Every mouse click Sally did is being recorded, such as clickstream, made up of mouse clicks of consumer activity online during a specified period which can be recorded on one or more server logs,; records that are kept at the server level that records each file requested from a website.
Traffic data describes activity on the site. These data include metrics such as the number of visitors, sessions, and page views.
Hit counter is a piece of software inserted onto a web site that measures the number of visits to the site. An html code placed on each page that the owner wants to measure, shows the number of page views, return visits and unique visitors.
server log files: each time a browser requests a file in order to build a web page, it generates an entry in the server request log; a hit is counted for each file on the page. “server side”
coded pages: a new method of collecting data. The tag is part of the page requested by and served to the user’s browser. The file is than send back to the server. works with cookies. “user’s side”
Coded pages “user’s side”:
- works with cookies
- data more accurate
- real time processing and viewing of site metrics
- uses cache web pages, allowing them to be recalled without going back onto the internet
Server logs “server side”
- data must be transferred to a separate analytics system for batch processing; made available quickly but not in real time.
Panel data: generates site effectiveness
1st step is to recruit a statistically representative panel of internet users who agree to participate in data collection. The size of panel is determined by traditional statistical criteria. Specialized software is downloaded onto the participants computer to record the clickstream data. The software is polled out regular intervals to upload the data.
3 main benefits:
- source data is unambiguous
- 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.
- the measurement firm can collect demographic and behavioral data from the panel households that can be very useful in reporting analytics.
Traffic measures 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
Traffic always implies general information about the site activity while audience always implies information about the demographics and behaviors of visitors to the site.
Audience measures provide data about the people who visit the site; visitors: the number of people who visit a website
- total (include multiple visits) or unique (different people) during a specified time frame
- unidentified (anonymous) or identified (registered or customer)
Unduplicated audience: the visitors that unique to a website
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 communications channel: email, mail, online banners
- by offer: free shipping versus 25% off, for example
- search effectiveness by keyword
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.
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.
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.
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.
Segmentation by Behavior and Channel – Being able to segment visitors by their behavior pattern or by information provided by the visitor.