Site audience

Maximum audience

Maximum audience - site visitors who had at least a single visit experience during the study period.

The maximum audience index allows you to estimate how many people saw the site. The volume of the maximum audience attracted during the advertising campaign is the full coverage of the advertising campaign - one of its main indicators. It is on the basis of these data that many cost indicators are calculated: CPM , ROI (indicators of the scope of investment design, reflecting the rate of return on investment) and others.

Regular audience

Constant , in a particular case, weekly audience or monthly audience — site visitors who regularly visit the site at regular intervals for a given time, for example, weekly audience — everyone who visits the site at least once a week. It is determined by the Site Frequency. Measured by the number of site visits by a unique user per unit of time. Using the frequency of visiting the site to analyze the effectiveness of online advertising is typical for sites with regularly updated content.

Especially significant indicator of a permanent audience for content projects or services that do not have such clear indicators as sales or the number of registrations. The correlation of the growth of a permanent audience with the cost of an advertising campaign makes it possible to estimate the cost of attracting one user to the ranks of a regular audience. This, in turn, allows you to calculate the profitability of promotional activities.

Active audience

Active audience - site visitors who regularly visit the site and spend there at least one hour a week. As a rule, this indicator is used to study the effectiveness of an advertising campaign, brand awareness , structure and audience size. Proper segmentation of the latter, in addition, is the best way to customize the system of external links to the site, targeting . The routes and frequency of returns to the site of the active audience are determined by its needs.

Irregular audience

Irregular audience - site visitors, excluding those who had only a single visit experience during the study period ^{[ clarify ]} .

Audience core

The core of the audience is visitors to the site who regularly visit the site and spend at least three hours a week there.

A distinctive feature in the communication of the audience of Internet resources is the possibility of communication "from one to many" and "from many to many." The information disseminated within a specific web project is not only available to those who visit the site of this project. Through personal contacts and communications, it is also available to those who do not themselves visit the website, but can be included in the target audience of the site . So there is the concept of the zone of influence of the web project.

For a quantitative study of the audience of the site, data referring to search engines, directories, counting the time spent in the network and other technical means are used. This data is summarized by special site traffic analysis services, such as Google Analytics . Among the main indicators of site traffic, the number of visits , the number of unique visitors , the number of new visitors, and such parameters of audience behavior as the average visit duration, average viewing depth, etc. are taken into account.

Most internet marketing research uses the notion of a permanent audience or regular users. Detecting a permanent audience is not available to log analyzers , due to the fact that without cookies (which cannot be set by users to log analyzers by themselves), the identification of users is significantly hampered. Therefore, for this kind of analysis it is necessary to use special programs for setting and accounting cookies.

Depending on the methodology used, the subject matter of the Internet resource and the frequency of its updating, approaches to identifying user groups returning to the site with a certain frequency may vary.

Using audience ratings

Part of the study of the effectiveness of advertising campaigns is the study of the influence of an advertising campaign on the volume and structure of the site’s audience, its attendance and its brand awareness .

Depending on the data obtained, work with the audience and subsequent promotions are built, since the degree of familiarity of the potential audience with the proposed product determines the nature of the advertising materials.

The resulting division of visitors into groups of "permanent" and "random" is of great importance for analyzing the progress of the advertising campaign. For example, if the dynamics of the attitude of these groups towards each other shifts towards casual visitors, it is obvious that the advertising campaign is not built correctly.

Attendance indicators are interesting not only for analyzing the entire period of an advertising campaign, but also during any time period (the indicator of the number of weekly audience is most convenient for operational analysis) before and during the advertising campaign. These numbers are used for planning (when developing an advertising campaign plan, you need to know regular indicators) and management of advertising campaigns, but they can also be used for representative (presentation) purposes.

• Media audience

• Web audience - Communication psychology. Encyclopedic dictionary Pod obshch. ed. A. A. Bodaleva. - M. Publishing house "Kogito-Center", 2011

• Yurasov A.V. Basics of e-commerce. Textbook for universities. - M .: Hotline (publishing). Telecom, 2008. - p. 480. - ISBN 978-5-9912-0013-4 .