GB/T 43428-2023 Digital analytics and web analyses for purposes of market, opinion and social research - Vocabulary and service requirements
1 Scope
This document specifies the terms and definitions, as well as the service requirements, for organizations and professionals that conduct digital analytics and web analyses for collecting, analysing and reporting of digital data for purposes of market, opinion and social research by various methods and techniques. It provides the criteria against which the quality of such services can be assessed and evaluated.
This document applies to digital analytics and web analyses conducted by service providers on their own initiative, commissioned by clients or conducted by clients themselves.
This document applies to digital and web analysis research activities such as:
- understanding the usage of websites via the use of cookies, page impressions and other means, navigation across sites, time spent by visitors and their actions;
- online metered panels, e.g. on-going measurement of web visitation via meters installed on panellists' desktop, mobile or tablet devices;
- tag-based solutions to measure online usage at universe level, which can be integrated with metered panel data to provide a hybrid measurement;
- social media analytics which collect, aggregate and analyse online comments such as Weibo and Wechat, and user-generated content such as blogs, forums and comments on news sites or other sites.
Note: Universe can also be known as population.
This document can be construed to cover all forms of digital data collection including from desktop computers, tablets, mobile devices and over the top (OTT) devices as well as internet of things (loT) devices where applicable.
2 Normative references
The following referenced documents are indispensable for the application of this document. For dated references, only the edition cited applies. For undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 20252 Market, opinion and social research - Vocabulary and service requirement
Note: GB/T 26316-2023 Market, opinion and social research, including insights and data analytics - Vocabulary and service requirements (ISO 20252:2019, IDT)
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 20252 and the following apply.
3.1
ad impression
display of an advertisement on a device
[Source: GB/T 26316-2023, 3.4]
3.2
algorithm
process or set of rules to be followed in calculations or other problem solving operations
[Source: GB/T 26316-2023, 3.5]
3.3
anonymization
process of removing, obscuring, aggregating, or altering identifiers with the aim of preventing the identification of individuals to whom data originally related
3.4
application programming interface; API
set of definitions on the basis of which a computer programme can communicate with another programme or component, and which can also support access/data exchange internally or externally
3.5
audit
systematic, independent and documented process for obtaining evidence and evaluating it objectively to determine the extent to which audit criteria (3.6) are fulfilled
[Source: GB/T 26316-2023, 3.9]
3.6
audit criteria
set of policies, procedures or requirements used as a reference
3.7
bot
autonomous software that operates as an agent for a user or a program or simulates a human activity
[Source: GB/T 26316-2023, 3.13]
3.8
client
individual, organization, department or division, internal or external, that requests or commissions a research project
[Source: GB/T 26316-2023, 3.14]
3.9
code
numeric or alpha character or combination of characters associated with each response category
[Source: GB/T 26316-2023, 3.15]
3.10
code frame
list of categories with associated codes (3.9) for classifying observations or statements
[Source: GB/T 26316-2023, 3.16]
3.11
consent
freely given agreement based on adequate information obtained prior to the collection of participant (3.27) data
Note: When conducting research with children, additional consent requirements apply, e.g. permission from a responsible adult.
[Source: GB/T 26316-2023, 3.20]
3.12
cookie
small piece of information (i.e. programme code) that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions
[Source: GB/T 26316-2023, 3.21]
3.13
dashboard
software application with which a number of mini-applications can be reviewed or managed and reported
Example: Offer data exports, allow API access.
[Source: GB/T 26316-2023, 3.22]
3.14
data collection
process for gathering information by different means
Note : This includes activities such as web monitoring.
3.15
device identification
device ID
distinctive number or code associated with a specific digital device which can be personally identifiable
Note: Such devices can have multiple device IDs, each used for different purposes, for example to enable services such as WiFi or Bluetooth, or to uniquely identify specific devices operating on a mobile carrier network.
[Source: GB/T 26316-2023, 3.32, modified]
3.16
digital analytics
collecting, analysing and reporting of electronic data for the purpose of measuring and understanding humans and their behaviour
[Source: GB/T 26316-2023, 3.33]
3.17
digital fingerprint
technology that deploys algorithms (3.2) that analyse a large number of technical characteristics and settings on devices to generate unique identifiers that can identify a specific computing device producing a machine ID, and which can be personally identifiable
Note 1: This ID can change over time depending on actions taken on the device.
Note 2: Also known as device, machine, or browser fingerprint.
[Source: GB/T 26316-2023, 3.35]
3.18
dongle
small piece of hardware, often a USB device, that can be connected to other electronic equipment, to enable additional services such as access to the internet
[Source: GB/T 26316-2023, 3.37]
3.19
incentive
gift, payment, or other considerations offered to potential participants (3.27 ) to increase cooperation
[Source: GB/T 26316-2023, 3.47]
3.20
internal audit
periodic checks carried out by a company's own trained employees as to whether projects within the company have been carried out in accordance with the described procedures
[Source: GB/T 26316-2023, 3.51]
3.21
internet of things
IoT
infrastructure of interconnected objects, people, systems, and information resources together with intelligent services to allow them to process information of the physical and the virtual world and react
