Online publishers select metrics tool

Johannesburg, 07 Oct 2003

The SA Online Publishers` Association (OPA) says it has chosen RedSheriff for the supply and delivery of a Web analytics infrastructure to its members. The OPA was formed earlier this year to collaborate on adopting a standardised Web site traffic measurement system.

The announcement follows a call for proposals for a Web analytics/metrics infrastructure issued in June.

iAfrica.com MD JP Farinha, who heads OPA`s measurement committee, said in issuing the call that the body was looking for an application service provider to supply a Web analytics infrastructure to cater for all 16 OPA members.

The request for proposals for a standardised metrics system was sent directly to a list of potential providers collected from members. In a statement this week, the OPA said response to the request had been "overwhelming". Farinha said the body had settled on measurement and market research tools from Sydney-based RedSheriff, which also collaborates with the New Zealand Online Publishers` Group.

Farinha said RedSheriff had the most comprehensive solution to the OPA`s requirements, including individual site analysis and a market intelligence interface that allows a unified view of all member sites. The OPA declined to disclose its budget for the project.

"Having a sound, standard measurement system has always been the foundation of building trust in any medium for marketers and advertisers," says OPA chairman Russel Yeo. "Putting in place a common standard will give marketing professionals detailed and trustworthy data to work with, and will make the online publishing industry more visible and accountable."

Farinha says: "Online publishers have never really been able to compare their metrics on an even footing. The methodologies used to analyse log files by various sites were different, and the results would have reflected that. By using a single technology and methodology to log and analyse OPA members site statistics, we will for the first time be able compare apples with apples."

"Based on its success in this market, RedSheriff has received a number of requests to replicate its services in countries throughout the world. SA is a region we have prioritised," says Richard Webb, RedSheriff CEO.

The system is expected to be in place by December.