HighEdWebDev
2004,
October 12, 2004
Home > Presentation Slides: Web Version
(Last Update: 10/18/04)
Better Living Through Web Metrics
Kathy Farrell, Empire State College
Ned Stankus, Hamilton College
Melissa Meehan, Buffalo State College
MaryAnn Stopha, SUNY Geneseo
Overview
- Introduction
- What ARE “web metrics”?
- Why Use Them?
- Server Logs
- Other Data Sources
- Wrap-up
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. - 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.
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
Server Logs: The Basics
- What is a server log?
- Why bother analyzing the server log?
- Common analysis tools
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"
Server Logs: Fields in the Sample Entry
| Field Name | 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 |
| 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" |
Server Logs: Common Analysis Tools
- Basic results:
What the logs can tell you, and how you can use the information
Example of a Webtrends report - Deceptive results:
What the logs seem to tell you, but really don’t
Server Logs: Beyond the Basics
- Configuring your analysis software
- Extracting specific types of entries from the log
- “Homemade tools”
- Examples:
- Click-through
- Comparing two navigation schemes
- Search Queries (both successful and unsuccessful)
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"
Top 10 'no-hit" Search Terms
| July '04 | August '04 | September '04 | |||
|---|---|---|---|---|---|
| 10 | business, management and economics | 14 | accredidation | 18 | snl |
| 9 | accredidation | 12 | dpp | 12 | http and //sln.suny.edu/commons |
| 9 | business, management economics | 9 | finacial and aid | 12 | onlinecourses |
| 9 | fasfa | 9 | www.coursespace.suny.edu | 10 | accredidation |
| 8 | 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 |
| 6 | myrecords | 6 | aust | 6 | clepsydra |
| 6 | register for coourse | 6 | sat and scores | 6 | psycology |
| 5 | bps | 5 | basket | 6 | snl and commons |
Server Logs: Limitations
- Common problems with the data
- Case-sensitivity
- Others
- Problems with the analysis software
- Tips for coping with problems
Break for Discussion!
Other Data Sources
- Surveys
- Webmaster E-mails
- Usability Studies
- Focus Groups
- Help Desk Calls
Other Data Sources
- Reasons to use them
- Examples
- Tips for developing them
- Limitations of these sources
Other Data Sources: Geneseo
- Surveys
- Geneseo Web Usability Survey
- Webmaster E-mail
- Help Desk Calls
Other Data Sources: Buffalo State
- Buffalo State’s Metrics Toolbox
- Usability Studies
- Focus Groups
Break for Discussion!
Wrap-up and Future Plans
http://www.esc.edu/highedwebmetrics
