Chapter 11
Web Metrics
Server log- record kept at the server that records each file requested from a Web site. They are created by the server that houses the web site. Everytime a browser wants a file in order to buld a web page, it generates an entry in the server request log. a hit is counted on each file on the page (the graphics on a web page are separate file and there can be many files on a single page). The server registers the IP address, date/time of request, code of success or failure, number of bytes of data transferred, referring site, type and version of web browser, and operating system of computer.
Coded page- A new method of collecting data on the “browser side” of the information transaction instead of the “server side.” Coded pages use 1 pixel by 1 pixel files. It is invisible code. Data tag, pixel tag, and transparent GIF are also what pixel files called, used in combination with cookies, sends visitor acitives to firms, traces path through site. Data collected by tags have advantages over server log data: 1) data may be more accurate-cache (high speed storage for data) 2) data collected by web bugs has smaller storage requirements because it only stores relevant data 3) real-time processing and viewing of site metrics. (server log-must be transferred to a separate analytics system for batch processing-quickly but not in real-time).
Panel data- Collects clickstream (complex data record make up of mouse click, of consumer activities on internet during a period of time) data. Work and home usage of site. Demographic and lifestyle data. Produces longitudinal data.
I think that all are relevant and useful in different situations but panel data seems the best because it produces relevant information for the website.
Specific metrics that measure traffic are hits (# of files requested), impressions (# of times banner ad is requested by a browser), page view (# of times a web page is requested), sessions ( amount of activity on a site during a specific period), click throughs (# of times visitors come to the site by clicking an ad). audience-visitors, unique visitors (different ppl), unidenfified and unduplicated. campaign- communication (email, mail, online banners), product/offer (free shiipping…etc), search effectivenss. —it depends on the site’s objectives to see which metric is best to use for that particular site. I would use campaign and audience, traffic could be accidental and short.
Variables that measure the effectiveness of branding efforts on the internet are through advertising. The exposure and response of those who see the ad. A good brand will use various metrics and sources of getting information about their visitors. You need to measure the traffic to see how many people see your site daily or weekly. You need who is your audience and what campaign method can you use for that audience specifically.