Is Alexa Ranking Really that Important?

I’ve been in several discussions/arguments about the importance of Alexa. This is the conclusion I’ve come to….
Is Alexa Important: YES
Is Alexa accurate: NO
Think of it this way… Alexa is to Web Marketing/Advertising as Arbitron is to Radio Marketing/Advertising.  Arbitron is a tool that determines which radio stations have the most listeners and who their target audience is. Radio sales people use this the data, which is far from accurate, as a sales tool to get new advertisers. So why do they use inaccurate data?  Simple… because it’s the only data they have. It’s the only measurement that will help advertisers determine ROI (Return on Investment). Now, take that same principle and apply it to Alexa… Although it’s not necessarily accurate, it still has importance.

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As always, give me your thoughts…

http://www.openjason.com/2008/08/13/is-alexa-ranking-really-that-important/