Interesante artículo en OMMA, A guide to surviving online measurement dilemmas, destaco algunas frases:
“Web data../..is better suited for comparisons and trends. Beware of absolute predictions or hard figures”
“The real question is not whether data is accurate in absolute or census terms. It’s whether it’s consistent,” DoubleClick’s Spencer says.
“Online is a trend thing, baby. Any time you hear a hard number, beware.”
“There are the makings of a data oligopoly now, and there aren’t the dedicated research staffs at agencies to get them to work together,” says Mike Zeman, director of insights and analytics at Starcom IP. NOTA: Se refiere al oligopolio Nielsen, Comscore, Hitwise, OJD y similares.
“Data is only as good as its source. Compare and contrast between sources at your own risk.”