Eric,

We are currently measuring our rich Internet apps (Web 2.0, whatever...).
It's not the measuring of the apps that is the issue, it is what to measure.
In our case, we are an advertising driven business model, where advertisers
are used to purchasing based on page views and unique visitors. However, Web
2.0 apps and sites are better measured by interaction. Of course,
interaction is different for every application (apples to oranges when
pitching against a competitor, not that it ever really was apples to
apples). It's my hope that this will allow us to stress the importance of
visits and other metrics over page views and unique visitors. The other
challenge is that I am sure that none of our ad sales staff has a clue of
the implications of Web 2.0 on sales.

I see ad sales as a detriment to implementing Web 2.0 on much of our sites
(and media sites in general). For example, on our site FoodNetwork.com, one
of the most visited page types, are recipes. There are tens of thousands of
pages here, with millions of page views per month. If we were to develop a
Web 2.0 app that would make them all easily available (without a page
refresh), where you could do cool things like drag and drop recipes into
your recipe box to save, the ad sales department would have our heads. Such
a change would result in a reduction of millions of page views that they
couldn't sell in the traditional way. Even though this might result in more
return visits and better user loyalty, through a better user interface. A
change of this type would also throw this site out of line with Nielsen/Net
Ratings, Hitwise, etc, making the site appear less relevant vs. our
competitors.

--
Jason A. Egan
Senior Analyst
Scripps Networks
egan.jason@...

On 8/10/06, Eric Peterson <eric.peterson@...> wrote:
>
> Folks,
>
> I blogged last night and early this AM about something I've been
> kicking around for too long in a vaccum, a proposal for measuring "Web
> 2.0" widgets and applications that sites are increasingly embedding
> into the visitor experience. Things like Google or Yahoo! maps,
> calendars, tag clouds and the such ... applications that must
> certainly have some impact on the visitor experience but which for the
> most part are unmeasurable (at least in your existing analytics
> application which, in my humble opinion would be the right place for
> the measurement to occur.)
>
> Anyway, the blog posts are here:
>
>
>
http://www.webanalyticsdemystified.com/weblog/2006/08/we-want-web-20-measurement\
-standards.html
>
>
http://www.webanalyticsdemystified.com/weblog/2006/08/more-thoughts-about-measur\
ing-web-20.html
>
> I welcome your thoughts and comments via my weblog, this group or email.
>
> Eric T. Peterson
> Author, Moderator, Visual Sciences Employee
> http://www.webanalyticsdemystified.com/weblog
>
>
>


[Non-text portions of this message have been removed]