Standards in E-Business Statistics Reporting
News Release - 24 August 2000
Monster.co.nz calls for Industry Standards in E-Business Statistics Reporting
Monster.com, the leading online careers site and flagship brand of TMP Worldwide (NADAQ: “TMPW”; ASX: “TMP”), today called for development of industry standards to regulate site statistics reporting in New Zealand’s growing e-Commerce market.
Monster’s Asia Pacific CEO, Libby Christie, says the development of industry standards will be needed if website owners want to attract the market confidence enjoyed by other commercial sectors.
“Businesses looking to advertise in traditional media such as newspapers, television and radio know that they can trust the parameters that have been put in place to justify their advertising rate charges,” says Ms Christie.
“Decision makers looking to invest in website advertising and e-commerce ventures don’t have this confidence. There are currently no standards in place to ensure that website owners are achieving the popularity they claim via their website statistics. What decision makers need is information that is based on a common, industry recognised standard – and that’s what I fear we are missing out on at the moment.”
A wide variety of software options for measuring statistical data are also contributing to confusion for business managers, human resources managers and advertisers trying to compare the benefits of different online competitors,” says Ms Christie.
“There are a number of entities that would be in a position to take responsibility for the development of industry standards. We feel that the regulation of site statistics reporting should be acted upon by industry players and over the next few weeks Monster.co.nz will be contacting appropriate industry partners to canvas the issue.”
“The Advertising Federation of Australia is currently surveying web measurement companies with the aim of establishing industry standards for Australia. Monster.co.nz will be monitoring the feedback from this process closely,” she adds.
Monster.co.nz uses market researcher ACNeilsen (NZ) Ltd to assess the effectiveness and popularity of its web site and the web sites of its competitors. ACNeilsen gathers monthly unique user statistics from the Monster.co.nz website and reports back to the company as an independent and impartial third party. The use of a third party analyst means that customers can be confident that the statistics Monster.co.nz produces in relation to its site have integrity.
“With 1.3 million New Zealanders using the Internet, online accountability is not just an issue for recruitment sites, but for the entire e-commerce industry.”
Businesses looking to assess website suppliers should consider the following key points, says Ms Christie:
Do know your
Do ask for third party figures.
Do make comparisons to other service providers.
Do use "unique users" as a measurement.
Do use "one month" as a comparative period.
Do look at traffic trends over time.
Do ask for an audience composition breakdown.
Do ask how they drive their traffic now and future plans.
Don't accept unaudited figures.
Don't analyse on hits or other non-comparative measurements.
Don't only use one month’s figures.
The above statements include forward-looking statements based on current management expectations. Factors that could cause future results to differ from these expectations include the following: risks associated with acquisitions, competition and seasonality. Additional factors are described in the company’s reports filed with the Securities and Exchange Commission.
Monster.co.nz is the locally driven, New Zealand portal for the world's largest on-line career network – Monster.com. For candidates, Monster.co.nz offers visitors advice on all aspects of their career and working life as well as presenting opportunities with leading employers across all sectors around the world. Since its launch in January 2000, Monster.co.nz has already attracted 20 corporate and public sector clients including Telstra, Auckland Health Care, Clear, and Fletcher Forests as well as leading recruitment firms Morgan & Banks and Lampen Alectus.
The Monster.co.nz communities for the Arts and Entertainment, Campus, and dotcom arenas offer specific advice for careers within those communities - whether candidates are looking to expand their horizons or enter a new market altogether. More information about Monster.co.nz is available at www.monster.co.nz.
Monster.com, headquartered in Maynard, Mass, is the leading global careers Website. The Monster.com global network consists of local content and language sites in the United States, Canada, Europe, and a now enjoys a strong presence across Asia Pacific, with sites in New Zealand, Hong Kong, Singapore and Australia. Further expansion is planned in Asia Pacific throughout 2000. More information about Monster.com is available at www.monster.com. Monster.com is the flagship brand of the Interactive Division of TMP Worldwide Inc. (NASDAQ: "TMPW"; ASX: "TMP").
About TMP Worldwide
Founded in 1967, TMP Worldwide Inc., now with more than 8,000 employees in 29 countries, is the online recruitment leader, the world’s largest recruitment advertising agency network and one of the world’s largest search and selection agencies. TMP Worldwide Inc., headquartered in New York, is also the largest Yellow Pages advertising agency and a provider of direct marketing services. The company’s clients include more than 90 of the Fortune 100 and more than 480 if the Fortune 500 companies.
For further information please
Shandwick New Zealand Limited
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PO Box 3095 Wellington 6015
Ph: 00612 99089360