Chapter 11 – Roberts
· Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
Servel 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[age, it generates an entry. A hit is counted for each file on the page, no matter how many or how few (each graphic on a page is a separate file) Server registers the IP address.
IP addresses can be Permanent, or Dynamic.
IP address of the requesting computer.
Date & time
Code indicating whether success or no
# of bytes transferred
Referring site
Type & version of web browser making request.
OS of PC making request.
Coded Web Page : a technique in which a small image, usually a 1 pixel GIF is placed on a webpage. Used in conjunction with a cookie. The image return data about user activity on the webpage.
Data may be more accurate,
Data collected by web bugs has smaller storage requirements, only stores relevant data.
Real time processing i s permited when data is collected this way, but server log data must be transferred to a separate anayltics system for batch processing. Cant be in reallity. To collect detailed info about visitor activity tags must be used in conjunction with cookies.
PANEL DATA:
Recruit a statistically representative panel of internet users.
SIce is determined by traditional criteria.
Specialized software is downloaded onto participants computer to record clickstream data.
Software polls at regular intervals to upload data.
Benefites: source of data is unambiguous (which is often not with server logs)
A person who uses the internet from home and work are two separate people according to the server logs, carefully maintained data can overcome this issues.
The measuerment form can collect demographic and behavbioral data from panel househilds that can be very useful in reporting and analytics.
Primary job is to select metrics that can accurately evaluate the effectiveness of the web site.
I believe coded web pages are more useful, they require less data, and are of course much easier to use.
- What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Traffic measuer simply document site activity:
Hits = # of files requested
Impressions= # of X an ad banner is requested by a browser
Page views/deliveries: # of X a Wpage is Requested.
Sessions = Ammount of activity on a site during a specified period.
Click throughs: # of times visitors visit the site by clicking on an ad.
AUDIENCE: Measuere provide data about the people who visite the site
Visitors: # of people who visit a site
total includes multiple visits, unique is different people during a specified time.
Unindentified (anonymous) Identified: registered.
behaviour on the site: # of page views, sessions time, path through the site, shopping cart abandonment. entry page (many dont enter through the home page)
Campaign measueres provide data about the effectiveness of marketing efforts, by communications channel: email, mail , online, banners, and so forth
BY OFFER free shipping versus 25& off, search effectiveness by keyword.
COMMON METRICS FOLLOW: 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.
avareage # of visits per day. # 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.
- What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?
Marketers focus on traffic, audience, and campaign metrics in order to provide information about the site visitors and to measure marketing campaign effectiveness. These metrics are obtained from server reqest logs, coded pages, or from internet consumer panels.
When there are branding objectives, marketing research is required to measure the attutudinal variables that are used to assess the effectiveness of branding efforts. both offline and online.