Web Analytics Software

1. Web Analytics Software Weidong Jiang John O’Toole Veena Paidipalli Mary Scillia Marc Tardif

2. Agenda Introduction-Competitive Advantages, One-Stop Web Analytics Market Size Data Analysis, Processing and Applications Data Standards, Data Break-down Tips for Picking the Right Web Analytics Software Available Software Web Analytics Offerings Case Studies NetTracker Demonstration/ Class Exercise

3. Introduction

4. Gain a Competitive Advantage through Web Site Analysis Acquire New Customers Retain Existing Customers Improve Customer Satisfaction Sell More Products Improve Marketing Initiatives Realize Niche Opportunities Make Data-Driven Decisions Differentiate Web Site from Competitors Develop and Enhance Marketing Strategies

5. One-Stop Web Analytics

6. Web Analytics Market Current market size: $425 million* Market is growing 200 % annually* Projected to be a $4 Billion market in 2004* Sales of Web Analytics software will surpass all other CRM purchases** *According to The Aberdeen Group **According to The Meta Group

7. Idea: Draw the parallel between clickstream analysis and Harrah’s – same concept…Harrah’s using gold cards that capture data, clickstream = capturing data through web use. Idea: Draw the parallel between clickstream analysis and Harrah’s – same concept…Harrah’s using gold cards that capture data, clickstream = capturing data through web use.

8. Data Analysis Applications Executives, business development & marketing leverage this information to: - Design advertising campaigns - Initiate Customer Relationship Management (e-CRM) - Segment markets and price dynamically (Amazon.com) - Justify web site/ Internet development costs and e-Marketing costs

10. Size of daily data from Terry web site is 26 MB for January 29, 2002 (www.terry.uga.edu) This is the Microsoft example from the clickstream data article in our course pack. Need to make this clear during presentation, that this is one particular organization’s approach to dealing with clickstream data problems. Mention 220 million records still left to be scrubbed after content servers have removed unwanted data. Size of daily data from Terry web site is 26 MB for January 29, 2002 (www.terry.uga.edu) This is the Microsoft example from the clickstream data article in our course pack. Need to make this clear during presentation, that this is one particular organization’s approach to dealing with clickstream data problems. Mention 220 million records still left to be scrubbed after content servers have removed unwanted data.

11. Data Extraction/Data Transformation – Include/Omit processing ID’s the exact records needed from Web logs. Eliminates large amounts of data and increases query processing speed. To improve load performance, transform record layouts by deleting or reformatting specific fields. Merge – Similar data can be merged into a single file, and can be ordered per the user. Join – Match keys from multiple files from to create one record through a common key. Pattern Matching Field Extraction – Extracting portions of fields where desired patterns are found. Web log format – Using the Microsoft Standard or the NCSA Common Log File Format, field definitions are pre-defined, reducing development time. Data Aggregation – SUMMARIZE processing generates pre-stored aggregates which help optimize query processing and DW response time. Data Partitioning – Multiple OUTFILE processing allows your data to be split into separate partitioned table ranges. Then Pre-Sort can be used to accelerate DB loading. Data Extraction/Data Transformation – Include/Omit processing ID’s the exact records needed from Web logs. Eliminates large amounts of data and increases query processing speed. To improve load performance, transform record layouts by deleting or reformatting specific fields. Merge – Similar data can be merged into a single file, and can be ordered per the user. Join – Match keys from multiple files from to create one record through a common key. Pattern Matching Field Extraction – Extracting portions of fields where desired patterns are found. Web log format – Using the Microsoft Standard or the NCSA Common Log File Format, field definitions are pre-defined, reducing development time. Data Aggregation – SUMMARIZE processing generates pre-stored aggregates which help optimize query processing and DW response time. Data Partitioning – Multiple OUTFILE processing allows your data to be split into separate partitioned table ranges. Then Pre-Sort can be used to accelerate DB loading.

12. WEB SITE AUDIT – Panel-based regularly undercount (60% of cases). Sample size. Companies, educational institutions, other large organizations forbid the installation of measurement software – impossible to develop truly representative samples. IAS – Does things like qualifying hits: Removal invalid status code pages Removal of internal traffic pages Removal of spider and robot pages Removal of blank pages Removal of redirection pages Removal of custom error web pagesWEB SITE AUDIT – Panel-based regularly undercount (60% of cases). Sample size. Companies, educational institutions, other large organizations forbid the installation of measurement software – impossible to develop truly representative samples. IAS – Does things like qualifying hits: Removal invalid status code pages Removal of internal traffic pages Removal of spider and robot pages Removal of blank pages Removal of redirection pages Removal of custom error web pages

13. COMBINED LOG FORMAT – Includes data such as the location of the referrer (search engine, etc…).COMBINED LOG FORMAT – Includes data such as the location of the referrer (search engine, etc…).

14. Knowing how to pick the right Web Analytics Software Decide in advance what data to collect Pick the right Web Analytics software Low-end software requires significant tuning to get results High-end software (most commercial sites) still doesn’t guarantee accuracy Dedicate a powerful piece of hardware to run the software Dedicate a technical person to learning, tweaking, and fielding requests for custom data runs Recognize that support can cost several thousand dollars a month depending on number of page views

15. Varieties of Web Analytic Software Generic analytic tools Software tools for online analytic processing (OLAP) or data mining Difficult for marketers Vendors have been building high-level functionality Packaged analytic applications Closed-loop marketing Data movement tools Collecting and cleansing customer data Customer profiling

16. Low-end to High-end Web Analytics Software(Picking the right Web Analytics Software) Accrue Software-www.accrue.com Price: $15,000 and up Ideal for big operations NetAcumen-www.netacumen.com Price: $5,000 a month and up for hosted solution, $150,000 and up for software Ideal for B2B companies NetGenesis-www.netgenesis.com Price: $160,000 and up Ideal for big businesses (Charles Schwab, GE, etc.)

17. Low-end to High-end Web Analytics Software(Picking the right Web Analytics Software) SAS Institute-www.sas.com Price: $80,000 and up Ideal for companies that interact with both on-line and off-line customers WebTrends-www.webtrends.com Price: $500 and up (and up) Ideal for companies requiring a low-end log analyzer

19. Case Studies Smarterkids.com “Cause and effect of traffic patterns” for more effective web design and e-CRM initiatives Otis Elevator Company Customer Relationship Management Sales lead generation Anticipate customer demand J Crew Marketing efforts Corbis Corporation Purchase behavior of customers Compete, Inc. Competitor Information Determine next big product offerings Collect information from ISPs

20. Designed to help marketing professionals, web masters, and ISPs make informed decisions about their web sites Can be configured directly to e-mail reports directly to end users to ensure that key managers have up-to-date information

21. Contains 35 standardized summary reports in addition to customizable summaries (drill-down capabilities & sorting capabilities) Export data into Microsoft Access, Excel, and Word Graph summaries (presentations & reports)