Online coverage % is defined as the percentage of unique persons falling within a specific demographic target that visited a particular website or used a particular application.

Source: Nielsen/NetRatings

Web Page Views are defined as the total number of times a Web page has requested by a user. Page views are counted only when they fully load into the user’s browser window. Pages accessed from the user’s local cache are included in page view counts. Unique pages will be counted each time they are requested.

Source: Nielsen/NetRatings

Increasingly, marketers are going beyond standard site metrics and examining user behaviors to measure the effect of online advertising on engagement and brand image and compare results to television and other platforms.

Below are some of the most commonly used terms used in analyzing online advertising effectiveness so that you can banter buzzwords with the best of them!

Clickstream
Clickstream data provides an indication of the upstream and downstream traffic to and from a website/industry. Clients can use this information to analyze the traffic generation strategies of their competitor's websites and understand where traffic moves to once it leaves a website or industry.

Upstream
The websites/industries visited immediately prior to visiting the profiled website/industry.

Downstream
The websites/industries visited immediately after visiting the profiled website/industry.

Session
A session is defined as a continuous series of URL requests, running applications. Logging off or 30 minutes of computer inactivity ends a session. (Differs slightly from a Visit which only considers URL requests.)

Visit
A visit is defined as a continuous series of URL requests. A gap of 30 minutes between URL requests would end a visit. (Differs slightly from a Session which also considers running applications.)

Active Internet Universe
Active Internet Universe describes people who are 2+ and used an Internet-enabled computer within the time period.

Sources: Nielsen/NetRatings, Hitwise

"Unique Audience" is the total number of visitors who visit a website or use an application at least once in a given period. Multiple visits to the website or application within the same time frame are only counted once.

Unique Audience helps provide a picture of the reach of a particular website, whereas 'visits' help provide a picture of frequency and engagement.

Also referred to as "Unique Visitors."

Source: Nielsen/Net Ratings, Hitwise

A visit is defined as a continuous series of URL requests. A gap of 30 minutes between URL requests would end a visit. Although it differs slightly from a session which also considers running applications, visits and sessions are often used interchangeably.

'Visits' help provide a picture of frequency and engagement whereas 'Unique Visitors' helps provide a picture of the reach of a particular website.

Source: Nielsen/Net Ratings, Hitwise

A session is defined as a continuous series of URL requests, running applications. Logging off or 30 minutes of computer inactivity ends a session. (Differs slightly from a Visit which only considers URL requests.)

Source: Nielsen/Net Ratings, Hitwise

The websites/industries visited immediately prior to visiting the profiled website/industry.

Sources: Nielsen Net Ratings, Hitwise

Clickstream data provides an indication of the upstream and downstream traffic to and from a website/industry. Clients can use this information to analyze the traffic generation strategies of their competitor's websites and understand where traffic moves to once it leaves a website or industry.

Sources: Nielsen/Net Ratings, Hitwise

The average number of purchases by a single buyer within a specified timeframe.

Is the Net Promoter Score (NPS) “the single most reliable indicator of a company’s ability to grow?”

In The Ultimate Question: Driving Good Profits and True Growth, loyalty expert and Director Emeritus at Bain & Company, Fred Reichheld argues that corporations can improve growth by asking their customers one simple question: How likely would you be to recommend our company to a friend? The company’s NPS is then used to develop a Net Promoter strategy to increase company advocates.

But two recent papers assert that use of a multiple indicator instead of a single predictor is a more accurate measure of customer recommendations and retention.

Net Promoter proponents agree that multiple questions would generate more accurate results than the one Net Promoter question, but they argue that since the results would be only marginally better, what’s the point?  Indeed.

NPS is simply a tool to identify Promoters, Passives and Detractors among a company’s customers. The real work begins when the marketer develops the strategy to increase Promoters and reduce Passives and Detractors.

Do you utilize Net Promoter? Have you considered using it? Would love to hear your comments.

For more info see:
NetPromoter.com – Official site of Net Promoter