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Does this mean that finally, after fifteen years of mounting chaos in online metrics, a single standard will take hold? That something like the relative clarity of TV ratings will be achieved? Don’t bet on it. No trade group or task force can address the fundamental problem—if it is a problem—of counting online audiences: too much information.
Traffic Jam : CJR
Excellent summary of how ‘effed online analytics is. It’s a parade of naked emperors riding in clown cars.
Th[e] article was adapted from “Chaos Online: How a Faulty Metrics Affect Digital Journalism,” a report written by Graves, John Kelly, and Marissa Gluck. It was commissioned by Columbia’s Graduate School of Journalism and funding for the research was provided by Mary Graham, a member of the school’s Board of Visitors. The full report is available at www.journalism.columbia.edu/onlinedata.
