Updated Below If Rediff Is Number 5 on Komli's Vizisense, Will They Validate It? Komli Media has launched Vizisense, an online audience measurement system. Comscore, despite its reported inaccuracy and lack trasparency of its methodology, is an accepted audience measurement system in India, and IMRB International is also planning to launch their own audience measurement system in the next few months. Both of these systems are likely to be paid, so what's really interesting is the fact that Komli has decided to make Vizisense available for free. We spoke to Amar Goel, CEO of Komli, who told us that Vizisense is using three levels of data sources: -- Panel: they're tracking the Internet usage of over 10,000 users -- Analytics: statistics from the websites which install the analytics -- Census Data: from the Indian census, in order to help triangulate findings Now this data can be mutually exclusive, since not all publishers may be using Komli's data tracker - but Goel said that they can still make valuable conclusions about websites based on consumer behaviour - for example, "Lets's say you go to a site that is 90% male, and another site which is 90% male...we can conclude with some probability that you're male." The data is available publically as well...search for a site here for its audience data. The Differentiator: Demographic Data Komli is thus providing publishers with key demographic data like Gender, Age, Income, Education level and Marital Status, apart from the usual stats which something like a…
