chapter 11

By sparker512 | December 21, 2008

· Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
A server log stores a group of files created by the server. each time a browser requests a file an entry is generated in the server log. One of its problems is that each individual graphic on a page is stored as a separate entry, meaning a page with 3 graphics get stored 1 time per graphic plus one for the page which is 4 hits for visiting 1 page 1 time. This data is always stored as part of running a site, but it is not as accurate as some other kinds of data collection, such as a coded page. A coded page is a technique where a 1 by 1 pixel image (GIF) is placed on a web page. along with cookies on the user’s computer, the image returns data about user activity on the web page. panel data is used to generate site effectiveness. it polls willing internet users who get software installed on their computer that record their clickstream data. the software is polled at regular intervals to upload the data. I think the coded page is most useful. i can’t image that many people would allow a company to monitor their clickstream data. on theother hand, the coded pages do not need permission from the user and gives accurate results. server logs do not give accurate results because they may poll too many hits from one visit.

What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Some of the metrics that measure internet traffic are report dashboard,marketing campaign reports, browser based reports, path analysis, and segmentation by behavior and channel. I think the dashboard is one of hte more important ones. It is a customizable display of summary data on a computer screen. Because the summary data are always on one screen it prevents the uesr from having to navigate to different web sites or needing to activate another function or program.