Class 26: Web Metrics 12/8

1. Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
Server log: Log on the server that stores information whenever a file is requested from a site
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.
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.
2. What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
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. Users can generate reports from those counters.
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.
Coded pages
Cookies: cookies are small data files that are stored on the user’s computer and transmitted back to the web server. Cookies can identify visitors. If not, the cookie can assign a unique number to identify the visitor
3. What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?
Report Dashboard – a dashboard is a 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. The data is essentially in real time, although like another other continuous info provision (stock markets, etc) there may be a short time delay.
Marketing Campaign Reports – To get an idea of the number of reports available in a single category. It shows the marketer can produce comparative reports by selecting 2 time frames for comparison of a particular reporting item. The Campaigns report itself can be configured from many online and offline possibilities ranging from direct mail to advertising on specified site to affiliate referrals and many more.
Browser based reports – Shown in browser format. The marketer who subscribes to the service simply enters any page in the sire, and the data will be displayed. Another panel shows the specific sites from which the visitors come, search engines, affiliates, newsletters and so forth
Path analysis – Shows the path a user takes to get to the end (ie: a purchase). In general, people backtracking and experiencing navigational problems. Marketers need to examine each data point with care because it could mean a variety of things. At that point, a marketer should employ usability research or conventional marketing research to determine the problem and the best way to solve it.
Segmentation by behavior and channel – Being able to segment visitors, by behavior pattern or by information provided by the visitor, is important to many types of marketing decisions. If there is a difference between the pages most viewed by demographic groups – ie men, women, and teenagers – the site will be able to charge more for advertising that is able to target a specific demographic. Tracking customer behavior across multiple channels is even more difficult