Better Living Through Web Metrics

1
Better Living Through Web Metrics

• Kathy Farrell, Empire State College
• Ned Stankus, Hamilton College
• Melissa Meehan, Buffalo State College
• MaryAnn Stopha, SUNY Geneseo

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Overview

• Introduction
• What ARE web metrics?
• Why Use Them?
• Server Logs
• Other Data Sources
• Wrap-up

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What ARE Web Metrics?

• Metric
• A measurement of a characteristic of an object
  or activity. The measurement is done using a
  consistent method, at consistent intervals, in
  order to assess, monitor and/or communicate
  information about the object or activity. Metrics
  may be quantitative or qualitative.

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What ARE Web Metrics?

• Web Metrics
• Metrics used to assess and monitor activity on a
  web site, usually to study how well the site
  meets its objectives. Sometimes also called "web
  analytics," although some writers make
  distinctions between metrics and analytics.

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Why Use Web Metrics?

• Monitor activity on the site
• Improve understanding of user behavior
• Identify and prioritize apparent problems
• Improve the sites usability
• Help us test whether what we believe about the
  web site is real
• Make decisions about the site based on data
  rather than beliefs

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Server Logs The Basics

• What is a server log?
• Why bother analyzing the server log?
• Common analysis tools

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Server Logs A Sample Entry

• 64.12.102.33 www.esc.edu - 16/dec/2003000409
  -0500 "get /esconline/online2.nsf/eschome?openfor
  m http/1.1" 200 21691 "http//www.google.com/searc
  h?hlenieiso-8859-1qempirestatecollege"
  "mozilla/4.0 (compatible msie 5.0 aol 8.0
  windows 98 digext)" 203 "" "e/lotus/domino/data/
  esconline/online2.nsf"

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Server Logs Fields in the Sample Entry

• remotehost 64.12.102.33
• rfc931 www.esc.edu
• authuser -
• date 16/dec/2003000409 -0500
• request "get /esconline/online2.nsf/eschome?ope
  nform
• http/1.1"
• status 200
• bytes 21691

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Server Logs Fields in the Sample Entry

• referrer "http//www.google.com/search?hlen
• ieiso-8859-1qempirestatecollege"
• user-agent "mozilla/4.0 (compatible msie 5.0
  aol 8.0
• windows 98 digext)"
• processing time 203
• cookies ""
• translated URL "e/lotus/domino/data/esconline/on
  line2.nsf"

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Server Logs Common Analysis Tools

• Basic results What the logs can tell you, and
  how you can use the information
• Deceptive results What the logs seem to tell
  you, but really dont

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Server Logs Beyond the Basics

• Configuring your analysis software
• Extracting specific types of entries from the log
• Homemade tools
• Examples
• Click-through
• Comparing two navigation schemes
• Search Queries (both successful and unsuccessful)

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Server Logs Limitations

• Common problems with the data
• Case-sensitivity
• Others
• Problems with the analysis software
• Tips for coping with problems

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Break for Discussion!
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Other Data Sources

• Usability Studies
• Focus Groups
• Surveys
• Help Desk Calls
• Webmaster E-mails
• Others

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Other Data Sources

• Reasons to use them
• Examples
• Tips for developing them
• Limitations of these sources

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Break for Discussion!
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Wrap-up and Future Plans