- Website ratings: What’s happening on the Internet in general? Which websites are the most popular? Popular services include comScore, Nielsen/Netratings, Hitwise as well other tools like Quantcast and Alexa.
- Advertising: The ad industry needs to know how many ads are being served and whether they’re being clicked. Doubleclick is the giant of the field; the Atlas Network,24/7 Real Media and Right Media are other players.
- Web analytics: At each website, what is the user’s behavior? Are they arriving on the landing page? Do they bounce off (hit one page and go no further)? Can I tweak the persuasion process to improve the conversion rate? What’s their demographic and behavioral makeup? Customer satisfaction and tracking social media traffic also tie into this. Measurement tools and firms include Google Analytics, Omniture, Web Trends andCoreMetrics.