Abstract:

The perceived conflict between server-centric and panel-centric metrics has served to bring confusion to the users of Internet audience measurement. This paper sets out to resolve this dissonance through the unification of both data sets to produce meaningful Key Performance Indicators (KPIs) for internal and external competitive benchmarking. The primary focus has been on the global automotive industry and the presentation specifically describes how Renault has implemented the resulting solution in their Internet departments world-wide.