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When You're Looking For $150mm, Metrics Matter

By: Andrew Goodman

Techcrunch reports that Digg was in talks with News Corp., but may be headed for another round of financing instead.

The valuation surely depends on user numbers, numbers Digg and their acquirers surely have in their highly accurate and detailed versions.

Outsiders are reliant on guesstimates from panel-based metrics agencies, and the like. Michael Arrington writes that comScore is likely significantly under-reporting Digg's numbers. comScore says 1.3 million monthly unique visitors. For some reason, someone at Digg reports 20 million.

However, metrics agency startup Quantcast just sent me numbers that show - unless I am the world's worst analyst - that Digg's numbers are in fact far weaker than even comScore's figure.



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View All Articles by Andrew Goodman

About the Author:
Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns.

In 1999 Andrew co-founded, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis.

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