Measurement

Which data are DMMA members to quote in press releases?

The DMMA endorses Effective Measure as the exclusive data supplier to our member base as well as the Effective Measure data as it appears Telmar, we therefore expect members to include only EM traffic data in releases quoting figures. Only where certain granular data or data going back to before the EM system was utilised, is not available, may a publisher quote alternative metrics. In that case, the source of that data must be clearly referenced. The Effective Measure data appears in multiple weightings in Telmar so to reduce confusion only the figures from the Effective Measure dashboard are allowed to be used.

Which EM stats need to be quoted in press releases w.r.t. website data?

Traffic should always be quoted as a full month (reference to which month is being used), the total for that month from local traffic, across all devices. Members may include total traffic in addition to local but where this is the case, it must be clearly referenced.

Which EM stats need to be quoted in press releases w.r.t. mobile data?

Mobile sites may report on total traffic since there are well known issues with trying to use GEO-IP data with mobile devices (many devices go through international data centres and hence cannot be classified to a single country.)

Do we quote most recent EM data?

Yes stats should be most recent data, though we understand members may refer to peak periods of traffic which need to be clearly defined and stated

How do EM averages work?

Averages are provided through the Effective Measure dashboard and can be daily, weekly or monthly for any period specified. If an average is reported it should be stated that it is an average and what the date range or period of that average is.