Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
Server log files are created by the server that houses the Website. Each time a browser requests a file in order to build a Web page, it generates entry in the server request log. A hit is counted for each file/graphic on the page. Server logs are huge excel sheets with the following information: The IP address of the requesting computer, date and time of request, code indicating whether request was successful or not, number of bytes of date transferred, referring site, type and version of Web browser making request, operating system of computer making request.
Coded pages are a new method of collecting data on the user’s side of the information transaction. Indeed of the server side like server logs. Files send data back to the server. Working with cookies, the tag can send back detailed information about the visitor’s activity on the page. Data from coded pages is more accurate than server logs. It also has smaller storage requirements because it only stores relevant data. It permits real-time processing and viewing of site metrics. On the other hand, server log data must be transferred to a separate analytics system for batch processing which means it cannot be made available in real time.
Panel Data recruits a statistically representative panel of Internet users who agree to participate in data collection. There are three main benefits of this type of data as opposed to server logs. 1) The source of the data is unambiguous, which it often is not with server logs. For example, international IP addresses can be difficult to identify precisely in terms of their source. 2) a person who used the internet from both home and work is two separate people according to server logs, but carefully planned and maintained panel data can overcome this issue. 3) The measurement firm can collect demographic and behavioral data from panel households that can be very useful in reporting and analytics. Because server logs identify most users by dynamic IP addresses, it is not possible to use much third-party data to enhance it.
I think coded pages and panel data are both very useful. The coded pages record actual activity. Panel data records actual activity as well as demographic and behavioral data, but participants know their actions are being recorded, so they might act differently.
What are some of the specific metrics that measure Internet traffic, audiences and campaigns? Which ones do you think are most important?
Metrics used are:
Report Dashboard – customizable display of summary data on a computer screen. Because the summary data are always present on the specified screen, it prevents the user from having to activate a function or program or visit another Website to obtain data.
Marketing Campaign Reports – Marketers are able to select reports to view. They have the option of viewing any day, week, or month. They can also compare two reports to each other.
Browser-Based Reports – Users subscribe to the service, enter the page in the site and data will be displayed. The data that are overlayed on the page represent the percentage of visitors who see the page, how much time they spend, where they came from, and where they go when they exit the page.
Path-Analysis – Shows the paths that consumers go on. Shows when the consumer returns back to the home page, or backtracks, means that they are experiencing navigational problems. Or when they are exiting the site, they may still be looking for the product they want.
Segmentation by Behavior and Channel – Being able to segment visitors by their behavior pattern or by information provided by the visitor.
What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?
Variables needed are:
traffic measures that document site activity. (Hits the number of files requested; impressions – the number of times an ad banner is requested by a browser; page views or deliveries – the number of times a web page is requested; sessions – the amount of activity on a site during a specified period; click throughs – the number of times visitors come to the site by clicking on an ad)
Audience measures provide data about the people who visit the site:
(Total includes multiple visits or unique, different people, during specified time frame; unidentified, anonymous, or identified, registered or customer)
Unduplicated audience, the visitors that are unique to a website
Behavior on the site (number of page views, session time, path through the site, shopping cart abandonment, entry page – how many visitors do not enter through the home page)
Sales can be a measure of effectiveness if it is a transactional site. Three basic ways of collecting measure from the sire itself are hit counters, server log files, and coded web pages.