HighEdWebDev 2004

Better Living Through Web Metrics

Kathy Farrell, Empire State College

Melissa Meehan, Buffalo State College

Ned Stankus, Hamilton College

Maryann Stopha, SUNY Geneseo

HighEdWebDev 2004

Overview

Introduction What ARE “web metrics”? Why Use Them? Server Logs Other Data Sources Wrap-up

HighEdWebDev 2004

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.

HighEdWebDev 2004

What ARE “Web Metrics”?

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.

HighEdWebDev 2004

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

HighEdWebDev 2004

Server Logs: The Basics

What is a server log? Why bother analyzing the server log? Common analysis tools

HighEdWebDev 2004

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"

HighEdWebDev 2004

Server Logs: Fields in the 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

HighEdWebDev 2004

Server Logs: Fields in the Sample Entry

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"

HighEdWebDev 2004

Server Logs: Common Analysis Tools

Basic results: What the logs can tell you, and how you can use the informationWebtrends example

Deceptive results: What the logs seem to tell you, but really don’t

HighEdWebDev 2004

Server Logs: Beyond the Basics

Configuring your analysis softwareignoring specific IP addresses

Extracting specific types of entries from the log “Homemade tools” Examples:

– Click-through– Comparing two navigation schemes– Search Queries (both successful and unsuccessful)

HighEdWebDev 2004

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"

HighEdWebDev 2004

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

HighEdWebDev 2004

Server Logs: Limitations

Common problems with the data– Case-sensitivity– Others

Problems with the analysis software Tips for coping with problems

HighEdWebDev 2004

Break for Discussion!

HighEdWebDev 2004

Other Data Sources

Surveys Webmaster E-mail Usability Studies Focus Groups Help Desk Calls

HighEdWebDev 2004

Other Data Sources

Reasons to use them Examples Tips for developing them Limitations of these sources

HighEdWebDev 2004

Other Data Sources: Geneseo

Surveys– Geneseo Web Usability Survey

Webmaster E-mail Help Desk Calls

HighEdWebDev 2004

Other Data Sources: Buffalo State

Buffalo State’s Metrics Toolbox– Usability Studies– Focus Groups

HighEdWebDev 2004

Break for Discussion!

HighEdWebDev 2004

Wrap-up and Future Plans