Web fragmentation a network analysis approach Gašper Koren, Matej Kovačič Faculty of Social Sciences, University of Ljubljana Zenel Batagelj CATI – Marketing, Media and Social Research & Consulting University of Ljubljana Faculty of social sciences

Internet as a Network Internet is a network of servers, connected together WWW is a network of web pages, connected together with hyperlinks Ideal examples for large network analysis

Internet is a network of servers, connected together

WWW is a network of web pages, connected together with hyperlinks

Internet and its’ Users Marketing and Social research  Internet as a medium  Importance of the users Audience measurement Advertising measurement

Marketing and Social research

 Internet as a medium

 Importance of the users

Audience measurement

Advertising measurement

Internet Activities/Audience Measurement 1) Server-centric approach (Log Analysis)‏ Limited to “one-site” measurement (usually)‏ Problems of inference from server data to the behavior of the users 2) User-centric approach Problems of the recall Expensive Intrusive

1) Server-centric approach (Log Analysis)‏

Limited to “one-site” measurement (usually)‏

Problems of inference from server data to the behavior of the users

Problems of the recall

Expensive

Intrusive

Cookie-Pixel based technology Central (AD/Measurement)‏ Server Main Cookie-Pixel DATABASE Server B - Pixel ID: B Server C – Pixel ID: C Server A - Pixel ID: A

Web Meta-Data WEBTRACKER  http://www.ljudmila.org/matej/webtracker/ Java Script within HTML code with hidden values  Running on users computer (localy)‏ Data automatically submitted to Central server Database Unknown to user Problems with Java-Script blocking Mozilla Can be matched with Web Survey data TEST

WEBTRACKER

 http://www.ljudmila.org/matej/webtracker/

Java Script within HTML code with hidden values

 Running on users computer (localy)‏

Data automatically submitted to Central server Database

Unknown to user

Problems with Java-Script blocking

Mozilla

Can be matched with Web Survey data

WWW as Two-Mode Network Relation: User visiting Web Site Set 2 Web Sites Set 1 Visitors Complete Network of Web Sites Relation: Common User of two Web Sites Complete Network Web Site Visitors Relation: Visiting common Web site

Example: WWW.Si Monitor Data collected in WWW.Si Monitor ( )‏ Cookie-Pixel based data collection on 28 Slovenian web sites 478.920 Different Users 186.717 Users visited at least two of measured Web Sites within measuring period (28. March – 8. April 2002)‏

Data collected in WWW.Si Monitor ( )‏

Cookie-Pixel based data collection on 28 Slovenian web sites

478.920 Different Users

186.717 Users visited at least two of measured Web Sites within measuring period (28. March – 8. April 2002)‏

28 Verticies (Web Sites)‏

Web sites with more than 3,000 common users

Web sites with more than 5,000 common users

Web sites with more than 6,000 common users

Web sites with more than 12,000 common users

What else should be done? Collect the data on as much web sites as possible Match data from different sources Cookie-Pixel Technology (knowledge about Web Sites’ visiting)‏ Meta-Data Survey Data (socio-psychography of Web Sites’ users)‏ Network model should be developed Depends on problem

Collect the data on as much web sites as possible

Match data from different sources

Cookie-Pixel Technology

(knowledge about Web Sites’ visiting)‏

Meta-Data

Survey Data

(socio-psychography of Web Sites’ users)‏

Network model should be developed

Depends on problem

Privacy issues Several dimensions of privacy. For this case is relevant information privacy , which is a right of individual to keep the data and information about himself private. Legislation principles for collecting data:  relevancy, notification of use and time storage, compliance of individual. Not fully applied on the internet. Privacy on the Internet - An integrated EU Approach to On-line Data Protection - November 2000.

Several dimensions of privacy.

For this case is relevant information privacy , which is a right of individual to keep the data and information about himself private.

Legislation principles for collecting data:

 relevancy, notification of use and time storage, compliance of individual.

Not fully applied on the internet.

Privacy on the Internet - An integrated EU Approach to On-line Data Protection - November 2000.