Komli Media launches online audience measurement platform ViziSense
02 December, 2008
Digital advertising and technology company Komli Media has launched ViziSense.com , an online audience measurement platform that allows advertisers, media agencies and publishers free access to demographic and traffic data for any website accessed from India. The demographic data includes attributes such as age, gender, income, education, internet usage, and marital status.
Media planners have until now lacked easy and ready access to audience demographics and traffic data, leading to difficulties in effectively planning media spends. Publishers, in turn, have been unable to provide advertisers with independent statistics about the composition of their site audience and their site activity. ViziSense expects to fill this gap.
Amar Goel, founder and CEO, Komli Media, has said, “We are confident that as an open audience measurement platform ViziSense will be of great value to the entire online industry. This freely available audience information will be accessible by all, thereby allowing advertisers to spend more on the internet.”
According to Komli, detailed audience information on ViziSense is derived from three sources -- a panel of over 10,000 users representing a large cross section of the Indian internet audience, data from publishers representing millions of consumer interactions, and census data.
The universe of sources mentioned for detailed audience data is miniscule to arrive at any consequential information.
In theory, demographics and psychographics of the 10,000 panelists will always be the same for all sites (1/3rd of your sources).
‘How many publishers’ is more important than ‘how many consumer interactions’. With a small number of publishers receiving even billions of consumer interactions from their limited registered database would not really influence available consumer data.
I can’t figure how ‘meaningfully’ you can tie census data to arrive at a site level data.
Akshay,
Thanks for clarifying. If your tool currently is giving accurate data only for high traffic site, then I feel you should have released only the top 50 version and taken a couple of months and then released the next version.
The smaller publishers who I interact with are already upset because your data is totally inaccurate as of now and you are publicly displaying the wrong data.
Secondly, I dont see any of the high traffic Indian Language sites in the top 100. Eenadu, Malayala Manorama, Dina Malar, Web Dunia, Oneindia, Prajavani to name a few are much larger than many of the sites you have listed in your TOP 100.
The medium requires a tool like this for sure, but I only hope your hunger for publicity does not cost the smaller publisher's their daily bread.
Vandana
Vandana, hi, I'm with Komli. Thank you for your feedback on ViziSense.
I'd like to point out a few things:
1. You say above that ViziSense data is extremely faulty. Which sites did you test for? The larger the user-base and PV's of the site, the more accurate we expect our estimates to be. The estimates might be off for smaller sites, since not many of our panelists might be going to them, or those sites might not have our tracking code.
2. ViziSense has just been launched. You might have noticed that it's in Beta. We've brought it to the market because we feel that the estimates have reached a certain level of 'maturity' but it doesn't mean that this is a finished product. We are rapidly expanding our panel base and publishers who are using our trackers. Contrary to what you say above about our data, a number of our partner agencies such as Position2 and Mediaturf have said that they love the tool and are already using it. Needless to say, over time, the accuracy of our estimates will increase.
I'd like to highlight that ViziSense is using not just panel data, but also publisher-side data and census data. We believe that using data from these three sources is the most appropriate for India, since 30-40% of Indian internet usage is through cyber-cafes, which panels don't cover.
Please feel free to reach out to me at akshay(at)komli.com if you have any further questions. Thanks,
akshay
Thanks vandana, I have just put the code on our site to check this out. It is worth a try atleast...if the problems that you say are prevalent..am pretty sure Amar is paying attention to this and is already working on this.
Google Ad. planner is one of the best options available today in the country. Ignoring the errors pointed out by alootechie in an earlier article the Ad. planner is a good starting point.
I have interacted with publishers in India and realize that the Ad. Planner numbers do have a discrepancy but that exists for almost all publishers.
I did check out the offering made by Komli today and realize that the data is extremely faulty. I am sure we are going to hear from almost all publishers about this shortly.
If the ad planner is off by about 20%, Vizisense is off by about 60 to 65% if not more. I am sure Amar and his team have attempted to bring in transparency but if this is the final product then I am sure there will be no takers for the same.
Vandana
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