Rant about Alexa

by David Naylor
Bronco - Digital Marketing Agency

It Seem that Sean over at antezeta agrees with my rant on alexa the other night on stirkepoint, so here is his Rant


I really liked your rant on Alexa on yesterday’s Strike Point podcast.
On one side, as Mikkel noted, Internet professionals thirst for publicly available Internet data. Yet afaik, none of the currently available data has any statistical validity. Even when we know better, as I’m sure Mikkel does, we fall for the siren song of dodgy numbers to do our benchmarking – numbers that in most cases cannot be trusted.

In the Italian market, Alexa’s data is often cited to say one site is more popular than another (which it is after all the company’s employees have installed the Alexa for IE toolbar) and, as with many things in Italy, since it comes from America, it must be right.

Right up there with my own Alexa pet peeve is the Nielsen//NetRatings nonsense. In the Italian market NN samples 0.038% of the Italian population – a small detail that never appears in their ever so precise sounding press releases.

I wouldn’t care so much if my customers and potential customers didn’t take this stuff so seriously.

After the n-esimo (umteempth?) explanation, I finally put pen to paper, or html as the case might be:

Part I: “Web statistics for internet market research: pick a number, any number”


Part II: The suppliers (or liars?)



Sean, I Agree Totally dude

Bronco - Digital Marketing Agency
Making your inbox more interesting
Looking to keep up to date, or find out those things we can’t mention on the blog? Then sign up to our semi-regular newsletter. Don’t worry, we won’t spam you.

1 Lonely Comment

Get in Touch

Things are better when they’re made simpler. That’s why the David Naylor blog is now just that; a blog. No sales pages, no contact form - just interesting* info about SEO.

If you’d like to find out more about the Digital Marketing services we do provide then head over to Bronco (our main company website) to get in touch.

Get in Touch Today * Interestingness not guaranteed
Part of the Bronco family