fernando presentation
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Fernando Presentation IMMAATRANSCRIPT
![Page 1: Fernando Presentation](https://reader031.vdocuments.mx/reader031/viewer/2022020423/568c35761a28ab023594593f/html5/thumbnails/1.jpg)
From Audience Measurement to Web
Analytics
Fernando Bermejo Universidad Rey Juan Carlos, Berkman Center at Harvard University, Open Society Foundations
IMMAA Workshop, June 25th,, 2012
![Page 2: Fernando Presentation](https://reader031.vdocuments.mx/reader031/viewer/2022020423/568c35761a28ab023594593f/html5/thumbnails/2.jpg)
LESS THAN TWO DECADES AGO: the measurement of media consumption was structured around independent third parties (the Nielsens and Arbitrons) that used well-established data collection techniques (surveys,
metered panels) to produce syndicated studies (homogeneously covering most media outlets) that offered a quantification of media exposure (mostly in terms of time) of a collectivity of individuals (the audience) who lived in a delimited geographical area (a market) and who were classified into general socio-demographic profiles.
![Page 3: Fernando Presentation](https://reader031.vdocuments.mx/reader031/viewer/2022020423/568c35761a28ab023594593f/html5/thumbnails/3.jpg)
Changes (1)
From independent third parties to proprietary data:
• Nielsen/Arbitron vs. Google/Facebook
• Knowledge
• Conflicts of interest
![Page 4: Fernando Presentation](https://reader031.vdocuments.mx/reader031/viewer/2022020423/568c35761a28ab023594593f/html5/thumbnails/4.jpg)
Changes (2)
From gathering data to analyzing records:
• “Old” methodologies have flaws
• The data “is already there”
• The problem of “interpretation”
![Page 5: Fernando Presentation](https://reader031.vdocuments.mx/reader031/viewer/2022020423/568c35761a28ab023594593f/html5/thumbnails/5.jpg)
Changes (3) From methodological accountability to technical obscurity:
• “rankings are based on the usage patterns of Alexa Toolbar users and data collected from other, diverse sources”
• “Hitwise collects aggregate usage data from a geographically diverse range of ISP networks and opt-in panels”
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Changes (4)
From timing flows of content to linking discrete online requests:
• Before: from people to exposure
• Now: from activity to people (tracking devices)
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Changes (5)
From audiences to users:
• The people formerly known as…
• Behavior and new metrics (ie, sentiment, engagement)
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Changes (6)
From collectivities to individuals:
• Audiences have also been unbundled
• The media’s problem
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Changes (7)
From national and local measurement to global data collection:
• Resources
• Mismatch between measurement operations and media/advertising markets
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Changes (&8)
From audience profiles to privacy concerns:
• It’s all about individuals
• Cat and mouse game (instead of awareness and consent).
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Challenges
For media companies, for measurement operations and for
Researchers:
Access, transparency, completeness
(Mapping Digital Media project – OSF)
http://www.mediapolicy.org/
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From Audience Measurement to Web
Analytics
Fernando Bermejo Universidad Rey Juan Carlos, Berkman Center at Harvard University, Open Society Foundations
IMMAA Workshop, June 25th,, 2012