Web Analytics - American Library Association

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4 Δεκ 2013 (πριν από 3 χρόνια και 6 μήνες)

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Web Analytics

Wei Fang

Head of Digital Services

Rutgers University Law Library

Using RUL Databases




Web Analytics


Web Analytics is the measurement, collection, analysis and
reporting of Internet data for the purposes of understanding
and optimizing Web usage.


---

Web Analytics Association (2006)



Using RUL Databases




Why Web Analytics


Paper based surveys


Online surveys



Web analytics




Objective


Accurate


Up
-
to
-
date


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Methods


Counters


Cookies


Log Files


Collected by severs


Web Analytic Services


Client
-
side data collection (Page tags), done by
JS.



Or Packet
-
sniffing



There will always be errors in Web analytics' data and it is hard to
tell what the margin of error is.


Using RUL Databases




Apache Extended log file format

Apache Common log file format

Microsoft IIS W3C Extended log file format

Microsoft IIS NCSA Common log file format

Microsoft IIS log file format

Sun ONE Web Server (iPlanet) log file format

Netscape Web Server log file format

WebSTAR Common Log Format (CLF) log file format

WebSTAR Extended Log Format (ExLF) log file format

Standard Common log file format

Standard Combined log file format

Windows Media Services W3C log file format

Microsoft Windows Firewall log file format

Squid log file format

………

Tools


Sever log files

64.190.42.82
-

-

[13/Jun/2008:09:17:26
-
0400] "GET /coah/1989/19890806.pdf
HTTP/1.1" 200 53089
"http://www.google.com/search?hl=en&lr=&q=Angus+Harmony+Township"
"Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; .NET CLR 1.0.3705)"

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Tools


Local Applications


Depend on
OS


Usually
require fees


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Tools


Server
-
based services
for Web analytics


Such as Analog,
Webalizer
,
AWStats
, etc.

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Tools


Analytics in A Box (AIB)from Google


Software (Urchin) and Hardware (
Coradiant
)


Uses Packet
-
sniffing instead of serer log and
page tags


Runs behind firewall


Monitors Web site activities and server
performances


Using RUL Databases




Tools


Web
-
based services for Web analytics


Google Analytics


http://www.google.com/analytics/


Lyris


http://www.lyris.com/company/


StatCounter


http://www.visistat.com/


VisiStat


http://www.visistat.com/


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Life Cycle of Web Site Design with Web Analytics

Goals

Objectives

Analysis

New
Design

Monitoring

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Target

Total Visitors

Bounced Visitors

Non
-
Bouncing
Visitors

Abandoned

Stayed

2
-
3% Source: the e
-
tailing group, April 2007


Using RUL Databases




Google Analytics


Acquired Urchin in March, 2005
(
http://www.google.com/urchin/
)



Google Analytics collects server activities and store data on
its servers, whereas Urchin is downloadable and can be used
to analysis log files locally



Free with an active Adword campaign or if your site is less
than 5 million pageviews per month per account


(Google Analytics TOS, 2010)

Using RUL Databases




Data Accuracy


Not real
-
time, about 2 to 24 hours delay


Slow loading time


Redirect


Setup: page not
taged


Static

page VS.
Dynamic

page


Tracking code placement </body>






sitescanga.com


JS errors


Misinterpretation

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Reports


Annual reports


Activities of one article or an area


Redesign Web Site


Visitors’ computers


Network load


Tune up performance


Purchasing new equipment


Expending network



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Simple Statistics

Using RUL Databases




Simple Statistics

Using RUL Databases




Dimensions and Metrics

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Dimensions and Metrics

Using RUL Databases




Dimensions and Metrics

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Dimensions and Metrics


2
-
pair combinations


Metric to metric


Dimension to metric


No Dimension to Dimension


Custom report for queries that have more than 2 fields

http://code.google.com/intl/en/apis/analytics/docs/gdata/gdataReferenc
eValidCombos.html#queryValidation

Using RUL Databases




Data Output


Why


Use other statistical programs to process data


Archive


Share with others


Formats


PDF, XML, CSV, CSV for Excel and TSV


Google Analytics API


Data Export API



Using RUL Databases




References


Google Analytics Developer’s Guide


Using Google Analytics for Improving Library Website Content


Advanced Web Metrics with Google Analytics