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Sequence analysis
 

Sequence analysis

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    Sequence analysis Sequence analysis Presentation Transcript

    • Sequence AnalysisTaking a more visual approach
    • The challenge
      Running a sequence analysis for even a very simple site can be very difficult due to the endless combinations of possible paths a site visitor can take. Presenting these paths in a meaningful was can be even more challenging!
      Webtrends solution: Not so helpful, especially now that many site visits can start via multiple pages…
      Ranking the most common sequences quickly becomes difficult to analyze or interpret even for small sites…
    • The solution
      Path Analysis Example: In this example a site Visitors can start their visit from any page. This simple site only has four pages: A, B, C, D, plus a survey. Once on the site, visitors can freely moves from one page to another interacting with site content, and finally ending the visit with a survey. The diagram shows all of the possible movements a visitor can take from one page to the next.
      Path Analysis Example: For example if a survey respondent starts their visit at Page A then Page B then Page D then Page C and finally then takes the survey we can tally the sequence taken between each page.
    • Taking a visual approach
      To simplify things further we can tally the sequence of movements using a transition matrix.
      Over time the tallied results start to show a better picture of how visitors are moving across the site.
    • All paths in one matrix
      In this example we see a large number of visitors who visit Page A also then visit Page D.
      1
      1
      1
      We can also see most visitors who land on the survey page came from either Page D or Page A.
      2
      a
      a
      b
      b
    • Not always intuitive
      I've found this new approach is great for quickly interpreting site visitors movements across complex sites with a lot multiple pages and content. But, one challenge to this new approach is, it’s not always easy for clients to quickly understand the results without much in-depth explanation.
      Brodie: “If you stair at one of these things long enough you’re supposed to see some kind of 3D picture.”
      TS: “Oh ya! Look it’s a sailboat!”
      William: “You saw it too! Damit! I’ve been staring at this thing for a week now, and I can’t see a THING!”
      Hulu - Mallrats: Magic Sailboat
    • Contact info
      Razorfish Insight Group contact information
      Seth Garske
      Sr. Consultant – Insight Group
      Seth.garske@razorfish.com
      Brian Chaffe
      Director – Insight Group
      Brian.chaffe@razorfish.com
      Sandy Schlee
      VP– Insight Group
      Sandy.schlee@razorfish.com