Tuesdata: After five years in the market, Amazon is now Australia's biggest online retail player
Welcome to Tuesdata, our weekly members-only analysis of key metrics within the media and marketing industry.
In today’s edition we look more closely at the first set of data from the new Ipsos Iris digital audience metric. Further down we also check in on how the Unmade Index started the week
As well as access to all editions of Tuesdata, Unmade’s paying members can see our full archive, which goes behind the paywall after two months. They also receive discounts on tickets to Unmade’s growing list of industry conferences and other events.
Behind the Iris numbers
Web rankings are back.
For most of the previous decade, a small part of the monthly rhythm of media was the release of the headline info from Nielsen’s Digital Content Ratings. Remember all those news stories about news.com.au and Daily Mail doing battle for the top slot?
Most of the attention would go to the ups and downs of the news sites, mainly because they were where most of the movement came from in any given month. However, data was also available on any brand with a digital presence.
That ground to a halt two years ago, when Nielsen prepared to roll out a rebooted Digital Content Rankings. The change was because the outlawing of third party cookies would mean the end of following audience behaviour using the old methodology.
Nielsen had long seemed to be the IAB’s favourite child, having won the IAB’s first measurement tender back in 2011, in somewhat contentious circumstances, against the likes of ComScore and Roy Morgan Research.
Given the IAB’s wide base of membership, endorsement bestows upon the measurement provider status as the unofficial industry currency.
But last April, the IAB decided not to endorse the updated Nielsen methodology, and instead called a new tender, which was eventually won by Ipsos.
Which brings us to this week’s data release. We will of course cover off the rankings of those news sites. But first, let’s look at what’s been going on in retail, because that’s where Amazon has surged to the fore.
First I’m going to do something which risks having me excommunicated from the International Church of Data Lovers (or even worse, earning a politely disapproving note from John Grono). I’m going to compare data from two different methodologies.