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
market size.
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.
-ends-
Special Note:
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.
About Monster.co.nz
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.
About
Monster.com
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
contact:
Mike Drogemuller
Shandwick New Zealand
Limited
Level 5, 2 Woodward Street
PO Box 3095
Wellington 6015
drogemuller@shandwick.co.nz
Melanie
Lindquist
Marketing Manager
Monster.co.nz
Ph: 00612
99089360
melanie.lindquist@monster.com.au