Thursday, August 11, 2005

The Pyramid Model of Web Analytics Data

Web Analytics - Analytics - Metrics

Let's discuss how traffic analysis can be measured by value starting from the least importance.

1.“Hits” – We can all relate to the term hits but what do they measure? Well nothing towards web analytics if you’re wondering. The term hits is mainly for the IT department in measuring server load. To make it clear that hits is not to be used for analytics I’ll quote from the well known Eric Peterson from his book “Web Analytics Demystified”, “a term which should no longer be used by business and marketing professionals”. Enough said.

2.“Page Views” – the basis of web analytics, the measuring of overall activity on a given page or section of a site. Views can also give you an idea of how far of a reach your site has. Although this is beneficial lets see if anyone take more then a mere peek at your site.

3.“Visits” – Nothing beats analyzing your first visit, finally we can measure true interaction. Most web analytics software allows you to gather navigation paths such as (enter and exits) that can lead to a better understanding of patterns among your users.

4.“Unique Visitors” – Climbing the web analytics pyramid data, we arrive at unique visitor that can be measured by developing a timeframe and analyzing the number of individuals in this range. By measuring this data you can start identifying common usage if any.

5.“Unique Identified Visitors or (unique user identifier UUID)” – What a view from the top! Analyzing Unique Identified Visitors gives you a chance to individualize data down to names from a database and develop personalized marketing, gone are the days of just mass marketing!!

Now strap on your boots and start the climb to a better organized mission in analyzing the value of your sites data.

I would like to thank Mr. Peterson for the great article in his must read “Web Analytics Demystified” book.

Wednesday, August 10, 2005

What's this 'No Referral' all about!!

Yes that 80% of unidentified traffic referral can be a terrifying mystery, yet hold on tight I'll explain.

Typically these are the reasons why your noticing 'no referrals'
- Visitors are accessing your site directly, buy typing your URL in the browser window
- Visitors book marking your site
- Visitors clicking your link within your email marketing or any other form of emailing be that you supply a direct link to your site
- Search Engine Spiders crawling your pages
- Log Format not properly configured

(accessing your site directly)
Ok we all wish that the 80% of 'no referrals' is due to the fact that most households know you by your URL unless your a name brand, lets be real. When a visitor types in your site URL their is no referral information being sent to the web server and your not being referred by any other site.

(book marking your site)
This is the same as accessing a site directly

(Visitors clicking your link within your email)
Unless you set this up initially to track email links, if your email marketing is not set up correctly you will loose all referral information now that’s sad.

(Search Engine Spiders)
Now This is where I would say most of your 'no referrals' are coming from, Robots and spiders are constantly crawling and indexing pages at an astonishing rate and if your site is optimized your just asking them to pay a visit.

(Log Format)
Most web analytics vendors have you configure your web server to correctly interpret the massive amounts of data and produce detailed information.

I hope this has been helpful, so the next time you come across 'no referrals' ask your self a few questions.

Cheers!

Tuesday, August 09, 2005

SEO meet Web Analytics!

As a recent SEO for an international firm I took a stare out the window one day and thought to myself ok so what if your ranking in the top three what happens once found...

All the ranking in the world doesn't mean anything if you’re ROI is dead in the water still. Developing a process where you merry the two: Search Engine Optimizing and Web Analytics you will have employed a very strong and tactful mission that will grant you with many positive results.

By definition authored by Guy Greese of the Alberdeen Group whose voice in the frontier is empowering - Web Analytics is "the monitoring and reporting of Web site usage so enterprises can better understand the complex interactions between Web visitor action and Web site offers, as well as leverage that insight for increased customer loyalty and sales."

I will continue this thread in the coming days...