Does sampling user data give an accurate picture of traffic?
BusinessWeek takes a look at how inaccuracy means trouble for some web upstarts, and at the ongoing struggle by some to straighten out the numbers game. Digg, for example, recently hired heavy-hitting web analytics firm Web Side Story to get to the bottom of a massive gap in their own numbers and those presented by traffic rating firms. Digg's own data showed 15 million uniques per month, while comScore put them at 1-2 million unique visitors for the same period. The difference in ad dollars for a gap like that are enormous, but percentage-wise they can't begin to compare to the plight of many smaller web-fish. "For many, traffic numbers decide not just the price of an ad but whether the advertiser inquires about an ad at all"
