8 Jul
Man does not live by web metrics alone.
I am fortunate to know and interact with lots of people in the podcasting space, and rely on them frequently to stay on top of what I believe is a potentially lucrative and effective ad/sponsorship medium (as well as a source for some of my favorite content). In return, they often pick my brain on research matters. Some have responded to my suggestion that they do some primary research by telling me that they have done “web surveys” sent out to their listeners, and use web metrics to profile their listeners. I often struggle with finding ways to convice them (beyond being pedantic about sampling) that sometimes no research is better than bad research, and that their web metrics hold them back as much as they help in terms of consumer insight. So, to all my friends in podcasting, I point you to the following:
Web Metrics Show Obama Trounced McCain in May - Advertising Age - Campaign Trail
If Web Metrics decided the election, Obama would beat McCain by a four to one margin. This will most assuredly not happen.
