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LECTURE 9

       Today A.june talk about measuring marketing success. The first is marketing and the second is convergent concept.

 

Web analytic

 

Static: All the marketing people do web analytic base on statistic. Almost information that we get from the Internet is historic data

Real-time: Not only when people click on that website, but also how long did that user stay on that website. It mean the duration that user hold on that website. So, if your web site look interesting and attractive, people will take their time to survey your website.

 

Data mining

 

         It means that filter something or have a specific requirement. So, they will filter data for some group of people.

 

         I will list the data that I have done about 1 week ago. Passive means I get the data from somewhere. In contrast, active means I share something to other people.

 

   - Go to LMS to download Network, Operating System, Software Engineering and JAVA slide.

   - Download song from 4shared (Passive)

   - Write Social Computing blog (Active)

  - Fortuneteller from dek-d.com predicts me  (Passive)

  - Post photos on the Instagram (Active)

   - Chat and sent file with friends in Line chat program (Active)

  - Look for Justin Bieber on YouTube. (Passive

   - Create page on Facebook to share something (Active)

  - Share status and photo on Facebook. (Active)

The definition of web analytic

         This is the technic that use to access and improve the conclusion online marketing. You need intelligent system to do analytic with a lot of data.

 

 Onsite analytics

-       Website: How traffic or access on that website.

-       Referrals from affiliates

-       Clickstreams and click paths: When you go to one website, if it interesting, you just click or scroll down to look at something that attractive you.

-       Website usability testing: If your website is not useable, easy to use or not interesting, user will close it. You have to balance between beautiful and informative.

 

Offsite analytics

      You measure the potential of audience,activity. The propose is sometime you have to optimize the website or web marketing to invite people to use it. That why forum or web board is popular. There are many marketing company that do media analytic.

 

 

Technology-Enable Approaches

        You have a technoloy that you can collect the data automatically. Web site have to recode all web access. As a marketer, website is very interesting to monitor. If you do web analytic, you monitor the behavior of the user base on their real behavior.

Server side : You can do log file analysis.Real time tracking.

Client side: You can collect taging,cookies, sharing and all kind of information that you tag or post.

 


First decision before start analytics

   

      Before you start analytic, there are 2 points that you have got to understand. First is the bussiness goal: What kind of product?, you have to understand the bussiness of that product. Second is key performance indicator (KPI) . Most of the bussiness information, you get from the marketing people. After you get the requirement from the marketing people and then you do analytic.

 


Second decision: What should we measure via the web channel

​  

      - Channel promotion: Where are the visitor from that website come from.

      - Channel buyer behavior: What do they do when they go into that website? What information   that they share.

      - Channel satisfaction: What are they like when they visit that website?

      - Channel outcome: What they go next?

      - Channel profitability: What is the profit that user get from that website?

 

 


Web Channel promote

   

     You have to promote your website. If someone get some information from your website then they may repost or share. After that they will reference your website. Therefor, you can measure the percentage how many people refer to your website.

 

 

Web Channel buyer behavior

   

     - When they go to visit your website?

     - How long they stick on your website? 

     - How was the conversation or interaction that they have on your website?

 

 

Web Channel satisfaction

   

          How happiness when user go to your website. If they like your website, next time they will go to your website again. For example, online shopping: If you like this website, every time when you go to this website, you will happy to pay for the shopping. Therefore, you have to measure the happiness from your website. Let the user give you a feedback.

 

 

Web Channel outcome

          Marketing or sale people try to measure the high percentage or high possibility that they can sale. It is the objective of sale people. In order to sale product, they must sale by advertising from the website that has a high potential rate or has a higher user.

 

 

Some terminology for key website volume measure

    - How many audience? : Sometime give you access from the IP. If you use IP for analysis, you have to analysis from the login base or account base.

    - How often visit?

    - How busy page impression?

    - What do they see?

    - What do they do?

 

Web analytic software

           You try to embedded. You can access embedded at the server side or evaluate the client side. If you write a software at the server side, you write a source code inside the server software. In server side, you will wait the client to connect and you will know when this IP access and how long does the IP access .You can do any time with the log file  if you are in server side. On the client side, you have to write the java script to hook to that client when user go to the browsr, then you hook data from the user from their cookies.​ The picture below will shortly show you how server and client work.

 

 

 

 

Web server log file: Basic mertics

            They use open software. From the server side, most of the analysis is a server log file. For example, Facebook has a big server log file. So, they have many technical people to work on that. The server log file can record:

- Total number of client that request to server.

- Number of page view.

- Total unique visiter.

- The refering website.

- Number of repeat visit.

- How much time that user spent on that page.

- Path to the site.

- Serach terms used.

- Most/least popular pages.

​   

 

Shortcomings of server log file analysis

            Mostly marketing people does not use the data that really old: about 3 months is really old. Log files recoed the IP address or cookies not a user. The caching may be make the incomplete information.

 

 

 

Brower based page taging

​             A service that convince on code embedded in each web page. You have to understand the API structure. When there has a page lode, the java script will inform that thirdparty analysis seller. Cookies are usually carry on by analytics seller.

 

Serer  Vs  Brower analytic solution

​ Adventage of Server:

           - Data alway available from server

           - Collect information about visiter

           - examine in real time

           - If there has an some error occur, it will let the firms know.

 Adventage of Cilent:

          -  When the problem of the page caching happen, it will solve that problem.

          - Carry on the cookies process

          - Available to firms without their own web browser.

 


 

Enchancing marketing tactics using web analytics

 

​             The marketing or sale people usually search form the tactics how to promote their website. If you want to make your website popular, you have to make it in the top link of the Google search.

 

 

 

Improve web site structure using web analytic

​             You must design your home page to improve visibility of most commonly used link and espectially promote your link.You also have to analyze click track and also the exit to make it commonly use.

 

 

Real time profiling/ Behavioral targeting

​             Real time analytic are mostly in the client side. In the server side will keep everything in the log file. The thing that you can do from client side is to get the information from the user directly.

 

Behavioral targeting

​             Marketing is behavioral analytic. When you write the program, the information that you plan to get from the log file is the information that you might be requested form the marketing people. you must get the requiement first and they you try to see the field that what kind of information that they want to analysis to the user behavior.

Onsite bahavior

   - Web analytic will identify customer profile.

Network behavior

  - Advertising network and then use widely.

 

 

Not just my website anymore!!

 

            I have to analysis all this: Mobile app, Blog, Facebook, Twitter and email to measure how was the going on.

Data mining (Big Data)

​             It is the way that you extract the hidden information. To forcase or  predic, it mean that you analysis something. You do analysis all kind of data in "data warehouse" and then make a decision.

 

 

Data analysis for marketing

​              Customer is the people that plan to buy your product so you have to measure how frequency that they buy or how was their financial. You must to differentiate your customer.

Reference

CPE452-673_L7-20130402-SocialWEBAnalytics

Lecture java (Client and Server)

How client and server connect, send and receive data

What do you think?

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