Computer program product and method for refining an estimate of internet traffic

A memory having computer executable code stored therein, the computer executable code adapted to be run on at least one computing device, the computer executable code realizing a process comprising:

• receiving clickstream data at a host processing facility, the data from a group of participants that connotes Internet activity of individual members of the group of participants, wherein the group of participants is identified from within a target population for which a size and demographic composition is taken;
• producing, at the host processing facility, an estimate of a target population's Internet activity by scaling the clickstream data for each member of the group of participants to a relative size and demographic composition of the target population and the group of participants, wherein
• the individual members of the community of participants are uniquely identifiable from the clickstream data;
• and
• scaling comprises applying a weight to the clickstream data in view of the demographic information;
• and
• refining the estimate of the population's Internet activity by applying a domain-specific bias adjustment to the estimate, wherein
• applying the domain-specific bias adjustment to the estimate comprises applying a weight to a subset of the data from the group of participants, the subset of the data that connotes a specific domain.