Panel based data collection

Analytics agencies such as comScore and Nielsen use consumer panels to collect disaggregated, individual-level data across devices on an ongoing basis. Panels track users across the internet and capture information on a company’s website as well as their competitors’ sites. If the panel size is statistically significant, these services can provide a rich source of behavioural data on competitors.

However, due to the vast and fragmented nature of the internet, the number of panellists who visit an average site is typically insignificant. This means that the effective panel sample size for the analysis of most sites is far too small. As a result, panels are a viable option only for large websites.


Previous     Next

Use the Search Bar to find content on MarketingMind.