IBM Unica April 30, Introduction to Web Analytics Terms

Transcription

1 IBM Unica April 30, 2012 Introduction to Web Analytics Terms

2 Note Before using this information and the product it supports, read the information in Notices on page 25. This edition applies to version 8, release 6, modification 0 of IBM Unica Web Analytics and to all subsequent releases and modifications until otherwise indicated in new editions. Copyright IBM Corporation 1996, US Government Users Restricted Rights Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM Corp.

3 Contents Introduction IBM Unica Web Analytics Basics Filters Metric Dimension Example: Entry Referrer report with Entry Page dimension and Bounce Rate metric Collecting Data Log Files Page Tags Discussion: Log Files and Page Tags Cookies First-party Cookies Third-party Cookies IP (Internet Protocol) Address Hits Web Analytics Building Blocks Page Page View Visits or Sessions Unique Visitors New Visitor Return(ing) Visitor Repeat Visitor New/Repeat/Return Visitor Discussion Searches and Referrals Referrer Page Referrer Session Referrer Visitor Referrer Paid Keywords Organic Search Robot/Spider Directory Visit and Content Characterization Entry Page Landing Page Entry and Landing Page Discussion Exit Page Path Visit Duration Impressions Click-through Click-through Rate Page Views per Visit Page Exit Ratio Single Page Visits/Bounces Bounce Rate Conversions KPI (Key Performance Indicator) Conversion Conversion Rate Conversion Funnel Internet Fundamentals Platform Browser Host URL (Uniform Resource Locator) Domain Notices Trademarks Copyright IBM Corp. 1996, 2012 iii

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5 Introduction This glossary provides definitions for common web analytics terms and discusses their use in Web Analytics. The definitions are arranged by major concepts in general web analytics. Web Analytics includes NetInsight, NetInsight OnDemand, and Unica Interactive Marketing OnDemand. The terms in this glossary include the terms in the Web Analytics Association's Web Analytics Definitions as well as other common terms. The Web Analytics Association (WAA) was founded in 2003 by industry leaders from many different companies to promote education, research, and standardization in the web analytics industry. In some cases, there is a difference between the WAA term and the term used in Web Analytics. These differences are clearly indicated. Copyright IBM Corp. 1996,

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7 IBM Unica Web Analytics Basics This section defines filters, metrics, and dimensions which help analyze data. Filters Criteria which narrow the entire data set. For example, you can filter any report to use data from new visits only, or only information about visitors referred by Google. Visually, filters alter both the graph and report table because they change the data set. Metric Numerical measurement of a certain criteria. A count or percentage. (For example, Number of Views and Bounce Rate are metrics.) Dimension The content measured. The values that determine the rows in an analytics report. For example, Entry Page and Entry Referrer are dimensions. Example: Entry Referrer report with Entry Page dimension and Bounce Rate metric This section illustrates the relationship between dimensions and metrics by showing a basic report and how that report changes with an additional dimension and metric. Basic Entry Referrer report This basic Entry Referrer report shows the Entry Referrer dimension on the left and the Number of Visits metric on the right. Copyright IBM Corp. 1996,

8 Dimensions are always on the left of the chart, while metrics are the numbers on the right. Entry Referrer report with Entry Page dimension Suppose you want to analyze the most popular entry pages for each referrer. Here's the same report with the Entry Page dimension nested under the Entry Referrer dimension. 4 IBM Unica : Introduction to Web Analytics Terms

9 The Number of Visits metric now provides total visit counts for each referrer and separate visit counts for each entry page under each referrer. Entry Referrer report with Entry Page dimension and Bounce Rate To further illustrate the relationship between metrics and dimensions, here's the same report with the Bounce Rate metric added. IBM Unica Web Analytics Basics 5

10 The report shows a total bounce rate for each referrer and separate bounce rates for each entry page under each referrer. 6 IBM Unica : Introduction to Web Analytics Terms

11 Collecting Data The terms in this section describe how data is collected for IBM Unica Web Analytics. Log Files The web server s record of page requests. As a best practice for analysis in Web Analytics, at a minimum, log files should contain the full URL for every request, the date and time that the request was made, the IP address and user-agent information for the visitor, and cookie and referrer data from the request headers. From this basic data, Web Analytics can analyze entry and exit pages, page paths, referring sources and keywords, conversions if based on URL or cookie data, peak traffic dates and times, visit duration, web site performance, geographic information; and more. Page Tags A small piece of JavaScript on the web page that collects and sends visit details back to the data collection server. Page tags can record information about clicks on the page and retail data as well as standard technical information. Discussion: Log Files and Page Tags Both log files and page tags provide powerful data, but both have limitations. In essence, log files are simple to implement and use, but massive, limited to technical information, and require access to the server. Page tags can be configured to gather almost any kind of information and are especially useful for retail data, but cannot track robots/spiders or visitors who have disabled Java script. Page tags also require more delicate programming, especially when gathering sophisticated information from web sites with other heavy Java use. IBM Unica Web Analytics can be configured to use log files, page tags, or a hybrid approach. Cookies A text file that identifies returning visitors and transmits tracking IDs to a data collection facility. Cookies track visitor origin, activity, and identity based on prior history with the web site, anonymous IDs, login information, and such. First-party Cookies Cookies from a business with which the customer has chosen to have a relationship. Visitors are less likely to delete first-party cookies because they recognize the web site name and may benefit from a favorite site identifying them and saving critical information. For example, online clients often ask visitors if they would like to save their log in information, or stay logged in for a period of time. Copyright IBM Corp. 1996,

12 Third-party Cookies Cookies sent by a web analytics vendor. Visitors are generally more likely to delete third-party cookies because they do not have a direct relationship with the source. Some firewalls and browsers block third-party cookies altogether. IP (Internet Protocol) Address Identifies a computer connected to the Internet. IBM's geographic data conduit uses IP addresses to determine visitors' geographic locations. IP addresses also help identify visitors: a unique IP address, platform, and browser combination is attributed to a single person. Hits WAA Definition: A request received by the server. Historically, exactly what counted as a hit has changed, making it a potentially misleading term. When web pages were commonly simple HTML text files, the hits metric tracked requests for those text files and gave a rough estimate of page views on the site. Now with more complex web pages, a single page view may result in 5 to 50 hits, because the page may be constructed with several image, sound, and text files that register as separate server requests. The term hits is further misleading because of the popularity of hit counters in the 1990's, which mistakenly equated hits with visitors. In short, each visitor creates at least one page view, which creates multiple hits depending on the complexity of the web site. IBM Term: Hits A Hits metric is available by default in IBM Unica Web Analytics only if your setup uses log files for data collection. This metric counts server requests even though only a subset of these requests are page views considered for analysis. 8 IBM Unica : Introduction to Web Analytics Terms

13 WAA Compliant: Yes Collecting Data 9

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15 Web Analytics Building Blocks This section contains the fundamental terms from the Web Analytics Association, on which the other definitions are based. Page WAA Definition: An analyst-definable unit of content. A page is any document or definable unit of content delivered by the server, including text files, scripts, online forms, and HTML. In general, PDFs, Flash, AJAX, media files, images, and downloads do not follow typical page format, but the administrator may define them as pages if necessary. IBM Term: Page WAA Compliant: Yes Page View WAA Definition: The number of times a page was viewed. IBM Term: Views or Number of Views HTML, text files, and scripts are generally counted as pages while image, sound, and video files are not. IBM Unica Web Analytics allows users to fully configure what is and is not counted as a page. WAA Compliant: Yes Visits or Sessions WAA Definition: A visit is an interaction, by an individual with a web site, consisting of one or more requests for a page. If an individual has not taken another action, typically additional page views, on the site within a specified time period, the visit will terminate. IBM Term: Visits or Number of Visits The visit timeout value is configurable in Web Analytics with a standard default value of 30 minutes. Visits may not exceed a length of 24 hours. WAA Compliant: Yes Unique Visitors WAA Definition: The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period. IBM Term: Visitors or Number of Visitors, users can reconfigure the name Copyright IBM Corp. 1996,

16 A visitor is usually defined by cookies from the web site or a unique combination of a user agent and a host name or IP address. IBM Unica Web Analytics usually defines visitors by the cookies sent from their browsers, but can be configured to define visitors based on their HTTP authenticated user name or a parsed parameter. Unique visitor counts always automatically remove duplicates regardless of the reporting date range or dimensions with which the metric is used. Removing duplicates leads to a highly accurate count of the people who visit your site during the report time period. WAA Compliant: Yes New Visitor WAA Definition: The number of Unique Visitors with activity including a first-ever Visit to a site during a reporting period. Note that first-ever is with respect to when data began being properly collected on your site by your current application and that since cookies track visitors, a visitor may count as new more than once if he or she deletes the identifying cookie. Simply put, a new visitor is interacting with the web site for the very first time and theoretically only counts as a new visitor once. IBM Term: New Visitor WAA Compliant: Yes Return(ing) Visitor WAA Definition: The number of Unique Visitors with activity consisting of a Visit to a site during a reporting period and where the Unique Visitor also Visited the site prior to the reporting period. According to the WAA, a return visitor has interacted with the web site in a past, separate reporting period. IBM Term: Repeat Visitor (not an exact match) IBM s Repeat Visitor metric is a combination of the WAA s Return(ing) and Repeat Visitor metrics. It is very similar to them but not 100% the same. Unlike the WAA s Return(ing) Visitor metric, IBM s Repeat Visitor metric will also count visitors who made their first and repeat visits in the current reporting period. A WAA compliant metric can be created through customization. WAA Compliant: Yes, requires customization Repeat Visitor WAA Definition: The number of Unique Visitors with activity consisting of two or more Visits to a site during a reporting period. For the WAA, a repeat visitor has interacted with the web site at least twice during the reporting period. IBM Term: Repeat Visitor Calculation of visitors with two or more visits is available in the Visitor Retention report. IBM's Repeat Visitor metric differs from the WAA s Repeat Visitor metric by counting visitors in the current period who had a previous visit in any time period. In IBM Unica Web Analytics, repeat visitor counts are automatically de-duplicated regardless of report date range or dimensions with which the metric is used. 12 IBM Unica : Introduction to Web Analytics Terms

17 WAA Compliant: Yes for report; metric requires customization New/Repeat/Return Visitor Discussion The first time a visitor comes to the web site, he or she is a new visitor. If a new visitor comes back to the web site during the reporting period, he or she will count as both new, for the first visit, and repeat for coming back. For example, if a visitor comes to your site for the first time on January 1 and then visits again on January 5, the visitor is counted as both a new and a repeat visitor. According to the WAA definitions, repeat visits occur in one reporting period and return visits occur when someone comes back to the web site in a different reporting period. The following examples illustrate the WAA definitions: v If a frequent visitor visits the web site two or more times in the same reporting period, he or she will count as both a return and repeat visitor. For example, if a visitor comes to the site in December 2008, then twice during January 2009, he or she is considered a return and repeat visitor in January v If multiple visits occur in separate reporting periods, the visitor only counts as return. For example, if a visitor comes to your site once in December 2008 and once in January 2009, he or she is counted as a return visitor in January IBM Unica Web Analytics does not automatically separate return and repeat visitors. It combines the WAA s terms, counting all second-time visitors as repeat, regardless of reporting period. In IBM s default terms, if a visitor comes to your site once in December 2008 and once in January 2009, he or she is counted as a repeat visitor in January A WAA compliant metric to separate return and repeat visitors is available through configuration. This example Repeat Visitor report shows total, new, and repeat visitors as well as the repeat rate. Keep in mind that new visitors become repeat visitors if they visit the web site a second time, which is why the simple sum of repeat visitors and new visitors would be greater than the total number of visitors. Web Analytics Building Blocks 13

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19 Searches and Referrals These terms describe how visitors find your web site, beginning with a section on the WAA s standardized referrer terms. Referrer WAA Definition: Referrer is a generic term that describes the source of traffic to a page or visit. IBM Term: No standard exact equivalent IBM s Referrer dimension is what the WAA calls the Session Referrer. Page Referrer dimensions can be defined within the product. WAA Compliant: Yes, after configuration Page Referrer WAA Definition: Page referrer describes the source of traffic to a page. IBM Term: No standard exact equivalent While there is no standard Page Referrer dimension in Web Analytics, reports can be easily configured to show, compare, or contrast Page Referrers and Session Referrers. WAA Compliant: Yes, after configuration Session Referrer WAA Definition: The first page referrer in a visit. IBM Term: Referrer IBM s default Referrer dimension is what the WAA considers the Session Referrer. WAA Compliant: Yes Visitor Referrer WAA Definition: The first page referrer in a visitor s first session. IBM Term: Initial Referrer WAA Compliant: Yes Paid Keywords A specific keyword or phrase for which you paid to have your web site appear in the top results on a search engine or one of its affiliate sites. Examples include Google Adwords and Yahoo Marketing Solutions. Copyright IBM Corp. 1996,

20 Organic Search When a visitor finds the site without using a paid keyword. Sites found through organic search appear because the search engine deems their content important for users regardless of payment. Organic content may appear with paid content on the site; even if the site has paid keywords, the search is organic if a visitor uses an unpaid keyword to find it. Robot/Spider Programs from search engines that help them catalogue the Internet. Also called crawlers, robots and spiders follow links from web site to web site, doing automated research to improve their parent search engine. Directory A search engine in which humans collect and review all data instead of robots or spiders. 16 IBM Unica : Introduction to Web Analytics Terms

21 Visit and Content Characterization These terms describe the visit and the content of the web site. Entry Page WAA Definition: The first page of a visit. IBM Term: Entry Page WAA Compliant: Yes Landing Page WAA Definition: A page view intended to identify the beginning of the user experience resulting from a defined marketing effort. IBM Term: Entry Page Web Analytics uses the Entry Page dimension filtered to marketing activities to arrive at landing pages. Web Analytics offers many ways to analyze landing pages including A/B analysis, marketing campaign analysis, path analysis, scenario analysis, and content grouping. WAA Compliant: After configuration Entry and Landing Page Discussion Landing pages begin a user s experience during a planned marketing effort. For example, if a customer receives an notice about a sale, the page to which the directs the customer is the landing page. Landing pages allow web analytics software to track multiple marketing campaigns. For instance, many different sale s can direct customers to different landing pages. Different landing pages for a sale's print and ads allows marketers to track comparative campaign effectiveness. Landing pages are often entry pages. For example, clicking the link in the opens your site for the customer, so the page is both the landing page and the entry page. However, landing pages are not necessarily entry pages. For example, a customer could click a link in Google and arrive at one page on your site and then, before the visit had timed out, click another link in Google to arrive at a second page on your site. Both pages ares considered part of the same visit, so both pages are landing pages but only the first is an entry page. Or, if your site has an internal banner ad that points to another part of your site, the page customers see when they click the banner ad is a landing page but not an entry page. IBM reports do not separate landing pages by default, but A/B analysis, marketing campaign analysis, path analysis, scenario analysis, and content grouping all allow you to track traffic to specific pages. Copyright IBM Corp. 1996,

22 Exit Page WAA Definition: The last page on a site accessed during a visit, signifying the end of a visit/session. IBM Term: Exit Page WAA Compliant: Yes Path The sequence of pages through which a visitor navigates the web site. Path analysis can help marketers follow a typical visitor s site experience and explore how the site experience changes for different groups. Marketers can also see what interests customers the most and what pages they return to. Path analysis can also help track conversions using custom-configured scenario steps. Visit Duration WAA Definition: The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session. IBM Term: Visit Duration For analysis and presentation purposes, visit durations are broken down into categories such as Didn t Stay, Less than 1 minute, 1-2 minutes, etc. When only a single page is viewed in a visit, Web Analytics reports visit duration as didn t stay. By default, these 'didn t stay' visits are counted when calculating an overall site-wide average visit duration, calculated as total time online across visits divided by total number of visits. WAA Compliant: Yes Impressions The number of times an advertisement displays. Click-through WAA Definition: Number of times a link was clicked by a visitor. The WAA states that click-through is typically associated with internal or external advertising activities. IBM Term: Clickthroughs for internal advertising, reconfigure Views and Visits for external advertising IBM has a standard Clickthroughs metric for internal advertising activities. Click-throughs from external advertising are also measured using the Views, Visits, or Visitors metrics, which can be renamed Click-through if desired. IBM distinguishes between internal banner ad click-throughs and link click-throughs. WAA Compliant: Yes, different label 18 IBM Unica : Introduction to Web Analytics Terms

23 Click-through Rate WAA Definition: The number of click-throughs for a specific link divided by the number of times that link was viewed. Click-through Rates indicate how likely visitors are to click on a link. IBM Term: Ad Clickthrough Rate Currently, IBM only has a standard click-through rate metric for internal banner ads links, but click-through rate metrics can also be created on a link by link basis or for paid search referrals. WAA Compliant: Yes, after configuration Page Views per Visit WAA Definition: The number of page views in a reporting period divided by number of visits in the same reporting period. Sometimes used to predict visitor engagement, the Page Views per Visit ratio provides the average number of pages viewed in each visit. IBM Term: View:Visit Ratio WAA Compliant: Yes, different label Page Exit Ratio WAA Definition: Number of exits from a page divided by total number of page views of that page. IBM Term: No standard equivalent Web Analytics reports on exit pages but currently lacks a standard Page Exit Ratio Metric. However users can create this metric for individual pages and generically on some page-based summaries. WAA Compliant: Yes, after configuration or customization Single Page Visits/Bounces WAA Definition: A visit that consists of one page view. The WAA states: Bounces may appear in an analytics tool as a list of URLs and number of visits where they were the only URL viewed (Single Page Visits as a dimension), or the number of bounced visits may appear as a metric in other reports (Single Page Visits as a count). IBM Term: Bounced Visits and Bounce Rate IBM standard metrics include Bounced Visits and Bounce Rate. Web Analytics does not contain a standard dimension Bounces. Instead, users see this information by using the Page dimension and applying a report filter for single page visits. WAA Compliant: Yes, different label Visit and Content Characterization 19

24 Bounce Rate WAA Definition: Single page visits divided by entry pages. This ratio provides the percentage of web site entrances that result in immediate exits. IBM Term: Bounce Rate WAA Compliant: Yes 20 IBM Unica : Introduction to Web Analytics Terms

25 Conversions This section defines terms related to conversions. KPI (Key Performance Indicator) Criteria intended to demonstrate web site success. Examples include conversion rates and percentage of repeat visitors. Conversion WAA Definition: The number of times a desired outcome was accomplished. The WAA states: Because a conversion can be both a metric and a count, a web analytics report may show "number of conversions," "number of purchases," "number of sign-ups," etc. (conversion as a count), or it may show specific conversions and how many events, page views, visits, or unique visitors were associated with the conversion (conversion as a dimension). Specific examples of a conversion include filling out a registration form, downloading product information, and making a purchase. IBM Term: Conversion The standard conversion metric is fully configurable for as many goals as desired. IBM's standard Conversion metric counts the number of visits with conversions, but can be modified to count multiple conversions per visit as well. WAA Compliant: Yes Conversion Rate WAA Definition: The ratio of conversions over a relevant denominator. Actions considered conversions are usually divided by the number of visitors on a site, which indicates how likely visitors are to perform conversion actions. IBM Term: Conversion Rate The standard IBM Conversion Rate is defined as Conversions divided by Visits, but it can be altered as desired, for example to use Unique Visitors as the denominator. WAA Compliant: Yes Conversion Funnel A series of steps a customer goes through to complete the conversion (desired action), represented graphically by a funnel. For example, 100 visitors might view product information, while only 50 add it to their shopping cart and only 30 actually purchase. The process of completing the conversion from viewer to customer is represented by the conversion funnel. Copyright IBM Corp. 1996,

26 You can create conversion funnels in Web Analytics by defining custom scenario steps. This example graph tracked page views along the path to the conversion to see where customers dropped off. 22 IBM Unica : Introduction to Web Analytics Terms

27 Internet Fundamentals This section provides a quick reference for basic Internet terms which may appear in reports, metrics, dimensions, or filters. Platform A visitor s operating system, such as Microsoft Windows or Linux. Browser A program to view HTML documents and surf the internet, such as Microsoft Internet Explorer, Safari, or Mozilla Firefox. IBM provides a default report on browsers used to visit your web site so that you can make sure your web site completely supports the most frequently used ones. You can also use filters and dimensions to compare visitors' experiences across different browsers. Host A company or Internet Service Provider that connects the visitor to the Internet. URL (Uniform Resource Locator) A means of locating an exact resource on the Internet. The web site s address. Domain A URL-specified location on the Internet. The second part of a web address (.com,.net,.edu, etc.) is the first-order domain. The second-order domain is actually listed first in the address. For example, in "Unica.com," ".com" is the first-order domain and "Unica" is the second-order domain. Copyright IBM Corp. 1996,

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29 Notices This information was developed for products and services offered in the U.S.A. IBM may not offer the products, services, or features discussed in this document in other countries. Consult your local IBM representative for information about the products and services currently available in your area. Any reference to an IBM product, program, or service is not intended to state or imply that only that IBM product, program, or service may be used. Any functionally equivalent product, program, or service that does not infringe any IBM intellectual property right may be used instead. However, it is the user's responsibility to evaluate and verify the operation of any non-ibm product, program, or service. IBM may have patents or pending patent applications covering subject matter described in this document. The furnishing of this document does not grant you any license to these patents. You can send license inquiries, in writing, to: IBM Director of Licensing IBM Corporation North Castle Drive Armonk, NY U.S.A. For license inquiries regarding double-byte (DBCS) information, contact the IBM Intellectual Property Department in your country or send inquiries, in writing, to: Intellectual Property Licensing Legal and Intellectual Property Law IBM Japan Ltd , Shimotsuruma, Yamato-shi Kanagawa Japan The following paragraph does not apply to the United Kingdom or any other country where such provisions are inconsistent with local law: INTERNATIONAL BUSINESS MACHINES CORPORATION PROVIDES THIS PUBLICATION "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF NON-INFRINGEMENT, MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. Some states do not allow disclaimer of express or implied warranties in certain transactions, therefore, this statement may not apply to you. This information could include technical inaccuracies or typographical errors. Changes are periodically made to the information herein; these changes will be incorporated in new editions of the publication. IBM may make improvements and/or changes in the product(s) and/or the program(s) described in this publication at any time without notice. Any references in this information to non-ibm websites are provided for convenience only and do not in any manner serve as an endorsement of those websites. The materials at those websites are not part of the materials for this IBM product and use of those websites is at your own risk. IBM may use or distribute any of the information you supply in any way it believes appropriate without incurring any obligation to you. Copyright IBM Corp. 1996,

30 Licensees of this program who wish to have information about it for the purpose of enabling: (i) the exchange of information between independently created programs and other programs (including this one) and (ii) the mutual use of the information which has been exchanged, should contact: IBM Corporation 170 Tracer Lane Waltham, MA U.S.A. Such information may be available, subject to appropriate terms and conditions, including in some cases, payment of a fee. The licensed program described in this document and all licensed material available for it are provided by IBM under terms of the IBM Customer Agreement, IBM International Program License Agreement or any equivalent agreement between us. Any performance data contained herein was determined in a controlled environment. Therefore, the results obtained in other operating environments may vary significantly. Some measurements may have been made on development-level systems and there is no guarantee that these measurements will be the same on generally available systems. Furthermore, some measurements may have been estimated through extrapolation. Actual results may vary. Users of this document should verify the applicable data for their specific environment. Information concerning non-ibm products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not tested those products and cannot confirm the accuracy of performance, compatibility or any other claims related to non-ibm products. Questions on the capabilities of non-ibm products should be addressed to the suppliers of those products. All statements regarding IBM's future direction or intent are subject to change or withdrawal without notice, and represent goals and objectives only. All IBM prices shown are IBM's suggested retail prices, are current and are subject to change without notice. Dealer prices may vary. This information contains examples of data and reports used in daily business operations. To illustrate them as completely as possible, the examples include the names of individuals, companies, brands, and products. All of these names are fictitious and any similarity to the names and addresses used by an actual business enterprise is entirely coincidental. COPYRIGHT LICENSE: This information contains sample application programs in source language, which illustrate programming techniques on various operating platforms. You may copy, modify, and distribute these sample programs in any form without payment to IBM, for the purposes of developing, using, marketing or distributing application programs conforming to the application programming interface for the operating platform for which the sample programs are written. These examples have not been thoroughly tested under all conditions. IBM, therefore, cannot guarantee or imply reliability, serviceability, or function of these programs. The sample programs are provided "AS IS", without warranty of any kind. IBM shall not be liable for any damages arising out of your use of the sample programs. If you are viewing this information softcopy, the photographs and color illustrations may not appear. 26 IBM Unica : Introduction to Web Analytics Terms

31 Trademarks IBM, the IBM logo, and ibm.com are trademarks or registered trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at Copyright and trademark information at Notices 27

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