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FACEBOOK IS CAUGHT FAKING IT

September 23, 2016

I am constantly telling companies to be very careful about asking their marketing department, ad agency or marketing firm to conduct market research. Why? They can have a vested interest in showing you positive results. You really need a third-party working with your marketing team to develop, conduct and analysis research data. This is especially true for online analysis. Yes, Google, Facebook and Yahoo love to share their metrics, but perhaps this is because they are faking it.

CASE IN POINT: For two years, Facebook overestimated to ad agency and firms the average amount of time people spent watching Facebook videos. They finally disclosed that a key metric was accidentally artificially inflated by only including videos viewed for more than three seconds. This may have caused Facebook to overestimate average time spent watching videos by 60% to 80%. Facebook’s solution? A new name for a new metric for what was meant to be measured in the first place.

As reported by the Wall St. Journal, this “miscalculation means marketers may have misjudged the performance of their video ads as well as decisions to move budgets into Facebook, while publishers who post videos on the platform are also affected. Maybe it’s time for the internet’s so-called walled gardens to finally allow true third-party verification of their data.”

Totally agree. I think that is one reason why our research business is growing. More and more people want real data that they can count on.

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