Monitoring a web site’s health
Web Analytics - Definition Measurement of the behavior of visitors to a website n Which aspects of the website work towards the business objectives n n Which landing pages encourage people to make a purchase n Web Analytic information gathered from: n http: //en. wikipedia. org/wiki/Web_analytics# Web_server_logfile_analysis
Web Analytics - Technologies n Web server logfile analysis n n Recording transactions in a logfile Page tagging n Passing page request and user information (Java. Script)
Web Analytics – Terms n Hit n n n A request for a file from the web server. Available only in log analysis. Page View n n n A request for a file whose type is defined as a page in log analysis. An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, . js and. css files) are also requested from the web server.
Web Analytics – Terms n Visit / Session n Visitor / Unique Visitor n n n The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging). A visitor can make multiple visits. Repeat Visitor n n A series of requests from the same uniquely identified client with a set timeout. A visit is expected to contain multiple hits (in log analysis) and page views. A visitor that has made at least one previous visit. New Visitor n A visitor that has not made any previous visits.
Dashboards Software for gathering data from business applications n Help managers visualize the collected information. n Example, designed to give a manager up-to-the-minute customer sales data n Create a visual "dashboard" for tracking specific metrics n n Size of transactions
Assignment n Find one vendor of web analytic service n Identify the Primary Service Offering
Web Site Health n What’s broken? Links n Graphics n Content n n What’s Important? Prioritize n Key to business n Customer satisfaction n
Web Site Health n Prioritize Shopping cart abandonment n Repeat visits n Bells and whistles n Shopping experience n Revenue n n Cause and effect on the business
Web Site Health Sporadic problems n Caching problems n Supplier problems n
Problems Consumers Face
Metrics customers value most
Google – free analytics n Tour n www. google. com/analytics/sign_up. html n Funnel vision n Visitor segmentation n Geotargeting n Concerns Security n Privacy n n Other vendors?
Class Work Each student identify the vendor of web analytics and its competitive advantage n Discuss the assigned case study from Google’s site n Answer: will Google's free service put the vendor out of business. Why or why not? n
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