Web Metrics

• Describe the similarities and differences between server log, coded page, and panel data. Which do you think is the most useful?

Server logs is created by the owner of the site and it records each files requests from websites. Code page is a new way to collect data. This located on the user’s side of  the transaction. The data collected by tags have several advantages over server log data (which is data that can be a bit more accurate). The data collected by web bugs has smaller storage requirements due to the fact that it stores only relevant data, and when data are collected in this manner, it permits real-time processing and viewing of site metrics. Panel data is the process of using panel data to generate site effectiveness data. which is the same as using panels in the general marketing research process. Specialized software is downloaded onto a participant’s computer to record their click stream data. The main similarity between them is that they all are use for recording peoples activities on website. The differences are that server logs record information on the server side while Coded Data collects information from the browser side. Meanwhile coded pages are more useful than server logs because the user’s IP address may change during the session. In effect it causes the server log to record different visitors. Coded pages have real time viewing and server logs does not because it has to be transferred.

• What are some of the specific metrics that measure Internet traffic, audiences, and campaigns. Which ones do you think are the most important?

Hits- numbers of files requested.

sessions -amount of activity on a site during a specified period.

Page views- times a web page is requested.

Click-through- numbers of times visitors come to the site by clicking on an ad.

Impressions- number of times and ad banner is requested by a browser.

Measuring metrics for Audiences: Unduplicated audience: the visitors that are not “regulars” to the website. Visitors- number of people who visit the site.

Behavior on the site -how many pages were viewed, time on the pages.

Measuring metrics for Campaigns: Offer – promotion (testing shipping cost from free to discount offer). The communication channels can be use as will (mail/email, online banners)

• What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?

Sales can be measure of effectiveness if it is a transactional site. Three ways of collecting it: hit counters, server log files, and coded web pages. The audience measures the provided date about the people who visit the site. (by time, members, non members, etc) The traffic can see the document site activity. You can see what things were most requested, the total activity of the site (”click throughs”, time spent on it).