Definition
A transparent metric is one for which the claims of specific properties or capabilities for the metric are substantiated and open to independent verification. [1]
This includes the user having the opportunity to know the limitations, construction, and sources of data for the metric. [2]
Examples of transparent metrics are audience measurement ratings audited by the Media Rating Council such as those from Nielsen’s National TV Audience Measurement service. [3]
The alternate audience-based movie rating system deployed by IMDb is an example of a non-transparent metric. [4]
“Transparent” is one of the 10 Characteristics of an Ideal Metric designated by the Marketing Accountability Standards Board. [2]
Reference
- Accountable Marketing: Linking marketing actions to financial performance, 1st Edition; Eds. Stewart, David W. & Gugel, Craig; Routledge, 2016.
- Universal Marketing Dictionary Project, 2023.
- tvtechnology.com/news/nielsen-regains-mrc-accreditation-for-national-tv-audience-measurement-service
- help.imdb.com/article/imdb/track-movies-tv/weighted-average-ratings/GWT2DSBYVT2F25SK