Cricinfo, a Wisden Cricinfo Company, is partnering with Hitbox Professional (from WebSide Story) for web measurement and analysis.
Elaborating on the tie-up, Torsha Banerjee, Head Research, Planning & Sales Support, Cricinfo India Pvt Ltd, said, “This is definitely a big leap, which we believe, will not just help us optimise our web initiatives, but benefit advertisers greatly as well. Accurate quantitative metrics help advertisers quantify their efforts and thereby, make it possible for them to do more realistic cost benefit analysis of the same.”
With the tie-up, Cricinfo is looking to obtain insights on visitors’ page views split across various sections on the site, loyalty-frequency-recency index, geographical distribution with specific break up of cities, user sessions and even operating system, browser type, and screen resolutions of users, among others.
Banerjee added, “In the current scenario, where popular horizontal portals like Yahoo, MSN and Rediff are offering their own cricket services, a vertical single sport portal like Cricinfo has a huge reach and loyal audience base of its own. The numbers prove that Cricinfo is indeed a one-stop cricket entertainment portal for cricket fans across the globe.”
The analysis has thrown up some interesting findings. The initial findings say that countries typically not considered cricket markets – South East Asian nations and China – are also relatively big audiences on Cricinfo.
While 85 per cent of its audiences are from cricket playing nations and the US, the rest are from such countries. A significant 22 per cent of the vortal’s global audience and 10 per cent of its page views are found to be from India on an average.
And cricket-crazy Indians are not just glued to Indian matches, say the findings – the vortal registered 78 million page views for the Ashes Series, pretty close to the 100 million page views registered during the Indo-Pak (2005) series.
On the technology front, 70 per cent of Cricinfo’s audiences in India use high screen resolutions (of 1024x760 and above) according to the study. Further, more than 80 per cent of Indian audiences are found to access the Net through high-speed LAN/Cable or DSL.
“This effectively means that possibility of more innovative creative solutions (in terms of site offerings and advertising) are immense,” Banerjee said.
The tie-up, which took concrete shape before the Ashes (after a test run in March), is set to continue for some time. During the Ashes, Cricinfo claims to have had 880 million page views and 10 million unique users globally. The stage is now set to record user stats of the Tri-Series.