Clickstream- the complete data record, made up of mouse-clicks, of consumer activity on the Internet during a specified period, usually the dureation of a visit to a single Website.
Server Log- record kept at the server level that records each file requested from a Website. Created by the server that houses the Web site. Each time a browser requests a file in order to build a Web Page, it generates an entry in the server request log.(marketing task is to determine how these data can be sued to fin-tune existing marketing strategies, from the example of sally looking for fishing rod for father, they collected information regarding how she was unsuccessful on the listings for one and two, but she found for 3).
Coded web page- a technique in which a small image, usually a 1-pixel transparent image ( called a pixel tag or transparent GIF), is placed on a Web Page. Used in conjunction with a cookie on the user’s computer, the image returns data about user activity on the Web page.
The use of coded pages is a new method of collecting data, on the “browser (user’s ) side” of the information transaction instead of on the server side. (detailed info about the visitors’ activity on the page. Data is more accurate. Data collected by web bugs has smaller storage requirements because it stores only relevant data. Data are collected in this manner, it permits real-time processing and viewing of site metrics.
To collect detailed information about visitor activity, tags must be sued in conjunction with cookies. Cookies themselves have become controversial, although the general Internet public seems less aware of coded pages in general.
Panel data- the process for using panel data to generate site effectiveness data is the same as using panels in the general marketing research process. The first step is to recruit a statistically representative panel of internet users who agree to participate in the data collection. Specialized software is downloaded onto the participant’s computer to record the click stream data. The software is polled at regular intervals to upload the data. First, the source of the data is unambiguous, which it often it not with server logs. Second, a person who uses 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. Third, the measurement firm can collect demographic and behavioral data from panel households that can be useful in reporting and analytics.
They are all the same because they all record activity on internet one way or another. They are different because server logs record information on the server side while Coded Data collects information from the browser side. Coded Pages are more useful than server logs because the user’s IP address may change during the session, instead of server log recording the same visitor, it gets confused by recording different visitors. With Coded pages, when data are collected in this manner, it permits real-time processing and viewing of site metrics. Server log data, on the other hand, must be transferred to a separate analytics system for batch processing. It can be made available quickly, but not in real time.
· hits: the number of files requested
· impressions: the number of times and 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-through: the number of times visitors come to the site by clicking on an ad
Measuring the Audience
Visitors: the number of people who visit the site
Total
Unidentified (anonymous)
Behavior on the site
number of page views
session time
path through the site
shopping cart abandonment
entry page (many visitors do not enter through the home page)
For Campaign Purposes
by communication channel: e-mail, mail, online banner, and so forth
by offer: promotion offered (free shipping versus 25% off)
search effectiveness by keyword