counting clicks auditing your web site activity
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Fall 96 Internet WorldTRANSCRIPT
Counting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldCounting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldJack Powers, director, Graphics Research Laboratory • Page Jack Powers, director, Graphics Research Laboratory • Page 11
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Counting Clicks:Auditing YourWeb Site Activity
Counting Clicks:Counting Clicks:Auditing YourAuditing YourWeb Site ActivityWeb Site Activity
Jack PowersDirector, Graphics Research LaboratoryPublisher, www.electric-pages.com
J a c k P o w e r sJ a c k P o w e r s
D i r e c t o r , G r a p h i c s R e s e a r c h L a b o r a t o r y
Publisher, www.electric-pages.com
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COPYRIGHT NOTICECOPYRIGHT NOTICE
©© Copyright 1996 by the Graphics ResearchCopyright 1996 by the Graphics ResearchLaboratory, Inc. All rights reserved.Laboratory, Inc. All rights reserved.Permission is hereby given for private use ofPermission is hereby given for private use ofthis material WITH ATTRIBUTION ONLY.this material WITH ATTRIBUTION ONLY.No public presentation of this material isNo public presentation of this material ispermitted without the express written consentpermitted without the express written consentof the Graphics Research Laboratory, Inc.of the Graphics Research Laboratory, Inc.
[email protected] • 718-499-1884 • [email protected] • 718-499-1884 • FAX FAX 718-499-1970718-499-1970GRLab, 405 Fourth Street, Brooklyn NY 11215 USAGRLab, 405 Fourth Street, Brooklyn NY 11215 USA
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Web Site AuditingWeb Site AuditingWeb Site AuditingWeb Site AuditingManagement— Financial analysis
Editorial Issues— Art and Design
Marketing Issues— Site market research— Advertisers’ links
Management— Financial analysis
Editorial Issues— Art and Design
Marketing Issues— Site market research— Advertisers’ links W
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tInternet World AgendaInternet World AgendaInternet World AgendaInternet World Agenda
Web Server OverviewThe Web LogStatistical Analysis SoftwareWhat to do with the data
Web Server OverviewThe Web LogStatistical Analysis SoftwareWhat to do with the data
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Web Server OverviewWeb Server OverviewWeb Server OverviewWeb Server Overviewhttp://www.electric-pages.comHTTP: HyperText TransmissionProtocolHTML: Hyper Text Markup LanguageIP: Internet Protocol Address— 122.22.23 > ny27.interramp.com— permanent or dynamic IPs
http://www.electric-pages.comHTTP: HyperText TransmissionProtocolHTML: Hyper Text Markup LanguageIP: Internet Protocol Address— 122.22.23 > ny27.interramp.com— permanent or dynamic IPs
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File TypesFile TypesFile TypesFile TypesHTML (Page Views)GIFs, JPGs
MOVs, AUs, WAVs, PPTs, RAMsPDFs, CMXs, WRLsCGI Scripts
HTML (Page Views)GIFs, JPGs
MOVs, AUs, WAVs, PPTs, RAMsPDFs, CMXs, WRLsCGI Scripts
Counting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldCounting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldJack Powers, director, Graphics Research Laboratory • Page Jack Powers, director, Graphics Research Laboratory • Page 22
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Counting ClicksCounting ClicksCounting ClicksCounting ClicksHIT: A single file sent to a browserVISIT: A single visit from an IPaddressUNIQUE VISIT: Count of different IPs— Dynamic IPs reset every 20 minutes
REGISTERED USER: SubscriberCOOKIE: Netscape secret number
HIT: A single file sent to a browserVISIT: A single visit from an IPaddressUNIQUE VISIT: Count of different IPs— Dynamic IPs reset every 20 minutes
REGISTERED USER: SubscriberCOOKIE: Netscape secret number
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The Web LogThe Web LogThe Web LogThe Web LogNCSA/CERN standards— Access log— Error Log— Referer Log— Agent Log
Netscape, Open Market,Microsoft, others— Extended Log Formats
NCSA/CERN standards— Access log— Error Log— Referer Log— Agent Log
Netscape, Open Market,Microsoft, others— Extended Log Formats
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Many log variationsMany log variationsMany log variationsMany log variationsCommon log file format (CERN) Intersé market focus 1 database Intersémarket focus 2 database EMWACS log file format Intersé extended log fileformat Microsoft IIS standard logging format Microsoft IIS extended loggingformat Microsoft IIS hyperextended logging format Microsoft IIS ODBC logdatabase NCSA combined log file format NCSA with servername log fileformat NCSA combined with servername log file format Netscape flexible logfile format (Netscape Enterprise servers) Netscape Proxy extended loggingformat Open Market extended log file format O'Reilly multihome commonlog file format O'Reilly Windows log file format Real Audio log file formatSiteTrack log file format Spry web server ASCII log file format Spry webserver ODBC log database Universal log file format UUNET extended log fileformat WebFacts audit log file format WebStar log file format Zeus commonlog file format WU Archive ftp log file format
—from http://www.interse.com/ourproducts/faq.html#1
Common log file format (CERN) Intersé market focus 1 database Intersémarket focus 2 database EMWACS log file format Intersé extended log fileformat Microsoft IIS standard logging format Microsoft IIS extended loggingformat Microsoft IIS hyperextended logging format Microsoft IIS ODBC logdatabase NCSA combined log file format NCSA with servername log fileformat NCSA combined with servername log file format Netscape flexible logfile format (Netscape Enterprise servers) Netscape Proxy extended loggingformat Open Market extended log file format O'Reilly multihome commonlog file format O'Reilly Windows log file format Real Audio log file formatSiteTrack log file format Spry web server ASCII log file format Spry webserver ODBC log database Universal log file format UUNET extended log fileformat WebFacts audit log file format WebStar log file format Zeus commonlog file format WU Archive ftp log file format
—from http://www.interse.com/ourproducts/faq.html#1
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The Web LogThe Web LogThe Web LogThe Web Logip24.umich.edu - -[24/Jan/1996:12:27:13 -0500]“GET /index.html HTTP/1.0”200 7114
ip24.umich.edu - -[24/Jan/1996:12:27:13 -0500]“GET /index.html HTTP/1.0”200 7114
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Log Analysis SoftwareLog Analysis SoftwareLog Analysis SoftwareLog Analysis SoftwareUnix freeware— Getstats— wwwstats
Commercial packages— I/Audit from I/PRO & Nielsen— Intersé, Web Audit
Home brew analysis
Unix freeware— Getstats— wwwstats
Commercial packages— I/Audit from I/PRO & Nielsen— Intersé, Web Audit
Home brew analysis
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Stats ExamplesStats ExamplesStats ExamplesStats ExamplesGETSTATShttp://www.electric-pages.com/jan96.htm
WEBAUDIT (ACNielsen, Australia)http://www.nielsen.com.au/webaudit/-
#Objectives
I/PRO Third Party Auditnghttp://www.ipro.com
GETSTATShttp://www.electric-pages.com/jan96.htm
WEBAUDIT (ACNielsen, Australia)http://www.nielsen.com.au/webaudit/-
#Objectives
I/PRO Third Party Auditnghttp://www.ipro.com
Counting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldCounting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldJack Powers, director, Graphics Research Laboratory • Page Jack Powers, director, Graphics Research Laboratory • Page 33
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The Web LogThe Web LogThe Web LogThe Web LogHost IP addressUsernameStart date and time of transactionRequest and Filename sentSize of file sentType of browserRefering URLhttp status code
Host IP addressUsernameStart date and time of transactionRequest and Filename sentSize of file sentType of browserRefering URLhttp status code
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IP addressIP addressIP addressIP address150.180.13.54ny25.interramp.comab23.aol.comip24.f-uberlin.deRegistered domains— Organization— Location
150.180.13.54ny25.interramp.comab23.aol.comip24.f-uberlin.deRegistered domains— Organization— Location
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Invisible readersInvisible readersInvisible readersInvisible readersInternet gateways— ISPs or corporate networks— Allocate dynamic Ips— Cache pages
Browser cache— Intermittently updated
Off-line browsers
Internet gateways— ISPs or corporate networks— Allocate dynamic Ips— Cache pages
Browser cache— Intermittently updated
Off-line browsers Web
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Time of transactionTime of transactionTime of transactionTime of transactionStarting time is loggedEnding time can be computedLocal time can be guessedTime stats show— Event effects— Peak usage— Weekend vs weekday activity— Working day vs lunch hour and home time
Starting time is loggedEnding time can be computedLocal time can be guessedTime stats show— Event effects— Peak usage— Weekend vs weekday activity— Working day vs lunch hour and home time
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Request and file nameRequest and file nameRequest and file nameRequest and file nameWhich pages are hotWhich pages are notSorting by directoryScreening out GIFs and JPEGs— Measuring the reader’s patience
and the art director’s skill
Which pages are hotWhich pages are notSorting by directoryScreening out GIFs and JPEGs— Measuring the reader’s patience
and the art director’s skill
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Referrer URLReferrer URLReferrer URLReferrer URLWhere readers came fromWhich ad placements work bestWhat search targets broughtthe most traffic
Where readers came fromWhich ad placements work bestWhat search targets broughtthe most traffic
Counting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldCounting Clicks: Auditing Your Web Site Activity • Fall 96 Internet WorldJack Powers, director, Graphics Research Laboratory • Page Jack Powers, director, Graphics Research Laboratory • Page 44
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What to do with the dataWhat to do with the dataWhat to do with the dataWhat to do with the dataManagement— Financial analysis
Editorial Issues— Art and Design
Marketing Issues— Site market research— Advertisers’ links
Management— Financial analysis
Editorial Issues— Art and Design
Marketing Issues— Site market research— Advertisers’ links
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Better measurementBetter measurementBetter measurementBetter measurementLogging client usage with cookiesRegistering users/subscribersWriting profiles— Server-side— Client-side— Sharing cookies
No two web pages willever be the same
Logging client usage with cookiesRegistering users/subscribersWriting profiles— Server-side— Client-side— Sharing cookies
No two web pages willever be the same
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What do things cost?What do things cost?What do things cost?What do things cost?Hosting service statsShareware— Server-based Unix programs— PC-based dedicated systems
Commercial products— PC-based
Hosting service statsShareware— Server-based Unix programs— PC-based dedicated systems
Commercial products— PC-based
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Ad Pricing OptionsAd Pricing OptionsAd Pricing OptionsAd Pricing OptionsStandard space ad deal— Bottom-up TFN CPMs
Basic rate plus per inquiryPer inquiry onlyPercentage of transactionsConfusing combinationsCASIE standards versus smart buyers
Standard space ad deal— Bottom-up TFN CPMs
Basic rate plus per inquiryPer inquiry onlyPercentage of transactionsConfusing combinationsCASIE standards versus smart buyers
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Clickstream trendsClickstream trendsClickstream trendsClickstream trendsBasic site research— Management— Editorial research— Advertising
Customization/personalization— HTML-on-the-fly— Tuning the editorial and ads to the reader
Basic site research— Management— Editorial research— Advertising
Customization/personalization— HTML-on-the-fly— Tuning the editorial and ads to the reader
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Web publishing futuresWeb publishing futuresWeb publishing futuresWeb publishing futuresPrivacy concerns— Browser aliasing— Cookie warping
Constant editorial reengineeringAlgorithmic advertisingCombining electronic withconventional research
Privacy concerns— Browser aliasing— Cookie warping
Constant editorial reengineeringAlgorithmic advertisingCombining electronic withconventional research