Web analytics, web metrics, and how to use them to track and improve conversions

Measuring Blog Audiences takes a step forward with comScore's Conversational Media Report which was announced on September 11th.

comScore developed the approach in four phases.

1. Segmentation of the comScore panelists into quartiles of users of conversational media into non-users, light users, medium users, and heavy users.
2. Sample balancing in order to develop projection weights by quartile.
3. Projection of audience estimates for web entities in the conversational media category (which are included in the comScore Conversational Media Report)
4. Development and retrofitting of in-category, web entity-specific scaling values for use in production of reported estimates.

I downloaded the custom report on what methodology is being used as I'm interested in how they're measuring blog influence:

"...Following extensive collaboration with Federated Media Publishing, which works with more than 140 influential conversational Web sites and marketers, comScore has implemented a custom weighting and projection system to assure that the reporting of this category properly reflects the characteristics of the visitors to blogging sites across a wide range of topics and interests.  The comScore Conversational Media report will be available as a custom report within comScore’s MyMetrix interface.  comScore’s new data projections pertain to the worldwide Internet audience and do not affect any site categories beyond Conversational Media.  For a more detailed methodology view please refer to comScore’s Web site: http://www.comscore.com/request/conversational_media.asp

I noticed the measurement methodology is vague on points 3 and 4, above; while I understand comScore's need to keep some of the details of their methodology to themselves, it also makes it harder for me to evaluate the quality of the results. 

I've not yet worked with any comScore report directly; I'm wondering how much resolution the blog reports are going to have - will it cover just very well known blogs by audience, or any blog?  

Hopefully, comScore will release some early results of the Conversational Media Report soon.  I can envision the reports might segment the audience of a blog, or a category of blogs by light users, medium users, and heavy users while estimating how many visits (in millions of visitors) a blog or blog category receives.

I'm sure the comScore Conversational Media Report will be an improvement to scoring influential blogs - but until I see a few reports, I won't have a sense of how good the Media report is or not.