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# Sequence analysis

## on Aug 23, 2011

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## Sequence analysisPresentation 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.
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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