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Web Analytics

Web Analytics. Unit 4-1(2005 Fall) Managing the Digital Enterprise By Professor Michael Rappa. Trail of Bits. Digital technologies open the door to new kinds of data collection for the analysis of business processes

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Web Analytics

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  1. Web Analytics Unit 4-1(2005 Fall) Managing the Digital Enterprise By Professor Michael Rappa

  2. Trail of Bits • Digital technologies open the door to new kinds of data collection for the analysis of business processes • As we travel the Web, everywhere we go and everything we do leaves a trail of bits -- a virtual calling card that can illuminate your online activities • For example, When I visit to digital enterprise Web site, some of the information about me are listed below: • Remote host: 163.13.1.191 • Browser/platform: Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; .NET CLR 1.1.4322) • HTTP referer: http://digitalenterprise.org/

  3. Logs and Codes • The remote host is the IP address or domain name that identifies the location of the computer network you are using • Information about your browser and operating system are also logged • The "referer" is the web page with the hyperlink you clicked on to arrive here • More information is recorded in the server logs • Every request to a server is recorded and assigned a status code, which describes how the server responded

  4. Purposes of Logs and Codes • The data logged by servers can be analyzed to help optimize network infrastructure, improve web site architecture, measure the effectiveness of site design and advertising campaigns, and much, much more • The analysis of log data can be rudimentary, such as simple summaries of basic activity • The tools are becoming increasingly sophisticated and the amount of information gathered about each individual web site visitor can be quite extensive • Much work is being done to develop analytics that yield meaningful statistics for decision makers • As impressive as these tools are, the analysis of web activity has only just begun to scratch the surface of what may be possible in the future

  5. Cookies • The collection of web data, and especially the use of of "cookies", raises important concerns about individual privacy, a subject we will discuss at length later in the course

  6. Web Analytical Tools • Coremetrics (Coremetrics 2005) • Is a Web analytics platform that captures and stores all customer and visitor clickstream activity to build LIVE (Lifetime Individual Visitor Experience) Profiles that serve as the foundation for all successful e-business initiatives • IBM (IBM SurfAid Analytics) • Provides web analysis tools that track how visitors are interacting with site content as well as consulting on best practice measurement and data interpretation • NedStat (NedStat) • Is a provider of software solutions and services for monitoring websites and reporting on website-visits

  7. Web Analytical Tools (Cont.) • NetIQ (Web Trends) • Offers both an On Demand service and software solutions to measure campaign performance, search engine marketing, web site conversion and customer retention • Omniture (Site Catalyst) • Is a hosted application that offers a comprehensive view of activity on a company's website that includes historical (data warehouse) and real-time analysis and reporting • SAS (SAS Web Analytics) • Applies SAS Customer Intelligence software to online channels so that every customer interaction is powered by a complete view of the customer.

  8. Web Analytical Tools (Cont.) • Urchin (Urchin) • Offers both software and On Demand web analytics • Visual Sciences (Real-time Analytical Platform, RTAP) • RTAP and suite of applications to collect, process, analyze and visualize their data for decision making, including Internet sites and services • WebSideStory (WebSideStory) • Is a provider of on-demand web analytics services • WebSideStory's services collect data from web browsers, process that data and deliver reports of online behavior to its customers on demand.

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