Commerce." Managing Data Mining: Advice from Experts, edited by Stephan Kudyba, IGI Global, 2004, pp. 190-233. https://doi.org/10.4018/978-1-59140-243-5.ch009

APA

Martin, D. (2004). Audience Measurement Applications for Online Advertising and E-Commerce. In S. Kudyba (Ed.), Managing Data Mining: Advice from Experts (pp. 190-233). IGI Global. https://doi.org/10.4018/978-1-59140-243-5.ch009

Chicago

Martin, David. "Audience Measurement Applications for Online Advertising and E-Commerce." In Managing Data Mining: Advice from Experts, edited by Stephan Kudyba, 190-233. Hershey, PA: IGI Global, 2004. https://doi.org/10.4018/978-1-59140-243-5.ch009

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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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