Today we discuss about Usability and Metrics. Evaluation of the Web.
Questions:
- Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
Server logs are the IP addresses of the requesting computer, data and time of request, code indicating whether the request was successful or not, number of bytes of data transferred, referring site type, type and version of web browser making request, and OS of computer making the request.
Coded Page are used to track website visitors. AKA: Pixel Tag, Transparent GIF, Web Bug, Web Beacon, and others. Its a 1×1 pixel image usually invisible, used in combination w/cookies, sends data about visitors activities usually to a marketing service firm, and necessary to trace paths through sites.
Panel Data: Software on panel member’s computer that collects clickstream data, the source of data is known, it can measure both home and work usage of the same person, can collect lifestyle & demographic data, and produces longitudinal data. The use of panel data allows the accumulation of a great deal of background demographic, lifestyle, and activity data from panel members. Ex: Nielsen
There all useful for measuring and collecting depending on the task. Panel data is most useful because it can collect what the others can and collect demographic & lifestyle data that can help target the audience.
- What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Internet traffic: Hits, impressions, clickthroughs, sessions, and page views.
Audience: Visitors, unique visitors, identified visitors, Unduplicated audience.
Campaigns: Email programs, products/offers, search effectiveness.
MOST IMPORTANT – Page views, impressions, unique visitors, identified visitors, search effectiveness.
- What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?
The variables needed to measure the effectiveness of branding efforts on the internet are Internet Traffic, Audience, and Campaigns. This measures are obtained by using Server logs, coded pages. and Panel Data depending on the objective of the brand, these can be done by hiring a marketing service firm to acquire these reports and analytics.
That was a great post, I really enjoyed it. I will have to bookmark your site so I can come back later.
Thank you for explaining the differences in the types and uses of internet metrics. This post helped me clarify my thinking so that I now better understand these metrics.