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Web Analytics: A new Statistical Domain


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Presentation to the Royal Statistical Society's International Conference, Brighton, September 2010. …

Presentation to the Royal Statistical Society's International Conference, Brighton, September 2010.

Paul Askew

Published in: Business
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  • 1. Web AnalyticsA New Statistical Domain? Paul Askew Royal Statistical Society 2010 International Conference 13-17 September 2010 Brighton, UK
  • 2. IntroductionWeb analytics:Measurement, collection, analysis and reporting ofinternet data for understanding and optimising webusage. (WAA). …. reporting of metrics1. Domain2. Data3. Measures4. Tools5. Opportunities
  • 3. 1. DomainLarge number of sites, and increasing • 8,722,474 UK web sites (Nominet Aug 2010) • 81,632,634 Site management transactions (Aug 2010)
  • 4. 1. DomainLarge (public) sites with lots of activityNo. 10 (Aug 2010) • 498,871 unique visitors • 721,767 visits • 2,135,427 page (Aug 2010) • 15,107,447 visits for 52,687,308 page viewsBBC Radio (July 2010) • 3,477,571 visits for 21,071,588 listening hours
  • 5. 2. Data home Service track every Log html click File java A AB B C
  • 6. 2. DataThe scope of the data is increasing and complicatingPhase 1: VisitsPhase 2: Characteristics • Browser • Source (incl. search engine, ‘spiders’) • Date/time, entry/exit pages, durationPhase 3: Engagement • Dynamic content • Blogs and forums – sentiment • Social Media – networks
  • 7. 2. DataData has some defining characteristicsOverall • Large volumes in real time • Precise and accurate • Consistent (ABCe)Issues • Exit time • Cookies and Java • Hotel problem
  • 8. 3. MeasuresMeasures evolve from marketeers and web designers1. Measure of activity • Unique visitors2. Measures of effectiveness • Bounce rate, conversion rate3. Measures of relationship • More process than event based (sequence detection) • Frequency....loyalty • Propensity….days and visits to action
  • 9. 4. Tools …are maturinga. DIYb. Sector Specific Google (+74) Omniture Technorati etc…c. Generic SPSS, SAS etc…
  • 10. 4. Tools
  • 11. 5. Opportunities1. Public good • Online services and user interface/experience • Age of austerity – tougher decisions, tighter evidence2. Focus on messages from the data • 90/10 Rule, insufficient expert capacity • Value of narrative commentary (eg UKSA)3. Real time vs Strategic analysis • News vs trends4. Statistical Opportunity • Data volumes, issues, new techniques?
  • 12. 5. Opportunities5. Experimentation and geolocation6. Visualisation7. Multiple data sources8. Free data and free tools9. Role for Meta-Meta- Data (‘sweater’ data?)10. Interesting and challenging…
  • 13. 5. Opportunities “A new era is dawning for what you might call the datarati….The sexy job in the next 10 years will be statisticians” (Google, Jan 2009) “A society in which our lives and choices are enriched by and understanding of statistics” or “Understand the society and world we live in, and get the most out of our lives.” (Getstats, Sept 2010) Do let me know how you get on with web analytics