Web Analytics(WA) Scope of WA Applications Basic Elements of WA WA Reporting & Strategy WA Categories Advanced WA WA Tracking Approaches
It is the collection, measurement, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
• It’s gives data that uncover the truth about websites.• Provides information about visitors behavior, gauge traffic across multiple web channels which is useful for market research.• It helps one to estimate how traffic to a website changes after the launch of a new campaign or an event.
1. People 2.Source of Traffic 3. Site Interaction 4. Outcome
Objectives KPI Measurement - Increasing purchase conversion rates - Increasing average order values - Increasing time spent per visit - Increasing subscr. & regists. - minimizing bounce rates. - Increasing advertising click- through.
Campaign Traffic Referred Traffic Direct TrafficEmail marketing Paid search management Entering with URLAffiliate programs Banner advertising BookmarksCampaign Landing Pages Home Page Product Category Pages Quit Conversion Process Quit Successful conversion Engagement Layer
Visits Device Average time spent Path Analysis Traffic Source Visitor Profile Conversion rates…. Helps in knowing What, When & Where questions..?
How can I understand my customer(visitor) behavior? 1. Web server log file analysis 2. Page tagging
Pros : The data is on the companys own servers. Historical data can be reprocessed easily. Can differentiate between partial and complete action. Tracks search engines & spiders by default, which is useful information for search engine optimization. Log files require no additional DNS Lookups. Thus there are no external server calls which can slow page load speed.Cons: Not real time data. Proxy and caching inaccuracy. Required to feed logs everyday. Required own team to maintain in house server.
Web crawlers - Spiders Bots - robots.txt Cookie Two types of cookies 1. Session OR Transient cookie 2. Persistent OR Permanent cookieReference -http://en.wikipedia.org/wiki/Web_analytics