How Marketers Are Also Tracking Your Actions Online–when you hit “Play, pause, next…” [Annals of Web Analytics]

excerpt:  When it comes to analytics, few know the space like Avinash Kaushik, which is why we took your questions to him…

Ad Age: Are video-heavy, rich-media sites affecting the importance of certain metrics?

Mr. Kaushik: Absolutely. We used to live in the world of hits. Then we moved to page views. Now we are moving to “interactions.” … The actions of your website visitors are measured. Play, pause, next, send, forward, click, etc. — each is a “vote” by the customer to engaging in some kind of integration with your web experience.

Analytics.  Abbey Klaassen.  Ad Age.  March 30, 2009 [sub required]
 

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest. View all posts by jeff