Web Analytics at EPA Dr Stephen P Gant (CSC) gant.stephen@epa

1. Web Analytics at EPA Dr Stephen P Gant (CSC) gant.stephen@epa.gov • What do you know about your website? • What comments were there about your site in the ACSI? • What files do you have out there? Any ROT? • What is the quality of your site? Is it getting better or worse? • How many visitors do you have (really)? • What metadata should you have in your page that you don’t have now? • What queries bring people to your pages? • Where do people come from to get to you (Google, Wikipedia, Facebook)? • What link text did they click on to get to you? • What did they search for – from your page? • Where did they click on your page? EPA Web Workgroup – RTP - NC

2. Web Analytics Center of Excellence • Players • OEI/OIAA Branch Chief – Jonda Byrd • Center EPA Project Manager – Dr. Charlotte Cottrill • Center Director – Dr. Stephen Gant (CSC) • Goals • Build a Web Analytics Tool Chest to measure different facets of visitor interaction with www.epa.gov • Produce metrics about visitors’ behavior and opinions, and quality attributes of pages. • Support identifying issues and actionable Web improvements • Answer the questions on the previous slide • Provide infrastructure to support custom WA services through the Working Capital Fund EPA Web Workgroup – RTP - NC

3. New Capabilities • WA Wiki – more documentation • Daily Top Requests Report • Monthly Agency Dashboard • Traffic Reports for Blogs • Traffic Reports for Opengov • 2nd Maxamine Server • Traffic Reports for Oracle EPA Web Workgroup – RTP - NC

4. Web Analytics Wiki • The major source of information about EPA’s suite of web metrics/web analytics tools, reports, and contacts • Where they are • How to interpret them • https://kestrel.rtpnc.epa.gov/webwiki/index.php/Web_Analytics • use your LAN id and password to log in EPA Web Workgroup – RTP - NC

5. Web Analytics Wiki EPA Web Workgroup – RTP - NC

6. Daily Top Requests Page • Top 20 Report – generated daily, listing last 7 days, average for last 7 days, and last 30 days • http://www.epa.gov/webmast1/top20/top20.htm • Top Requested Pages and Documents (HTML, PDF) • Top Pages With Links to www.epa.gov pages • Top In-Bound Search Terms (Google, Yahoo, outside search engines, and requests from NL Search results pages) • Top Out-Bound Search Terms (Search Terms from an EPA search box on an EPA web page) • Top Widget and Iframe entries (Small pieces of html reused across EPA web pages) • Excludes requests from epa.gov computers • Will soon exclude bots EPA Web Workgroup – RTP - NC

7. Monthly Dashboard Report • On the Web Analytics Wikihttps://kestrel.rtpnc.epa.gov/webwiki/index.php/Dashboard • Email notification – request from • Kurilecz.diane@epa.gov • Working on RSS feed • Working on automatic generation • Wiki holds previous dashboards • Available as Power Point slide EPA Web Workgroup – RTP - NC

8. EPA Web Workgroup – RTP - NC

9. Work toward Nicer Charts EPA Web Workgroup – RTP - NC

10. New Maxamine Capabilities • Chocolate (Maxamine server) soon joined by Vanilla • Significantly increase ability to expand (Chocolate is maxed out) • Will distribute QA and Traffic loads and custom capabilities EPA Web Workgroup – RTP - NC

11. Maxamine Coveragehttps://maxamine.epa.gov/maxcentral/ • www.epa.gov – Static web pages • cfpub.epa.gov – ColdFusion server • yosemite.epa.gov – Domino server • chocolate.gov – Maxamine server • oaspub.gov – Oracle server (NEW!) https://maxamine.epa.gov/enviro/ • sparrow.gov – Blog server (NEW!) https://maxamine.epa.gov/blog/ • Opengov – Opengov Website (NEW!) https://maxamine.epa.gov/opengov/ EPA Web Workgroup – RTP - NC

12. How the Raw Hits Data get turned into Maxamine numbers Nerlpage December, 2009 Stats Human Views 16,036 Status 206 (Partial Content) PDF 1,493 Status 404 (File Not Found) 2 Status 405 (Method Not Allowed) 4,218 Bot Requests Removed 23,416 Unfiltered Raw PDF Requests 1,667 Hits In Maxamine Report 7,380 Left 5,887 Left 5,885 Left PDF Inflation Removed HTM/HTML 16,395 Unfiltered Raw HTML Requests 9,375 Hits In Maxamine Report 16,355 Left 15,234 Left 5,859 Bot Requests Removed 1,121 Status 404 (File Not Found) 40 Status 206 (Partial Content)

13. External Links Report Problem • External Link Integrity report showed errors to cfpub.epa.gov and yosemite.epa.gov. • Caused by an issue in the blade center switch that load balances other servers in the same blade center as the Maxamine server • Complex enough mystery it took some time to solve • Now it is fixed • Rescanned all the sites so the QA reports for March are now correct • Cannot do scans back in Jan or Feb • Updating trend reports with data from March for Jan-March EPA Web Workgroup – RTP - NC

14. Leader Boards – How are we doing? • Maxamine metric of user experience • Overall Score = Page Proximity (25%), Page Weight Rating (25%), Link Integrity Rating (25%), External Link Integrity (15%) and Title Integrity Rating(10%). With Problem Problem Fixed EPA Web Workgroup – RTP - NC

15. Broken Links – Not Getting Better EPA Web Workgroup – RTP - NC

16. Page Weight (size) • Metric represents user experience with download time, bigger is longer. • Maxamine gives a break for cached components • Maxamine thinks 50k is too big – based on dial-up download speeds and older broadband speeds • Dial-up users much less now – 8% • Could • eliminate page weight from our score • Increase threshold (200k?) • Leave it at 50k EPA Web Workgroup – RTP - NC

17. 3rd Party Links • Maxamine penalizes score pages – especially home pages that direct people away from the website • Based on commercial model – funnel users to credit card stage • Not counted in overall score • Can we configure to exclude nlquery.epa.gov, yosemite.epa.gov, etc.? EPA Web Workgroup – RTP - NC

18. Better Bloodhound Evaluation of single page – custom report http://epa.gov/webmast1/srchrept/dashes.htm Meta Information (title, keywords, description) In-bound Search phrases (sortable by phrase and frequency) In-Links Text (sortable by in-link, phrase, and frequency) Browser Addresses (NEW!) Referrers Pages (NEW!) Out-bound Search phrases (NEW! – now you can recreate search people did from your page and see the results) April 13-16, 2010 EPA Web Workgroup – RTP - NC

19. Metadata • Can automatically extract from your PDFs to spreadsheet • You fill in spreadsheet • Can provide some Librarian support • Can automatically populate PDFs • Did most requested 500 PDFs EPA Web Workgroup – RTP - NC

20. Restructuring EPA • Inform Decision making • Information on Biggest Topics • ACSI Topics • Top Search Terms – Emergent Interest – cash for clunkers • Most Requested Sites / PDFs • Resources Lists • Based on biggest concepts EPA Web Workgroup – RTP - NC

21. OIAA’s Custom Report Policy • Content owners may not want reports at TSSMS level – need scan of smaller domain. • Content owners can get custom QA and Traffic reports and other custom reports like CrazyEgg and Bloodhound – but they will have to pay for the contractor labor to produce them. • It is easy to order the work through WCF service TZ – DeShelia Hall (919)-541-4469 EPA Web Workgroup – RTP - NC

22. Questions? • Dr Charlotte Cottrill (EPA) cottrill.charlotte@epa.gov • Dr Stephen P Gant (CSC) gant.stephen@epa.gov • Karen Litwin (CSC) litwin.karen@epa.gov • DeShelia Hall (EPA) • hall.deshelia@epa.gov EPA Web Workgroup – RTP - NC