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Better Living Through Web Metrics

Better Living Through Web Metrics. Kathy Farrell, Empire State College Melissa Meehan, Buffalo State College Ned Stankus, Hamilton College Maryann Stopha, SUNY Geneseo. Overview. Introduction What ARE “web metrics”? Why Use Them? Server Logs Other Data Sources Wrap-up.

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Better Living Through Web Metrics

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  1. 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

  2. HighEdWebDev 2004 Overview • Introduction • What ARE “web metrics”? • Why Use Them? • Server Logs • Other Data Sources • Wrap-up

  3. HighEdWebDev 2004 What ARE “Web Metrics”? • “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.

  4. HighEdWebDev 2004 What ARE “Web Metrics”? • 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.

  5. HighEdWebDev 2004 Why Use Web Metrics? • 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

  6. HighEdWebDev 2004 Server Logs: The Basics • What is a server log? • Why bother analyzing the server log? • Common analysis tools

  7. 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-8859-1&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"

  8. HighEdWebDev 2004 Server Logs: Fields in the Sample Entry remotehost: 64.12.102.33 rfc931: www.esc.edu authuser: - [date]: [16/dec/2003:00:04:09 -0500] “request”: "get /esconline/online2.nsf/eschome?openform http/1.1" status: 200 bytes: 21691

  9. 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"

  10. HighEdWebDev 2004 Server Logs: Common Analysis Tools • Basic results:What the logs can tell you, and how you can use the informationWebtrends example • Deceptive results:What the logs seem to tell you, but really don’t

  11. HighEdWebDev 2004 Server Logs: Beyond the Basics • Configuring your analysis softwareignoring specific IP addresses • Extracting specific types of entries from the log • “Homemade tools” • Examples: • Click-through • Comparing two navigation schemes • Search Queries (both successful and unsuccessful)

  12. HighEdWebDev 2004 Log entry for a search query • 129.44.6.222 www.esc.edu - [01/sep/2004:08:28:41 -0400] "get /esconline/onlinesi.nsf/index/?searchview&query=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=7b9439c604c5ac4216387fe752447485" "e:/lotus/domino/data/esconline/onlinesi.nsf"

  13. HighEdWebDev 2004 Top 10 “No-hit” search terms

  14. HighEdWebDev 2004 Server Logs: Limitations • Common problems with the data • Case-sensitivity • Others • Problems with the analysis software • Tips for coping with problems

  15. HighEdWebDev 2004 Break for Discussion!

  16. HighEdWebDev 2004 Other Data Sources • Surveys • Webmaster E-mail • Usability Studies • Focus Groups • Help Desk Calls

  17. HighEdWebDev 2004 Other Data Sources • Reasons to use them • Examples • Tips for developing them • Limitations of these sources

  18. HighEdWebDev 2004 Other Data Sources: Geneseo • Surveys • Geneseo Web Usability Survey • Webmaster E-mail • Help Desk Calls

  19. HighEdWebDev 2004 Other Data Sources: Buffalo State • Buffalo State’s Metrics Toolbox • Usability Studies • Focus Groups

  20. HighEdWebDev 2004 Break for Discussion!

  21. HighEdWebDev 2004 Wrap-up and Future Plans

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