· Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
o Server log: record kept at the server level that records each file requested from a website; server log files are 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. 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.
o 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.
o Coded pages: 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” The tag part of the page that is requested by the served to the user’s browser. The file then sends data back to the server. Working with cookies, the tag can send back detailed information about the visitor’s activity on the page. One the surface, the data are the same as those collected by a server log. Data collected by tags has several advantages over server log data: the data may be more accurate, data collected by web bugs has smaller storage requirements because it stores only relevant data, and when data are collected in this manner, it permits real-time processing and viewing of site metrics.
Similarities
o Used for recording activities in a web site
Differences
o Server Logs record information on the server side while Coded Data collects information from the browser side
o Coded Pages are more useful than server logs because the user’s IP address may change during the session, causing the server log to, in effect, record different visitors instead of the same visitor
o When using Coded pages, data collected by Web bugs has smaller storage requirements because it stores only relevant data, not all the site operating data stored by server logs.
o 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.
o With Panel Data, the source of the data is unambiguous, which it often is not with server logs 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
o 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.
· What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Internet Traffic Measuring Metrics:
o hits: the number of files requested
o impressions: the number of times and ad banner is requested by a browser
o page views or deliveries: the number of times a web page is requested
o sessions: the amount of activity on a site during a specified period
o click-through: the number of times visitors come to the site by clicking on an ad
Audience Measuring Metrics::
o visitors: the number of people who visit the site
o total (includes multiple visits) or unique (different people) during a specified time frame
o unidentified (anonymous) or identified (registered or customer)
o unduplicated audience: the visitors that are unique to a web site
o behavior on the site
o number of page views
o session time
o path through the site
o shopping cart abandonment
o entry page (many visitors do not enter through the home page)
Campaign Measuring Metrics
o by communication channel: e-mail, mail, online banner, and so forth
o by offer: promotion offered (free shipping versus 25% off)
o search effectiveness by keyword
o 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.
o 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.
o 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.
o 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.
o 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:
o 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)
o Audience measures provide data about the people who visit the site:
o (Total includes multiple visits or unique, different people, during specified time frame; unidentified, anonymous, or identified, registered or customer)
o Unduplicated audience, the visitors that are unique to a website
o 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)
o 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.
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