Transcript Better Living Through Web Metrics

HighEdWebDev 2004
Better Living Through Web Metrics
Kathy Farrell, Empire State College
Melissa Meehan, Buffalo State College
Ned Stankus, Hamilton College
Maryann Stopha, SUNY Geneseo
HighEdWebDev 2004
Overview
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Introduction
What ARE “web metrics”?
Why Use Them?
Server Logs
Other Data Sources
Wrap-up
HighEdWebDev 2004
What ARE “Web Metrics”?
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“Metric”:
A measurement of a characteristic of an object or
activity. The measurement is done using a
consistent method, at consistent intervals, in order
to assess, monitor and/or communicate information
about the object or activity. Metrics may be
quantitative or qualitative.
HighEdWebDev 2004
What ARE “Web Metrics”?
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Web Metrics
Metrics used to assess and monitor activity on a
web site, usually to study how well the site meets its
objectives. Sometimes also called "web analytics,"
although some writers make distinctions between
metrics and analytics.
HighEdWebDev 2004
Why Use Web Metrics?
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Monitor activity on the site
Improve understanding of user behavior
Identify and prioritize apparent problems
Improve the site’s usability
Help us test whether what we believe about the web
site is “real”
Make decisions about the site based on data rather
than beliefs
HighEdWebDev 2004
Server Logs: The Basics
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What is a server log?
Why bother analyzing the server log?
Common analysis tools
HighEdWebDev 2004
Server Logs: A Sample Entry
64.12.102.33 www.esc.edu - [16/dec/2003:00:04:09 0500] "get /esconline/online2.nsf/eschome?openform
http/1.1" 200 21691
"http://www.google.com/search?hl=en&ie=iso-88591&q=empire+state+college" "mozilla/4.0 (compatible;
msie 5.0; aol 8.0; windows 98; digext)" 203 ""
"e:/lotus/domino/data/esconline/online2.nsf"
HighEdWebDev 2004
Server Logs:
Fields in the Sample Entry
remotehost:
rfc931:
authuser:
[date]:
“request”:
status:
bytes:
64.12.102.33
www.esc.edu
[16/dec/2003:00:04:09 -0500]
"get /esconline/online2.nsf/eschome?openform
http/1.1"
200
21691
HighEdWebDev 2004
Server Logs:
Fields in the Sample Entry
referrer:
"http://www.google.com/search?hl=en
&ie=iso-8859-1&q=empire+state+college"
user-agent:
"mozilla/4.0 (compatible; msie 5.0; aol 8.0;
windows 98; digext)"
processing time: 203
cookies:
""
translated URL: "e:/lotus/domino/data/esconline/online2.nsf"
HighEdWebDev 2004
Server Logs:
Common Analysis Tools
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Basic results:
What the logs can tell you, and how you can use the
information
Webtrends example
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Deceptive results:
What the logs seem to tell you, but really don’t
HighEdWebDev 2004
Server Logs: Beyond the Basics
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Configuring your analysis software
ignoring specific IP addresses
Extracting specific types of entries from the log
“Homemade tools”
Examples:
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Click-through
Comparing two navigation schemes
Search Queries (both successful and unsuccessful)
HighEdWebDev 2004
Log entry for a search query
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129.44.6.222 www.esc.edu [01/sep/2004:08:28:41 -0400] "get
/esconline/onlinesi.nsf/index/?searchview&quer
y=bookstore&searchorder=1&searchwv=true&
searchfuzzy=false http/1.1" 200 38072 ""
"mozilla/4.0 (compatible; msie 6.0; windows nt
5.0; .net clr 1.0.3705; .net clr 1.1.4322)" 640
"siteserver=id=7b9439c604c5ac4216387fe752
447485"
"e:/lotus/domino/data/esconline/onlinesi.nsf"
HighEdWebDev 2004
Top 10 “No-hit” search terms
July ‘04
August ‘04
September ‘04
10
business, management
and economics
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accredidation
18
snl
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accredidation
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dpp
12
http and //sln.suny.edu/commons
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business, management
economics
9
finacial and aid
12
onlinecourses
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fasfa
9
www.coursespace.suny.edu
10
accredidation
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finacial aid
8
calender
8
athletics
7
business OR and
management
8
life credits
8
finacial and aid
6
dpp
7
alfred adler
7
http://sln.suny.edu/commons
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myrecords
6
aust
6
clepsydra
6
register for coourse
6
sat and scores
6
psycology
5
bps
5
basket
6
snl and commons
HighEdWebDev 2004
Server Logs: Limitations
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Common problems with the data
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Case-sensitivity
Others
Problems with the analysis software
Tips for coping with problems
HighEdWebDev 2004
Break for Discussion!
HighEdWebDev 2004
Other Data Sources
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Surveys
Webmaster E-mail
Usability Studies
Focus Groups
Help Desk Calls
HighEdWebDev 2004
Other Data Sources
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Reasons to use them
Examples
Tips for developing them
Limitations of these sources
HighEdWebDev 2004
Other Data Sources: Geneseo
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Surveys
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Geneseo Web Usability Survey
Webmaster E-mail
Help Desk Calls
HighEdWebDev 2004
Other Data Sources: Buffalo State
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Buffalo State’s Metrics Toolbox
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Usability Studies
Focus Groups
HighEdWebDev 2004
Break for Discussion!
HighEdWebDev 2004
Wrap-up and Future Plans