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Creating effective web presence 1 Strategic Premise Building a Web Site for an Enterprise or Non-Profit is Not an Exercise in Either Technology Or Aesthetics. It is an Exercise in Creating Satisfying Customer Experience in a Way that Leads to Cost-Effective Execution of Marketing Strategy. COMP7880-web-2 Effective Execution of Marketing Strategy Building Web sites that deliver satisfying customer experience and do so in a way that fits both strategy and budget. Visual attractiveness is a plus, but not a necessity. If technology gets in trouble, it is a negative, not a plus, e.g., flash intros/demos. Web sites is an important marketing strategy but not the only one - that must be cost-effective. Most Web sites should eventually be expected to produce a reasonable return on investment. COMP7880-web-3 Web Site Development Process Not too different from marketing / communications planning Planning a Web site should be first Foremost a business/marketing planning process Good business sense should take precedence COMP7880-web-4 Establishing Site Objectives Enterprise/Unit Marketing Objectives cascade with levels The Interactive Nature of the Internet Communications/Branding Objectives Behavioral Objectives Role of Web Site on Overall Marketing/ Marketing Communications Strategy integration of online and offline strategy for multichannel marketers COMP7880-web-5 Identify / Describe Target Market Demographics, Life Styles Motives for using the site Tasks they wish to perform Consider utility and customization Stepwise scenario development / use case analysis COMP7880-web-6 Site Content / Navigation Structure What content do visitors need/expect? How do they access content? More than just a straightforward replication of offline content Interactions Marketing research What role should visuals/graphics play? Simple and Usable Content and structure more important COMP7880-web-7 Typical Site Hierarchy Enough second-level pages to clearly categorize content but not create confusion Visitor should never be more than 2-3 intuitive mouse clicks away Avoid dead ends COMP7880-web-8 Site Design Issues Content Navigation Color (especially background) Font Minimize Scrolling Artwork Animation/Graphics/Rich Media Demo Case: http://www.cnet.com/ COMP7880-web-9 Deployment and Tuning Uploading site server / hosting service raises many technical issues Calibrating and fine tuning for best site performance is highly technical Reliability and scalability issues Test at your target customers’ regions and environment! COMP7880-web-10 Measure / Evaluate / Improve Performance & Effectiveness Measuring and Improving site performance is a technical task Measuring and improving the business effectiveness of site is a marketing task COMP7880-web-11 Measurement Techniques Concept Tests - basic marketing research techniques Prototype Tests - tests of sites with limited functionality, usually done in a laboratory setting. Beta (Functional) Tests – testing a fully-functioning Web site. can be done in a laboratory setting or by giving trusted users/customers access to a site on a server, before the site has been deployed to the Web. Customer Usability/Satisfaction Feedback - uses conventional marketing research techniques to measure satisfaction with the Web site experience. COMP7880-web-12 Measuring Web Customer Satisfaction Employs research methods developed offline Adapted for the online environment Single measures vs multiple measures COMP7880-web-13 Satisfaction with Content COMP7880-web-14 Satisfaction with Transactional Experiences COMP7880-web-15 E-Commerce Satisfaction Drivers COMP7880-web-16 What Should The Marketer Do To Create Good Customer Experience On The Web Site? COMP7880-web-17 Stages/Elements of Customer Experience COMP7880-web-18 Continuous Improvement Essential Figure 9.12 TOP Image Only Goes Here Figure 9.13 TOP Image Only Goes There COMP7880-web-19 Elements WSJOnline Offers Usable Site Navigation Made Easier By Familiarity With Print Version Personalization Options A Trusted Brand Name E-Mail Notices—Features, Breaking News Community Through Feedback/Discussions COMP7880-web-20 Web Site Costs 2 to 3 times as much to maintain a site as it costs to develop it initially! COMP7880-web-21 More on website evaluation COMP7880-W2-22 The Power of Clickstream to Produce Internet Metrics Tremendous amount of data produced on the Internet. One of the main challenges for the Internet marketer is to control this data to improve existing marketing programs and to gain insights into additional marketing efforts that have a high probability of being productive COMP7880-web-23 Purpose of Usability Testing Visitors expect smooth navigation suiting their need To be pleased and not frustrated The fundamental basis of Web site usability is user task performance. • Visitors come to the Web site motivated to accomplish some goal, to perform some task. • Usability testing is designed to ensure that task performance is not only possible, but hopefully efficient and entirely satisfactory. COMP7880-web-24 Types/Stages of Usability Testing Concept Testing - testing site design concepts to see if they make sense. This is primarily site structure, not design approaches. Prototype Testing - testing prototypes to see if they fit the manner in which users expect the site to be organized and laid out in order for them to complete tasks in an orderly fashion. Full Usability Testing - Testing the full usability of the site when it is functionally complete and most if not all of the content is there. COMP7880-web-25 Pareto Curve for Usability Testing Over 75% of the problems can be identified with 5 user tests; only 15 are need to find 100% COMP7880-web-26 No Website can Ignore the Need for Usability Testing Usability testing is critically important. A careful marketer can learn to do it, especially one who has had focus group training or experience. It can be outsourced to interactive marketing agency or a specialized marketing services firm. COMP7880-web-27 Site Performance Metrics COMP7880-web-28 Traffics & Audience Metrics Site Administered Hit Counters Purchased Services Server Request Log Data Coded Web Pages Customer Panel Data COMP7880-web-29 Hit Counters are Often Free They Provide Simple But Useful Reports COMP7880-web-30 What is a Server Log? Server logs record every hit (every file requested) and most pages have many files. This is a necessary lead-in to understanding that the IT people use server log data to run the site and marketers use it (after much processing) to understand the performance of their marketing programs. Includes, e.g. IP address, date and time of request COMP7880-web-31 Basic Metrics – Site Traffic Hits Impressions. recorded each time a file is requested little value in measuring site effectiveness. Typical advertising usage applies here. Each time a visitor has an opportunity to view an item, an impression is recorded. Page views (page impressions). recorded each time a page is requested. COMP7880-web-32 Basic Metrics – Site Audience Visitors - simple count of the number of people who visit a site Unique visitors - the number of different people Identified visitors - the next step up; now we know who they are Unduplicated audience - the number of unique visits/exposures in a specified time frame. Traffic and audience measures are obviously related. Traffic simply measures the activity on the site. Audience measures are of more interest to marketers who need information about the composition of that traffic. COMP7880-web-33 Need for Ratings Management to assess performance Investors to assess potential & returns Advertisers for traffic numbers Must be accurate & verifiable External audit is the preferred option COMP7880-web-34 Television Ratings Create-once-sell-many medium Production costs don’t change with number of audience Producers cannot directly count their audience Independent panel-based measurement companies are preferred, e.g. ACNielsen Survey a representative sample of viewers and the TV channels to which they tuned Set-top box is used to record the viewing behavior COMP7880-web-35 Magazine Ratings Create-many-sell-many medium They can count how many copies printed & sold No way to count magazines actually opened and read Independent companies verify circulation numbers based on audits of financial documents, mailing lists, postal receipts, and printing bills Survey is much harder than TV as the number of magazines is much higher than TV channels No mechanism similar to set-top box COMP7880-web-36 Web Ratings Create-once-sell-many medium Supply side resembles magazines but demand side resembles TV Can count using server logs how many pages were “printed” Can install set-top box like software to record viewing behavior Millions of web sites with billions of web pages require prohibitively large samples Representative samples are impractical to put together in addition to difficulty of installing measurement software Don’t guess but count! COMP7880-web-37 Something You Can Know The referral links let you know how much traffic is coming from where? Also captured are the search terms visitors typed into portals like Yahoo! Can discover the most-used entry and exit pages How long did they stay on each page? COMP7880-web-38 IAB Online Measurement Study 39 Background & Objectives Online Advertising Measurement Study Interactive Advertising Bureau (IAB) Media Rating Council (MRC) Advertising Research Foundation (ARF) Conducted by PricewaterhouseCoppers (PwC) Review measurement criteria & practices for online advertising and audience measurement reporting Document and report the comparability of existing metrics used by the industry Propose a common set of industry definitions and guidelines for data analysis and reporting COMP7880-web-40 Scope 11 participating companies selected by IAB Participating companies represented 2/3 of total industry revenue Interviews portals (e.g., AOL, MSN, Yahoo!) destination sites (e.g., CNET, Forbes.com) third party ad networks / servers (e.g., Avenue A, DoubleClick) what types of audience and advertising data are measured how the data is measured and how it is reported Verified collection methods & definitions using scripted testing Identified discrepancies between definitions, editing procedures, and reporting COMP7880-web-41 The Top Five Metrics Ad Impressions Clicks Unique Visitors Total Visits Page Impressions Time Spent on Page Number of Completed User Registrations Conversions # Participants 12 10 8 6 4 2 0 Ad Impressions Clicks Unique Visitors Total Visitors Page Impressions COMP7880-web-42 Ad Impression A measurement of responses from an ad delivery system to an ad request from the user browser filtered from robotic activity recorded at a point as close as possible to the actual viewing of the creative material by the user browser. COMP7880-web-43 Ad Impression Measurement Server Initiated Measurement prior to serving a web page to a user agent request the page is built with links to an ad resource ad impression transaction is recorded in a log Client Initiated Measurement direct connection between a user agent and the ad server via advanced HTML tags recorded via an independent request to a special ad transaction logging server # Participants 7 6 5 4 3 2 1 0 Server Client COMP7880-web-44 Page Impressions A measurement of responses from a web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to the actual viewing of the page by the user browser. COMP7880-web-45 Clicks A measurement of the user-initiated action of clicking on an ad element, causing a re-direct to another web location. Tracked and reported as a 302 redirect at the ad server. This measurement is filtered for robotic activity and is recorded at a point as close as possible to the actual viewing of the destination web location by the user browser. COMP7880-web-46 Uniform Use of 302 Redirects All 11 participants track clicks & share a common definition A click is a user-initiated action of clicking on an ad element causing a redirect to another web location A click does not include information on whether or not the user completed the redirect transaction All base click metric on 302 redirects (or transfers) successfully processed by the ad server # Participant 12 10 8 6 4 2 0 Tracking via 302 No Tracking via redirects 302 redirects COMP7880-web-47 Unique Visitors 10 out of 11 participants track unique visitors Cookie Based 8 use cookies with 2 using also IP address recurring vs new cookies Registration Based 2 use registered users or user login counts # Participants 8 7 6 5 4 3 2 1 0 Cookie Registration None COMP7880-web-48 Cookie Based Unique Visitors Should new cookie be counted? Count all new cookies Exclude all new cookies a unique cookie must visit the site at least twice to be considered a new visitor Exclude some new cookies based on historical data using known user data estimate of new cookies representing repeat visitors that do not accept cookie # Participants 4 3.5 3 2.5 2 1.5 1 0.5 0 Count All New Cookies Count No Count New Some New Cookies Cookies COMP7880-web-49 Total Visitors 10 participants calculate total visitors Definitions vary among participants Actual Sampling sample user activity (e.g. several days over a period) Statistical Analysis to perform statistical analysis to estimate total visitors # Participants 6 5 4 3 2 1 0 Actual Sampling Statistical COMP7880-web-50 Web vs Ad Server Tracking 8 participants track page impressions 6 use standard web server logs 2 use web beacon technology (see Yahoo) with successful HTML status codes filter from robotic activity # Participants 6 5 4 3 A Web beacon is an object that is embedded and invisible but allows 2 checking that a user has viewed the 1 page or e-mail. no third party entity does the tracking 0 Web Server Ad Server COMP7880-web-51 Robotic Activity Filtering All participants perform some such filtering Basic List of Known Robots prevent robots from scanning the ad server exclude transactions from empty agents or “bot” agents based on User Agent Strings or IP address varied from 10 to 700 Behavioral Filtering define business rules to identify robotic behaviors # Participants 12 10 8 6 4 2 0 Basic Filtering List Filtering Behavioral Filtering COMP7880-web-52 Internal IP Address Filtering Eliminate any activity generated by internal monitoring tools Demographic of company users may not be representative Eliminate any activity generated by internal testing # Participants 7 6 5 4 3 2 1 0 Remove Internal Include Internal IP Addresses IP Addresses COMP7880-web-53 Independent Verification # Participants 7 6 5 4 3 2 1 0 Process Audit Activity Audit Process & No Audit Activity Audit COMP7880-web-54 Resources Web Metrics: Proven Methods for Measuring Web Site Success, Jim Sterne John Wiley & Sons, Inc., 2002 IAB Online Ad Measurement Study PricewaterhouseCoppers, 2001 COMP7880-web-55