Thursday, July 3, 2008
Yelp API, Compete.com, Quantcast
Yelp is doing well, but not as well as Compete.com would have you believe. In fact, this might be the single biggest Compete.com fail I have observed. In most cases, Compete tends to quite accurate - and a good way to estimate traffic to third party websites - but in the case of Yelp, they are wildly off. Quantcast, Alexa, and various anecdotal sources peg Yelp traffic at a healthy ~3.5M monthly uniques - nowhere close to the ~15M shown by Compete. Compete uses a mixture of data from toolbars, panels, and ISP log samples to compute their traffic estimates. Yelp has an API - what Compete seems to have managed to do is pull their ISP data sample from directly between Yelp and a large consumer of the Yelp API. 'ISP data' always sounds very robust compared to an audience panel or toolbar data - but it's important to remember that it's only a sample - not a 'full set' of ISP data - and is just as susceptible to sample bias as data collected any other way.
Posted by Mathew Johnson at 2:01 PM