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Web 2.0 - Metrics in a Post Page Impression World - eMetrics 2009
1. Web 2.0 - Metrics in a Post Page Impression World
Deepak Nadig
Distinguished Architect
eMetrics Marketing Optimization Summit
May 05, 2009
2. Outline
• Evolution of the World Wide Web
• Evolution of eBay
• Needs of the evolving web
• Approach and concepts
2
3. World Wide Web
Tim Berners-Lee,
CERN March 1989, May 1990
This proposal concerns the management of general information
about accelerators and experiments at CERN. It discusses the problems
of loss of information about complex evolving systems and derives a
solution based on a distributed hypertext system.
Linking documents …
3
And transforming data …
4. The First Web Page
Network of
hypertext documents
Page = HTML
4
5. Early Web Pages – Yahoo in 1994
• Hypertext document
• No images
5
6. Early Web Pages – Yahoo in 1995
• Images
• Application
• Text-Only Yahoo
• Hypertext document
• No images
6
7. Early Web Pages – Yahoo in 1996
• Localization
• Images
• Application
• Text-Only Yahoo
• No images
• Page organization
7
8. Early Web Pages – Yahoo in 1998
• Advertising
• Localization
• Images
• Application
• Text-Only Yahoo
• Hypertext documents
• No images
8
9. Early Web Pages – Yahoo in 2000
• Page structure
• Personalization
• Advertising
• Localization
• Images
• Application
• Text-Only Yahoo
• Hypertext documents
• No images
9
10. Early Web Pages – Yahoo in 2002
• Page actions
• Page structure
• Personalization
• Advertising
• Localization
• Images
• Application
• Text-Only Yahoo
• Hypertext documents
• No images
10
11. Early Web Pages – Yahoo in 2003
• More access points
• Page actions
• Page structure
• Personalization
• Advertising
• Localization
• Images
• Application
• Text-Only Yahoo
• Hypertext documents
• No images
11
12. Early Web Pages – Yahoo in 2004
• Multiple applications
• Page actions
• More access points
• Page structure
• Personalization
• Advertising
• Localization
• Images
• Application
• Text-Only Yahoo
• Hypertext documents
• No images
12
14. eBay
•
The world’s largest online marketplace —
where practically anyone can trade
practically anything at any time.
•
$60 Billion in merchandize traded in 2007
$1350 for a corn flake shaped like Illinois
$650,100 for a lunch with Warren Buffet
A sportingA car is sold every seconds
good sells every 2 minute
•
eBay manages over 83 million active users
•
•
•
•
•
eBay users worldwide trade more than $2000 worth of goods every second
Fixed price format accounted for 49% of GMV in Q4 2008
eBay stores over 2 Petabytes of data – over 200 times the size of the Library of Congress!
eBay analytics processes over 25 Petabytes of data on any day
The eBay platform handles over 6 billion API calls per month
•
1 billion page views per day
•
100 million concurrent listings, in more than 50,000 categories
•
More transaction volume than NASDAQ and NYSE
•
In 39 countries
•
In seven languages.
Over ½ Million pounds of
Kimchi are sold every year!
22. eBay Item Page in 2000
• Hypertext documents
• User provided content
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23. eBay Item Page in 2003
• Merchandising
• Back button
• Hypertext documents
• User provided content
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24. eBay Item Page - Current
• Page structure
• Click
• Category specific
• Real-time updates
• Merchandising
• Back button
• Hypertext documents
• User provided content
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25. Evolution of web page
• Text & Links
• Images and Image Maps
• Applications
• Content from different sources
• Advertising
• Page with different types of content
• Interaction with page != Interaction with server
• More than click-through, e.g. mouse over
• Partial page updates
• Real-time updates
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Decreasing
Relevance and
Accuracy of
Page View
26. Interactions with eBay
Search Engines
Advertising
Applications
eMail
Web Site
Gadget
iPhone
Social Application
Desktop
eBay To Go
API
37. Tracking Composite Pages
• Metadata
–
–
–
–
Pages
Available Layouts per Page
Modules
Available Modules per Placement
Layouts
• Impression
– Which Page
– Which Layout
– Which Placement-Module
• Click
– Which Link
– In which Module
– In which Page
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38. Metrics
• Page
– Which layouts are best for which pages
• Layout
– Which layout converts best
– Overall, per category, per user segment
• Placement
– Best modules for a placement
• Module
– What Module perform well
– Best Placements for a Module
38
41. Business needs remain the same
Channels
Transaction email
Web page
Desktop
Channels
Paid Search
Natural Search
Advertising
Marketing email
Business
Where is my
traffic coming from
41
Business
Where does my
revenue come from
Channels
Ad networks
Referrals/Leads
Business
Where am I sending
traffic to
42. Channels & Source
• Channel
– Where did the interaction occur
– A way to group a related set of events
• Source
– Coordinates of the interaction event
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43. Concepts Summary
• Interaction Events
– Impressions, Reactions
– Modeled as events
• Composite Impression
– To describe complex pages and applications
– Requires richer metadata
– Provides more accurate representation of what was presented
• Channels & Source
– To identify where the interactions took place
– To derive the coordinates of the interaction
– Helps understand user interaction trends
43
44. Closing Notes
• The web has evolved from hypertext documents to a complex
ecosystem of services and content
• Users and companies are interacting at different interaction points
and using a variety of devices
• These interactions will happen in ways that is most convenient for
the customer
• Composite Impression, Interaction Events, Channels & Source – are
concepts that help in understanding and supporting these needs
• Standardization will help in common understanding of data and
metrics within the ecosystem
44
