1 Presentation to “Web Search and Mining” by Jennifer Prasol Resources: Web Analytics

2 Web Analytics is about what happened once the user arrived on the site Vendors: Google Analytics Omniture WebTrends Core Metrics NetInisight Methods: Client Side Logging Server Logs

3 Google Analytics Tag Creates a client side log file, instead of a server log var gaJsHost = ((" == document.location.protocol) ? " : " document.write(unescape("%3Cscript src='" + gaJsHost + "google- analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); var pageTracker = _gat._getTracker("UA "); pageTracker._setDomainName("none"); pageTracker._setAllowLinker(true); pageTracker._setCookieTimeout(" ") pageTracker._initData(); pageTracker._trackPageview();

4 Basic Web Analytics Metrics

5 Conversion goal is a task that is tied to a web site’s business objective Examples: Purchase, Register, Submit a Lead, Subscription, Comment, Download Conversion Rate = # goals completed/total site traffic Process Conversion = # goals completed/traffic starting the process Other Terms: KPI, Event Monster JobSeeker KPI -Job Search -Job View -Account Create -Resume Create -Job Search Agent Create -Apply Online

6 Improving Marketing ROI is a key objective of web analytics initiatives Conversion rates vary for different traffic sources Traffic quality fluctuations impact conversion rates The best traffic is often direct or service-oriented

7 Testing… Before and After -Make the change and monitor the impact. AB Split -Compare 1 or more versions of a page or path and impact on performance results. -Example: Shopping Cart A vs. Shopping Cart B Multivariate -Identify variables of the page (homepage, landing page) and test combinations to determine what works best together. -Example Variables: Headline, Button, Offer, Button Text, Color, Text, Picture

8 The Business Case for Testing

9 Testing enables marketers to improve site performance by making incremental changes

10 Google Web Site Optimizer

11 Careers

Years of Internet Analytics, Strategy and Marketing Experience Education -Wellesley ’97: Economics and Computer Science. -Tufts University: Computer Human Interaction graduate studies Experience -3Com Corporation, Marketing Coordinator, Online Marketing Manager, eCommerce Manager, Web Analytics Manager -Monster.com Web Analytics Manager: Job Seeker and Employer eCommerce -Edgewater Technology2008 Web Analytics Practice Manager

13 Careers Marketing Rotation Program: Marketing Associate - Ecommerce Business Analyst - Marketing Associate - Search: Entry Level, Analyst, Analytics