Sep 07

Accurate Website Visitor Measurement Crippled by Cookie Blocking and Deletion, JupiterResearch Finds

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Source: JupiterResearch

According to JupiterResearch’s recently released report, “Measuring Unique Visitors: Addressing the Dramatic Decline in the Accuracy of Cookie-Based Measurement,” in 2004 58% of online users have deleted “cookies”, which are small files often deposited on their computers by Web sites they visit. Tracking cookies is a principal means Web site operators use to track visitors, personalize their sites, and account for the effectiveness of marketing campaigns and Web site enhancements. If users delete cookies, accurate long-term measurement of consumer behavior on the site is severely compromised. If users block cookies, accurate short-term measurement is compromised, relegating increasing numbers of Web visitors to “anonymous” status.

The report found that as many as 39% of online users may be deleting cookies from their primary computer monthly, undermining the usefulness of cookie-based measurement and leaving many site operators flying blind. “Given the number of sites and applications that depend heavily on cookies for accuracy and functionality, the lack of this data represents significant risk for many companies,” says Eric T. Peterson, Analyst at JupiterResearch. “Because personalization, tracking and targeting solutions require cookies to identify Web visitors over multiple sessions, the accuracy of these solutions has become highly suspect, especially over longer periods of time,” added Peterson.

Privacy and security concerns on the part of online users are responsible for the cookie-deletion behavior that JupiterResearch has found. According to a recent consumer survey cited in the report, 52% of online users indicate a strong interest in stories and articles about Internet security and privacy, while 38% of online users believe that cookies are an invasion of their security and privacy online and 44% of online users believe that deleting or blocking cookies will protect them.

The JupiterResearch report provides advice to site operators for how to cope with the decline in accuracy of visitor measurement and predicts that Web analytics vendors will adapt their tools in the face of a consumer landscape that makes established measurement practices unreliable.

Sep 07

Marketing Accountability is Top Issue on Marketers Minds, ANA Survey Reveals

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Senior Marketing Executives Weigh In On Top Issues for 2005
Source: ANA
February 28, 2005-New York, NY—An annual survey by the Association of National Advertisers (ANA) conducted to help shape its Annual Conference in October 2005, ranked accountability as senior marketers’ top priority.

The survey asked senior marketers to choose their top three issues from a comprehensive list and then rank them in order of importance, from one to three. Of the 111 respondents, more marketers indicated a greater concern about accountability (61 total responses) than any other issues. Building strong brand franchises and integrated marketing communications ranked closely in the second and third positions with 48 and 45 total responses respectively. While last year the same top three issues emerged from the survey, this year building strong brand franchises switched with accountability for the top issue on marketers’ minds.

“This survey confirms what has been on the marketing radar over the past year, that accountability is one of the most dynamic principles in this industry,” said Bob Liodice, President and CEO of the ANA. “The rapidly evolving marketing landscape is demanding measurable results among the senior level marketers, and it is the number one priority for the ANA to help provide solutions in 2005.”

Beyond using the survey results to aid in planning the ANA Annual Conference, the data is also used to develop key initiatives throughout the year. In response to the 2004 survey, a branding committee is being developed and the Marketing Accountability Forum, held in July, was also formed.

The following is the comprehensive list of issues ranked in order of importance according to the total responses:

  1. Accountability
  2. Building strong brand franchises
  3. Integrated Marketing Communications
  4. Media fragmentation
  5. Structuring a marketing organization
  6. Consumer control over how they view advertising
  7. Innovation in a marketing organization
  8. Globalization of marketing efforts
  9. Growth of multicultural consumer segments
  10. Advertising creative that achieves business results
  11. Impact of technology on marketing
  12. Regulatory/legislative issues
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