Server log: record kept at the server level that records each file requested from a website
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.
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.
Traffic:
Hit counters: a hit counter is a small piece of software that can be added to a web site to provide a few basic metrics. It measures the number of visits to the site.
Server log files: 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.
Cookies: cookies are small data files that are stored on the user’s computer and transmitted back to the web server. Cookies can be set to retrieve personal information or not.
Variables used to measure web site traffic, audiences, and marketing campaigns
Traffic measures simply document site activity:
-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
Audience measures provide data about the people who visit the site:
-visitors: the number of people who visit the site
-total (includes multiple visits) or unique (different people) during a specified time frame
-unidentified (anonymous) or identified (registered or customer)
-unduplicated audience: the vistors that are unique to a web site
-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)
Campaign measures provide data about the effectiveness of marketing efforts
-by communication channel: e-mail, mail, online banner, and so forth
-by offer: free shipping versus 25% off, for example
-search effectiveness by keyword
To be meaningful, all these measures must be taken during a specified period. That leads to an almost endless set of metrics that can be produced, depending on the needs of the marketer. Some common metrics follow:
-average number of visits per day
-number of page views per month
-average visitor session length last month
-number of hits for each hour of the day
-paid search results for the most recent 7-day period