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Digital Marketing Web AnFor students of MET BandraLecture 4

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Ground Rules

Please be punctual and on time

Listen to others and let them have their say

This is risk free environment. Stretch yourself!

Treat this as a real situationbecome involved.

Be ready to share your time and ideas and be ready to compromise sometime

Remember English is not everyones first language.

Leave your grade/level at the door.

Mobiles on silent or switched off until breaks

No facebook

Expect to work Hard

No right or wrong answers speak up Be ready to share an Aha! moment at the end.

All the Above has Marks and Grading !!

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Module 1:Introduction to Web Analytics

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eMarketing Tactics What works

Email Marketing

Mobile Marketing

Search Engine Optimization

Online PR

Pay Per Click advertising

Website management

Internet tactics

SMS marketing Software Applications etc.

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Connect the Dots

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Web Analytics What the heck is it ?

In a nutshell its a different story form

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Web Analytics What the heck is it ?

Collection, Analysis, reporting , and measurement

Internet data for understanding and optimizing web usage

Tool for web traffic

Tool for business and market research

Number of visitors on a website, etc.

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Classic Funnel

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Web Analytics Why I need it ?

Scalability

As data volumes increase, business analysts are becoming

trying to understand how it all maps together.

Insight-to-effort ratio

Enterprises are challenged that high-end solutions require so

At the same time, entry-level solutions typically offer

reporting.

Aligning the organization to the technology

Technology is only part of the solution, organizations mu

across departmental boundaries to be successful at utilizing

to impact change.

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Web Analytics Where do they come from ?

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Web Analytics : How does it Work ?

Client Server

This is a

response

This is a

request

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Web Analytics : How does it Work ?

REQUEST RESPONSE DISA

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Client Server Request

Client sends a request to a server Server sends a response to client

Connectionless

Client: Opens connection to server Sends request

Server Responds to request

Closes connection

Stateless Client/Server have no memory of prior connections Server cannot distinguish one client request from another cli

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Cookies

Used to solve the Statelessnessof the HTTP Protocol

Used to store and retrieve user-specific information on the web

When an HTTP server responds to a request it may seninformation that is stored by the client - stateinformation

When client makes a request to this server the client will return that contains its state information

State information may be a client ID that can be used as an indedata record on the server

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Server Log Files & Page Tags

Technical issues for server log data

Data Preparation

Page view Identification

User Identification

Session Identification

Page tags as data source

Provided by 3rd PartyVendor

Vendor Supplies Page Tags

Vendor Collects the Data

Vendor Analyzes the Data

Business Accesses the Data

Online or Reports sent to Business

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Web Data Abstractions Abstractions concerning Web usage, Content, and Structure

Establishes precise semantics for the concepts

Web site

Users or Visitors

User Sessions

Server Sessions or Visits

Pageviews

Clickstreams

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Definitions made easy

Web Site - collection of interlinked Web pages, including a host p

at the same network location.

User or Visitors - principal using a client to interactively retrieve

resources or resource manifestations. An individual that is accesa Web server, using a browser.

User Session - a delimited set of user clicks across one or more

Server Session or Visit - a collection of user clicks to a single Wduring a user session

Pageview- the visual rendering of a Web page in a specific envispecific point in time A pageview consists of several items framesgraphics, and scripts that construct a single Web page

Click stream- a sequential series of pageview requests made fruser

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Simplified for you

W b D t Ab t ti (Hi h L l)

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Web Data Abstractions (High Level)

Abstractions concerning Visitors

Establishes precise semantics for the concepts

Unique Visitor

Conversion Rate Abandonment Rate

Attrition

Loyalty

Frequency

Recency

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Data Abstractions

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Data Abstractions

AbandonmentRate

The abandonment rate for any step in a multi-step process is o

number of units that make it to step n+1 divided by those at

The formula is (1((n+1)/n) Consider a 10 step process to acquire a resource

How any quit after step 1 or 2 or 3 or 4 or

Attrition

Attrition is a measurement of people you have been able to su

convert but are unable to retain to convert again Frequency

Frequency is a measure of the activity a visitor generates on a

terms of time between visits

Measured in terms of days between visits

Data Abstractions

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Data Abstractions

Loyalty

Loyalty is a measure of the number of visits any visitor is likely

their lifetime as a visitor

Reported as number of visits per visitor 100 visitors made 3 visits each, 87 visitors made 4, etc.

Avoid double counting (i.e. do not count the 87 in with the 100)

Recency

Recency is the number of days since the last visit (or purchase

Reported as the number of visitors who returned after n days

Web Usage Mining

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Web Usage Mining

Web usage mining is to apply statistical and data mining techniqu

processed server log data, in order to discover useful patterns

Data mining methods and algorithms that have been adapted for

domain Association rules

Sequential pattern discovery

Clustering

Classification

W b U D t Mi i

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Web Usage Data Mining

After discovering patterns from usage data, a further analysis hasconducted.

Common ways of analyzing such patterns

Using a query mechanism on a database where the results are Loading the results into a data cube and then performing OLAP

Visualization techniques are used for an easier interpretation o

Using these results in association with content and structure inforconcerning the Web site there can be extracted useful knowledgemodifying the site according to the correlation between user and c

groups.

Thank You

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Thank You

Thanks for your time , you can connect with me with the following co

Name :Ajay Raghav Iyengar

Email : [email protected]

Mobile: +91-9920060365