Dirección de Tecnologías de Información COM-16101-001 Web and Social Media Analytics 22 de Septiembre de 2010 Dr. Víctor M. González y González victor.gonzalez@itam.mx Agenda Cambios en el curso Business Intelligence Web Analytics Tools 1
Cambios en el Curso Presentaciones Estudiantes dirigidas a casos, herramientas, costos y discusión Exámenes Negative Marking 2 puntos más casos (1 de 2). Proyecto presentaciones cortas a partir del 11 de Octubre (10 minutos) Más interacción Readings? Business Intelligence fuente: Marta Zorilla Universidad de Cantabria 2
Business Intelligence (BI) Evaluación de la Tecnologías de bases de datos Análisis del Negocio Business Intelligence (BI) 3
Data Mining: Caso de Segmentación Business Intelligence (BI) Web Analytics Fuente: IT Department Clark University - USA Clark University is a private research university and liberal arts college in Worcester, Massachusetts. Founded in 1887. 4
Web Analytics Web analytics is the practice of measuring, collecting, analyzing and reporting on Internet data for the purposes of understanding how a web site is used by its audience and how to optimize its usage (definition by the Web Analytics Association). Data Sources Server Logs Visitor s Data Search Engine Data Defined Conversion Funnels 5
Old Tools Web server usage (W-Usage): Web server log analysis package that runs on virtually every operating system with logs from nearly every server. User server logs only for hit analysis Best use to estimate server load Good for historical analysis New Tools Urchin 5 Software Server Side Combination of server logs, cookies, and javascript code and its analysis http://www.wrchosting.com/urchin.html Google Analytics External to servers Uses cookies and javascript code to analyze web traffic http://www.google.com/analytics/ 6
Common Terms and Basic Reports Visitors, Sessions, Pageviews and Hits Referrals, Search Engines, Keyword Searches Visitors location Visitors A visitor is a unique individual user of a web site. Tracking methods vary Urchin Traffic Method (UTM) uses a complex algorithm to determine what constitutes a visitor there are lots of non-human visitors to the site such as web bots that help search engines to index a site 7
Sessions The session is the period of activity by an individual visitor from the time they entered our site until they exited our site (or left the site up dormant for a long period of time walking away to go do something else for instance would result in a timeout after a particular length of time). Pageviews A pageview is a successful request for a single web page on our site. This does not count objects on the pages, it only counts a page itself. e). 8
Hits A hit is a successful request from a visitor s browser for ANY page element: images, media, scripts, etc Hits reflect every single object loaded on a page (images, links, includes, etc) and a single web page may have many hits associated with it. Discussion: Which one is more important Sessions, Pageviews, Hits? 9
Session Summary Per session analysis gives us a better idea of the activity of visitors on the site Referrals in General Where does our traffic come from? These are external web pages that brought traffic to our site 10
Most Popular Search Engines This report ranks the search engines referring to your site by the number of sessions created. Search Terms by Engine Expanded reports allow us to see top search terms associated with the different search engines. 11
Keyword Searches The keyword searches report rates the keywords used that successfully hit our site across all of the search engines. Top Entrance Pages This report ranks the entrance pages across our site- an entrance page is the first page viewed in each session. 12
Bounced Rate Bounce Rate refers to the number of sessions that began and ended on the same page without going to any other pages during the session. Length of Session How much time are our visitors spending on our site per session. 13
Length of Session How much time are our visitors spending on our site per session. Depth of Session The number of pages viewed for each session. 14
Browsers/Platforms What browser and computer platforms combinations are the most popular among our visitors? Unique vs. Returning Visitors Absolute unique visitors for a date range. 15
Geographical Locations Top ten within the US Geographical Locations Top ten countries 16
Conversion Funnels Conversion Rate The number of goal conversions divided by sessions In terms of ecommerce: How many visits to XYZ company resulted in a purchase of ABC product? In terms of an academic institution: more difficult to define goals because there isn t a checkout so to speak. However, we do have several goals on our site (admissions, giving to the Clark Fund, filling out various forms, etc). Looks at whether your visitors have completed some action specified as a goal. Conversion Funnels The series of pages leading up to the goal page. 17
Admissions Conversions Request more info 18
Tools Google Analytics Demo http://www.youtube.com/watch?v=ekm7hgvyeno Advanced Segments in GA http://www.youtube.com/watch?v=wu8yzf0am14&feature=related Experian / Hitwise Web page http://www.hitwise.com/us/ Bill Tancer http://www.youtube.com/watch?v=bdrmajs9aiu 19