Austrian web analysis

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Austrian web analysis
(ÖWA)
Logo ÖWA.tif
purpose Promotion of the online market and the collection of comparable and objective data
Chair: Mag.Gerlinde Hinterleitner (President), Stefan Lauterer (1st Vice President), Mirko Popofsits (2nd Vice President)
Establishment date: February 1998
Number of members: 120
Seat : Vienna , Austria
Website: [1]

The Austrian Web Analysis ( ÖWA ) is an association of online providers and agencies to collect comparable and objective data on the online market for Austrian Internet offers . It has existed since February 1998 as a subsidiary of the Austrian Edition Control and has been an independent association since September 2001. The standards are defined in the ÖWA bodies by representatives of advertising media and advertisers. Regular checks at the ÖWA member media are intended to ensure compliance with the standards.

method

The ÖWA provides the participating companies with usage data for their online offers on an hourly, daily, weekly and monthly basis. A standardized measurement process guarantees objective data evaluation.

Basic principle

Simply counting the so-called hits (i.e. one-time visits to websites, their subpages, images, banners , scripts or applets ) does not allow a comparison of usage between different providers, as this value depends heavily on the respective page design.

Therefore, the accesses from end devices ( PC , PDA , mobile phone, etc.) are evaluated and displayed in a differentiated manner according to various aspects. The ÖWA publishes data on page views ("Page Impressions"), individual visits ("Visits"), "Unique Clients" and the average length of stay ("Usetime"). Information about the persons ( users ) who use the end devices cannot be made with this procedure. This happens in the ÖWA Plus, which has been carried out twice a year since 2006. The ÖWA web statistics data are used as evidence of performance vis-à-vis the advertising industry or for internal optimization of offers.

ÖWA data

The data are permanently available to the ÖWA participants. The data is evaluated in the following time units: hours (only page impressions), days, weeks and months. The monthly, quarterly and annual average values ​​and the average weekly value are published on the ÖWA website on the dates set.

  • Page impression: Corresponds to the visual contact of a user with a page of an online offer and is only counted if the page of an online offer is actively requested by a user.
  • Visit: Is the visit of a user to an online offer. If the user calls up several sub-pages of an offer (reads several articles in an online newspaper, for example), there will be several page impressions, but only one visit.
  • Unique Client (UC): Is an end device used by at least one person with which an Internet offer is accessed. A Unique Client can therefore be operated by several people (e.g. family PCs), on the other hand one person can also access several Unique Clients (e.g. PC at home and at work). How often a website is accessed by a device is irrelevant for the Unique Client status. The value gives the web providers an approximate information about how many different people visit the website.
  • Usetime: Describes the average duration of a visit. To calculate the length of stay, the average time between two page views is compared with the average number of views.

technology

In order to count the required data, a standardized graphic is built into the respective page, the calls of which are evaluated. This graphic only consists of one pixel and is not displayed by a normally configured browser and is not cacheable . The graphic is always called up again despite the temporary storage of a page. In this so-called counting day, providers can insert information about the page content, which enables an evaluation according to page categories. See tracking pixels .

Scalable central measuring method

The so-called scalable central measuring method (SZM for short), a further development of the principle of log file evaluation, is used at the ÖWA . This standardized server-side procedure records the access data for online offers according to uniform criteria. Each time you use the implemented action is counting pixels (short szm day , a tracking pixels ) from a ÖWA-Zählbox (English box accessed), which in turn evaluates the call in real time. The procedure was developed by IVW and is also used in Switzerland ( NetAudit ).

Mobile measurement

Since June 2010, access to mobile-optimized pages has also been published separately. In August 2012, mobile measurement was expanded to include access to apps on mobile devices.

ÖWA Plus

In the context of technical measurements, no statements can be made about the actual users of an offer or their target group characteristics. This gap was closed in the fourth quarter of 2006 with the multi-method study ÖWA Plus. Since then, two waves of surveys have been carried out annually to provide information on the socio-demographic aspects of the participating offers. The range and structure data of the participating offers collected in this way serve as the basis for comprehensive online media planning. The socio-demographic data are collected through a separate on-site survey. While the data of the Austrian Internet Monitor (AIM) are used as a weighting basis Austrian Internet Monitor and technical measurement. At the end of the process, various statements can be made about the person behind the device (the so-called unique user).

Methodical strengths and weaknesses

  • Comparable data for 174 offers and 8 marketing associations (as of July 2014). including the largest Austrian providers.
  • Participating website operators have almost real-time usage values ​​down to the page level.
  • Characteristic values ​​for the entire usage including requests from abroad.
  • The participating offers only cover a small part of the Austrian offers. With a few exceptions, major international providers are not represented in the ÖWA.
  • Geographical limitation of use to Austria as part of the ÖWA Plus study.
  • ÖWA Plus provides the basis for comprehensive online media planning.
  • There are occasional concerns about data protection.

Further Austrian media usage studies

References

  1. ↑ ÖWA Plus
  2. ↑ Data published by the ÖWA ( Memento from February 7, 2010 in the Internet Archive )
  3. ↑ a b measuring system ( Memento from March 25, 2016 in the Internet Archive )
  4. ↑ mobile measurement ( memento from April 17, 2016 in the Internet Archive )
  5. ↑ ÖWA Plus method ( Memento from April 15, 2016 in the Internet Archive )
  6. ↑ Members ÖWA ( Memento from March 4, 2016 in the Internet Archive )
  7. ↑ University of Stuttgart

Web links