Transcription
An Introduction to WebMetrics.Paul G. Strupp, Ph.D.Senior Web AnalystSun Microsystems
Agenda1. What are Web Metrics?2. Business Aspects: How to Build a MetricsStrategy.3. Technical Aspects: Web Analytics Tools.4. A Few Examples of Web Metrics.5. Challenges of what to do with the data.
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What are Web Metrics?Web usage and patternsUser supplied dataTransactionsWebMetricsSite performanceUsabilityFinancial analysis (ROI)
The ProblemHow many million dollars are you investing in yourWeb Project?You better have a data based approach to prioritizeand guide your effort, and to justify your results.
How to Use Metrics to Manage andUnderstand Your Web SiteWhat should you measure? How do you measure it? What do you do with the data once you have it?
Example: Web SalesPossible Metrics Units Sold Revenue % Completing Sale Referring Web Sites Number of Prior Visits Exit PagesSensible things to measure.But why are you measuring them?
A Metrics FrameworkPossible Metrics Units Sold Revenue % Completing Sale Referring Web Sites Number of Prior Visits Exit PagesMeasure to Control(Key Performance Indicators, KPIs)Units SoldRevenue% Completing SaleMeasure to AnalyzeReferring Web SitesNumber of Prior VisitsExit Pages
A Metrics FrameworkMeasure to ControlUnits SoldRevenue% Completing SaleMeasure to AnalyzeReferring Web SitesNumber of Prior VisitsExit PagesMTC Metrics (KPIs)Used to monitor business or customervalue.Quantitative(“Goodness” direction & Trend charts.)Answers "How much?","How Many?", "How Often"MTA MetricsUsed to understand web use, and trendsor changes in MTC metrics.Qualitative or quantitative.Answers "Why?", "Who?","Where?", "How are users.?"
Creating a Metrics Plan1. Use MTC and MTA metrics cooperatively.2. Usually create list of MTC metrics first.3. Use MTAs for insight into MTCs.Comprehensive Metrics PlanMeasure to Control sMeasure to Analyze Metrics
Business vs Customer FocusBusiness FocusRevenueCost SavingsEfficienciesCall AvoidanceSubscriptionsSales LeadsCustomer FocusTime SavingsEase of UseAbility to do TaskEnjoymentSatisfactionDon't want to optimize one at the expense of the other!
How to Create Business Focussed MTCMetrics“Business Goal Mapping”Identifybusinessgoals.Identify specificweb activity thatdemonstratesthis.Create summaryor detailedmetrics aroundthis activity.Educator successfullydownloads alearning module.Number of modulesdownloaded per month. Savings per modulevs. older model. Number of downloadedmodules not availableby other means. Make access to learningmaterials more efficientthan the current model.
How to Create Customer FocussedMTC Metrics“Task Flow Charting” (Moments of Truth)Is ailed loginsUser searchesfor ssfuldownload?Number ofdownloadsWas taskeasy todo?Customersatisfactionsurvey
Creating a Metrics Plan1. Use MTC and MTA metrics cooperatively.2. Usually create list of MTC metrics first.3. Use MTAs for insight into MTCs.Comprehensive Metrics PlanMeasure to Control MetricsMeasure to Analyze MetricsBusinessFocusedMetricsHow do you create this part?Trend chartsCustomerFocusedMetricsTrend chartsAnalysis explains trendsand guides improvement.
How to do analysisAsk “Why?” and “Why not?”Ask “How do users actually do X compared to how we thinkthey do?”Ask “Who are my users and are they all the same?”Examples of Measure to Analyze Metrics:Clickpaths from a page. Most popular links on a page. User segmentation (profiles, needs, habits, valuation.) Search term analysis. A/B studies & controlled experiments. User surveys. Usability studies.
Putting it All Together1. Use MTC and MTA metrics cooperatively.2. Usually create list of MTC metrics first.3. Use MTAs for insight into MTCs.Comprehensive Metrics PlanMeasure to Control MetricsBusinessFocusedMetricsTrend chartsCustomerFocusedMetricsTrend chartsMeasure to Analyze MetricsClick pathsSurveysSearch term analysisUser segmentationA/B studies & experimentsAnalysis explains trends, guidesimprovement, shows opportunities.
Tool ConsiderationsTechnology:Business Models: Page tags ASP Server Log Files In House Hybrid SolutionsMix and match technology and businessmodels.Need to pick right solution for yourbusiness!Web Usage& Patterns
Page Tagshectarleaelxipdtaadta&CEmbedded JavaScriptexecutes on page load.Usually tag all pages.CkieooThirdPartyDatabaseRealda timetaAnalyst logs in andviews reports viabrowser
Server LogsProxy ServerBrowser CacheWeb serverUsers browserData import serverData BaseAnalystData export serverWeb log:IPResourceTime/dateBrowser/OSStatus codeBytes transferredReferring page
Comparison: Tags, LogsData originates at user's browser.Data collection is programmable.Business model is typically anapplication service provider.More common.Some privacy concerns.Trouble with non html pages.Pay by page view. 10-20 cents/1000 page viewsData originates at web server.Data is (usually) limited to whatis in log file.Business model is typicallyself-managed.Less common.Fewer privacy concerns.Trouble with dynamic content.Pay for infrastructure (fixed cost).
Basic Usage LevelsPage views, visits,users are the mostbasic metrics. TrafficTraffic 000Shows “Reach” ofsite. Doesn't necessarilyshow value. Page ViewsVisitsUsersA starting point, notan ending point. Don't get stuck here. Date
Click Path ReportPick any startingpage. Exit Site 20%Line thickness showsuser flow. SearchSearch 15%Exit SiteHomepageLoginProductsHomepageHomepage 22,305Products 13%ServersSearchExit SiteDownloadsExit SiteLogin 10%Other 42%LoginRegisterFAQsProductsCan also show“previous page” flow. A great “Measure toAnalyze” metric. Compare expectedpaths to actual paths.
Conversion MeasurementChemistry Catalog Page20%80% LostImportant analyticaltool for optimization.Chemistry Lessons10%Define checkpoints toanalyze conversion ofkey processes on yourweb site. 90% LostIntro to AcidsCompare toexpectations. Use in conjunctionwith click pathingreport. 60%40% LostDownload
1,188 ClicksRank #2Overlay Maps Easy andintuitive. Shows most usedlinks on the page. Compare toexpectations. Compare to mostvaluable “realestate”.845 ClicksRank #3 1,356 ClicksRank #1777 ClicksRank #489 ClicksRank #24Altered data.
GeosegmentationUses IP locating. Some services as highas 99% accurate at thecountry level. Example:www.digitalenvoy.net Useful to show wherecustomers come from. Influence your projectfunding agents. Reports color code regions with most users for yoursite.
What do you do with the data once youhave it?Typical pitfalls and solutions.
What do you do with the data once youhave it?Establish a process for utilizing data to identifyproblems and recommend solutions. Be sure Control Metrics are tied to organizationalgoals. Focus on actionable data. Avoid data overload.Advice courtesy of.www.zaaz.com
What do you do with the data once youhave it? Prioritize initiatives based on impact. “Monetize” impact of all changes. Get the data in the hands of the right people. Pursue data integration via cross functional teams.Advice courtesy of.www.zaaz.com
What do you do with the data once youhave it? Tie individual goals to improving metrics. Start small. Show success. Don't let data stifle creativity.Dedicate people to emetrics to keep it movingforward. Advice courtesy of.www.zaaz.com
Paul G. Strupppaul.strupp@sun.com
Agenda 1. What are Web Metrics? 2. Business Aspects: How to Build a Metrics Strategy. 3. Technical Aspects: Web Analytics Tools. 4. A Few Examples of Web Metrics.
