06, 2006

eMarketing Analytics

The world of "webspeak" is often times a confusing and misleading place. Website service providers (these can be website hosting services, designers, syidicators and host of other businesses vying for your eMarketing dollars) often use language unfamiliar to most of us when describing the success of a web property. We've all heard terms like "hits", "sessions", "page views", "click throughs" etc...

Understanding what all of this means, and how this can be used is a critical part of a successful online presence. A little bit of knowledge can go a long way when negotiating with a web site marketing service provider. One of the most commonly used tools for web analytics is Google Analytics (formerly Urchin), which is used by a number of web hositng services. Here's how they describe some of the terms we've listed:

- Hit -> A 'Hit' is simply a successful request to your web server from a visitor's browser for any type of file, whether an image, HTML page, an MP3 file, or any other type. A single web page can cause many Hits -- one for each image included on the page, etc.

- Session -> A 'Session' is defined as a series of clicks on your site by an individual visitor during a specific period of time. A Session is initiated when the visitor arrives at your site, and it ends when the browser is closed or there is a period of inactivity. Sessions quantities will vary to some degree based on what type of visitor tracking method is employed.

- Page View -> A 'Pageview' is defined as a request from a visitor's browser for a displayable web page, generally an HTML file. In general, images and other embedded content, such as style sheets and javascript, are not considered to be Pageviews.

- Bytes -> Each file requested by a visitor to your website has a certain size associated with it that is recorded by the webserver. By tabulating the size of each file, the total volume of traffic can be assessed. Because Bytes numbers can be very large, data in this graph is abbreviated with terms such as MB for megabytes (~million bytes).

There are a number of good whitepapers available (free) which can further help in understanding how to effectively interpret (and respond to) the metrics received from a website. Here are a few good examples:

 Measuring Click Streams

 What Marketers Don't Do - But Should

 Web Analytics

 Use of Key Performance Indicators in Web Analytics

Posted by 4everywhere at 6, 2006 09:29


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