Collecting traffic, audience, and campaign data
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.
Retrieving the data:
Report Dashboard – customizable display of summary data on a computer screen
Marketing Campaign Reports – Marketers are able to select reports to view
Browser-Based Reports – Users subscribe to the service, enter the page in the site and data will be displayed
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