Traffic Audits Make Strange Bedfellows: Part II - The Audit Process
D. Geller - September 14, 2000

Introduction

With traffic being the lifeblood of an e-commerce site the Marketing crew knows that the traffic numbers are going to be audited. And they look to the CIO to make sure that the numbers will pass muster. If there’s a problem with the numbers, the CIO may be blamed. So it’s important to understand what auditors want to see, and to make sure that your collection and reporting procedures are appropriate. The greatest danger is having to restate numbers that you’ve already provided to advertisers...