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January 24, 2010

Comments

Alan Haft

I agree there are some inflationary factors: cookie deletion and rejection, bot and spider traffic, and site visitation from multiple locations, but the impact over the unique visitors is less than 10%.
Alan

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Laptops offer everything that a regular desktop pc provides. Due to this fact, more laptops are being purchased rather then full desktop pc.

Kevin Foster

Hi Katie.

Great post and thanks for the forum to discuss this. You're absolutely correct that too many decisions have been made and I believe will continue to be made using inflated data.

However, I don't believe that counting eyeballs should be disgarded just because some people in PR haven't taken the time to understand the numbers.

The Marketing / Advertising industry have been using "unique eyeballs" for years and rely on comScore for this data. It is an important measurement and given that we are often at the same table, it would seem to make more sense that we align.

The Canadian PR industry (via Media Relations Rating Points at http://www.mrpdata.com) standardized on comScore. MRP provides both average daily and average monthly unique visitors for web sites.

If you'd like to learn more about the comScore methodology and/or complexity behind the research, just let me know and I'd be glad to shed some more light.

Cheers.

Kevin Foster
VP, MRP Sales and Product Development

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