This document provides an overview of various analytics techniques including testing and targeting, surveys, email marketing, competitive intelligence, and RSS feeds. For testing and targeting, it describes A/B testing and multivariate testing to evaluate different page variations. It also discusses re-targeting visitors based on their behaviors. The document outlines best practices for conducting surveys to understand user intentions. It then reviews metrics used to measure email marketing effectiveness. Next, it discusses sources of competitive intelligence data including toolbar, panel, and search engine sources. Finally, it presents methods for tracking RSS feed usage including pixel images, third-party services, unique URLs, and analyzing subscriber logs.
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
This presentation walks through the history of display advertising and shows the progression of ads technology over the past decade. At the end I provide some suggestion on where you can start advertising with a smaller budget (Under $50K /month)
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
The significance of the web to B-to-B Marketers is two-fold; it is one of many channels through which to market to customers and it is a part of the sales funnel (i.e. customers can learn about, engage with, and buy products and services from a company’s website). This paper will address the latter by examining how web analytics is an important tool to use to improve a company’s website, which is an important sales channel and overall piece of the B-to-B marketing terrain.
Database Marketing, part two: data enhancement, analytics, and attribution Relevate
Part 2 of our 3-part series on database marketing where we will give you the roadmap you’ll need to successfully manage your marketing database for increased marketing success.
The webinar is presented by industry experts Andy Pappas, VP, Database Marketing & Analytics, and Tom Guernon, Director Sales.
You'll Learn:
-Data Enhancement: How external data and hygiene best practices can impact your programs
-How to employ Smart profiling for the best in audience selection for solicitation efforts
-Predictive Analytics including modeling and performance indicators to rank who is most likely to respond to your offers
-Campaign Attribution & Reporting: Common reporting functions and how to set these up to measure your campaign success
Digital Media 1,0,1 to help educate and define the channel, explore spend, define SEM/SEO, display advertising, as well as programmatic, campaign tracking/tagging KPIs, and attribution. Education of cross functional teams and leadership leads to greater understanding of the digital plan and request for funding needed.
RCI is the leader in vacation exchange, offering the world’s largest vacation exchange network and providing first-to-market innovations, and unrivaled products and services to enhance the vacation ownership experience.
Google is one of the world's most successful and popular search engines. The company has mastered the art of data analytics, using this technique to improve its products and services. The data analytics team at Google works tirelessly to gather and analyze data from various sources. The data is collected from sources like search engine logs, web analytics, social media, and more.
Once the data is collected, it is analyzed to provide insights into user behavior and preferences. Google uses this information to improve its search algorithms, understand user intent, and create personalized search results. Data analytics also helps Google to identify and resolve technical issues that could impact the user experience.
In addition to improving search results, data analytics also helps Google to improve its advertising platform. The company uses data analytics to optimize ad placement, targeting, and bidding. By analyzing user behavior, Google can serve more relevant ads to users, which leads to higher conversion rates for advertisers.
Overall, Google's use of data analytics is an integral part of its success. The company's ability to gather and analyze data allows it to continuously improve its products and services, making it the go-to search engine for millions of users worldwide.
This is a short introduction to web analytics. It goes over the different types of web analytics, sources from which analytics information can be gathered, why its essential, key analytics metrics and its usage. It also covers different products in this space, its generic architecture and the key parameters which can be used for evaluating different products. It concludes by highlighting some of the limitations of web analytics today.
Inbound marketing helps you attract customers with content designed to attract qualified prospects, convert them into leads and customers, and grow your business.
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
This presentation walks through the history of display advertising and shows the progression of ads technology over the past decade. At the end I provide some suggestion on where you can start advertising with a smaller budget (Under $50K /month)
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
The significance of the web to B-to-B Marketers is two-fold; it is one of many channels through which to market to customers and it is a part of the sales funnel (i.e. customers can learn about, engage with, and buy products and services from a company’s website). This paper will address the latter by examining how web analytics is an important tool to use to improve a company’s website, which is an important sales channel and overall piece of the B-to-B marketing terrain.
Database Marketing, part two: data enhancement, analytics, and attribution Relevate
Part 2 of our 3-part series on database marketing where we will give you the roadmap you’ll need to successfully manage your marketing database for increased marketing success.
The webinar is presented by industry experts Andy Pappas, VP, Database Marketing & Analytics, and Tom Guernon, Director Sales.
You'll Learn:
-Data Enhancement: How external data and hygiene best practices can impact your programs
-How to employ Smart profiling for the best in audience selection for solicitation efforts
-Predictive Analytics including modeling and performance indicators to rank who is most likely to respond to your offers
-Campaign Attribution & Reporting: Common reporting functions and how to set these up to measure your campaign success
Digital Media 1,0,1 to help educate and define the channel, explore spend, define SEM/SEO, display advertising, as well as programmatic, campaign tracking/tagging KPIs, and attribution. Education of cross functional teams and leadership leads to greater understanding of the digital plan and request for funding needed.
RCI is the leader in vacation exchange, offering the world’s largest vacation exchange network and providing first-to-market innovations, and unrivaled products and services to enhance the vacation ownership experience.
Google is one of the world's most successful and popular search engines. The company has mastered the art of data analytics, using this technique to improve its products and services. The data analytics team at Google works tirelessly to gather and analyze data from various sources. The data is collected from sources like search engine logs, web analytics, social media, and more.
Once the data is collected, it is analyzed to provide insights into user behavior and preferences. Google uses this information to improve its search algorithms, understand user intent, and create personalized search results. Data analytics also helps Google to identify and resolve technical issues that could impact the user experience.
In addition to improving search results, data analytics also helps Google to improve its advertising platform. The company uses data analytics to optimize ad placement, targeting, and bidding. By analyzing user behavior, Google can serve more relevant ads to users, which leads to higher conversion rates for advertisers.
Overall, Google's use of data analytics is an integral part of its success. The company's ability to gather and analyze data allows it to continuously improve its products and services, making it the go-to search engine for millions of users worldwide.
This is a short introduction to web analytics. It goes over the different types of web analytics, sources from which analytics information can be gathered, why its essential, key analytics metrics and its usage. It also covers different products in this space, its generic architecture and the key parameters which can be used for evaluating different products. It concludes by highlighting some of the limitations of web analytics today.
Inbound marketing helps you attract customers with content designed to attract qualified prospects, convert them into leads and customers, and grow your business.
Online Lead Generation - Forward Vision Marketingjerianasmith
According to the 2013 Lead Generation Marketing Effectiveness Study conducted by the Lenskold Group, 63 percent of companies that were outgrowing their competitors that year were using an integrated marketing automation system.
How to Segment Your Customers and Target Their NeedsWebtrends
y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.
As far as digital marketing is concerned, attribution is unquestionably one of the major stakes in these last years. Nevertheless, the concept of attribution still seems to be a fuzzy subject. So what exactly is attribution and which model should you choose?
It is in order to answer these questions that a taskforce lead by Facebook dealt with the challenges of attribution.
I delivered this presentation to MSc Digital Marketing class of "The UCD Michael Smurfit Graduate Business School - University College Dublin" in February 2015.
The presentation covers some basics and fundamental information about Google Analytics.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
This session will present a survey of advanced web analytics that will provide deeper insights into whether a strategy is working, and how to create the infrastructure to glean those insights.
Gary Angel is President and CTO of one of the leading web analytics firms in the United States. Their practice focuses on Fortune 500 companies and global enterprises.
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
Google Analytics : Overview & Basic Customization for Retirement CommunitiesOur Kids Media
One of the biggest skills gaps today is data analytics - the ability to not merely look at reports but to make recommendations and take action based on the data. Google Analytics is a powerful, free, decision support tool that is essential to understanding and improving your online marketing efforts.
Anneline Breetzke will cover the basics of the tool, the key metrics and four main reports and will then turn to customization. How to set up a custom dashboard and a custom report.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
4. Introduction to testing
Testing is the technique used to know the
actual intent of the customers who are visiting
a web sites
Though a website has a major goal
like, content production or e-commence or
engagement. There are micro elements that
are also part of this. Ex: Looking for careers
link in Amazon web site.
So its important to know how each group of
users are responding to different group of
people.
5. Types of tests
There are many types of testing techniques
that are used. Most popular are,
A/B testing or Split testing
MVT testing or Multivariate testing or bucking
testing
Any testing technique requires to have the
hypothesis ready and the have a clear
definition of test elements
By testing, you cant derive new learning’s
other than the elements that we have
hypothesis for.
6. A/B testing – Details
AB testing compares the effectiveness of two
versions of a web page, marketing email, creative
images, landing pages – in order to discover
which has better response rates, better conversion
rates, etc.
AB testing will test two samples of the test –
Control and test groups, to see which single
variable is most effective in increasing a response
rate or other desired outcome
To be effective, the test must reach an audience of
sufficient size that there is a reasonable chance of
detecting a meaningful difference between the
7. A/B testing – Tools
Example: A company want to test two banners
of a creative reaching out to 5000 people.
First 2500 people got a offer with CTA “Buy now”
Next 2500 people got a offer with CTA “Learn
more”
All other elements of the creative remain the
same
Record CTR for each banner and that will be the
winning banner
Tools that provide that reports are, Google
Analytics content
experiments, Optimizely, Visual website
optimizer, Unbounce, Omniture
8. MVT testing – Details
Multivariate technique for testing hypotheses on
complex multi-variable systems, especially used
in testing market perceptions
Multivariate testing is usually employed in order to
ascertain which content or creative variation
produces the best improvement in the defined
goals of a website, whether that be user
registrations or successful completion of a
checkout process
Testing can be carried out on a dynamically
generated website by setting up the server to
display the different variations of content in equal
proportions to incoming visitors
9. MVT testing – Details
Dynamic creative optimization is the
application of MVT testing. An automatic
system will show the high performing creative
to audience by testing the algorithm for
targeted profiles
In a nutshell, multivariate testing can be seen
as allowing website visitors to vote with their
clicks for which content they prefer and will
stand the most chance of their proceeding to a
defined goal
This is one of the high growth area in digital
marketing in the current digital marketing. All
10. Re-targeting – Details
Re-targeting is the technique of identifying the
group of audience which fits the segment
definition and giving them a relevant message
for their next visit
This targeting can be applied on specific web-
site or on an ad-network or with specific
publisher website
Retargeting can happen based on many
action. Ex: Click on the banner, drop out from
the cart, visit to the site etc.
11. Re-targeting – Tools
Retargeting can be done four segment bases:
demographic, geographic, behavioral, psychogr
aphic
While using this technique, you can use the
same message or different messages fine
tuned
Currently all ad serving platforms are
supporting re-targeting for media
Web analytics tools like – Omniture and Google
Analytics has also that capacity
13. Surveys – Introduction
Analytics tools provide the data what has
happened in the past. It does not really help us
understand why people are doing what they are
doing.
Data by itself does not give the “purchase intent”
With customer actions, we try to figure our this
indirectly
The direct way of figuring this out is – Surveys
Surveys can be done to address a specific need
or can be conducted as a general feedback
mechanism , i.e at site level or at a session/page
14. Surveys – Details
It helps to understand – what are the macro
and micro conversions that are happened on
the site
Surveys can happened at any point of the visit
of the user. However its been identified to have
the survey happened at the end of the visit or
entry of the visit.
With technology you can have surveys or
feedback taken even on the display banners
You can conduct these to all users or only
specific group of people selected based on
segmentation
15. Surveys – Details
With a simple survey, you can get the data related
to
Why a user has visited the site
Were they able to complete the task
If not, why not?
Guidelines for conducting surveys:
Don’t make surveys an obstruction to the user
experience
Don’t collect personal level information of users
Always provide an option of opting out of the surveys
Don’t make surveys long. Limit them to a max. of 10
questions
Use industry benchmarks to design and evaluate your
16. Surveys – Details
Companies who can help you do the surveys –
Iprospects – Paid
Surveymonkey – Free
Forsee results – Paid
The data can be in the form
of, desirability, preference, Discovery, was it
helpful etc. depending on what vendor you are
using
Surveys can collect the both positive and
negative feedbacks
18. Email marketing – Introduction
Email marketing also know as permission
marketing is one of the old forms of marketing.
There are two types of email marketing.
Explicit permission marketing
Implicit permission marketing
Both are powerful marketing forms, but there is a
good probability people will consider them spam if
the messages are not relevant over the time
Using the tracking parameters, we can collect
different metrics, however these are very different
from normal metrics that we collect via websites
19. Email marketing – Metrics
The metrics that are used for email marketing
success are,
No. of emails sent
No of successful emails sent
No of emails opened
Open rate
No of emails read
CTR from emails
No of responses
Response rate
20. Email marketing – Details
Email marketing is very effective if maintained
as an integral communication channel of
campaigns
Its little costly compared to the remaining
forms of marketing and need to be maintained
for valid customers
Its powerful channel to increase the loyal
users and keep them for up-selling and cross-
selling
This is also very good medium to conduct
surveys
22. Competitive intelligence –
Introduction
Competitive Intelligence is the process of
defining, gathering, analyzing &
distributing intelligence about
products, customers, competitors and any aspect of
the environment needed to support executives and
managers in making strategic decisions for an
organization
Key points of CI are,
Benchmark the effectiveness of your existing customer
acquisition strategies
Determine what is driving competitors’ success
Use historical consumer data to forecast future trends
23. Competitive intelligence –
Details
The data can we collected from,
Toolbar data: Toolbars are add-ons on web
browsers, which are used to collect limited information
about the browsing behaviour of the customers who use
them, including the pages visited, the search terms
used, perhaps even time spent on each page, and so forth.
Typically, data collected is anonymous and not personally
identifiable information. Ex: Alexa
Panel data: A company may recruit participants to be in a
panel and each panel member installs a piece of
monitoring software. The software collects all the panel’s
browsing behaviour and reports it to the company running
the panel. Additionally the person is also required to self
report demographic, salary, household
members, hobbies, education level and other such detailed
information. Ex: Comscore, Neilsen
24. Competitive intelligence –
Details
ISP (Network) data: Network provides collect
data from server logfiles. The data collected by
the ISP consists of elements that get passed
around in URLs, such as sites, page
names, keywords searched etc.. The ISP servers
can also capture information such as browser
types and operating systems. Ex: Hitwise
Search Engine Data: Search engines, such as
Bing, Google, Yahoo! and Baidu, are logged by
those search engines, along with basic
connectivity information such as IP address and
browser version.
25. Competitive intelligence –
Details
Benchmarks from Web Analytics vendors:
Web analytics vendors have lots of
customers, which means they have lots of data.
Many vendors now aggregate this real customer
data and present it in the form of benchmarks that
you can use to index your own performance. Ex:
Google Analytics, Omniture, Coremetrics
Self-reported data: Some websites can report
their data intentionally to panel data collectors to
attract more advertising
26. Competitive intelligence –
Details
Hybrid data: Any mix of above collected data can
be used for the analysis. Google Trends for
search is one of the freely available tools which
helps to provide the search query analysis based
on keywords
External voice of data: You can upload data that
is collected offline to support the online CI
Any of these methods has its own
advantages, short-comings and privacy related
issues. So its advisable to use a collection of
data sources to have the best solution
possible
28. RSS – Introduction
Rich Site Summary is an aggregator that used
to publish frequently updated works such
as blog entries, news headlines, audio, and
video
RSS Tracking is a methodology for
tracking RSS feeds
This tracking is tricky when measuring the user
usage
We discuss these methods in the following
slides with its advantages and limitations
29. RSS – Tracking Method
Method 1:
Transparent 1×1 pixel images - These images
can be embedded within the content of the RSS
feed by linking to the image which should be held
on the web server. The number of requests made
can be measured by using the web server log
files. This will give a rough estimate as to how
many times the RSS feed has been viewed.
The problem with this method is that not all RSS
feed aggregators will display images and
parse HTML
30. RSS – Tracking Method
Method 2
Third-party services - There are services
available on the Internet that will syndicate RSS
feed and then track all requests made to their
syndication of RSS feed. These services come
in both free and paid forms.
The problem with this method is that all
analytical data about the feeds are controlled by
the service provider and so not easily accessible
or transferable.
31. RSS – Tracking Method
Method 3
Unique URL per feed - This method requires
heavy web server programming to auto generate
a different RSS feed URL for each visitor to the
website. The visitor's RSS feed activity can then
be tracked accurately using standard web
analytics applications.
The problem with this method is that if the feed is
syndicated by a search engine for instance then
this will defeat the purpose of the unique URLs as
many people could potentially view the RSS feed
via a single URL
32. RSS – Tracking Methods
Method 4
Estimating number of subscribers from the log files.
Some aggregators (For ex: Bloglines and Google
Reader) include a number of unique users on whose
behalf the feed is being downloaded in the HTTP
request. Other readers, such as web browsers, can
be counted by noting the number of unique IP
addresses that retrieve the file in a given period.
This provides an estimate of actual
readership, although it is probably higher than the real
number because people may sign up for accounts
with multiple aggregators and never delete their
subscriptions and because they may read the same
feeds at different computers, or the same computer
may have a different IP address at different times.