web statistics

An article in the Australian Financial Review today talks about the unreliability of web statistics and analysis in terms of advertising revenue. An interesting comment was that the amount of data available led to superfluous or meaningless data being used to attract advertisers, and the need for a recognised system of audience evaluation and statistic analysis. In terms of audience research for museums, the same issues are relevant, even though there is not the same financial incentive. There will be more about this on the trial audience research wiki Lynda and i will be setting up shortly.