Web analytics presentation

Web Analytics Jim Jansen Associate Professor, The Pennsylvania State University

Who is Jim Jansen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Explosion of Information - the Zettabytes are coming There will be nearly 15 billion devices connected to the Internet, generating nearly a Zettabyte (one sextillion bytes) of global IP traffic by 2015, Cisco's fifth annual Visual Networking Index (VNI) Forecast

[object Object],[object Object],[object Object],[object Object],Explosion of Information - the Zettabytes are coming There will be nearly 15 billion devices connected to the Internet, generating nearly a Zettabyte (one sextillion bytes) of global IP traffic by 2015, Cisco's fifth annual Visual Networking Index (VNI) Forecast

Web analytics can help us … ,[object Object],[object Object],[object Object],[object Object],How does web analytics do this?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Data  Information  Knowledge This is the realm of Web analytics!

What is web analytics? ,[object Object],[object Object],[object Object],[object Object]

Let’s break that definition down … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Data Information Knowledge

W3C Extended Log Format -Variety of fields for examining visitors to Web sites. Other common format is NCSA Separate Log that is composed of three logs Common log – actions on the server, Referral log – where they came from, and Agent log – stuff about the client computer Rather than service-side logging, other methods such as page tagging, image cookies, Flash cookies, etc. but the data is still stored in a log. W3C Extended Log Format

[object Object],[object Object]

Variety of tools help make sense of this log data

Theoretical Foundations ,[object Object],[object Object],[object Object],Burrhus Frederic Skinner John B. Watson Ivan Petrovich Pavlov

Behaviorism Characteristics ,[object Object],[object Object],[object Object],[object Object]

What is a Behavior? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is a Behavior? ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Data Collection: Trace Data Wear on a carpet Trash heap Surfing web

Trace Data ,[object Object],[object Object],[object Object],[object Object],What is cool about trace data for researchers?

Data Collection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methodological Foundations ,[object Object],[object Object],[object Object],Customer Behavior (video) Chemistry (surface marking)

Methodological Foundations ,[object Object],[object Object],[object Object],[object Object],[object Object],Example: ethnography studies (where the researcher “bird dogs” a study participant Example: no one searches for porn in a lab study of Web searching Example: is why medical trials are double blind rather than single blind

Methodological Foundations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web analytics process ,[object Object],[object Object]

Essential steps to any effective web analytics process Typically counts. Basically, data collection ,[object Object],[object Object],[object Object],[object Object],Typically ratios. Data becomes metrics. Counts and ratios infused with business strategy. Online goals, objectives, or standards for organization. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Collection of data Processing of data into information Developing key performance indicators Formulating online strategy Drives Drives Drives Drives Drives Drives

Three types ( plus 1 ) of Web analytics metrics Implementation ,[object Object],[object Object],[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Can be applied to three levels of granularity ,[object Object],[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Classifications of Metrics ,[object Object],[object Object],[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Building Block ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Visit Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Content Characterization ,[object Object],[object Object],[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Conversion Metrics ,[object Object],[object Object],Burby, J., Brown, A., and WAA Standard Committee (2007) Web Analytics Definitions. Web Analytics Association. Available at: http://www.webanalyticsassociation.org/resource/resmgr/PDF_standards/WebAnalyticsDefinitionsVol1.pdf

Translating these metrics ,[object Object],[object Object]

The hotel ,[object Object],Sam Ted Jane Sam Scott Jane Sam Ara Sam Chi Sam Tom Sam Yen Sam Tim Jane Jane Jane Jane Jane Rooms 1 2 3 Days 1 2 3 4 5 6 7 3 3 3 3 3 3 3 ,[object Object],[object Object],1 1 Count Count 7 ,[object Object]

Bottom line: the time qualifier matters! ,[object Object],[object Object],[object Object]

50 minutes = Can’t Cover Everything ,[object Object]

Research Work (mine) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Research Work (mine) ,[object Object],[object Object]

Great ‘how to books’ for web analytics ,[object Object],[object Object],[object Object],[object Object]

Thanks! (welcome questions / discussion!) Web Analytics Jim Jansen Associate Professor, The Pennsylvania State University

Follow-on Discussion ,[object Object],[object Object],[object Object],[object Object]

Again, thanks! Web Analytics Jim Jansen Associate Professor, The Pennsylvania State University

Web analytics presentation

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Web analytics presentation