Nielsen Online Chief Explains the Science of Counting Web Traffic

NIELSEN ONLINE CHIEF EXPLAINS THE SCIENCE OF COUNTING WEB TRAFFIC
[SOURCE: Editor&Publisher, AUTHOR: Jennifer Saba]
A Q&A with Manish Bhatia, president of global services and U.S. sales for Nielsen Online. When the topic of traffic measurement arises, many online managers express exasperation, confusion, and sometimes, downright anger. For several years debate has raged in the Web world about the process of pegging page views, unique visitors, and/or time spent at sites. When they’re unhappy with the latest numbers, many question the effectiveness of the measuring tool. If they like the latest reports, everything may seem just fine -- until another audience-measurement tool casts doubt. But there’s one thing nearly everyone agrees on: Measuring audience data on the Web can be maddening.
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