3102RE: [webanalytics] Re: Behavioral differences in group that blocks 3rd party cookies?
- Aug 2, 2005Eric --
I remember at the E-metrics conference you seemed to think there was no
"standard profile" of a cookie deleter -- slightly more technically aware
than the average user, maybe, but then again maybe not much more -- has that
changed at all with the research you've been doing in the past couple of
months? Are we losing "super user" data from deletion, for instance?
(Obviously for all sites this profile could be a little different -- what's
scary is if, say, Amazon is losing data on the most savvy of its users who
also happen to be the heaviest returning user base. Etc.)
:: Laura Maschal
3333 14th Street, NW | Suite 300 | Washington, DC 20010
From: firstname.lastname@example.org [mailto:email@example.com] On
Behalf Of Eric Peterson
Sent: Tuesday, August 02, 2005 3:26 PM
Subject: [webanalytics] Re: Behavioral differences in group that blocks 3rd
I keep track of the latest and greatest data on cookie blocking and
deletion in my JupBlog. The latest entry is:
I don't have any data from the recent eMarketer report (don't have
access) but I think this data, for the time being, is pretty accurate
and current. About 25% monthly deletion for 1st party cookies (based
on NetRating's study of Google) and 48% of third-party cookies deleted
monthly (based on Atlas's study of their own cookies, which I
recognize are in the high-risk category of third-party tracking domains).
While these are single data points both were collected independently
and are based on measured data, not survey responses (similar to the
WebTrends study that Jason Palmer references). I'm actively working
on gathering more data about 1st and 3rd party cookie deletion.
I'm also working on a test to help web sites identify cookie deletion
in their own data. If you have two years worth of data (new visitors,
monthly returning visitors, monthly unique visitors) and would like to
help out with this study anonymously, please write me directly.
--- In firstname.lastname@example.org, "john marshall" <jmarshall@c...>
> Thanks for clarifying that you do mean blocking.It's less
> I also should back-pedal on my statement that blocking is 'rare'.
> common than deletion, but it is indeed increasing. I don't mean todownplay
> the importance of the problem of blocking.---------------------------------------
> John Marshall
> > Subject: [webanalytics] Re: Behavioral differences in group
> > that blocks 3rd party cookies?
> > Thanks for your response -
> > I agree that, intuitively, missing 15% seems problematic.
> > What I am looking for is something beyond that, however.
> > Some data/evidence to back up or defeat the assertion that
> > ... as the sample of Internet users who do NOT block 3rd
> > party cookies (and I do mean block) diminishes ... that that
> > shrinking sample will lose its value as a source of web
> > analytics data. That, at some point, data on that group's
> > behavior cannot meaningfully or reliably be extrapolated to the whole.
> > --- In email@example.com, "Amer, Mike" <mamer@v...> wrote:
> > > > Blocking and rejection of third party cookies is rare. Did you
> > perhaps
> > > > intend to ask for data on those that *delete* third party
> > cookies?
> > > That
> > > > is much more common.
> > >
> > > Third party cookies being blocked isn't exactly rare. Eric's
> > blog
> > > has an entry that mentions numbers from Coremetrics and WebTrends
> > that
> > > are both around 15%.
> > >
> > http://weblogs.jupiterresearch.com/analysts/peterson/archives/009497.
> > htm
> > > l If my analytics solution depended upon third-party cookies to
> > track
> > > visitors, I would find this very troubling.
> > >
> > > I suppose that with 85% of traffic being reported, you can
> > still make
> > > directional decisions. But if you are using web analytics to power
> > > other marketing efforts, then missing out on 15% of traffic is a
> > pretty
> > > big deal.
> > >
> > > - Mike Amer
> > > Victoria's Secret
Web Metrics Discussion Group
Moderated by Eric T. Peterson
Author, Web Analytics Demystified
Yahoo! Groups Links
- << Previous post in topic Next post in topic >>