OVERVIEW OF WEB ANALYTICS

Based on the book: Web Analytics Demystified by Eric T. Peterson

Presented by: Masih Nabizadeh

WHAT IS

WEB ANALYTICS?• Web analytics can have a wide variety of

definitions but is ultimately focused on a single

goal: “ Understanding the online experience

such that it can be improved. “

• Web analytics is the assessment of a variety of

data, including Web traffic , web-based

transactions, web server performance usability

studies, user submitted information and related

sources to help create a generalized

understanding of the visitor experience online.

Techniques & technologies

used in web analytics• Web Traffic Data

• Web Transaction Data

• Web Server Performance Data

Techniques & technologies

used in web analytics• Web Traffic Data

- Most popular source

- Is informed by an application making a record of

the request for information being received.

• Web Transaction Data

• Web Server Performance Data

Techniques & technologies

used in web analytics• Web Traffic Data

• Web Transaction Data

- These data points such as number of customers,

number of orders and average size of transactions

should be available to the web analytics process.

• Web Server Performance Data

Techniques & technologies

used in web analytics• Web Traffic Data

• Web Transaction Data

• Web Server Performance Data

- The effect of technology lag on visitor experience

can be examined within the context of web

performance data.

10-second rule

• One tenth of the second id the limit for a user to feel that

a system is responding immediately when engaged in a

task

• One second id the limit for a user’s flow to remain

uninterrupted, allowing them to notice a delay but not

losing the feeling of direct connection with the task.

• Ten second is the upper limit for keeping users focused

on a single task. When faced with delays of ten seconds

or longer, users have a tendency to engage in side task

or become frustrated with the lack of system response.

Web Server Performance Data

• One of the key factors to consider when

analyzing the visitor experience on your website

is “how long do your pages take to download?”

since the answer is different for different types of

connections, you need to take this one step

further and ask “ How do our visitors connect to

our web site?”

Examining Page Weights

You make the user wait long

periods

user is more likely to abandon the

process

User submitted information &

related sourcesThe value of user survey and polling to the web

analytics process is the ability to collect more than

just raw data ; you are actually able to collect user

opinions and feedback.

Integrated Forms-based Data

Segment your visitors

Continuous Improvement

Process

Measure

change

Verifyanalyze

Define