Sequence AnalysisTaking a more visual approach<br />
The challenge<br />Running a sequence analysis for even a very simple site can be very difficult due to the endless combin...
The solution<br />Path Analysis Example:  In this example a site Visitors can start their visit from any page.  This simpl...
Taking a visual approach<br />To simplify things further we can tally the sequence of movements using a transition matrix....
All paths in one matrix<br />In this example we see a large number of visitors who visit Page A also then visit Page D.  <...
Not always intuitive<br />I've found this new approach is great for quickly interpreting site visitors movements across co...
Contact info<br />Razorfish Insight Group contact information<br />Seth Garske<br />Sr. Consultant – Insight Group<br />Se...
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Sequence analysis

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Sequence analysis

  1. 1. Sequence AnalysisTaking a more visual approach<br />
  2. 2. The challenge<br />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!<br />Webtrends solution: Not so helpful, especially now that many site visits can start via multiple pages…<br />Ranking the most common sequences quickly becomes difficult to analyze or interpret even for small sites… <br />
  3. 3. The solution<br />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. <br />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.<br />
  4. 4. Taking a visual approach<br />To simplify things further we can tally the sequence of movements using a transition matrix.<br />Over time the tallied results start to show a better picture of how visitors are moving across the site.<br />
  5. 5. All paths in one matrix<br />In this example we see a large number of visitors who visit Page A also then visit Page D. <br />1<br />1<br />1<br />We can also see most visitors who land on the survey page came from either Page D or Page A. <br />2<br />a<br />a<br />b<br />b<br />
  6. 6. Not always intuitive<br />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.<br />Brodie: “If you stair at one of these things long enough you’re supposed to see some kind of 3D picture.”<br />TS: “Oh ya! Look it’s a sailboat!”<br />William: “You saw it too! Damit! I’ve been staring at this thing for a week now, and I can’t see a THING!” <br />Hulu - Mallrats: Magic Sailboat<br />
  7. 7. Contact info<br />Razorfish Insight Group contact information<br />Seth Garske<br />Sr. Consultant – Insight Group<br />Seth.garske@razorfish.com<br />Brian Chaffe<br />Director – Insight Group<br />Brian.chaffe@razorfish.com<br />Sandy Schlee<br />VP– Insight Group<br />Sandy.schlee@razorfish.com<br />

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