· Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
A server log is where group files created by the server are stored. Every time a browser requests a file, an entry is generated on the server log. A problem with it that each individual graphic on a page gets stored separately, which would cause a page that has 5 graphics to receive 6 hits on the log, since there is a log for the 5 graphics and then 1 for the page itself.
A coded page involves placing a 1 by 1 pixel image on a web page, and with the cookies on a browser’s computer, it will return data about the users web activities.
Panel data generates site effectiveness by polling willing users who install software on their computers which record their click-stream data. The software is then polled regularly and uploaded.
The coded page would seem to be most useful in this scenario. A server log is rather inaccurate in terms of the data it reports while panel data would be the hardest of the three to acquire, since it depends on cooperation of users who are more likely than not uninterested in lengthening their time on any one website. Because of the ease of its data recording process and the fact that it operates without needing interaction from users, coded pages look to be the best method of data collecting.
What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Some of the metrics that measure internet traffic are report dashboard, marketing campaign reports, browser based reports, path analysis, and segmentation by behavior and channel. The dashboard seems most likely to be the more important of these options. Dashboard is customizable in terms of the summary data it displays. Summary data can always be used to consolidate the amount of browsing a user actually needs to do while giving the most useful data, which has been customized to the users preferences. In lowering navigation between programs and windows, they create a more user-friendly experience.