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Technology Exploitation  and the Bottom Line An Introduction to   Web Analytics for   Performance Analysts  and Capacity Planners Anna Long Web Analytica SM
Agenda ,[object Object],[object Object],[object Object],[object Object],1 -
Defining Web Analytics ,[object Object],[object Object]
Current Web Analytics Technologies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Server Logging –  How Does it Work? ,[object Object],[object Object],[object Object]
Web Server Logging –  A Log Record Example* ,[object Object],* Example log record from Sweiger2002 IP Address Timestamp Request Status and Bytes Referring Page
Web Server Logging –  Processing Complexities ,[object Object],[object Object],[object Object],[object Object],[object Object],User activity can be difficult to map accurately with web server log records:
Web Server Logging – Making Sense of It All ,[object Object],[object Object],[object Object],Several characteristics of web server logging limit its usefulness for analyzing website user activity:
Web Page Tagging – How Does It Work? User clicks on a link on a search engine results webpage Web server delivers requested webpage with tagging code (usually a JavaScript snippet) JavaScript tag execution creates cookies and sends logging info to a web analytics server Logged data is stored in a web analytics server and retrieved for dashboards and reporting queries
Web Page Tagging – A JavaScript Tag Example ,[object Object],* Example JavaScript Tag from Google2010e Account Number
Web Page Tagging – Implementation Complexities ,[object Object],[object Object],[object Object]
Web Page Tagging –  Making Sense of It All ,[object Object],[object Object],[object Object],User activity can be difficult to map accurately with web page tagging records:
How Web Analytics is Used in Marketing ,[object Object],[object Object],[object Object],Even though web analytics technologies have drawbacks, they still provide useful results.  For example, marketing groups have been very successful using analytics for these activities:
Customer Profiling ,[object Object],[object Object],[object Object],Web analytics can support the activities of customer profiling, which enable marketing  to tailor offerings to particular customer needs.
Measuring Response for  Online Marketing Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Online marketing makes extensive use of web analytics.
Improving Conversion ,[object Object],[object Object],[object Object],[object Object],Improving conversion is a major goal of online marketing.
Sample Conversion Funnel (Part 1)
Sample Conversion Funnel (Part 2)
Conversion Funnel Another View Graphic courtesy of WAA colleague Bob Russotti
Web Analytics and Performance Management /  Capacity Planning ,[object Object],[object Object],As a performance analyst or capacity planner, your involvement with web analytics can fall into two categories:
Web Analytics – How It Can Impact Performance ,[object Object],[object Object],[object Object],As a performance analyst or capacity planner, you may be asked to consult in areas such as these:
Placing JavaScript Snippets –  No Single Optimal Solution ,[object Object],[object Object],[object Object],[object Object]
Bringing Web Analytics In-House – To SAAS or Not to SAAS? ,[object Object],[object Object],Most major web analytics tools offer a SAAS version, but some organizations choose to keep their web analytics data or the entire collection process in-house.  With in-house, there are performance/capacity challenges to address:
Sampling All That Data –  Your Judgment Call   ,[object Object],[object Object],[object Object],To stay within performance, resource, or budget restrictions, some organizations resort to data sampling.  Several sampling approaches are commonly applied:
We’re From Web Analytics – We’re Here to Help! ,[object Object],[object Object],[object Object],[object Object],While web analytics can add complexity to performance and capacity management processes, it can also provide insights to enhance performance and capacity planning activities:
Diagnosing Performance Problems ,[object Object],[object Object],[object Object],When traditional performance monitoring/testing tools fall short in tackling web-based problems, web analytics data can provide insights not available from other tools.  For instance:
Alerting For Anomalies ,[object Object],[object Object],[object Object],[object Object],[object Object],Web analytics tools can be configured to support proactive performance management by alerting for situations that could build into performance problems.  For example, managing demand when a video goes viral:
Developing Benchmark Workloads ,[object Object],[object Object],[object Object],Web analytics data  can provide key insights to make simulated workloads a more accurate representation of  operational demand.
Developing Forecasts ,[object Object],[object Object],The historical perspective gained from web analytics data and tools can help you develop better forecasts of future system demand.
Conclusions  ,[object Object],[object Object],[object Object],Web Analytics… they’re not just for marketing any more!
 

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Web Analytics for Performance and Capacity Planning

  • 1. Technology Exploitation and the Bottom Line An Introduction to Web Analytics for Performance Analysts and Capacity Planners Anna Long Web Analytica SM
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  • 9. Web Page Tagging – How Does It Work? User clicks on a link on a search engine results webpage Web server delivers requested webpage with tagging code (usually a JavaScript snippet) JavaScript tag execution creates cookies and sends logging info to a web analytics server Logged data is stored in a web analytics server and retrieved for dashboards and reporting queries
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  • 19. Conversion Funnel Another View Graphic courtesy of WAA colleague Bob Russotti
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Notas del editor

  1. Provide an introduction to web analytics and how these tools and their data can be applied in the performance realm
  2. Notes from http://answers.performable.com/faqs/website-analytics-advanced/js-api-overview You'll notice a couple of things about the way we set things up. The first is that we check to see if there is already a variable _paq before we create it. This is a good practice so we don't accidentally remove events that were enqueued before our call. The other thing to note is that we add events by calling _paq.push just like you would add items to an array. In this case, we're setting the account we want to track and also calling the trackPageView method. You call methods by specifying the method name and the arguments like so: _paq.push(["method", "arg1", "arg2"]); setAccount (accountId) This method sets the account that we'll attribute all tracking events to and should be called before you start tracking events. trackPageView This method tracks this page as viewed by the visitor.
  3. May want multiple subdomains tracked as separate properties or as one property.