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Beyond the Pageview: What's Going on with Your Dynamic Content?
 

Beyond the Pageview: What's Going on with Your Dynamic Content?

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Adam Ware of SwellPath presents on how tracking activity on web sites used to be all about the page views and visit paths. Now, dynamic content means most interaction is taking place between page ...

Adam Ware of SwellPath presents on how tracking activity on web sites used to be all about the page views and visit paths. Now, dynamic content means most interaction is taking place between page loads. Getting web analytics tracking involved in this interaction is still often overlooked, avoided, or feared. This slideshow examines good and bad ways to integrate web analytics tracking beginning in the design phase, and how doing so can benefit designers and developers as much as it benefits marketers. Learn how visitors are interacting with your work, and use the knowledge to drive your own personal design and development decisions.

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    Beyond the Pageview: What's Going on with Your Dynamic Content? Beyond the Pageview: What's Going on with Your Dynamic Content? Presentation Transcript

    • beyond the pageview: what’s going on with your dynamic content? A d a m Wa r e SwellPath Interactive @wheresitworking adam@swellpath.com
    • traditional #wa • 1x1 pixel image requests • sent via JavaScript • +10 years • web interfaces • early players: beyond the pageview: what's going on with your dynamic content?
    • new & improved for rich media • requests are set free from the tag – events – ActionScript – email – desktop applications beyond the pageview: what's going on with your dynamic content?
    • and then… people just started giving away pretty cool stuff for free…. beyond the pageview: what's going on with your dynamic content?
    • hitspageviews actions • KPIs evolve and #wa consultants start using terms and phrases like: content consumption interaction with dynamic features engagement events actions beyond the pageview: what's going on with your dynamic content?
    • so, what is an action? • anything involving a click, typing, hovering, etc. • something you want the visitor to do • something you don’t want them to do beyond the pageview: what's going on with your dynamic content?
    • examples • clicking controls in a video player • navigating an AJAX menu • submitting a layered form • registering a desktop application beyond the pageview: what's going on with your dynamic content?
    • planning: high level questions • do we really care about the data? • who is going to own analytics? • what does the overall project architecture look like? • will there be multiple components or locations (e.g. widgets, applications, etc.)? beyond the pageview: what's going on with your dynamic content?
    • planning: set objectives • what does it do? • what do we want the user to do? • how do we want them to use it? • what will determine success or failure? beyond the pageview: what's going on with your dynamic content?
    • planning: pick a platform(s) • do we have beaucoup dolares ? • what do we have experience working with? • would you benefit from a secondary platform? beyond the pageview: what's going on with your dynamic content?
    • planning: design integration • analytics recommendations should be involved in wireframing • discussion with designers and lead developer(s ) should involve at least an hour to discussing the “nuts and bolts” – not high-level b.s. • you will have a test environment/profile/dataset beyond the pageview: what's going on with your dynamic content?
    • execution: development • does everybody know what they’re responsible for? do they know how to do it? • analytics will not be neglected because you have a billion other things to worry about • periodic checks of data -collection and reporting will be done beyond the pageview: what's going on with your dynamic content?
    • execution: pre-launch checks • monitoring data collection in the development phase prevents: – anger – frustration – an analytics-less launch – @#$%ed up data beyond the pageview: what's going on with your dynamic content?
    • post- launch we’ll come back to this…. lets talk surface-level nuts-and-bolts (yes, that is an oxymoron) first. beyond the pageview: what's going on with your dynamic content?
    • AJAX, browser events, etc. • generally your just calling a function and passing some parameters • the function exists in the . js file that the analytics platform uses • limitations to the parameters that can be passed • can be facilitated with event handling functions beyond the pageview: what's going on with your dynamic content?
    • analytics platform functions • Match the function to it’s platform: dcsMultiTrack() Clicktracks CT_RecordView() Google Analytics trackPageView() We b Tr e n d s clicky.log() Omniture trackLink() Clicky beyond the pageview: what's going on with your dynamic content?
    • Flash basics • getURL() • ActionScript • some platforms offer tools: – gaforflash – OmnitureActionSource beyond the pageview: what's going on with your dynamic content?
    • Java and other stuff • conceptually all the same • other may include: – Silverlight – Java Apps – ??? beyond the pageview: what's going on with your dynamic content?
    • post launch: internal reporting • involve all stakeholders in report distribution • provide insights to everyone in the production chain • celebrate what is “working” • acknowledge what isn’t working beyond the pageview: what's going on with your dynamic content?
    • post launch: reporting to the boss • don’t fear telling the client what is happening • always look (through the data) for ways to refine the current project • incorporate the findings into future projects beyond the pageview: what's going on with your dynamic content?
    • post launch: getting more • consider more extensive collection: – multivariate and a/b testing – additional tagging • dive deeper into the data; do more extensive analysis beyond the pageview: what's going on with your dynamic content?
    • example and resources • WebTrends & N.Y. Times Article Skimmer: http://twurl.nl/qhtjbw • Omniture&Quiksilver : http://twurl.nl/xi 4mgn • http://delicious.com/wheresitworkin g/beyondthepageview beyond the pageview: what's going on with your dynamic content?
    • Questions? Thanks for coming… Adam Ware @wheresitworking http://swellpath.com adam@swellpath.com beyond the pageview: what's going on with your dynamic content?