论文信息 - Impact of Measurement Periods on Website Rankings and Traffic Estimation: A User-centric Approach

Impact of Measurement Periods on Website Rankings and Traffic Estimation: A User-centric Approach

Abstract Impact of measurement periods on website rankings is investigated using the data collected by a user-centric method. Their impact on the estimation of website traffic is also investigated. The findings indicate that site reach increases by approximately 71% from one day to one week and one week to four weeks, and site frequency increases by 55% from one week to one month. Site rankings are found affected not by the length of measurement periods but by the sorting criterion.

John D. Leckenby | Suckkee Lee

[1] Huiuk Yi,et al. A 30-Year Assessment of the Media Planning Literature , 1997 .

[2] Hugh Malcolm Beville,et al. Audience Ratings: Radio, Television, Cable , 1985 .

[3] Robbin Lee Zeff,et al. Advertising on the Internet , 1997 .

[4] Roland T. Rust,et al. Advertising Media Models: A Practical Guide , 1986 .

[5] Dennis L. Hoffman,et al. Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[6] Peter J. Danaher,et al. A Log-Linear Model for Predicting Magazine Audiences , 1988 .

[7] Irwin Lebow,et al. Information Highways and Byways , 1995 .

[8] John D. Leckenby,et al. The Declining Reach Phenomenon in Exposure Distribution Models , 1986 .

[9] James G. Webster,et al. Ratings Analysis: Theory and Practice , 1991 .

[10] R. Watson,et al. THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM , 1996 .

[11] J. Stevens. Applied Multivariate Statistics for the Social Sciences , 1986 .

[12] Richard T. Watson,et al. Re-surfing W3: Research Perspectives on Marketing Communication and Buyer Behaviour on the Worldwide Web , 1996 .