Jim Sterne

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Sponsored by
Measure the Real Success of Your Website

• Jim Sterne
• Target Marketing

jsterne_at_targeting.com 1 805-965-3184 www.target
ing.com
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Web Analytics Measuring Website Success
Advertising

• Get Attention

Educate
Marketing
Sell
Sales
Customer Service
Help
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How Much TechnologyDo You Need?

• Make the distinction between
• information that is Interesting and
• information that is Useful

Jim Sterne www.targeting.com
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Useful Information is Actionable
Useful Information is Actionable
Sponsored by

• PPC cost over profit per sale
• Test alternative keywords
• Browser to buyer ratio per page
• Test alternative navigation
• Shopping cart abandonment by item
• Cross sell / up sell

Jim Sterne www.targeting.com
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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation

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The Short History of Web Metrics

• What can you tell us?
• Log files

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Server LogsTransaction Records for Recovery
Web Server
Surfer
http log - server log What pages were served
to which IP addresses when?
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Server Logs What Pages Were Served?
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Server Logs

• Visits
• Sessions
• Pageviews (qty popularity)
• Entry exit pages
• Errors
• Hourly usage
• Browser OS version
• Usage by country

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Server Logs

• Visits
• Sessions
• Pageviews (qty popularity)
• Entry exit pages
• Errors
• Hourly usage
• Browser OS version
• Usage by country

(sort of) (sort of)
(sort of)
(sort of) (sort of)
(sort of) (sort
of)
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The Short History of Web Metrics
What can you tell us? Log files

• What about campaign management?

Referer info
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Referrer DataWhere Did They Come From?

• Referer (sic) data contains
• Which link
• Which banner
• Which press release
• Which partner site
• Which search engine
• Which search terms

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What We Want to Know
What we Want to Know
Sponsored by

• Are we attracting new people to your site?
• Is our site sticky? Which regions in it are
  not?
• What is the health of our lead qualification
  process?
• How adept is our conversion of browsers to
  buyers?
• What behavior indicates purchase propensity?
• What site navigation do we wish to encourage?
• How can profiling help use cross-sell and
  up-sell?
• How do customer segments differ?
• What attributes describe our best customers?
• Can we target other prospects like them?
• What makes customers loyal?
• How do we measure loyalty?

Jim Sterne www.targeting.com
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The Short History of Web Metrics

• What can you tell us?
• Log files
• What about campaign management?
• Referrer logs

What about clickstreams, sessions,
segments, conversions, etc.?
VCI of VSS
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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation
• Application Servers

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Cookies
Cookies
Sponsored by

• Server writes ID code in client file
• Server later reads the cookie
• Server recognizes the user

Jim Sterne www.targeting.com
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Cookies
Cookies
Sponsored by

• Server writes ID code in client file
• Server later reads the cookie
• Server recognizes the user

First http request No cookie
Page sent Cookie set
Jim Sterne www.targeting.com
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Cookies
Cookies
Sponsored by

• Server writes ID code in client file
• Server later reads the cookie
• Server recognizes the user

First http request No cookie
Page sent Cookie set
Subsequent click Cookie data included
Page sent Database updated
Jim Sterne www.targeting.com
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Cookies
Cookies
Sponsored by

• Server writes ID code in client file
• Server later reads the cookie
• Server recognizes the user

Problems file can be erased browser
dependent person independent avg 2.6
cookies/month
First http request No cookie
Page sent Cookie set
Subsequent click Cookie data included
Page sent Database updated
Jim Sterne www.targeting.com
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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation
• Application Servers

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Packet Sniffing
Click
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Packet Sniffing
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Packet Sniffing
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Packet Sniffing
Submit
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Packet Sniffing
Submit
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Packet Sniffing

• Every outbound file
• Every inbound request
• Includes submitted data

Personal data Configuration data Ordering data
Downside Important packets frequently
encrypted
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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation
• Application Servers

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Web Beacon / Web BugCache-busting
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Web Beacon / Web BugCache-busting
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Web Beacon / Web BugCache-busting
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Web Beacon / Web BugCache-busting
AOL
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Web Beacon / Web BugCache-busting
AOL
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Web Beacon / Web BugCache-busting
no-cache
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Web Beacon / Web Bug
Aggregate DB
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Web Beacon / Web Bug

• Aggregate traffic patterns
• Where from / where to info
• Cross-site traffic behavior
• Inter-company cross-sell potential

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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation
• Application Servers

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Client Side Surveillance
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Client Side Surveillance

• Simple implementation of Java tag
• Downloads monitoring payload
• Downloads comm payload
• Records everything
• clicks
• mouse-overs
• mouse movements
• keystrokes

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Client Side SurveillanceUpside

• Dynamic content service
• Behavior capture
• Replay ability
• Application performance
• Absolute experience data
• Absolute abandonment data

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Client Side SurveillanceDownside

• Privacy Infringement

Full disclosure Opt-in
Can miss quick clicks if javascript loads last
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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation
• Application Servers

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Panel Observation

• Behavior
• Across multiple sites
• Opinions, reactions, surveys
• By consent
• With demographics

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Data Capture

• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation
• Application Servers

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Email is MarvelouslyMeasurable

• Deliveries (Sends)
• Openings
• Clickthroughs
• Forwards
• Unsubscribes
• Sales

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Email Becomes the Front Lineof Listening to the
Marketplace

• Test marketing
• Trend tracking
• Message tweaking

A. Time limit B. Status C. Low price D. High value
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Email Becomes the Front Lineof Listening to the
Marketplace

• Test marketing
• Trend tracking
• Message tweaking

A. Time limit B. Status C. Low price D. High value

A B C D
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Email Becomes the Front Lineof Listening to the
Marketplace

• Test marketing
• Trend tracking
• Message tweaking

Radio
Television
Newspapers
Direct mail
Trade shows
A. Time limit B. Status C. Low price D. High value
Retail displays

A B C D
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Web Site NavigationDivining by Pageviews
Home
Products
Product A
Product B
Services
Events
Product C
About Us
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Web Site NavigationDivining by Pageviews
Home
Products
Product A
Price
Specs
Product B
Services
Events
White Paper
Product C
About Us
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Web Site NavigationDivining by Pageviews
Home
Products
Product A
Price
Specs
White Paper
Product B
Services
Events
Product C
About Us
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Web Site NavigationDivining by Clickstream
Home
White Paper
Products
Product A
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Web Site NavigationDivining by Clickstream
Home
White Paper
Products
Product A
Product B
Products
Product A
Products
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Web Site NavigationDivining by Clickstream
Home
White Paper
Products
Product A
Product B
Products
Product A
Products
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Web Site NavigationDivining by Clickstream
Home
White Paper
Products
Product A
Product B
Products
Product A
Products
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Navigation Components

• Click Density Map
• Dispersion
• Leakage
• Convergence

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High Dispersion
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High Dispersion
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Leakage
100
70 leave
30
30 leave
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London Registration
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Did They Buy Anything?(Conversion)
Registration Contest entry Document
download Retail coupon print Coupon redemption
Clickthroughs Referrals
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Recency, Frequency Abandonment
Visits Pages Sessions
1 2 3 4 5 6 7
8 9 10 Days / Weeks
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Recency, Frequency Abandonment
Visits Pages Sessions
1 2 3 4 5 6 7
8 9 10 Days / Weeks
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Shopping Cart Analysis

• Likely to buy combinations
• Likely to abandon combinations
• Likely upsell
• Likely cross-sell

Cookies Cake Peanut butter
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Shopping Cart Analysis

• Likely to buy combinations
• Likely to abandon combinations
• Likely upsell
• Likely cross-sell

Cookies Cake Peanut butter
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Emetrics - Business Metrics for the New
Economy www.netgen.com/emetrics
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Funnel Becomes Hour glass

• Acquisition
• Persuasion
• Conversion
• Interaction
• Participation
• Promotion

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Online Customer ServiceWhat can we learn?

• FAQ
• Knowledgebase searches
• Troubleshooting guides

Which is their preference? Did it solve their
problem? Are they happier?
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Brand Measurement

• Unaided awareness
• Aided awareness
• Ad recall
• Message association
• Brand favorability
• Intent to purchase

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Ask Your Customers

• Was it easy to find things?
• Did you get the information you need?
• Will you use the service again?
• How else can we help?

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Advertising
Sales
Marketing
Offsite
Offline
Onsite
Banner ad E-Zine ad Text link Press release Co-op
site Search Engine
Magazine Direct mail Radio TV
Description White paper Specs page Pricing
info Warranty
Testimonials Webinars Animated demos Deal
locator Ecommerce
Pricing
Terms
Awareness
Satisfaction
Recognition
Trust
Familiarity
Comfort
Jim Sterne www.targeting.com
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Feedback Loop Gap
Capture
Cleanse Internal
The Feedback Loop
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Feedback Loop Gap
Capture
Effect
Change
Cleanse Internal
The Feedback Loop
Plan
Measure
Interpret
Analyze
Report
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Feedback Loop Gap
Capture
Effect
Change
Cleanse Internal
The Feedback Loop
Plan
Measure
Interpret
Analyze
Report
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The Moral of My Story

• All of this is USELESS
• Unless its
• ACTIONABLE

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Web Metrics Must Come from Business Side
Push vs. Pull

• What are you trying to accomplish?
• How do you tell if you are getting closer?
• What metrics indicate success?
• Request those reports

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Web eMetrics / Web Analytics
Sponsored by
How do I make this work for me? It depends

• Jim Sterne
• Target Marketing

QA
jsterne_at_targeting.com 1 805-965-3184 www.target
ing.com
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Sponsored by
Measure the Real Success of Your Website

• Jim Sterne
• Target Marketing

jsterne_at_targeting.com 1 805-965-3184 www.target
ing.com