Web 2.0 - Metrics in a Post Page Impression World - eMetrics 2009

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Web 2.0 - Metrics in a Post Page Impression World - eMetrics 2009

  1. 1. Web 2.0 - Metrics in a Post Page Impression World Deepak Nadig Distinguished Architect eMetrics Marketing Optimization Summit May 05, 2009
  2. 2. Outline •  Evolution of the World Wide Web •  Evolution of eBay •  Needs of the evolving web •  Approach and concepts 2
  3. 3. World Wide Web Tim Berners-Lee, CERN March 1989, May 1990 This proposal concerns the management of general information about accelerators and experiments at CERN. It discusses the problems of loss of information about complex evolving systems and derives a solution based on a distributed hypertext system. Linking documents … 3 And transforming data …
  4. 4. The First Web Page Network of hypertext documents Page = HTML 4
  5. 5. Early Web Pages – Yahoo in 1994 • Hypertext document • No images 5
  6. 6. Early Web Pages – Yahoo in 1995 • Images • Application • Text-Only Yahoo • Hypertext document • No images 6
  7. 7. Early Web Pages – Yahoo in 1996 • Localization • Images • Application • Text-Only Yahoo • No images • Page organization 7
  8. 8. Early Web Pages – Yahoo in 1998 • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images 8
  9. 9. Early Web Pages – Yahoo in 2000 • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images 9
  10. 10. Early Web Pages – Yahoo in 2002 • Page actions • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images 10
  11. 11. Early Web Pages – Yahoo in 2003 • More access points • Page actions • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images 11
  12. 12. Early Web Pages – Yahoo in 2004 • Multiple applications • Page actions • More access points • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images 12
  13. 13. Web Pages – Yahoo Current • Wider page • Mouse over, Click • Configurable page • Multiple applications • Page actions • More access points • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images 13
  14. 14. eBay •  The world’s largest online marketplace — where practically anyone can trade practically anything at any time. •  $60 Billion in merchandize traded in 2007 $1350 for a corn flake shaped like Illinois $650,100 for a lunch with Warren Buffet A sportingA car is sold every seconds good sells every 2 minute •  eBay manages over 83 million active users •  •  •  •  •  eBay users worldwide trade more than $2000 worth of goods every second Fixed price format accounted for 49% of GMV in Q4 2008 eBay stores over 2 Petabytes of data – over 200 times the size of the Library of Congress! eBay analytics processes over 25 Petabytes of data on any day The eBay platform handles over 6 billion API calls per month •  1 billion page views per day •  100 million concurrent listings, in more than 50,000 categories •  More transaction volume than NASDAQ and NYSE •  In 39 countries •  In seven languages. Over ½ Million pounds of Kimchi are sold every year!
  15. 15. EBAY HOME PAGE 15
  16. 16. eBay Home Page in 1995 • Hypertext documents • No images 16
  17. 17. eBay Home Page in 1998 • Application • Merchandising • Page structure • Hypertext documents • No images 17
  18. 18. eBay Home Page in 2001 • Localization • Vertical experiences • Application • Merchandising • Page structure • Hypertext documents • No images 18
  19. 19. eBay Home Page in 2004 • Location of search • Localization • Vertical experiences • Application • Merchandising • Page structure • Hypertext documents • No images 19
  20. 20. eBay Home Page in 2009 • Modular page • Optimization • Replicated links • Mouse over • Location of search • Localization • Vertical experiences • Application • Merchandising • Page structure • Hypertext documents • No images 20
  21. 21. EBAY ITEM PAGE 21
  22. 22. eBay Item Page in 2000 • Hypertext documents • User provided content 22
  23. 23. eBay Item Page in 2003 • Merchandising • Back button • Hypertext documents • User provided content 23
  24. 24. eBay Item Page - Current • Page structure • Click • Category specific • Real-time updates • Merchandising • Back button • Hypertext documents • User provided content 24
  25. 25. Evolution of web page •  Text & Links •  Images and Image Maps •  Applications •  Content from different sources •  Advertising •  Page with different types of content •  Interaction with page != Interaction with server •  More than click-through, e.g. mouse over •  Partial page updates •  Real-time updates 25 Decreasing Relevance and Accuracy of Page View
  26. 26. Interactions with eBay Search Engines Advertising Applications eMail Web Site Gadget iPhone Social Application Desktop eBay To Go API
  27. 27. 615
New
API
pla.orms
launched
since
Jan’08
 Query Language 27 Source: ProgrammableWeb.com
  28. 28. New Concepts •  Interaction Events •  Composite Impression •  Channels & Source 28
  29. 29. INTERACTION EVENTS 29
  30. 30. Richer User Interaction Mechanisms Click Mouse-over Click-through Use Play 30
  31. 31. iPhone – Interaction Mechanisms Double tap Drag Pinch Touch and hold Flick Tap 31
  32. 32. eBay on Wii 32
  33. 33. More Interaction Devices 33
  34. 34. Interaction Model Impression Reaction Page Image Movie Music … View Click Click-Through Play … Are best modeled as events Intent is more important than the interaction mechanism
  35. 35. COMPOSITE IMPRESSION 35
  36. 36. eBay Home Page Composite Page - Page - Placement - Layout - Module Personalized Optimized 36
  37. 37. Tracking Composite Pages •  Metadata –  –  –  –  Pages Available Layouts per Page Modules Available Modules per Placement Layouts •  Impression –  Which Page –  Which Layout –  Which Placement-Module •  Click –  Which Link –  In which Module –  In which Page 37
  38. 38. Metrics •  Page –  Which layouts are best for which pages •  Layout –  Which layout converts best –  Overall, per category, per user segment •  Placement –  Best modules for a placement •  Module –  What Module perform well –  Best Placements for a Module 38
  39. 39. Users don’t see everything Heat Map Eye Tracking 39
  40. 40. CHANNELS & SOURCE 40
  41. 41. Business needs remain the same Channels Transaction email Web page Desktop Channels Paid Search Natural Search Advertising Marketing email Business Where is my traffic coming from 41 Business Where does my revenue come from Channels Ad networks Referrals/Leads Business Where am I sending traffic to
  42. 42. Channels & Source •  Channel –  Where did the interaction occur –  A way to group a related set of events •  Source –  Coordinates of the interaction event 42
  43. 43. Concepts Summary •  Interaction Events –  Impressions, Reactions –  Modeled as events •  Composite Impression –  To describe complex pages and applications –  Requires richer metadata –  Provides more accurate representation of what was presented •  Channels & Source –  To identify where the interactions took place –  To derive the coordinates of the interaction –  Helps understand user interaction trends 43
  44. 44. Closing Notes •  The web has evolved from hypertext documents to a complex ecosystem of services and content •  Users and companies are interacting at different interaction points and using a variety of devices •  These interactions will happen in ways that is most convenient for the customer •  Composite Impression, Interaction Events, Channels & Source – are concepts that help in understanding and supporting these needs •  Standardization will help in common understanding of data and metrics within the ecosystem 44
  45. 45. Questions Deepak Nadig dnadig@ebay.com 45

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