Eric T. Peterson on objectives, definitions and emerging KPIs
New white paper explores metrics for online video

Amsterdam, 25 February 2008 – Nedstat announces the publication of ‘Measuring Multimedia Content in a Web 2.0 World’, a white paper authored by Eric T. Peterson of Web Analytics Demystified and co-authored by Michiel Berger, Chief Innovations at Nedstat.

The study explores the emerging direct measurement model for multimedia content by examining several common business cases for deploying video. It provides a new set of definitions and key performance indicators (KPIs) designed to help companies effectively track their investment in video based content.

“The three primary business objectives for multimedia content on the Internet are to sell advertising, to promote viral marketing and to drive visitor engagement”, says Eric Peterson. “Marketers must look for standards and best practices to monitor and evaluate the success of these objectives. As the clear frontrunner in video analytics with Stream Sense™, Nedstat was the ideal partner to co-author this study with.”

Michiel Berger: “The popularity of online video is explosive and the readiness of organizations to shift major advertising spend to this channel will continue to grow at high speed. With Stream Sense™ we provide a wide range of metrics about video stream usage like click behaviour during advertising messages. Eric’s paper adds a wonderful framework for marketing professionals to put these to use effectively.”

The white paper ‘Measuring Multimedia Content in a Web 2.0 World’ is freely available as a download at and at

About Web Analytics Demystified and Eric T. Peterson

Web Analytics Demystified, founded in 2007 by internationally known author and former JupiterResearch analyst Eric T. Peterson, provides objective strategic guidance to companies striving to realize the full potential of their investment in web analytics. By bridging the gap between measurement technology and business strategy, Web Analytics Demystified has provided guidance to hundreds of companies around the world, including many of the best known retailers, financial services institutions, and media properties on the Internet.

About Nedstat

Nedstat is the European leader in website analytics.

The Nedstat products and services enable users to improve the effectiveness and profitability of their online communication and business. Nedstat aims to make website analytics straightforward and accessible. Therefore, products are easy to use, reports are clear and fast to access and support is personal and high quality.

Nedstat employs 180 people in the Netherlands, Belgium, France, Germany, Spain and the United Kingdom.

The client list includes several renowned and internationally operating organizations like ASICS Europe, Danone, Electrabel, Ernst & Young, Renault, Panasonic and Wolters Kluwer. Also, numerous government and not-for-profit organizations have benefited from Nedstat's expertise in delivering reports on users’ behavior online.

Nedstat has received key accreditations by Europe’s leading independent web-standards organizations, such as ABC electronic and OJD, to ensure that customers’ metrics are in full compliance with leading industry standards.

For more information on Eric T. Peterson and Web Analytics Demystified, please visit, email,
or call +1 503 282-2601 in the United States.

For more information, please contact: Nedstat Ltd, Ade Adeosun, phone +44 (0)20 7841 1543, e-mail

For more information about Nedstat, go to

Published on: 12:00AM on 25th February 2008