The Online Impact Factor
Konector is the official supplier of the Online Impact Factor™. It is used as a standard measure to show how much influence a publication has online.
The Online Impact Factor™ measures reach, frequency and interaction. In other words, how many people come to a site, how often they visit the site and how engaged they are when on the site. The Online Impact Factor™ is used by advertising, marketing and PR professionals who want to find influential bloggers.
By using the Online Impact Factor™, Konector is the first company to use detailed audience analysis to rank the top blogs. The algorithm is more complex than the traditional impact factor used by print journals. It includes variables like unique monthly visitors, total visits, page impressions, average time spent on site, site activity and bounce rate. Several other variables are also taken into consideration to ensure that you have an accurate measurement of the influence of an online publication.
Why do we measure reach, frequency and interaction?
Reach (the number of people that come to a site): The more popular the site means more people will see the ads and read the reviews, therefore the higher it will rank.
Frequency (how often people come to a site): This helps us measure the quality of the content on the site. The number of times a visitor returns to a site is a good indicator of how good the content is. Good content means that the author`s opinion has greater impact. Advertisers will also gain greater brand exposure to visitors who come back to the site regularly.
Interaction (how active are people when on a site): This measures variables like the time spent on a site and the number of pages viewed. Like frequency above, this helps us calculate the quality of the content. The better the greater the author`s impact. Advertisers are also in front of the visitors for a greater length of time, resulting in more brand exposure.
