Wemf Net Audit faces competition
Market research firms Nielsen, Publica Data, and Adlink are testing a method that measures website traffic.
Market research Nielsen, Publica Data and Adlink are testing a method that measures access to websites Since spring 2003, Wemf has been the sole provider in Switzerland to publish the data from its site-centered measurement method Net Audit once a month. It counts all accesses to a specific Internet site and also indicates how often and from how many computers these were made. However, Wemf's Net Audit may soon have a competitor: Nielsen Netratings, Publica Data (PDAG) and Adlink are testing a measurement method called RedSheriff, which belongs to Nielsen Netratings and is already established in Australia and Italy, in September and October. As there are unlikely to be any particular problems in Switzerland, RedSheriff data should soon be offered in the same way as Net Audit data. Cheaper data promised
"We are thus launching a second currency in Switzerland in terms of site-centric measurement," says Vanessa Meister, Head of Internet Research at PDAG. "However, the RedSheriff data will be considerably cheaper than that of Net Audit today," she adds, without being more specific.
New survey options
What's more, RedSheriff not only measures access, but can also carry out online surveys (e.g. according to socio-demographic characteristics) using pop-ups. This means that, for the first time in Switzerland, part of the surfing behavior at the workplace can be recorded online.
Nielsen Netratings is also testing in Switzerland and Australia whether the access and socio-demographic data collected by RedSheriff can be reconciled with that of the user-centered MMXI panel (at-home measurement) and what conclusions can be drawn from it. "It may be possible to mutually validate the two methods," says Martin Radelfinger, Managing Director of Adlink.
If this is indeed the case, it is planned that both data will be incorporated into the planning system Planad launched by Goldbach Media and thus serve as a basis for refined online media planning.
Markus Knöpfli
"We are thus launching a second currency in Switzerland in terms of site-centric measurement," says Vanessa Meister, Head of Internet Research at PDAG. "However, the RedSheriff data will be considerably cheaper than that of Net Audit today," she adds, without being more specific.
New survey options
What's more, RedSheriff not only measures access, but can also carry out online surveys (e.g. according to socio-demographic characteristics) using pop-ups. This means that, for the first time in Switzerland, part of the surfing behavior at the workplace can be recorded online.
Nielsen Netratings is also testing in Switzerland and Australia whether the access and socio-demographic data collected by RedSheriff can be reconciled with that of the user-centered MMXI panel (at-home measurement) and what conclusions can be drawn from it. "It may be possible to mutually validate the two methods," says Martin Radelfinger, Managing Director of Adlink.
If this is indeed the case, it is planned that both data will be incorporated into the planning system Planad launched by Goldbach Media and thus serve as a basis for refined online media planning.
Markus Knöpfli
