Dante e commerce_analytics_constantine_aivalis

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Dante e commerce_analytics_constantine_aivalis

  1. 1. Your logo here E-Commerce Analytics: Methodologies and Applications Constantine J. Aivalis Lecturer at Technological Education Institute of Crete & University of Peloponnese Email: costis.aivalis@gmail.comThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  2. 2. Your logo here Contents of the Presentation  Introduction  Web Analytics  Comparison of Methodologies  The Problem  The Solution  Architecture  Functionality  Results  Customer Behavioral Model Graph  Measurements  Current Work  Applications  ConclusionThis project is co-financed by the ERDF and made possible by theINTERREG IVC programme 2The contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  3. 3. Your logo here Introduction WWW is todays common business platform. E-Commerce infrastructure must be reliable, robust and scalable. Web systems produce huge amounts of user activity data that often stay unused. User activity data must be converted to information. Intelligent Customer classification allows better customized services and increases sales.This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  4. 4. Your logo here Web Analytics Analysis of log files Log files contain very detailed information about each request. The data have to be carefully selected. Page Tagging Page Tagging requires an extra web server, to whom the visitors browser is automatically sent. This server collects the log data generated by this visit and stores it to a specific data base for each site, based on an account number. Network Data Collection Devices Sniffers, Black boxes that capture IP packages. Hybrid Methods Combine Analysis of log files and Tagging, in order to reduce the disadvantages of each method.This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  5. 5. Your logo here Available Vendors • Google Analytics (Urchin) • Microsoft adCenter Analytics (DeepMetrix) • Yahoo Web Analytics (indexTools) • Clickstream.com • Adobe Web Analytics (Omniture) • IBM Unica NetInsight • ChartBeat Inc. • HitmaticThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  6. 6. Your logo here Comparison of Methodologies Source: Brian Clifton ”Web Traffic Data Sources & Vendor Comparison”This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  7. 7. Your logo here The Problem • E-shops often operate in “blind folded” fashion. • Only successful sales transactions are visible to the administration and management. • Most e-Commerce systems have no built-in performance measuring mechanisms. • Only registered-customer actions are taken into consideration. Visitor majority may not be customers yet. Their behavior has to be analyzed in order to win them. • Access log files include all interaction data details. • Manual access log file scrutinizing is too inconvenient to be performed on regular basis.This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  8. 8. Your logo here The Solution • Parsing and “cleaning” log files. Extraction and transfer into a DBMS. Information Generation.(Extract Transform Load ETL) • Cross correlation of log file and e-Commerce site data for seamless integration. • Anonymous and registered visitor hits can be analyzed through their IP-addresses. • Crawlers and Web-Bots can be recognized via IP- address and their behavioral patterns. • Implementation of a software tool that directly measures the operational performance of the e-shop in nearly real time.This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  9. 9. Your logo here Rotating Access Log FilesThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  10. 10. Your logo here Access Log file SampleThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  11. 11. Your logo here Architecture of the SystemThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  12. 12. Your logo hereFunctionality of the SystemThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  13. 13. Your logo here Real Time Support SystemThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  14. 14. Your logo here Results  Visitor Behavioral Analysis (including non registered visitors)  Dynamical generation of various statistics  Graph generation  Tendency Forecasts  Data Mining Possibilities  Exception Reports  Measurements and e-shop performance comparison  Time Period performance analysisThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  15. 15. Your logo here Metrics on Demand • Order Values/Numbers • Visits • Time spent per product or service • Accesses per product or service • Orders per Product or service • Bots visited • Visitors • Uncompleted ordering sessions • Profitable customer groups • Profitable products or services • Overall profits • Promotion impactThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  16. 16. Your logo here Real Time Metrics • Overall speed bytes per second • Number of active visitors • Requested items per visitor and overall • Orders completed • Customer behavioral graph • Number of logged in customers • Turnover or profit per hour, day • Bot counterThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  17. 17. Your logo hereCustomer Behavioral Model GraphThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  18. 18. Your logo hereMeasurementsThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  19. 19. Your logo hereReal Time GaugesThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  20. 20. Your logo here Current Research • Methodologies for Web2.0 and RIA application analysis. • Deeper bot behavior analysis concerning e- commerce sites. • Recognition of anonymous bots and spiders through their access patterns. • Customer rating and evaluation application based on non purchase behavior. • Agent implementation in order to automatically promote the rank of less sought for products.This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  21. 21. Your logo here Thank You Constantine J. Aivalis Lecturer at Technological Education Institute of Crete and University of Peloponnese Email: costis.aivalis@gmail.comThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein

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