Christine Kaufmann, Samanta Ciannamea, Jinsu Jacob, Serena Savarise, Gregory Papadopoulos, Julia Petruchik New Media For Tourism Communication MT Prof. Cantoni

4th Pillar USERSUSERS Personalization Understanding who is using my service

Personalization In tourism business we need to find out information about users in order to offer them personalized services.

Personalization An example is Mappy ( where users can create a personal trip based on their needs:   Itineraries   Type of vehicle   Calculate the expenses   Send s, print, save and customize

How do we get information?

Who is using my service Webserver Webserver  keeps information of what is happening in the website  produces a log file Software analyser Software analyser  tool that reads and analyses all the log files written by the webserver (e.g. Google analytics, Click tracks) by the webserver (e.g. Google analytics, Click tracks)

Google Analytics

What kind of information? Number of visits Number of visits  each access to the webpage from the same IP number without interruption no longer than 20 minutes (Session) Number of visitors Number of visitors  single visitor of each page

Number of page views Number of page views  access to a page: useful to improve your website (e.g. least visited page: more links, put it in a prominent position, use pop-up windows) Distribution of time access Distribution of time access  make hypothesis about when and where the users are surfing (e.g. office time, lunch break, leisure time): possibility to define your target (professional visitors, students, housewives, etc.) Office Time

Bounce rate: Bounce rate:  how many people are leaving the website on that particular page (the last page before leaving) Map overlay: Map overlay:  geographical distribution of visitors (country ranking) Visitor loyalty: Visitor loyalty:  how many times the same people come back to the website (first timers, second timers, etc.)

Traffic sources: Traffic sources: 1. direct traffic: using the URL 2. referring sites: via backlinks 3. search engines: with key words Key words: Key words:  most used and searched

Google Analytics Advantage Free service: lot of information about users through an inferential activity you can redefine your objectives and improve your service Disadvantage In some countries: problem of privacy

Click tracks   E.g. Secured area: permits to make distinctions (visitors using secured area vs. new users)