Panel-centric hybrid measurement - Successfully integrating traditional web analytics approaches to enrich panel centric measurement

Pasquale A. Pellegrini

This paper contests that the long standing disparities between panel-based online audience measurement data and site-centric or "Web Analytics" data has been troublesome for practitioners of online marketing and advertising for over 10 years.

Panel-centric hybrid measurement – Successfully integrating traditional web analytics approaches to enrich panel centric measurement

Pasquale A. PellegrinicomScore, United States

INTRODUCTION

The long standing disparities between panel-based online...

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