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  1. Sponsored by Measure the Real Success of Your Website • Jim Sterne • Target Marketing jsterne@targeting.com +1 805-965-3184 www.targeting.com

  2. Web Analytics: Measuring Website Success • Get Attention Advertising Marketing Educate Sales Sell Customer Service Help

  3. How Much TechnologyDo You Need? Make the distinction between information that is Interesting and information that is Useful Jim Sterne www.targeting.com

  4. PPC cost over profit per sale Test alternative keywords Browser to buyer ratio per page Test alternative navigation Shopping cart abandonment by item Cross sell / up sell Useful Information is Actionable Useful Information is Actionable Sponsored by Jim Sterne www.targeting.com

  5. Data Capture • Server Log Files • Cookies • Packet Sniffing • Web Beacon (cleardot.gif) • Client Side Surveillance • Panel Observation

  6. The Short History of Web Metrics • What can you tell us? • Log files

  7. Server LogsTransaction Records for Recovery Web Server Surfer http log - “server log” What pages were served to which IP addresses & when?

  8. Server Logs: What Pages Were Served?

  9. Server Logs • Visits • Sessions • Pageviews (qty & popularity) • Entry & exit pages • Errors • Hourly usage • Browser & OS version • Usage by country

  10. Server Logs (sort of) (sort of) (sort of) (sort of) (sort of) (sort of) (sort of) • Visits • Sessions • Pageviews (qty & popularity) • Entry & exit pages • Errors • Hourly usage • Browser & OS version • Usage by country

  11. The Short History of Web Metrics What can you tell us? Log files • What about campaign management? Referer info

  12. Referrer Data:Where Did They Come From? • Referer (sic) data contains: • Which link • Which banner • Which press release • Which partner site • Which search engine • Which search terms

  13. What We Want to Know What we Want to Know Sponsored by • Are we attracting new people to your site? • Is our site ‘sticky’? Which regions in it are not? • What is the health of our lead qualification process? • How adept is our conversion of browsers to buyers? • What behavior indicates purchase propensity? • What site navigation do we wish to encourage? • How can profiling help use cross-sell and up-sell? • How do customer segments differ? • What attributes describe our best customers? • Can we target other prospects like them? • What makes customers loyal? • How do we measure loyalty? Jim Sterne www.targeting.com

  14. The Short History of Web Metrics • What can you tell us? • Log files • What about campaign management? • Referrer logs What about clickstreams, sessions, segments, conversions, etc.? VCI of VSS

  15. Data Capture • Server Log Files • Cookies • Packet Sniffing • Web Beacon (cleardot.gif) • Client Side Surveillance • Panel Observation • Application Servers

  16. Cookies Cookies Sponsored by • Server writes ID code in client file • Server later reads the cookie • Server recognizes the user Jim Sterne www.targeting.com

  17. Cookies Cookies Sponsored by • Server writes ID code in client file • Server later reads the cookie • Server recognizes the user First http request No cookie Page sent Cookie set Jim Sterne www.targeting.com

  18. Cookies Cookies Sponsored by • Server writes ID code in client file • Server later reads the cookie • Server recognizes the user First http request No cookie Page sent Cookie set Subsequent click Cookie data included Page sent Database updated Jim Sterne www.targeting.com

  19. Cookies Cookies Sponsored by Problems: file can be erased browser dependent person independent avg = 2.6 cookies/month • Server writes ID code in client file • Server later reads the cookie • Server recognizes the user First http request No cookie Page sent Cookie set Subsequent click Cookie data included Page sent Database updated Jim Sterne www.targeting.com

  20. Data Capture • Server Log Files • Cookies • Packet Sniffing • Web Beacon (cleardot.gif) • Client Side Surveillance • Panel Observation • Application Servers

  21. Packet Sniffing “Click”

  22. Packet Sniffing

  23. Packet Sniffing

  24. Packet Sniffing Submit

  25. Packet Sniffing Submit

  26. Packet Sniffing • Every outbound file • Every inbound request • Includes submitted data Personal data Configuration data Ordering data Downside: Important packets frequently encrypted

  27. Data Capture • Server Log Files • Cookies • Packet Sniffing • Web Beacon (cleardot.gif) • Client Side Surveillance • Panel Observation • Application Servers

  28. Web Beacon / Web BugCache-busting

  29. Web Beacon / Web BugCache-busting

  30. Web Beacon / Web BugCache-busting

  31. Web Beacon / Web BugCache-busting AOL

  32. Web Beacon / Web BugCache-busting AOL

  33. Web Beacon / Web BugCache-busting “no-cache”

  34. Web Beacon / Web Bug Aggregate DB

  35. Web Beacon / Web Bug • Aggregate traffic patterns • Where from / where to info • Cross-site traffic behavior • Inter-company cross-sell potential

  36. Data Capture • Server Log Files • Cookies • Packet Sniffing • Web Beacon (cleardot.gif) • Client Side Surveillance • Panel Observation • Application Servers

  37. Submit Client Side Surveillance